Metaverse as fusion of B2C &G2C: A new business model for tourism

Mune Moğol Sever

doi:10.31822/jomat.2023-8-2-193

ZH EN

Abstract

融合B2C和G2C的Metaverse：旅游业的新商业模式

Abstract

元世界（Metaverse）是上一次流行病之后的一个流行词，被认为是在一个单一的数字世界中实现多方平台的功能性工具。本文的主要贡献包括对元网络的概念、组成部分、主要促进技术和在旅游业中的实施进行了有条理的评估，并对如何在旅游业中促进元网络进行了批判性分析，包括通过元网络即服务（MaaS）平台设计一个新的元网络生态系统。在所设计的元网络中，旨在融合B2C和G2C两种商业模式，构建一种新的混合商业模式B2CG2Ccamping、glamping活动。为了将所设计的元世界具体化，通过基于场景的方法生成了两个场景。元宇宙是通过Spatial.io软件在512GB容量的台式电脑上设计的，处理器为第11代英特尔（R）酷睿（TM）i9-11950H @ 2.60GHz 2.61 GHz，16.0 GB内存，64位Windows 10企业版。结果表明，设计的元宇宙适用于旅游活动，如本研究案例中的露营。此外，所设计的生态系统批准两种商业模式可以合并在一个平台上： Metaverse。

Metaverse as fusion of B2C &G2C: A new business model for tourism

Abstract

The Metaverse, a buzzword after last pandemic, is accepted as a functional tool enable for multi sided platforms in a single phygital world. The key contributions of this article include an organized evaluation of metaverse concepts, components, main facilitator technologies and implementation in tourism and a critical analysis of how metaverse can be facilitated in tourism including designing a new metaverse ecosystem by means of Metaverse as a service (MaaS) platform. In designed metaverse, it is aimed to merge two business models B2C &G2C to construct a new hybrid business model B2CG2Ccamping, glamping activities. In order to concrete the designed metaverse, two scenarios were generated by means of scenario-based approach. The metaverse designed by means of Spatial.io on a desktop computer with a 512 GB capacity with processor 11th Gen Intel(R) Core (TM) i9-11950H @ 2.60GHz 2.61 GHz, 16.0 GB RAM, 64-bit -Windows 10 Enterprises. Results show that designed metaverse is applicable for tourism activities such as glamping as a case on this study. Besides, the designed ecosystem approved the two business models can be merged in a one platform: Metaverse.

Keywords

Metaverse, B2B, G2C, Tourism, Glamping

References

Abass, M. N., & Zohry, M. A. F. (2022). Mixed Reality Drama Towards Metaverse Technology in Smart Hotels: An Exploratory Study on Egyptian Hotels Evidence from Guests' Perspectives. Journal of Association of Arab Universities for Tourism and Hospitality, 23(2), 130-154. https://doi.org/10.21608/JAAUTH.2022.177500.1411
Ahmad, T. (2020). Scenario based approach to re-imagining future of higher education which prepares students for the future of work. Higher Education, Skills and Work-Based Learning, 10(1), 217-238. https://doi.org/10.1108/HESWBL-12-2018-0136
Alaimo, C., & Kallinikos, J. (2017). Computing the everyday: Social media as data platforms. The Information Society, 33(4), 175-191. https://doi.org/10.1080/01972243.2017.1318327
Amorim, T., Tapparo, L., Marranghello, N., Silva, A. C., & Pereira, A. S. (2014). A multiple intelligences theory-based 3D virtual lab environment for digital systems teaching. Procedia Computer Science, 29, 1413-1422. https://doi.org/10.1016/j.procs.2014.05.128
Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47. https://doi.org/10.1109/38.963459
Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420. https://doi.org/10.1016/j.jbusres.2022.113420
Bolaños, M., Dimiccoli, M., & Radeva, P. (2016). Toward storytelling from visual lifelogging: An overview. IEEE Transactions on Human-Machine Systems, 47(1), 77-90. https://doi.org/10.1109/THMS.2016.2616296Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1), 135-148. https://doi.org/10.1007/s10660-009-9030-8
Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724. https://doi.org/10.1007/s10660-009-9030-8
Buhalis, D., Lin, M. S., & Leung, D. (2023). Metaverse as a driver for customer experience and value co- creation: implications for hospitality and tourism management and marketing. International Journal of Contemporary Hospitality Management, 35, (2), 701 - 716. https://doi.org/10.1108/IJCHM-05-2022-0631
Choe, A. (2023). Revolutionary XR Surgery & Latin America's Premier Training Center to Transform Global Healthcare Landscape. Retrieved July 12, 2020 from https://www.einpresswire.com/article/629486395/revolutionary-xr-surgery-latin-america-s-premier-training-center-to-transform-global-healthcare-landscape.

Craig, C. A. (2020). Camping, glamping, and coronavirus in the United States. Annals of Tourism Research. 89, 103071. https://doi.org/10.1016/j.annals.2020.103071.
Decentraland. https://decentraland.org/ 01.10.2022
Duwe, D., Busch, M., & Weissenberger-Eibl, M. (2022). Enabling the metaverse-whitepaper on international user preferences, business models and innovation processes in the metaverse. Karlsruhe: Fraunhofer Institute for Systems and Innovation Research ISI, doi:10.24406/publica-220. doi:10.24406/publica-220
Erol, S., Jäger, A., Hold, P., Ott, K., & Sihn, W. (2016). Tangible Industry 4.0: a scenario-based approach to learning for the future of production. Procedia CiRp, 54, 13-18. https://doi.org/10.1016/j.procir.2016.03.162
Fan, Z., Chen, C., & Huang, H. (2022). Immersive cultural heritage digital documentation and information service for historical figure metaverse: a case of Zhu Xi, Song Dynasty, China. Heritage Science, 10(1), 148. https://doi.org/10.1186/s40494-022-00749-8
Fortnite. www.epicgames.com, Retrieved November 8, 2022.
Gadekallu, T. R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q. V., Costa, D.B.& Liyanage, M. (2022). Blockchain for the Metaverse: A Review. https://doi.org/10.48550/arXiv.2203.09738
Geraghty, L., Lee, T., Glickman, J., & Rainwater, B. (2022, April 22). Cities and the metaverse. National League of Cities, Centre for City Solutions. https://www.nlc.org/wp-content/uploads/2022/04/ CS-Cities-and- the-Metaverse_v4-Final-1.pdf
Go, H., & Kang, M. (2022). Metaverse tourism for sustainable tourism development: tourism agenda 2030. Tourism Review, (ahead-of-print). https://doi.org/10.1108/TR-02-2022-0102
Gürsoy, 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, 1-8. https://doi.org/10.1080/19368623.2022.2072504
Horwath, R. (2006, January 7). Scenario planning: no crystal ball required. 2020-07-10 https://www. strategy skills. com/Articles/Documents/ST-Scenario Planning. pdf.
Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490-501. https://doi.org/10.1016/j.tourman.2012.09.009
Smart City Korea (2021, January 24). Incheon City to establish its status as a 'global smart city'. . Retrieved October 11, 2022 from https://smartcity.go.kr/en/
Koo, C., Kwon, J., Chung, N., & Kim, J. (2022). Metaverse tourism: conceptual framework and research propositions. Current Issues in Tourism, 1-7. https://doi.org/10.1080/13683500.2022.2122781
Koohang, A., Nord, J., Ooi, K., Tan, G., Al-Emran, M., Aw, E., ... & Wong, L. (2023). Shaping the metaverse into reality: multidisciplinary perspectives on opportunities, challenges, and future research. Journal of Computer Information Systems. https://doi.org/10.1080/08874417.2023.2165197
Kwok, A. O., & Koh, S. G. (2021). COVID-19 and extended reality (XR). Current Issues in Tourism, 24(14), 1935-1940 https://doi.org/10.1080/13683500.2020.1798896.
Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. https://doi.org/10.48550/arXiv.2110.05352
Martins, D., Oliveira, L., & Amaro, A. C. (2022). From co-design to the construction of a metaverse for the promotion of cultural heritage and tourism: the case of Amiais. Procedia Computer Science, 204, 261-266. https://doi.org/10.1016/j.procs.2022.08.031
Minecraft. www.minecraft.net, 05.08.2022.
Mozumder, M. A. I., Sheeraz, M. M., Athar, A., Aich, S., & Kim, H. C. (2022, February). Overview: technology roadmap of the future trend of metaverse based on IoT, blockchain, AI technique, and medical domain metaverse activity. In 2022 24th International Conference on Advanced Communication Technology (ICACT) (pp. 256-261). IEEE. https://doi.org/10.23919/ICACT53585.2022.9728808
Myland. https://www. myland.earth/about_us, 21.11.2022
Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., ... & Daneshmand, M. (2021). A Survey on Metaverse: The State-of-the-art, Technologies, Applications, and Challenges. https://doi.org/10.1109/JIOT.2023.3278329
Periyasami, S., & Periyasamy, A. P. (2022). Metaverse as future promising platform business model: Case study on fashion value chain. Businesses, 2(4), 527-545. https://doi.org/10.3390/businesses2040033
Quintana, M. G. B., & Fernández, S. M. (2015). A pedagogical model to develop teaching skills. The collaborative learning experience in the Immersive Virtual World TYMMI. Computers in Human Behavior, 51, 594-603. https://doi.org/10.1016/j.chb.2015.03.016
Prodinger, B., & Neuhofer, B. (2023, January). Never-Ending Tourism: Tourism Experience Scenarios for 2030. In Information and Communication Technologies in Tourism 2023: Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023 (pp. 288-299). Cham: Springer Nature Switzerland. ISBN: 978-3-031-25751-3
Ricci, A., Piunti, M., Tummolini, L., & Castelfranchi, C. (2015). The mirror world: Preparing for mixed- reality living. IEEE Pervasive Computing, 14(2), 60-63. https://doi.org/10.1109/MPRV.2015.44
Roblox. www.roblox.com. 02.09.2022.
Suanpang, P., Niamsorn, C., Pothipassa, P., Chunhapataragul, T., Netwong, T., & Jermsittiparsert, K. (2022). Extensible Metaverse Implication for a Smart Tourism City. Sustainability, 14(21), 14027. https://doi.org/10.3390/su142114027
Tsai, S. P. (2022). Investigating metaverse marketing for travel and tourism. Journal of Vacation Marketing. https://doi.org/10.1177/13567667221145715
Um, T., Kim, H., Kim, H., Lee, J., Koo, C., & Chung, N. (2022, January). Travel Incheon as a metaverse: smart tourism cities development case in Korea. In Information and Communication Technologies in Tourism 2022: Proceedings of the ENTER 2022 eTourism Conference, January 11-14, 2022 (pp. 226- 231). Cham: Springer International Publishing. ISBN 978-3-030-94750-7 ISBN 978-3-030-94751-4
Villa, T. (2022). Retrieved July 12, 2023 from What Is Second Life? A Brief History of the Metaversehttps://www.makeuseof.com/what-is-second-life-history-metaverse/
Volchek, K., Brysch, A. (2023). Metaverse and Tourism: From a New Niche to a Transformation. In: Ferrer-Rosell, B., Massimo, D., Berezina, K. (eds) Information and Communication Technologies in Tourism 2023. ENTER 2023. Springer Proceedings in Business and Economics. Springer, Cham. ISBN: 978-3-031-25751-3
Wei, D. (2022). Gemiverse: The blockchain-based professional certification and tourism platform with its own ecosystem in the metaverse. International Journal of Geoheritage and Parks, 10(2), 322-336. https://doi.org/10.1016/j.ijgeop.2022.05.004
Weinstein, J. (2022, January 3). Marriott Explores The Metaverse. Retrieved November 7, 2022 from https://hotelsmag.com/news/marriott-explores-the-metaverse/
Yoo, S. C., Piscarac, D., & Kang, S. (2022). Digital outdoor advertising tecoration for the metaverse smart city. International Journal of Advanced Culture Technology, 10(1), 196-203.
Zenou, T. (2022). A novel predicted the metaverse (and hyperinflation) 30 years ago. Retrieved July 12, 2023 from https://www.washingtonpost.com/history/2022/06/30/snow-crash-neal-stephenson-metaverse/
Zhang, X., Yang, D., Yow, C. H., Huang, L., Wu, X., Huang, X., ... & Cai, Y. (2022). Metaverse for Cultural Heritages. Electronics, 11(22), 3730. https://doi.org/10.3390/electronics11223730
Zaman, U., Koo, I., Abbasi, S., Raza, S. H., & Qureshi, M. G. (2022). Meet your digital twin in space? Profiling international expat’s readiness for metaverse space travel, tech-savviness, COVID-19 travel anxiety, and travel fear of missing out. Sustainability, 14(11), 6441. https://doi.org/10.3390/su14116441

Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Mune Moğol Sever ^*
0000-0003-4706-5859
Türkiye

Early Pub Date

July 14, 2023

Publication Date

December 15, 2023

Submission Date

February 21, 2023

Acceptance Date

July 14, 2023

Published in Issue

Year 2023 Volume: 8 Number: 2

DOI

https://doi.org/10.31822/jomat.2023-8-2-193

IZ

https://izlik.org/JA25XP42XZ

APA

Moğol Sever, M. (2023). Metaverse as fusion of B2C &G2C: A new business model for tourism. Journal of Multidisciplinary Academic Tourism, 8(2), 193-202. https://doi.org/10.31822/jomat.2023-8-2-193

AMA

1.Moğol Sever M. Metaverse as fusion of B2C &G2C: A new business model for tourism. Jomat. 2023;8(2):193-202. doi:10.31822/jomat.2023-8-2-193

Chicago

Moğol Sever, Mune. 2023. “Metaverse As Fusion of B2C &G2C: A New Business Model for Tourism”. Journal of Multidisciplinary Academic Tourism 8 (2): 193-202. https://doi.org/10.31822/jomat.2023-8-2-193.

EndNote

Moğol Sever M (December 1, 2023) Metaverse as fusion of B2C &G2C: A new business model for tourism. Journal of Multidisciplinary Academic Tourism 8 2 193–202.

IEEE

[1]M. Moğol Sever, “Metaverse as fusion of B2C &G2C: A new business model for tourism”, Jomat, vol. 8, no. 2, pp. 193–202, Dec. 2023, doi: 10.31822/jomat.2023-8-2-193.

ISNAD

Moğol Sever, Mune. “Metaverse As Fusion of B2C &G2C: A New Business Model for Tourism”. Journal of Multidisciplinary Academic Tourism 8/2 (December 1, 2023): 193-202. https://doi.org/10.31822/jomat.2023-8-2-193.

JAMA

1.Moğol Sever M. Metaverse as fusion of B2C &G2C: A new business model for tourism. Jomat. 2023;8:193–202.

MLA

Moğol Sever, Mune. “Metaverse As Fusion of B2C &G2C: A New Business Model for Tourism”. Journal of Multidisciplinary Academic Tourism, vol. 8, no. 2, Dec. 2023, pp. 193-02, doi:10.31822/jomat.2023-8-2-193.

Vancouver

1.Mune Moğol Sever. Metaverse as fusion of B2C &G2C: A new business model for tourism. Jomat. 2023 Dec. 1;8(2):193-202. doi:10.31822/jomat.2023-8-2-193

All the contents of this journal are licensed under a Creative Commons Attribution (CC-BY) 4.0 License * and available as full open access.

* JOMAT implemented a phased transition in its licensing policy between 2022 and 2023. Articles published prior to this transition were licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license. As of 2024, all newly published articles are licensed under the Creative Commons Attribution (CC BY 4.0) license.

Abstract

融合B2C和G2C的Metaverse： 旅游业的新商业模式

Abstract

Metaverse as fusion of B2C &G2C: A new business model for tourism

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

融合B2C和G2C的Metaverse：旅游业的新商业模式