- Published
- 2023-01-17
- Venue
- Tourism Management, vol. 97, pp. 104724
- Cited by
- 921
- Open access
- Yes, hybrid
- DOI
- 10.1016/j.tourman.2023.104724
Abstract
Metaverse is the next disruptive technology that will impact society in the coming decades, by enabling immersive experiences in both virtual and physical environments. Although still conceptual, Metaverse converges the physical and digital universe, allowing users to seamlessly traverse between them. Digital immersion offers opportunities for people to travel in time, supporting users to experience virtually ancient encounters, space explorations or dangerous natural phenomena, such as volcano eruptions. Users can explore immersive environments for working, learning, transacting, exploring interests and socialising with others. This is already evident in gaming ecosystems, where gamers effectively interact in the metaverse. Although still experimental, Metaverse is expected to revolutionize travel and tourism management and marketing. It empowers destination awareness, positioning and branding, as well as coordination and management, through digital twins. Metaverse provides opportunities to support trip planning, interaction and engagement, effectively transforming consumer behaviour. Visiting and engaging with destinations virtually is expected to motivate real travel, rather than replace it. This paper provides a vision of how Metaverse can revolutionize tourism experiences and transform tourism management and marketing. Drawing on a systematic review of scholarly works, articles from media and industry reports, this study defines and conceptualizes the Metaverse ecosystem for tourism and travel. It explores the foundations of the disruptions that Metaverse brings to tourism destinations and organisations and identifies the building blocks of Metaverse tourism. The study outlines research directions so that the tourism industry can take full advantage of the Metaverse capabilities and opportunities emerging as well as identify challenges for the future.
Cite this paper
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- APA 7
Buhalis, D., Leung, D., & Lin, M. S. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724. https://doi.org/10.1016/j.tourman.2023.104724
- MLA 9
Buhalis, Dimitrios, et al. "Metaverse as a disruptive technology revolutionising tourism management and marketing." Tourism Management, vol. 97, 2023, pp. 104724, https://doi.org/10.1016/j.tourman.2023.104724.
- Chicago
Buhalis, Dimitrios, Daniel Leung, and Michael S. Lin. "Metaverse as a disruptive technology revolutionising tourism management and marketing." Tourism Management 97 (2023): 104724. https://doi.org/10.1016/j.tourman.2023.104724.
- GOST
Buhalis D., Leung D., Lin M. S. Metaverse as a disruptive technology revolutionising tourism management and marketing // Tourism Management. — 2023. — Vol. 97. — P. 104724. — URL: https://doi.org/10.1016/j.tourman.2023.104724
- BibTeX
@article{buhalis2023metaverse, title = {{Metaverse as a disruptive technology revolutionising tourism management and marketing}}, author = {Dimitrios Buhalis and Daniel Leung and Michael S. Lin}, journal = {Tourism Management}, year = {2023}, volume = {97}, pages = {104724}, doi = {10.1016/j.tourman.2023.104724}, url = {https://doi.org/10.1016/j.tourman.2023.104724} }- RIS
TY - JOUR AU - Buhalis, Dimitrios AU - Leung, Daniel AU - Lin, Michael S. TI - Metaverse as a disruptive technology revolutionising tourism management and marketing JO - Tourism Management VL - 97 SP - 104724 PY - 2023 DA - 2023/01/17 DO - 10.1016/j.tourman.2023.104724 UR - https://doi.org/10.1016/j.tourman.2023.104724 ER -
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