An Empirical Study on Metaverse Tourism Marketing in Emerging Markets

The metaverse presents new opportunities for tourism marketing, but its implementation requires a viable service innovation business model. This study aims to develop a metaverse-based tourism marketing model and to deepen the research on this contentious issue. A survey method is employed to collect data and develop models that transform tourism management and marketing in emerging markets. The study examines the fundamental changes that the metaverse introduces to tourism destinations and organisations, identifying key components of metaverse tourism. This research addresses unresolved questions in theoretical discourse and the practical relevance of tourism in contemporary contexts, potentially redefining the broader concept of tourism.