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Metaverse in tourism service: Exploring digital tourism innovation
Vol 5, Issue 1, 2024
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Abstract
This study explores the integration and challenges of metaverse technology in tourism, analyzing perspectives from the industry, travelers, and management. It underscores the digital transformation accelerated by the COVID-19 pandemic, technological advances, and Generation Z influences. The research identifies key applications of metaverse technology, such as digital eco-tours, museums, cultural performances, and souvenirs, which redefine the traditional tourism model. It also examines the unique experiences provided to tourists by the metaverse at various stages of travel—before, during, and after trips—and evaluates the implications for customer perception and behavior. From a management viewpoint, the study highlights the necessity for thorough assessments of metaverse implementations in customer relations, marketing, and organizational strategies to fully gauge its impact. The discussion section addresses the long-term effects on traditional tourism practices and destinations and articulates how these technologies transform customer engagement and operational paradigms. This research provides a comprehensive overview of how metaverse technology reshapes the tourism landscape, offering insights for future technological integration and strategic development.
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Copyright (c) 2024 Zhisheng Chen
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Prof. Zhigeng Pan
Director, Institute for Metaverse, Nanjing University of Information Science & Technology, China

Prof. Jianrong Tan
Academician, Chinese Academy of Engineering, China
Metaverse Scientist Forum No.3 was successfully held on April 22, 2025, from 19:00 to 20:30 (Beijing Time)...
We received the Scopus notification on April 19th, confirming that the journal has been successfully indexed by Scopus...
We are pleased to announce that we have updated the requirements for manuscript figures in the submission guidelines. Manuscripts submitted after April 15, 2025 are required to strictly adhere to the change. These updates are aimed at ensuring the highest quality of visual content in our publications and enhancing the overall readability and impact of your research. For more details, please find it in sumissions...
On April 14, 2025, Prof. James Hutson from the United States delivered a lecture titled “Designing Neurosanctuaries in the Metaverse: Adaptive Virtual Spaces for Cognitive Restoration and Mental Health”...