The virtualization of cultural events in the metaverse creates opportunities to generate
valuable and innovative experiences that replicate and extend in-person events; but the …

Enthusiasm for the metaverse is intensifying in academia and industries. The metaverse is a
complex concept, combining many technologies to create many different types of user …

This paper presents a marketing study of the metaverse's potential audience, particularly
focusing on museums' use of cyberspace and how some of their physical functions can be …

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 …

The metaverse is expected to be a game changer that starts a new epoch for digital
commons and content creation in all aspects of tourism. Both opportunities and challenges …

Despite growing interest in studying the metaverse, a theory-driven investigation into the
factors that contribute to an enjoyable metaverse experience remains scarce. The current …

Metaverses refer to immersive virtual worlds in which people, places, and things of the
physical world are represented by their digital representations. The wide adoption of …

Purpose This study aims to examine the use of the metaverse in tourism and hospitality to
comprehend better how the technology might shape customer journey management …

Virtual experience has started to play a significant role in marketing and promotion of the
tourism industry. This study aimed to examine the comprehensive advertising effects of the …

Purpose Although the metaverse has gained popularity in recent days, research on
metaverse tourism in urban destinations is still lacking. Drawing on existing cases in …