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

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.

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

“…Hospitality and tourism researchers focused on the existing practices that were part of the vision in Metaverse. For example, Buhalis and Karatay (2022) Metaverse experiences from the angles of motives (i.e., hedonic vs. functional) and interactivity (i.e., low and high) to provide additional insights for hospitality researchers. The potential and importance of the Metaverse will attract more researchers' attention in the near future (Gursoy et al, 2022).…”

“…In the technology-empowered experience, the fourth layer, technology goes beyond the supporting role in the second and third layers as it brings virtuality to the tourism and hospitality experience (Buhalis et al, 2019). New technologies integrate AR and VR to enhance real environments or recreate spaces (Buhalis and Karatay, 2022;Gursoy et al, 2022, Jung et al, 2021, Rauschnabel, Babin et al, 2022. Technology integrates virtual elements within the experience creation process as a prequisite part.…”

Metaverse in Tourism and Hospitality: Empirical Evidence on Generation Z from Italy

“…From the same study of hospitality businesses should plan for the adoption of Metaverse in their business operation and appreciate the hybrid mode of hospitality service offering (Buhalis and Karatay, 2022a). Even if these technologies in Italy are still far from the market, and not many hotels, restaurants and tourism businesses have invested on it, they should evaluate them as competitive driver.…”

“…There is little doubt that technology-savvy generations Y and Z will be attracted to metaverse in industries (Buhalis and Karatay, 2022a).…”

A Sustainable Fashion Industry Business Model Revolution Based on the Metaverse: Practices and Reciprocal Processes

“…The Metaverse-based business world is a new consumer space without precedent. Practitioners need to make it clear that Gen Z consumers are already establishing their identities in the metaverse world and adapting to virtual social interactions, such as in the games Roblox, My World, and Fortnite, where in addition to the games themselves, Gen Z socializes, spends time with friends, tracks news trends, and consumes content through apps, websites, and podcasts., websites, and podcasts [30]. The Gen Z consumer is also a community that is concerned about business ethics and requires social responsibility in the fashion industry, which means this group is a key communication target for businesses operating at these levels.…”