Factors Determining Whether an Art Museum Will Offer Virtual Content: An Empirical Study in South Korea

Ha, Seungyeon; Kim, Seongcheol

doi:10.1080/10447318.2022.2143769

Cited by 3 publications

(1 citation statement)

References 66 publications

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“…Finally, related to the metaverse concept, a substantial body of evidence suggests that the contactless culture driven by the COVID-19 pandemic [5,6] has promoted the development of the metaverse and, concurrently, has spurred research into the enabling virtual technology of the metaverse [37,42,43]. More specifically, some references delve into its impact on financial markets and the use of NFTs and cryptocurrencies for payment [44], the digital economy [37], or virtual museums [42].…”

Section: Metaverse Conceptmentioning

confidence: 99%

Tourism marketing in the metaverse: A systematic literature review, building blocks, and future research directions

Sánchez-Amboage,

Crespo-Pereira,

Membiela-Pollán

et al. 2024

PLoS ONE

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The aim of this research is to investigate tourist marketing within the embryonic context of the metaverse in order to comprehend the building blocks and the primary technologies employed in the sector. A systematic literature review (SLR) was conducted on 386 articles, with an overall qualitative approach that included 86 references, all of which dealt with the topic of the metaverse and had direct or potential implications for the tourism sector (hotels, restaurants, means of transport, leisure activities and destination itself). The articles are taken from: Science Direct, Taylor & Francis, Emerald, Springer and Google Scholar. The SLR was carried out according to the PRISMA search protocol. The results indicate the technologies that have been most thoroughly studied at the confluence of marketing, tourism, and the metaverse (AI, virtual reality, augmented reality, mixed reality, blockchain, tokens (NFTs) and digital twins). Moreover, they establish the foundational components of tourism marketing in the metaverse for the first time (tourism products, the metaverse as a distribution and branding channel for tourism and, tourist customer as protagonist). Finally, the study exposes research gaps and recommends future directions for exploration (monetization of products in the metaverse, promotion and marketing strategies in the metaverse, new profiles for marketing professionals, policy development that regulates commercial activity in the metaverse).

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