Can the Metaverse and Its Associated Digital Tools and Technologies Provide an Opportunity for Destinations to Address the Vulnerability of Overtourism?

Abstract

Overtourism has become a critical problem in many popular destinations around the world, leading to negative impacts on the environment, local communities, and the quality of the visitor experience. This article explores the potential of the metaverse, a virtual world that combines elements of augmented reality and virtual reality, and other new digital technologies for addressing the challenges of overtourism. Drawing on a systematic literature review of recent studies, the currently available technologies are listed, and their potential implications for the tourism industry and local communities are portrayed. It was found that while there is some evidence to suggest that the metaverse and its associated digital technologies such as the extended realities/XR (virtual reality/VR, augmented reality/AR, mixed reality/MR), can help mitigate overtourism, further research is necessary to investigate their effectiveness in reducing overtourism and their potential unintended consequences. This article makes an original contribution to overtourism research and adds to existing knowledge by providing a practical list of currently available technologies that could help DMOs and tourism professionals mitigate the negative effects of overtourism. The article concludes with suggestions for future research and practice in the field, highlighting the importance of continued exploration and innovation in this area.