Metaverse as the New Challenge of Tourism in the Phygital Age

Abstract

Firms have begun to use Phygital and Metaverse almost in all sectors, which makes these strategies important to gain competitive advantage in markets. Recently, tourism can be considered as one of these sectors as travel agencies and hotels have introduced these strategies gradually to improve the customer experience. Theoretically, research in tourism marketing is starting to give an interest in Phygital tourism and Metaverse that still insufficient. Thus, this chapter seeks to understand and provide insights to scholars on Phygital in general and Phygital tourism in particular. The review of marketing literature confirms that the Phygital phenomena is a new marketing strategy that is affecting more specifically the sector of tourism and offering new opportunities to managers and marketers of hotels and travel agencies. This is due to the change of tourists' behavior, and in response, tourism practitioners may introduce Metaverse to create a unique experience for their customers.