How does Metaverse affect the tourism industry? Current practices and future forecasts

Abstract

In this study, the possible effects of current and probable developments in the Metaverse on tourism are examined by applying an exploratory research approach. In this context, from the definition of tourism to its characteristics, tourism businesses to employment, tourism experiences to satisfaction, the classical problems of tourism to its sustainability, the opinions and evaluations of the participants about the Metaverse-tourism interaction were presented. Interview techniques from qualitative research methods were used. Interviews were conducted with 26 participants determined by the purposive sampling method, within the framework of a semi-structured interview form. According to the participants, the Metaverse has the potential to change the traditional concepts and characteristics of tourism, as well as to create a tourism literature and sector of its own. It was emphasized by the participants that Metaverse will positively affect and support tourism with its potential to create sales and marketing, participation of disadvantaged groups, creating new jobs and employment, education and virtual experiences that are closest to reality. In addition, legal and personal concerns regarding the Metaverse, reservations and issues about the possible effects of sustainability and tourism’s structural problems were other prominent emphases.