25
views
0
recommends
+1 Recommend
0 collections
    0
    shares
      • Record: found
      • Abstract: not found
      • Article: not found

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

      Read this article at

      ScienceOpenPublisher
      Bookmark
          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          Related collections

          Most cited references4

          • Record: found
          • Abstract: not found
          • Article: not found

          Advertising in the Metaverse: Research Agenda

            Bookmark
            • Record: found
            • Abstract: not found
            • Article: not found

            The Interactive Advertising Model

              Bookmark
              • Record: found
              • Abstract: found
              • Book Chapter: not found

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

              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.
                Bookmark

                Author and article information

                Journal
                Journal of Hospitality Marketing & Management
                Journal of Hospitality Marketing & Management
                Informa UK Limited
                1936-8623
                1936-8631
                July 04 2022
                May 03 2022
                July 04 2022
                : 31
                : 5
                : 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
                10.1080/19368623.2022.2072504
                c9ce71d0-5a5a-4535-94f2-defca619eee1
                © 2022
                History

                Comments

                Comment on this article