Abstract
In the context of digital transformation, this study examines the factors influencing students’ intention to use the Metaverse for virtual tourism in Hanoi, Vietnam. Whereas prior Vietnamese studies have mainly treated virtual reality as a pre-trip support tool, the Metaverse as a socially rich experiential space remains underexplored. Drawing on technology acceptance theories, the study proposes an integrated research model incorporating perceived ease of use, perceived usefulness, perceived enjoyment, attitude toward the Metaverse, and social influence. Online survey data collected from 500 students through convenience sampling were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that attitude plays a central role in shaping students’ intention to use the Metaverse for virtual tourism (β = 0.346). Specifically, perceived enjoyment and perceived ease of use positively influence attitude (β = 0.572 and 0.170), whereas perceived usefulness does not demonstrate a statistically significant effect in this research context. The model explains 60.7% of the variance in attitude and 47.3% in intention. In addition, social influence directly increases intention (β = 0.295) and negatively moderates the attitude–intention relationship (β = −0.117), suggesting that social influence may compensate for less favourable personal attitudes. This study provides empirical evidence on Metaverse adoption in virtual tourism within Vietnam and offers practical implications for prioritizing immersive experience design, strengthening positive user attitudes, and enhancing community-driven adoption effects.
Keywords: Metaverse, virtual tourism, usage intention, attitude, social influence, students, PLS-SEM.
JEL classification: M31, O33, Z32.
DOI: 10.63767/TCKT.39.2026.90.100
Để đọc toàn văn vui lòng nhấn vào xem chi tiết.
Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
