Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)

Halime Dinç; Metin Argan; Bülent Gürbüz; Mehpare Tokay Argan; Aslıcan Çetin

doi:10.48119/toleho.1792313

Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)

Abstract

Little research has investigated the relationships among past behavior, involvement, attitude, subjective norm, perceived behavioral control, and intention in the context of metaverse museums, and the mechanisms underlying these associations remain largely unknown. Therefore, this study aimed to examine the antecedents of metaverse museum visit intention by extending the Theory of Planned Behavior (TPB). Data were collected from 449 participants living in Turkey using convenience and snowball sampling methods. The proposed model was tested using structural equation modeling (SEM). The results revealed that past behavior significantly predicted both involvement and perceived behavioral control. In addition, involvement had a significant positive effect on perceived behavioral control. Perceived behavioral control significantly affected subjective norm and attitude but did not directly influence intention. Subjective norm and attitude were found to have significant positive effects on intention. Mediation analyses further supported the indirect effects proposed in the conceptual model. The findings have important theoretical and practical implications for understanding metaverse museum-visit behavior.

Keywords

Metaverse museum, metaverse experience, intention, involvement, perceived behavior control

Ethical Statement

This research was approved by the Afyon Kocatepe University Ethical Committee on October 20, 2024, with protocol number 317558.

Thanks

We would like to express our sincere gratitude to all the participants who took part in this study.

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Details

Primary Language

English

Subjects

Tourism Policy

Journal Section

Research Article

Authors

Halime Dinç
0000-0002-2391-5508
Türkiye

Metin Argan
0000-0002-9570-0469
Türkiye

Bülent Gürbüz ^*
0000-0008-0977-9838
Türkiye

Mehpare Tokay Argan
0000-0002-8996-082X
Türkiye

Aslıcan Çetin
0009-0002-3232-0597
Türkiye

Publication Date

August 12, 2026

Submission Date

September 27, 2025

Acceptance Date

July 3, 2026

Published in Issue

Year 2026 Volume: 8

DOI

https://doi.org/10.48119/toleho.1792313

IZ

https://izlik.org/JA22CL77LS

APA

Dinç, H., Argan, M., Gürbüz, B., Tokay Argan, M., & Çetin, A. (2026). Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB). Journal of Tourism Leisure and Hospitality, 8. https://doi.org/10.48119/toleho.1792313

AMA

1.Dinç H, Argan M, Gürbüz B, Tokay Argan M, Çetin A. Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB). TOLEHO. 2026;8. doi:10.48119/toleho.1792313

Chicago

Dinç, Halime, Metin Argan, Bülent Gürbüz, Mehpare Tokay Argan, and Aslıcan Çetin. 2026. “Examining Mechanisms Underlying Intention to Visit Metaverse Museum Using the Theory of Planned Behavior (TPB)”. Journal of Tourism Leisure and Hospitality 8 (August). https://doi.org/10.48119/toleho.1792313.

EndNote

Dinç H, Argan M, Gürbüz B, Tokay Argan M, Çetin A (August 1, 2026) Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB). Journal of Tourism Leisure and Hospitality 8

IEEE

[1]H. Dinç, M. Argan, B. Gürbüz, M. Tokay Argan, and A. Çetin, “Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)”, TOLEHO, vol. 8, Aug. 2026, doi: 10.48119/toleho.1792313.

ISNAD

Dinç, Halime - Argan, Metin - Gürbüz, Bülent - Tokay Argan, Mehpare - Çetin, Aslıcan. “Examining Mechanisms Underlying Intention to Visit Metaverse Museum Using the Theory of Planned Behavior (TPB)”. Journal of Tourism Leisure and Hospitality 8 (August 1, 2026). https://doi.org/10.48119/toleho.1792313.

JAMA

1.Dinç H, Argan M, Gürbüz B, Tokay Argan M, Çetin A. Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB). TOLEHO. 2026;8. doi:10.48119/toleho.1792313.

MLA

Dinç, Halime, et al. “Examining Mechanisms Underlying Intention to Visit Metaverse Museum Using the Theory of Planned Behavior (TPB)”. Journal of Tourism Leisure and Hospitality, vol. 8, Aug. 2026, doi:10.48119/toleho.1792313.

Vancouver

1.Halime Dinç, Metin Argan, Bülent Gürbüz, Mehpare Tokay Argan, Aslıcan Çetin. Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB). TOLEHO. 2026 Aug. 1;8. doi:10.48119/toleho.1792313

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There are also no charges for rejected articles, no proofreading charges, and no surcharges based on the length of an article, figures or supplementary data etc. All items (editorials, corrections, addendums, retractions, comments, etc.) are published free of charge.

Journal of TOLEHO is an open access journal which means that all content is freely available without charge to the users or institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author. This is in accordance with the BOAI definition of open access.

Therefore, all articles published will be immediately and permanently free to read and download. All items has their own unique URL and PDF file.

All items published by the Journal of Tourism, Leisure and Hospitality are licensed under a Creative Commons Attribution 4.0 International License.

The licence permits others to use, reproduce, disseminate or display the article in any way, including for commercial purposes, so long as they credit the author for the original creation.

Authors retain copyright and grant the journal exclusive right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

However, Anadolu University Press can also demand to make an additional license agreement with the corresponding author of the study after first publication, in order to publish the manuscript in full text on various other platforms (web page, databases, indexes, promotion circles and etc.).

Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)

Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)

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