Journal
JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
Volume 31, Issue 5, Pages 527-534Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/19368623.2022.2072504
Keywords
Internet 3.0; metaverse; metaverse tourism; virtual tourism
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This article first explains the concept of the metaverse, particularly in the context of the hospitality and tourism industry. Next, it proposes a conceptual framework for creating metaverse experiences and identifies research gaps and agenda items. Finally, it classifies future research agendas into three categories: staging experiences, understanding consumer behavior changes, and marketing and operations strategies in the metaverse.
Scholars have speculated that the metaverse will alter the way in which the hospitality and tourism industry operates. Efforts to understand this new phenomenon in both academia and industry are at a crossroads. In this opinion piece, we first attempt to explain the concept of the metaverse in general and in the context of the hospitality and tourism industry. Next, we propose a conceptual framework for creating metaverse experiences, identifying research gaps, and proposing agenda items with the potential to significantly benefit hospitality and tourism industry players. Finally, we classify future research agendas into three broad categories: staging experiences in the metaverse, understanding possible changes in the consumer behavior, and marketing and operations strategies in the metaverse.
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