Navigating the Metaverse
Arpita Srivastava, Nidhi Srivastava, Sunetra Saha · Advances in hospitality, tourism and the services industry (AHTSI) book series · 2024
The metaverse is regarded as the forthcoming advancement in the realm of the internet, representing a collaborative environment wherein physical and digital domains intersect to provide heightened levels of immersion and interactivity for users, frequently encompassing both virtual reality (VR) and augmented reality (AR). The Metaverse is poised to usher in a transformative era for the field of travel and tourism management. It empowers destination awareness, strategic positioning, and brand enhancement while also facilitating efficient coordination through the use of digital twins. Utilizing a systematic review of scholarly literature, media articles, and industry reports, this chapter establishes a comprehensive definition and conceptual framework for the Metaverse ecosystem within the context of tourism and travel. Additionally, this research also underscores the capabilities inherent in the Metaverse and sheds light on the emerging opportunities it presents. Furthermore, it discerns and identifies the challenges that lie ahead for the future development of this domain.