...Pratik Tarafdar; Soumyatanu Mukherjee; Sayan Mukherjee; Anil Bilgihan Purpose This study aims to examine how scholarly discourse and technological innovation around the metaverse have developed in tourism and hospitality. This study compares academic publications and granted patents to identify...

...Seunghun Shin; Jiyong Park; Jungkeun Kim; Chulmo Koo Purpose This study aims to propose a conceptual framework for metaverse tourism from a sociotechnical perspective, highlighting the interactions between metaverse technological capabilities and travelers’ behaviors to enhance the understanding...

...Pantea Foroudi; Reza Marvi; Dongmei Zha Purpose This study aims to systematically analyze the intellectual structure of metaverse research in the hospitality and tourism domain. It identifies key theoretical foundations, emerging themes and conceptual relationships by leveraging bibliometric...

...Dimitrios Buhalis; Jin Yin; Feifei Xu Purpose This viewpoint paper aims to provide a critical review of metaverse in hospitality and tourism. The paper reviews the mainstream definitions and characteristics of metaverse, and suggests the influence of metaverse on experiences in hospitality...

...Jennifer Yee-Shan Chang; Jun-Hwa Cheah; Xin-Jean Lim; Weng Marc Lim; Xi Luo Purpose Anchored in embeddedness, embodiment and extension principles from situated cognition theory, this study aims to propose a model to explain customer experience in the metaverse. Design/methodology/approach...

...Rawabi Aldawsari; Dimitrios Buhalis; Gelareh Roushan Purpose The purpose of this study is to explore the potential for tourism and hospitality education and training through immersive metaverse learning. This study examines familiarity levels, perceived benefits and challenges and proposes...

...Padmi Nagirikandalage; Cherifa Lakhoua; Arnaz BInsardi; Nektarios Tzempelikos; Christopher Kerry Purpose Although the metaverse has been widely adopted in developed countries, there has not been any research investigating the implantation of this highly transformative technology in emerging...

... to the emotional and cognitive needs of older travelers. This approach could create more accessible and satisfying tourism experiences for older travelers. Originality/value This study extends the socioemotional selectivity theory to the realm of metaverse travel, providing a novel perspective on the emotional...

...Jungsun (Sunny) Kim; Mehmet Erdem; Boran Kim Purpose This paper aims to investigate the influence of four motivational elements (i.e. utilitarian, hedonic, social and escapism motivations) on the propensity of customers to utilize a metaverse hotel, as well as whether age, gender and mobility...

...Debarun Chakraborty; Prashant Mehta; Sangeeta Khorana Purpose This study aims to apply the theory of consumption value to analyze the utilization of Metaverse technologies within hospitality and tourism while examining the factors that impact consumer intentions to use the Metaverse. Design...

... of the perceived service experience in the metaverse in a holistic way. In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space. Design/methodology/approach The authors analyze mega virtual live events with famous artists broadcast in virtual worlds...

...Nida Shamim; Suraksha Gupta; Matthew Minsuk Shin Purpose The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects...

...Man Lai Cheung; Wilson K.S. Leung; Ludwig Man Kit Chang; Eugene Cheng-Xi Aw; Randy Y.M. Wong Purpose Through the theoretical lenses of media richness, perceived realism and customer engagement, this study aims to investigate the mechanisms that promote customer engagement in metaverse-mediated...

...Moein Beheshti; Dušan Mladenović; Razieh Sadraei; Ahad ZareRavasan Purpose As exponential technologies continue to transform business models rapidly, there is a growing focus on metaverse research within the tourism industry. Despite the significant findings, the practical discussion of high-cost...

...Arpita Agnihotri; Saurabh Bhattacharya; Georgia Sakka; Demetris Vrontis Purpose The purpose of this study is to explore how past and future temporal focus of CEOs in the hospitality industry influence their intention to invest in metaverse technology and the underlying mechanism under boundary...

...Mark Ashton; Viachaslau Filimonau; Aarni Tuomi Purpose Although virtual worlds, such as the Metaverse, can disrupt the hospitality sector, few empirical investigations have critically evaluated the scope and scale of this disruption from an industry perspective. This study aims to rectify...

...Seunghun Shin; Chulmo Koo; Jungkeun Kim; Dogan Gursoy Purpose This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit...

...Ruiying Cai; Yao-Chin Wang; Tingting (Christina) Zhang Purpose Through a theoretical lens of psychological ownership, this study aims to investigate how technology mindfulness may stimulate metaverse tourism users’ feelings of individual psychological ownership, aesthetic value and conversational...

...Lai-Wan Wong; Garry Wei-Han Tan; Keng-Boon Ooi; Yogesh K. Dwivedi Purpose This study aims to discuss the current context, scope and impacts of a metaverse in the hospitality and tourism industry. Although existing literature discussed the potentials of the metaverse in this context, the ways...

... will remain in the metaverse, creating continuous privacy risks irrespective of the use of further services. Through a mixed-method study (refer to Figure 1), we introduce a novel doctrine, the “uncontrollable privacy paradox,” highlighting the unbalanced privacy implications of disclosing biometric data...