Izvorni znanstveni članak

https://doi.org/10.37741/t.74.1.8

An Empirical Study on Metaverse Tourism Marketing in Emerging Markets

Surabhi Singh orcid.org/0000-0002-8565-7348 ; IIMT College of Engineering, Greater Noida, India

Sažetak

The metaverse presents new opportunities for tourism marketing, but its implementation requires a viable
service innovation business model. This study aims to develop a metaverse-based tourism marketing model
and to deepen the research on this contentious issue. A survey method is employed to collect data and develop
models that transform tourism management and marketing in emerging markets. The study examines the
fundamental changes that the metaverse introduces to tourism destinations and organisations, identifying key
components of metaverse tourism. This research addresses unresolved questions in theoretical discourse and the
practical relevance of tourism in contemporary contexts, potentially redefining the broader concept of tourism.

Ključne riječi

metaverse; tourism; emerging market; technology

Hrčak ID:

343714

URI

https://hrcak.srce.hr/343714

Datum izdavanja:

23.1.2026.

Posjeta: 452 *