Exploring Generation Z Motivations to Use Metaverse for Travel Planning

ABSTRACT Technology‐enabled travel planning has been adopted by businesses and consumers. Travel portals and aggregators increasingly offer technology tools, such as metaverse, AI applications, and chatbots to facilitate travel. The consumer motivations to use metaverse as a travel planning tool and its effect on purchase intention have been underexplored. To bridge this gap, this study explores how different dimensions of motivated consumer innovativeness (MCI) influence consumer attitudes toward metaverse and use intention. The study utilizes a sequential mixed‐method approach consisting of two phases. Phase 1 collected qualitative data through interviews with 30 Generation Z (Gen Z) adults with metaverse virtual travel and travel planning experience. Based on Phase 1 findings, Phase 2 surveyed 354 participants and applied quantitative analysis. The study revealed that Gen Z tourists were motivated by functional and cognitive factors when engaging with the metaverse. The study explains the role of metaverse in travel planning and offers practical implications for travel and tourism stakeholders. The findings highlight the need for engagement strategies that blend technological innovation with immersive experiences to align with Gen Z's views on innovation and interaction in order to enhance the metaverse experience.