...Shiva Ezzatian; Mohamad Taghi Toghraee; Neda Torabi Farsani Purpose Having a brand has a great impact on the success of a destination or tourism business. The metaverse has introduced new opportunities for tourism marketing, playing a key role in destination branding. By offering interactive...

...Nazim Hanis Zainal Abidin; Muhammad Ashraf Fauzi; Walton Wider; Wan Muhammad Noor Sarbani Mat Daud; Rusnifaezah Musa Purpose This study performs a science mapping approach based on bibliometric analysis of the metaverse and its associated technology in tourism and hospitality. As an immersive...

...Viachaslau Filimonau; Mark Ashton; Ugljesa Stankov Purpose Virtual spaces, commonly referred to as the Metaverse, are predicted to disrupt consumption patterns in tourism, hospitality and events (THE) by shifting some user experiences to a virtual world. Scholarly investigations are necessitated...