Construct-context-Measure (CCM) map for metaverse in tourism
| Construct (C) | Definitions | Contexts (tourism use cases) | Measures (KPIs) |
|---|---|---|---|
| Immersive co-creation | Visitor coproduction in XR/metaverse touchpoints | Pre-trip inspiration; on-site guidance; museums/heritage | VISITOR EXPERIENCE |
| Presence (ITC-SOPI). Emotions (SAM) | |||
| Revisit (CSAT) | |||
| Personalisation | Data-driven tailoring of content/flow | Destination marketing; booking funnels | OPERATIONS/BUSINESS |
| Conversion | |||
| Dwell time | |||
| Smart operations | Staff training; digital twins; service recovery | Hotels, attractions, transport | OPERATIONS/BUSINESS |
| Task time | |||
| Error rate | |||
| Satisfaction (CSAT) | |||
| Accessibility/inclusion | Accessibility-by-design, language, device reach | Museums/heritage; public sites | OPERATIONS/BUSINESS |
| Accessibility CSAT | |||
| Reach (access needs) | |||
| Governance/ethics | Privacy-by-design, security, interoperability | All deployments | GOVERNANCE |
| DPIA completion; Incident rate | |||
| Opt-in/opt-out ratios |
| Construct (C) | Definitions | Contexts (tourism use cases) | Measures (KPIs) |
|---|---|---|---|
| Immersive co-creation | Visitor coproduction in XR/metaverse touchpoints | Pre-trip inspiration; on-site guidance; museums/heritage | |
| Presence (ITC-SOPI). Emotions (SAM) | |||
| Revisit (CSAT) | |||
| Personalisation | Data-driven tailoring of content/flow | Destination marketing; booking funnels | |
| Conversion | |||
| Dwell time | |||
| Smart operations | Staff training; digital twins; service recovery | Hotels, attractions, transport | |
| Task time | |||
| Error rate | |||
| Satisfaction (CSAT) | |||
| Accessibility/inclusion | Accessibility-by-design, language, device reach | Museums/heritage; public sites | |
| Accessibility CSAT | |||
| Reach (access needs) | |||
| Governance/ethics | Privacy-by-design, security, interoperability | All deployments | |
| DPIA completion; Incident rate | |||
| Opt-in/opt-out ratios |
Note(s): Note of authors. See Appendix for measures (KPIs) definitions
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