This paper aims to understand, through a systematic review of empirical studies, how the metaverse is transforming the tourism industry and marketing strategies.
This study employs a systematic literature review to address the proposed research questions. The review includes 56 peer-reviewed articles focused on tourism in the metaverse and the application of marketing strategies within this emerging sector.
The main conclusions are that the co-creation of value between the different stakeholders and the development of the “socialisation” factor is essential. It is also important to note that government strategies to promote tourism are still incipient, although Seoul, the first city to enter the metaverse, is a reference.
The implications of this study are both theoretical and practical, as it both provides a basis for current metaverse and tourism research and identifies gaps for future research to address, thus bringing a practical focus to the article.
This study offers one of the first reviews to comprehensively and systematically analyse empirical research on the impact of the metaverse on the tourism sector. Our contribution is to provide a brief overview of the new opportunity offered by the metaverse, specifically in the tourism industry, with the help of marketing strategies, and present the future lines of research that still need to be addressed.
