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Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears

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  • Petr, Christine
  • Caudan, Paul

Abstract

Contrary to existing literature that underlines metaverse opportunities for adapting tourism management and tourism marketing, our study aims at understanding customers' perspective on tourism metaverse, as potential virtual tourists. This helps answer two questions: (1) what are customers’ expectations, i.e. which offers and offers should be designed? (2) how should these offers be ethically marketed?

Suggested Citation

  • Petr, Christine & Caudan, Paul, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s096969892400081x
    DOI: 10.1016/j.jretconser.2024.103785
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    References listed on IDEAS

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