The Effects of Metaverse on the Tourism Industry

Abstract

This study examines the potential impacts of Metaverse, extended reality, and artificial intelligence on the tourism sector. The current use of these technologies in tourism is discussed with examples, possible risks, and criticisms are evaluated. The data was obtained through in-depth interviews with 28 experts who were reached using the snowball sampling technique. After examining the interview records with content analysis and presenting recurring expressions of the participants in a narrative form, it was concluded that these technologies support tourism marketing, increase guest satisfaction, are efficient in training tourists and employees, are advantageous for minority groups, can be more environmentally sustainable, and can create new business lines. By providing concrete examples and fact-based suggestions, the research informs tourism stakeholders on how to integrate these technologies, which are still new and full of uncertainties, into their work efficiently.