Metaverse for tourists and tourism destinations

In response to the growing need for in-depth research on how the metaverse impacts our daily interactions, this study aims to explore the ways in which tourism can be transformed by the metaverse and its underlying technologies, considering both the supply and demand sides. Through an extensive literature review, a grand variety of relevant articles from academic and business sources has been collected and analyzed. Findings reveal nineteen potential ways in which the metaverse can revolutionize tourism, offering promising solutions to long-standing issues in the industry, such as trust and security concerns, decision-making confidence, lengthy queues and delays, and risks faced by tourists throughout their holiday planning and travel. From the supply side, tourism companies and destinations can access an additional marketing channel, fostering trust and strengthening connections with their target audience. The value of the current research lies in its comprehensive overview of the benefits associated with integrating the metaverse into the tourism sector, considering the ongoing advancements of disruptive technologies. It is essential for academia to proactively acknowledge the forthcoming transformations within tourism, particularly in light of the metaverse's potential.