Tosun, PetekUslu, AbdullahTosun, Petek2023-10-192023-10-19202361096-34801557-7554https://doi.org/10.1177/10963480231168608https://hdl.handle.net/20.500.12469/5455This study investigates the influence of the desire for continuous learning, fear of missing out (FOMO), involvement, and enjoyment from the virtual travel experience (VTE), on museum visit intentions. The direct impacts of FOMO, consumer attitudes, and subjective norms on visit intentions were examined within a conceptual research model that combines the theory of reasoned action (TRA) and self-determination theory (SDT). Survey data obtained from 385 potential tourists were analyzed by PLS-SEM. Findings revealed that the desire for continuous learning positively influences FOMO, and involvement positively affects attitudes toward museum visits, which, in turn, increases visit intentions. Enjoyment from the VTE moderates the attitude-visit intentions relationship. This study has extended previous findings by proposing and empirically testing an original framework for examining behavioral intentions. It has shown the significant impact of the desire for continuous learning on FOMO, which operates as a self-regulatory feeling and increases museum visit intentions.eninfo:eu-repo/semantics/closedAccessIntrinsic MotivationSelf-DeterminationVirtual-RealityMediating RoleInvolvementExperienceTouristIntrinsic MotivationSelf-DeterminationVirtual-Realityfear of missing outMediating Rolevirtual tourismInvolvementcontinuous learningExperiencevisit intentionTouristvirtual travel experienceArticleWOS:00097798010000110.1177/109634802311686082-s2.0-85159089449Q2Q1