Research Article
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The Effects of Metaverse on the Tourism Industry

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

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.

References

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Year 2024, Volume: 4 Issue: 1, 71 - 83
https://doi.org/10.57019/jmv.1466997

Abstract

Project Number

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

References

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  • Allam, Z., Sharifi, A., Bibri, S.E., Jones, D.S., Krogstie, J. (2022). The Metaverse as a virtual form of smart cities: opportunities and challenges for environmental, economic, and social sustainability in urban futures. Smart Cities, (5)3, 771-801.
  • Arksey, H. & Knight, P. (1999). Interview for social scientists. Londra: Sage Publications.
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  • Baker, J., Nam, K. & Dutt, C. S. (2023). A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR. Information Technology & Tourism, 25, 265–306.
  • Ball, M. (2022). The Metaverse; and how it will revolutionize everything. New York: Liveright Publishing Corporation.
  • Bayram, A. (2022). Metaleisure: Leisure time habits to be changed with Metaverse. Journal of Metaverse, 2(1), 1-7.
  • Blain, L. (2023, 26 July). "Hologram zoo" opens in Australia. New Atlas, https://newatlas.com/holiday-destinations/hologram-zoo-axiom-euclideon/ Accessed 18 December 2023.
  • Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionizing tourism management and marketing. Tourism Management, 97(2023), 104724.
  • Cao, J., Lam, K.Y., Lee, L.H., Liu, X., Hui, P., and Su, X. (2023). Mobile augmented reality: user interfaces, frameworks, and intelligence. ACM Computing Surveys, 55(9), 189.
  • Celikkol, Ş. (2022). Evaluation of the Metaverse world in terms of consumer purchasing behavior. Istanbul Kent University Journal of Humanities and Social Sciences, 3(1), 65-75.
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  • Daling, Lea M., & Schlittmeier, Sabine J. (2024). Effects of augmented reality-, virtual reality-, and mixed reality–based training on objective performance measures and subjective evaluations in manual assembly tasks: a scoping review. Human Factors, 66(2), 589-626.
  • Davies-Filleur, C. (2022, 22 September). Is the Metaverse a tool for sustainable development? Polytechnique Insights. https://www.polytechnique-insights.com/en/braincamps/digital/metaverse-hopes-promises-and-unknowns/is-the-metaverse-a-tool-for-sustainable-development/ Accessed 7 November 2023.
  • Demir, Ç. (2022). An investigation into the impact of metaverse technology on the hotel industry’s future. Journal of Tourism and Gastronomy Studies, 10(1), 542-555.
  • Dennis, A. R., Pootheri, S. K. & Natarajan, V. L. (1998). Lessons from the early adopters of web groupware. Journal of Management Information Systems, 14(4), 65–86.
  • Dewailly J. (1999). Sustainable tourist space: from reality to virtual reality? Tourism Geographies, 1(1), 41–55.
  • Digital Giza, (2023). Giza Project at Harvard University, http://giza.fas.harvard.edu/giza3d/?mode=matterport&m=aSQfQx9Mkyj Accessed 12 November 2023.
  • Duran, G., Kanıgur, S., & Hassan, A. (2022). Gri gergedan metaforu bağlamında Metaverse’ün turizm sektörü açısından incelenmesi, Journal of New Tourism Trends, 3(2), 160-176.
  • Economist Impact, (2023). Leveraging AI to optimize airline operations. https://impact.economist.com/new-globalisation/seizing-the-technology-imperative/case-study-lufthansa Accessed 31 December 2023.
  • Edwards, C. (2022). You could feel real-life pain in the Metaverse thanks to Japanese start-up, The Sun, https://nypost.com/2022/03/22/you-could-feel-real-life-pain-in-the-metaverse-thanks-to-japanese-start-up/ Accessed 11 December 2023.
  • El-Said, O., & Aziz, H. (2022). Virtual tours a means to an end: an analysis of virtual tours’ role in tourism recovery post COVID-19. Journal of Travel Research, 61(3), 528-548.
  • Ersoy, A. & Ehtiyar, V. R. (2023). The impact of artificial intelligence on hospitality employees’ work outcomes. Advances in Hospitality and Tourism Research, 11(4), 505-526.
  • Eviren, B., Bozkurt, D., & Yozgatligil, C. (2022). Sustainability of Metaverse (Sustainverse), METU Culture and Convention Center, Dec. 2022.
  • Fazio, G., Fricano, S., Iannolino, S. & Pirrone, C. (2023). Metaverse and tourism development: issues and opportunities in stakeholders’ perception. Information Technology & Tourism, 25(4), 507-528
  • Floridi, L. (2022). Metaverse: a matter of experience. Philosophy & Technology, 35(73), 1-7.
  • Ghali, Z., Rather, R. A. & Khan, I. (2024). Investigating Metaverse marketing-enabled consumers’ social presence, attachment, 8
  • Go, H., & Kang, M. (2023). Metaverse tourism for sustainable tourism development: Tourism agenda 2030. Tourism Review, 78(2), 381-394.
  • Gursoy, D. (2024). Hotel Simulation, https://www.hotelsimulation.com/document/0.1.html Accessed 24 January 2024.
  • Gursoy, D., Malodia, S. & Dhir, A. (2022). The Metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31(5), 527-534.
  • GVR, (2023). Artificial intelligence market size, share & trends analysis report – Grand View Research https://www.grandviewresearch.com/industry-analysis/artificial-intelligence-ai-market Accessed 2 November 2023.
  • Han, Z., Tu, Y., & Huang, C. (2023). A framework for constructing a technology - enhanced Education Metaverse: Learner engagement with human-machine collaboration. IEEE, 16(6), 1179-1189.
  • Hannabuss, S. (2000). Being there: ethnographic research and autobiography. Library Management, 21(2), 99-107.
  • HaptX (2023). https://haptx.com/ Accessed 12 November 2023.
  • Harpur, X. D., Watt, F.M., Luscombe, N.M. & Lynch, M.D. (2020). What is AI? Applications of artificial intelligence to dermatology. British Journal of Dermatology, 183(3), 423–430.
  • He, Z., Wu, L. & Li, R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68(2018), 127-139.
  • Ioannidis, S. & Kontis, A.P. (2023). The 4 epochs of the Metaverse. Journal of Metaverse, 3 (2), 152-165.
  • Jain, J. (2023, 30 April). The AI intimacy trap. Hotelmarketer, https://hotelemarketer.com/2023/04/30/the-ai-intimacy-trap-how-persuasion-machines-can-lead-to-societal-collapse-and-what-to-do-about-it/ Accessed 18 December 2023.
  • Jafar, R.M.S. & Ahmad, W. (2023). Tourist loyalty in the Metaverse: the role of immersive tourism experience and cognitive perceptions. Tourism Review, 79(2), 321-336.
  • Johnson, J. M. (2002). In-Depth Interview. In J. B. Gubrium & J. A. Holstein (Eds.), Handbook of Interview Research Context & Method. Londra: Sage Publications.
  • Jung T, Dieck MC, Lee H & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museums. In: R. Schegg (Ed.) Information and Communication Technologies in Tourism. Springer International Publishing, Cham.
  • Jung, J.-H., & Shin, J.-I. (2023). Effects of Metaverse experience factors (4Es) on perceived value and intention to continue use. Journal of the Korea Society of Computer and Information, 28(8), 187–194.
  • Koo, C., Kwon, J., Chung, N., & Kim, J. (2022). Metaverse tourism: conceptual framework and research propositions. Current Issues in Tourism, 1-16.
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There are 90 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Articles
Authors

Gözde Özdemir Uçgun 0000-0002-9128-2773

Project Number TUBITAK 2219 - 2022/2 International Postdoctoral Research Fellowship Program - Project No: 1059B192201693
Publication Date
Submission Date April 14, 2024
Acceptance Date June 3, 2024
Published in Issue Year 2024 Volume: 4 Issue: 1

Cite

APA Özdemir Uçgun, G. (n.d.). The Effects of Metaverse on the Tourism Industry. Journal of Metaverse, 4(1), 71-83. https://doi.org/10.57019/jmv.1466997

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