Journal of Smart Tourism

Smart Tourism Research Center, Kyung Hee University (경희대학교 스마트관광연구소)
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Future of Virtual Reality and Metaverse in Hospitality and Tourism Management: An Industry Perspective

  • Jay, Bhakta (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston) ;
  • Amanda, Charreton (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston) ;
  • Anne Anoek, de Rooij (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston) ;
  • Minwoo, Lee (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston) ;
  • Hubie, Sangster (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston) ;
  • Yingni, Wang (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston)
  • Received : 2022.01.03
  • Accepted : 2023.02.05
  • Published : 2022.12.31
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Abstract

Digital transformation plays a critical role in making hospitality and tourism organizations create new business processes and customer experiences. The hospitality and tourism industry thrives on creating unique experiences by offering exceptional and innovative customer services through innovative digital technologies. Thus, this study provides an overview of the current use of these technologies in the hospitality industry and their potential advantages and opportunities. In particular, the metaverse and immersive virtual reality (VR) technology are gaining popularity in the hospitality industry, offering new opportunities for innovation and driving core values. This study discusses the current use of VR and metaverse and potential advantages and opportunities for researchers and practitioners in the hospitality and tourism context. Thus, we provide suggestions and implications for hospitality and tourism industry stakeholders to increase core values and business performance and create sustainable competitive advantages over other market players through VR and metaverse.

Keywords

Acknowledgement

All the authors have made an equal contribution. The order of the authors is alphabetical.

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