The impact of the metaverse on consumer behaviour and marketing strategies in tourism

Abstract

Objective and interest of the work: This paper focuses on analysing the existing literature on the impact of Metaverse technology on consumer behaviour, adoption and destination marketing. From a tourism perspective, Metaverse allows the fusion of physical and virtual realities, offering immersive experiences and the possibility of transforming the relationship between the destination and end user. Design of the methodology: A bibliometric analysis was performed using the Bibliometrix software, an R tool for the bibliometric study of scientific data sources. The database selected was Web of Science, and peer-reviewed articles in English published up to 10 October 2023 were analysed. A Boolean approach was used with the keywords "framework tourism Metaverse" and "framework tourist Metaverse". Results: Trends in the scientific production of subject matter analysed from 2011 to 2023 stand out, with a total of 72 articles identified according to the criteria discussed. An annual growth rate of 34.48% was observed during the production of the documents. It highlights how technology associated with the metaverse influences the decisions and experiences of tourism service users. Its value in terms of practical implications: This study examines the potential of Metaverse for ex situ immersive tourism and in situ experiences. It emphasizes the need for research on ethical behaviour, regulatory frameworks, and strategies for Metaverse integration in the tourism industry. Although it is not the first study on Metaverse, it is the only one known to focus on theoretical frameworks.