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Keywords: Metaverse
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Journal Articles
Journal Articles
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...

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