融合B2C和G2C的Metaverse： 旅游业的新商业模式

Yıl 2023, Cilt: 8 Sayı: 2, 193 - 202, 15.12.2023

Mune Moğol Sever

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

Öz

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

Öz

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.

---

Anahtar Kelimeler

Metaverse, B2B, G2C, Tourism, Glamping

Kaynakça

• 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