Evaluation of metaverse-based digital transformation strategies via an interval-valued q-rung orthopair fuzzy methodology

The Metaverse is expected to trigger substantial changes to the tourism industry. For example, hotels may change the guest booking experience by implementing this revolutionary technology, which allows customers to take virtual tours of hotel rooms before booking them. In this regard, the study aims to solve the problem of determining the best digital transformation strategy by examining different characteristics of metaverse applications in Turkish corporate travel and hotel companies. The interval-valued q-rung orthopair fuzzy methodology was used to solve the problem in the study. The study's findings include important implications for the literature, businesses, and the tourism industry about metaverse and real-world problems. Furthermore, the implementation scenarios and directions of digital transformation strategies for the metaverse are discussed. Businesses can use the study's proposed model to develop new business models based on metaverse advancements. According to the findings, the virtual tour route for the Metaverse application is the most important criterion. As a result, practitioners in the tourism sector must understand the significance of the virtual tour route in achieving successful digital transformation outcomes. The study's findings reveal that developing a high-level business model rather than traditional business models is the ideal strategy for digital transformation in the tourism industry. It also provides an overview of digital transformation strategy achievements in different areas of the travel and hotel businesses by evaluating the current status of metaverse applications and reporting on the potential problems in building and maintaining these applications. The study is a pioneer in giving a comprehensive perspective on metaverse application solutions, development, management, and digital transformation strategies in corporate hotel and travel businesses.