The Impact of Metaverse, Extended Reality and Artificial Intelligence Technologies on Touristic Food and Beverage Businesses

Year 2025, Volume: 9 Issue: 2, 249 - 264, 10.07.2025

Gözde Özdemir Uçgun

Abstract

Digitalization, virtual reality technologies, metaverse and artificial intelligence technologies are effective in many areas from banking to the health sector, from the defense industry to the tourism industry. The aim of the study is to investigate the impact of these important technological developments, metaverse, extended reality and artificial intelligence technologies, on touristic food and beverage facilities. Within the scope of the study, the comments and suggestions of both relevant technology users and business owners were examined. As a result of the interviews conducted with 29 experts in the field between February and March 2024 with in-depth interview technique, the data were described using the ethnographic summary technique and findings based on the repeated responses and striking comments of the participants were presented. It has been seen that these technologies will positively affect food and beverage businesses and provide advantages in various areas such as supporting the marketing of goods and services, increasing guest satisfaction, providing personalized experiences, training tourists and employees, contributing to environmental sustainability and creating employment as a result of their efficient use. The original value of the study is that it presents concrete findings in the light of primary data and provides practical contributions to businesses in terms of explaining the benefits provided as a result of the efficient use of these technologies.

Keywords

Digitalization, XR, AI, tourism, food and beverage industry

Project Number

1059B192201693

Metaverse, Genişletilmiş Gerçeklik ve Yapay Zekâ ve Teknolojilerinin Turistik Yiyecek İçecek İşletmelerine Etkisi

Abstract

Günümüzde dijitalleşme, sanal gerçeklik teknolojileri, metaverse ve yapay zekâ teknolojileri bankacılıktan, sağlık sektörüne, savunma sanayinden turizm endüstrisine pek çok alanda etkili olmaktadır. Çalışmanın amacı, bu önemli teknolojik gelişmelerinden olan metaverse, genişletilmiş gerçeklik ve yapay zekâ teknolojilerinin turistik yiyecek içecek işletmelerine etkisini araştırmaktır. Çalışma kapsamında, hem ilgili teknoloji kullanıcılarının hem de işletme sahiplerinin yorum ve önerileri incelenmiştir. Alanında uzman 29 kişi ile derinlemesine mülakat tekniğiyle yapılan görüşmeler sonucunda veriler, etnografik özet tekniği kullanılarak betimlenmiş ve katılımcıların tekrar eden yanıtları ve çarpıcı yorumlarına dayalı bulgular sunulmuştur. Bu teknolojilerin, yiyecek içecek işletmelerini olumlu yönde etkileyeceği, verimli kullanımı sonucunda, mal ve hizmet pazarlamasına destek olma, misafir memnuniyetini artırma, kişiselleştirilmiş deneyimler sunma, turistlerin ve çalışanların eğitilmesi, çevresel sürdürülebilirliğe katkı sağlama, istihdam yaratma gibi çeşitli konularda avantajlar sağlayacağı görülmüştür.

Keywords

Dijitalleşme, XR, AI, turizm, yiyecek içecek sektörü

Project Number

1059B192201693

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