Into the Metaverse

Abstract

Since 2020, the word “metaverse” has gained traction in the technology world. Author Neal Stephenson initially described the possibility of the metaverse in his 1992 sci-fi novel Snow Crash, using it to express an idea of a 3D virtual world. As technology evolves rapidly, a modern-day metaverse will emerge, which will be a fully functional virtual environment wherein our virtual avatars represent us. In today's continuous evolving time, marketing needs to keep pace. With the arrival of Web 3.0, the metaverse is poised to impact the future of marketing in unprecedented ways. As we continue to delve more into an immersed digital marketing ecosystem, the metaverse will become the playground for modern-day marketers. Brands will have a more significant opportunity to participate and lead the conversation in the new environment.

Metaverse cannot be an extra marketing immersive tool to increase sales in tourism cities

“…For instance, Gen Y, often called "digital natives" use the Metaverse platforms because they prefer immersive experiences, loyalty programs and consistent online support (Lee, Nguyen, & Yang, 2023). In contrast, Gen Z is focusing more on the social and community aspects of games such as Roblox, Minecraft and Fortnite than on playing the games themselves (Lamba & Malik, 2022). In regards to tourism, millennials use the metaverse and social media to make savvy travel-buying decisions (Corbisiero, Monaco, & Ruspini, 2022).…”