Mapping the Metaverse in Tourism and Hospitality: Systematic Review of Theory, Method, and Research Frontiers
Nadjim Mkedder, Mahmut Bakır · Journal of Travel Research · 2026
The metaverse has emerged as a transformative frontier in tourism and hospitality, yet existing research remains fragmented and conceptually diffuse. This study provides a comprehensive synthesis by combining a systematic literature review with bibliometric analysis of 134 peer-reviewed articles published between 2022 and 2025. Six thematic clusters were identified immersive service transformation; travel, education and engagement; stakeholders and value creation; sustainable and inclusive transformation; privacy and the dark side of the metaverse; and digital twins and presence. The analysis shows that the metaverse should be understood not merely as a technological tool but as a socio-technical ecosystem shaped by adoption dynamics, immersive design, stakeholder collaboration, and ethical constraints. The study advances theoretical integration by bridging adoption, experiential, and systemic perspectives, while offering actionable guidance for managers on personalization, inclusivity, sustainability, and responsible governance in designing metaverse-enabled tourism futures.