Charting New Realms
Zahid Hussain, Arman Khan · 2024
The abundance of data produced by various systems has pushed concepts like “big data” and “business analytics” to the forefront in the rapidly changing landscape of the hotel industry. The use of metaverse analytics is now emerging as a powerful tool in hospitality management with the introduction of the metaverse. The main aim of this chapter is to provide a comprehensive overview of the status and potential of metaverse analytics in the hospitality industry, shedding light on its research themes, distinct characteristics, and current trends shaping its evolution. This study explores important research questions. What are the main research themes that have been investigated over the past 20 years in the context of metaverse analytics in the hospitality industry? What distinguishes metaverse analytics from traditional business analytics? What are the current trends influencing the field of metaverse analytics, and how are they affecting the hospitality industry? Thus, this review not only identifies various research characteristics but also highlights the most important theories created about the tools for metaverse analytics. This analysis offers insightful information about the transformative potential of metaverse analytics in advancing business knowledge and decision-making procedures, improving guest experiences, helping to design frameworks for virtual environments, aiding conventional metaverse business analytics practices, and driving innovation within the hospitality sector.