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Keywords: Metaverse
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Journal Articles
The adoption of the metaverse in cultural tourism: immersive experience or wishful thinking?
Available to PurchaseMichela Floris, Richa Goel, Tilottama Singh, Anuja Shukla, Abhilasha Chauhan, Manleenjot Kaur, Malvika Tuli
Consumer Behavior in Tourism and Hospitality 1–21.
Published: 02 January 2026
...Michela Floris; Richa Goel; Tilottama Singh; Anuja Shukla; Abhilasha Chauhan; Manleenjot Kaur; Malvika Tuli Purpose This study explores the potential of the metaverse in cultural tourism, explicitly examining whether it offers truly immersive experiences or remains an unrealistic ambition...
Journal Articles
AI avatars and co-creation in the metaverse
Available to Purchase
Consumer Behavior in Tourism and Hospitality (2025) 20 (1): 131–147.
Published: 10 January 2025
... co-creation on hospitality services in the Metaverse. Design/methodology/approach The authors adopted an exploratory qualitative methodology to study the role of AI avatars in the Metaverse within the hospitality context. The study involved interviews with both elite figures and consumers...
