Metaverse Applications for Smart Tourism Businesses

The rapid evolution of technology has led to a profound digital metamorphosis, blurring the boundaries between physical and virtual realms. Despite attention on the metaverse in tourism, empirical research exploring its implications, especially within smart tourism businesses, remains sparse. Smart tourism businesses, known for their technological prowess, act as critical drivers in advancing metaverse tourism. The study examines the metaverse's application in smart tourism businesses, encompassing insights from managers across diverse tourism sectors, utilized quantitative surveys and qualitative analyses. The study finds out that the application of metaverse holds particular significance for hotels, cultural facilities, and tour operators, as these businesses value extra-sensory experiences the most. As the concept of metaverse hospitality is an impending reality, the first metaverse ho(s)tel is examined as a best practice. Metaverse tourism heralds a transformative shift, shaking up established business models and offering new avenues to enrich experiences and engage tourists.