Abstract The integration of metaverse technology in tourism destination development has become an industry consensus, with numerous destinations utilizing immersive interactive experiences to inject vitality into tourism. However, existing research has insufficiently addressed how digital media technologies in the metaverse era drive tourism destination brand communication. Focusing on the Jingxing tourism destination, this study addresses its current challenges including superficial cultural experiences, unidirectional communication patterns, and fragmented technology application by proposing innovative brand communication strategies utilizing digital media technologies. Based on the Uses and Gratifications Theory and employing content analysis and in-depth interviews, the research demonstrates how the immersive and interactive characteristics of digital media technologies align with users' deep-seated cognitive, emotional, and social needs. Building on this foundation, the study constructs a four-dimensional strategic system centered on immersive narrative experiences, interactive co-creation platforms, technology ecosystem integration, and sustainable operations. Through VR/AR scene reconstruction, UGC community co-creation, digital asset distribution, and virtual-physical integration models, this system aims to transform Jingxing from a geographical destination into a cultural IP and emotional connection space, ultimately achieving a paradigm shift in brand communication from one-way dissemination to user-driven engagement and from information delivery to value co-creation, thereby providing theoretical references and practical pathways for the digital communication of similar cultural heritage tourism destinations.

Abstract Virtual Reality (VR) technology develops new, engaging ways for digital marketing to reach consumers through immersive environments. The rise of meta-influencers represents a fresh approach to marketing through influencers because these virtual personas can interact with customers in virtual spaces. For the purpose of this review, we define meta-influencers as AI-powered virtual influencers, typically hyper-realistic avatars or digital humans operating within immersive VR environments to influence consumer behaviour and brand engagement. The use of meta-influencers or virtual influencers presents organisations with improved scalability and managed promotional efforts, along with two major challenges regarding authenticity and privacy risks in data collection. Positive engagement between consumers and VR environments depends on the application of social presence components alongside gamification elements and digital rewards like NFTs. This study analyses 18 peer-reviewed studies regarding meta-influencers in VR marketing by using the PICO framework (Population, Intervention, Comparison, Outcome) to examine their influence on customer engagement as well as brand loyalty and immersive brand experiences. The study shows the requirement for ethical AI approaches to develop influencers together with standardised data protocols, which resolve emerging technological and moral problems in the AI domain. This study also proposed a conceptual model based on the Stimulus-Organism-Response (S-O-R) framework to explain how meta-influencers shape consumer perceptions and behaviour in VR, helping consumers make purchasing decisions and encouraging long-term brand loyalty through immersive interactions.

Abstract The integration of metaverse technologies within Smart Cities (SCs) is transforming urban governance and citizen engagement. Despite the increasing academic and industry interest, research on the practical applications of the metaverse in SCs remains fragmented. This study addresses this gap through a systematic literature review on how metaverse-driven solutions impact economic transformation, governance, mobility, sustainability, and social interactions in urban environments. Motivated by the growing demand for immersive, data-driven, and participatory SC solutions, this research applies Giffinger’s SC model to evaluate metaverse integration across key SC dimensions. The study synthesizes findings from existing applications and case studies, such as Metaverse Seoul, Dubai’s Metaverse Strategy, Virtual Helsinki, and Tampere’s CitiVerse initiative, to illustrate the diverse ways in which cities are leveraging metaverse technologies. These applications demonstrate the metaverse’s potential in digital governance, Artificial Intelligence (AI)-driven urban planning, e-participation, transportation optimization, and climate resilience strategies. This research contributes to the field by providing a comprehensive framework for understanding the benefits and challenges of metaverse-driven SC models. The findings suggest that while metaverse adoption in SCs presents significant advantages in efficiency, participation, and innovation, it also entails challenges related to technological accessibility, governance frameworks, and security measures that must be addressed for broad uptake. The study’s impact extends to policymakers, urban planners, and technology developers by offering strategic insights for responsible and inclusive metaverse adoption. Ultimately, this study provides a structured roadmap for integrating metaverse technologies into smart urban ecosystems, ensuring their long-term viability, accessibility, and effectiveness in shaping the cities of the future.