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Travelling the Metaverse: Potential Benefits and Main Challenges for Tourism Sectors and Research Applications

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  • Salvatore Monaco

    (Faculty of Education, Free University of Bozen-Bolzano, 39100 Bolzano, Italy)

  • Giovanna Sacchi

    (Faculty of Science and Technology, Free University of Bozen-Bolzano, 39100 Bolzano, Italy)

Abstract

The paper focuses on analysing the potential benefits and challenges of the Metaverse, particularly in the field of research in the tourism and food and wine sectors. The Metaverse is part of the new generation of the internet known as web 3.0, which also includes AI, blockchain and other digital innovations. The food marketing and tourism sectors are the main fields where companies are experimenting with solutions to offer people a fully functioning immersive Metaverse experience. This paper aims to highlight the potential impact of the Metaverse on tourism sectors as well as on research activities. Open challenges concern the social acceptance, affordability, and environmental sustainability of these technologies. Research is needed on the Metaverse’s ability to reduce bias and accurately simulate real experiences, as well as on tourists’ perceptions, attitudes, and willingness to pay for mediated experiences. Another important issue is the management of sensitive data that will travel through the Metaverse. Looking forward, the Metaverse has the potential to become a valuable tool for advancing tourism research through virtual collaboration and interdisciplinary research projects.

Suggested Citation

  • Salvatore Monaco & Giovanna Sacchi, 2023. "Travelling the Metaverse: Potential Benefits and Main Challenges for Tourism Sectors and Research Applications," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3348-:d:1065616
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    Cited by:

    1. 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).
    2. Mohsen Hatami & Qian Qu & Yu Chen & Hisham Kholidy & Erik Blasch & Erika Ardiles-Cruz, 2024. "A Survey of the Real-Time Metaverse: Challenges and Opportunities," Future Internet, MDPI, vol. 16(10), pages 1-52, October.
    3. Shekhar Rathor & Mingyu Zhang & Taehoon Im, 2023. "Web 3.0 and Sustainability: Challenges and Research Opportunities," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    4. Nansy Kouroupi & Theodore Metaxas, 2023. "Can the Metaverse and Its Associated Digital Tools and Technologies Provide an Opportunity for Destinations to Address the Vulnerability of Overtourism?," Tourism and Hospitality, MDPI, vol. 4(2), pages 1-19, June.
    5. Hyeon Jo, 2023. "Tourism in the digital frontier: a study on user continuance intention in the metaverse," Information Technology & Tourism, Springer, vol. 25(3), pages 307-330, September.
    6. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.

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