Amplifying personalized experiences in the metaverse: a tourism and hospitality perspective
Khalid Mehmood, Mohsin Abdur Rehman, Arslan Rafi, Emmanuel Mogaji · Edward Elgar Publishing eBooks · 2024
The metaverse has emerged as a transformative platform, revolutionizing interactions and experiences, particularly within the service industry. In tourism and hospitality, the metaverse has demonstrated significant potential as a powerful tool to deliver personalized experiences to customers. This chapter delves into personalized experiences within the metaverse, exploring their impact on customer engagement, overall customer experience, and value co-creation. Our chapter aims to unravel the dynamics of personalized experiences within the metaverse, facilitating the creation of hyper-tailored and immersive tourist experiences. The integration of disruptive technologies, including but not limited to artificial intelligence, virtual reality, augmented reality, and the Internet of Things, enhances the adaptability and personalization of the metaverse environment for diverse users. We conclude this chapter by outlining key areas for future empirical research, utilizing a variety of methodologies to advance our understanding of personalized experiences within the metaverse and its implications for the tourism and hospitality industry.