Metaverse cannot be an extra marketing immersive tool to increase sales in tourism cities

Florido-Benítez, Lázaro

doi:10.1108/ijtc-01-2024-0001

Cited by 3 publications

References 100 publications

(119 reference statements)

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From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism

Beheshti,

Mladenović,

Sadraei

et al. 2024

IJCHM

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Purpose As exponential technologies continue to transform business models rapidly, there is a growing focus on metaverse research within the tourism industry. Despite the significant findings, the practical discussion of high-cost and resource-demanding space tourism within the metaverse platform is still abstract. This study aims to provide a comprehensive understanding of virtual space tourism and consumer motivations inspired by the intrinsic principles of the sharing economy business model and the metaverse platforms. Design/methodology/approach By gathering primary data through questionnaires from individuals interested in virtual space tourism and using the 530 valid responses, this study uses the unified theory of acceptance and use of technology 2 (UTAUT2) along with the status quo bias theory (SQB) to better comprehend travelers’ motivations for engaging with the metaverse in space tourism. Findings The study confirms UTAUT2’s effectiveness in predicting travelers’ adoption behavior. Specifically, factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, price value and facilitating conditions significantly impact attitudes and behavioral intentions toward adopting the metaverse for space tourism. Furthermore, skepticism significantly moderates the relationship between attitudes and behavioral intentions. Originality/value This study is one of the first to empirically explore the motivations for using metaverse capabilities in the context of space tourism. In line with recent calls for more research on advancing UN sustainable development goals through the metaverse platform, this research discusses findings based on eight shared attributes in both sharing economies and the metaverse platforms that offer the potential for sustainable, socialized and affordable access to space tourism. In addition to the managerial implications, this study outlines future research directions, drawing on insights from the sharing economy’s success in the tourism industry.

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From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism

Beheshti,

Mladenović,

Sadraei

et al. 2024

IJCHM

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Exploring new realms or losing touch? Assessing public beliefs about tourism in the metaverse–a big-data approach

Mahmoud,

Fuxman,

Asaad

et al. 2024

IJCHM

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Purpose The Metaverse is rapidly reshaping the understanding of tourism, yet the public perception of this new domain remains largely uncharted empirically. This paper aims to build on the technology acceptance model (TAM) and diffusion of innovations theory (DIT) to fill this gap, offering crucial insights that could inform scholars and practitioners in both the tourism and technology sectors. Design/methodology/approach Using a big-data approach, the authors applied machine learning to scrape comments made by social media users on recent popular posts or videos related to tourism in the Metaverse from three prominent social media platforms. The cleaning process narrowed down 15,461 comments to 2,650, which were then analysed using thematic, emotion and sentiment analysis techniques. Findings The thematic analysis revealed that virtual tourism evokes a complex range of public beliefs. While many express awe and excitement toward its immersive capabilities, others remain sceptical about authenticity compared to physical travel. Additional themes show people draw comparisons to real-world tourism, discuss technology’s role and note educational value and novelty. However, some comments raise concerns about potential societal harms, exploitation and mental health impacts. Sentiment analysis found over half of the comments positive, though some were negative. Emotion analysis showed contentment, happiness and excitement as most frequent, though sadness, worry and loneliness also featured. Overall, perceptions of Metaverse tourism encompass enthusiasm yet substantial ambivalence. Originality/value To the best of the authors’ knowledge, this study is one of the first to comprehensively analyse public discussions on Metaverse tourism. It takes TAM and Rogers’s DIT a step further and provides fresh insights into how these theories can be employed in the emerging field of Metaverse tourism. The themes revealed new conceptual insights into multidimensional factors shaping public beliefs about Metaverse tourism and thus informing scholarly research on virtual interaction and technology acceptance regarding Metaverse tourism. In addition, the results can help tourism providers, platforms and marketers address salient public beliefs and sentiments/attitudes in developing marketing offerings, experiences and communications. Over time, this analysis methodology can be used to track the evolving public perceptions of Metaverse tourism.

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Emergence of Metaverse

Kulshrestha,

Pandey,

Tiwari

2024

Advances in Hospitality, Tourism, and the Services Industry

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This chapter aims to examine how the metaverse has given rise to new interpretations of Indian festivals,which also covers a number of difficulties in establishing connections with the communities. The exploratory study that served as the basis for this chapter aimed to gather factual information regarding the current situation and the emerging metaverse related trends. The actual procedures that stakeholders followed were analysed using a qualitative case study. This research uses secondary data from other scholarly papers and articles to offer the authors' perspective on the metaverse festival blueprint. This chapter focuses on the evolutionary concepts of the metaverse and its implications on intangible ceremonial activities.Since there isn't much previous research published in the literature, there isn't a lot of discussion about metaverse in Indian festivals at the moment.

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Metaverse cannot be an extra marketing immersive tool to increase sales in tourism cities

Cited by 3 publications

References 100 publications

From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism

From the final frontier to the metaverse: exploring the role of sharing economy principles in revolutionizing space tourism

Exploring new realms or losing touch? Assessing public beliefs about tourism in the metaverse–a big-data approach

Emergence of Metaverse

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