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Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Dimitrios Buhalis

    (Bournemouth University Business School)

  • Nurshat Karatay

    (Bournemouth University Business School)

Abstract

Generation Z is transforming tourism by demanding the cocreation of transformative experiences. Cultural heritage professionals must comprehend the needs and desires of the Gen Z to support the cocreation of transformative experiences. This study analysed the role of Mixed Reality (MR) from the perspective of Gen Z guests through 18 semi-structured interviews and inductive qualitative research. Participants believe that cultural heritage experiences can benefit from immersive technology. Technology supports cocreation of experiences between developers, service providers, DMOs, and consumers. Cultural heritage sites, as a key element of tourism destinations, should consider how to use MR to enhance consumer experiences. Participants express the opinion that cultural heritage sites and tourism destinations require considerable modernisation to create transformative experiences. Metaverse in tourism and cultural heritage sites will undoubtedly support Gen Z to cocreate transformational experiences.

Suggested Citation

  • Dimitrios Buhalis & Nurshat Karatay, 2022. "Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 16-27, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_2
    DOI: 10.1007/978-3-030-94751-4_2
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    Citations

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    Cited by:

    1. 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.
    2. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    3. Yogesh K. Dwivedi & L. Hughes & Y. Wang & A.A. Alalwan & S.J. Ahn & J. Balakrishnan & S. Barta & R. Belk & D. Buhalis & Vincent Dutot & R. Felix & R. Filieri & C. Flavián & A. Gustafsson & C. Hinsch &, 2023. "Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice," Post-Print hal-04292610, HAL.

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