The Effects of Metaverse on the Tourism Industry

Year 2024, Volume: 4 Issue: 1, 71 - 83, 30.06.2024

Gözde Özdemir Uçgun

https://doi.org/10.57019/jmv.1466997

Abstract

This study examines the potential impacts of Metaverse, extended reality, and artificial intelligence on the tourism sector. The current use of these technologies in tourism is discussed with examples, possible risks, and criticisms are evaluated. The data was obtained through in-depth interviews with 28 experts who were reached using the snowball sampling technique. After examining the interview records with content analysis and presenting recurring expressions of the participants in a narrative form, it was concluded that these technologies support tourism marketing, increase guest satisfaction, are efficient in training tourists and employees, are advantageous for minority groups, can be more environmentally sustainable, and can create new business lines. By providing concrete examples and fact-based suggestions, the research informs tourism stakeholders on how to integrate these technologies, which are still new and full of uncertainties, into their work efficiently.

Keywords

Metaverse tourism, artificial intelligence, XR technology, virtual tourists, Meta-recreational activities

Ethical Statement

The author declares that there is no conflict of interest. The author would like to acknowledge the financial support of TUBITAK (The Scientific and Technological Research Council of Turkey) within the framework of 2219 International Postdoctoral Research Fellowship Program (No. 1059B192201693) and thanks are due to (Xiang) Robert Li for his assistance.

Supporting Institution

TUBITAK (The Scientific and Technological Research Council of Turkey)

Project Number

TUBITAK 2219 - 2022/2 International Postdoctoral Research Fellowship Program - Project No: 1059B192201693

Thanks

Thanks are due to (Xiang) Robert Li for his assistance.

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