Metaverse and Cultural Marketing in Hospitality and Tourism

Abstract

Metaverse is a thirty-year-old term, but a new formation. Metaverse is termed the 4th era of networking and computing – thereby succeeding mainframes (Ball, 2022). The Chapter will analyse the metaverse from two perspectives; it will look at the metaverse as a marketing tool and, or promote and sell goods and services in the hospitality industry; to use the metaverse as a marketing strategy in cultural marketing, and the future implications of metaverse on the hospitality industry as a whole. The global tourism and hospitality industry, currently, is experiencing some significant transformations due to certain disruptive innovations in the digital spheres across the globe – this includes the ‘metaverse'. Similarly, the notions of the ‘metaverse' as well as its virtual reality experiences have altered people's perspectives radically on the future of technology and its potential impacts on the tourism and hospitality industries.

The Effect of Organizational Innovation Mediates between Knowledge Management Capabilities and Hotel Performance: A Conceptual Analysis

“…In the fast-paced hospitality and tourism industry, knowledgeable employees play a crucial role in staying upto-date with market trends, customer preferences, and technological advancements (Patwary et al, 2022;Kumar, 2017;Su & Lin, 2006). Their ability to manage and apply this knowledge is pivotal for the hotel's adaptability and success in meeting evolving customer expectations and industry trends.…”