The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions

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Advertising in the Metaverse: Research Agenda

Jooyoung Kim (2021)

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The Interactive Advertising Model

Esther Thorson, Shelly Rodgers (2000)

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Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse

Dimitrios Buhalis, Nurshat Karatay (2022)

Generation Z is transforming tourism by demanding the cocreation of transformative experiences. Cultural heritage professionals must comprehend the needs and desires of the Gen Z to support the cocreation of transformative experiences. This study analysed the role of Mixed Reality (MR) from the perspective of Gen Z guests through 18 semi-structured interviews and inductive qualitative research. Participants believe that cultural heritage experiences can benefit from immersive technology. Technology supports cocreation of experiences between developers, service providers, DMOs, and consumers. Cultural heritage sites, as a key element of tourism destinations, should consider how to use MR to enhance consumer experiences. Participants express the opinion that cultural heritage sites and tourism destinations require considerable modernisation to create transformative experiences. Metaverse in tourism and cultural heritage sites will undoubtedly support Gen Z to cocreate transformational experiences.

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Author and article information

Journal

Title: Journal of Hospitality Marketing & Management

Abbreviated Title: Journal of Hospitality Marketing & Management

Publisher: Informa UK Limited

ISSN (Print): 1936-8623

ISSN (Electronic): 1936-8631

Publication date Created: July 04 2022

Publication date (Electronic): May 03 2022

Publication date (Print): July 04 2022

Volume: 31

Issue: 5

Pages: 527-534

Affiliations

[1 ]School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, Washington, USA

[2 ]School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa

[3 ]Strategic Marketing Area, MICA, Ahmedabad, India

[4 ]Department of Management, School of Business & Law, University of Agder, Agder, Norway

[5 ]Norwegian School of Hotel Management, University of Stavanger, Stavanger, Norway

[6 ]Optentia Research Focus Area, North-West University, Vanderbijlpark, South Africa

Article

DOI: 10.1080/19368623.2022.2072504

SO-VID: c9ce71d0-5a5a-4535-94f2-defca619eee1

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