Original scientific paper
https://doi.org/10.20867/thm.30.4.1
Unveiling opportunities and challenges of the metaverse in the tourism and the hospitality sector: A qualitative investigation
Abderrahim Laachach
; PhD, Professor, International Higher Institute of Tourism of Tangier; LARGOT; Abdelmalek Essaadi University; Tangier; Morocco
Sana Mumtaz
; PhD, Professor Master of Management, University of Niagara Falls, Canada
Boutayna Zerryi Andaloussi
; Master’s degree holder, Sales and events Executive International Higher Institute of Tourism of Tangier
Abstract
Purpose – Owing to recent technological advancements and the growing use of virtual
communication tools, particularly during and after the COVID-19 period, this research has
investigated the usefulness of immersive technologies in the hospitality industry. Moreover,
this research has obtained a deep and comprehensive understanding of how the metaverse can
pose challenges and opportunities for employers and users in the tourism sector.
Design/methodology/approach – We utilized an exploratory qualitative approach and
conducted interviews with fifteen industry experts who were actively involved in Morocco’s
tourism and hospitality sector. Based on the use of a thematic analysis approach, the findings
have been presented.
Findings – The findings suggest that the metaverse has provided numerous benefits for
promoting tourist destinations through immersive and personalized virtual experiences.
However, it has also presented challenges related to cost, security, data protection, and
accessibility. Overall, this research contributes to the understanding of the possibilities offered
by immersive technologies in the field of hospitality and will serve as a foundation for further
research in this ever-evolving domain.
Originality/value – Extensive research has examined the metaverse’s theoretical applications
in tourism and hospitality. However, empirical validation remains scarce. This study
addresses this gap, being one of the first in North Africa to leverage qualitative methods
for in-depth exploration. We validate theoretical propositions and provide unique insights
into the metaverse’s impact on both tourism employers and users. Our analysis informs
recommendations for successful hotel adoption, particularly in emerging economies facing a
spectrum of opportunities and challenges.
Keywords
Metaverse; Immersive experiences; Virtual experiences; Hospitality; Challenges; Opportunities;
Hrčak ID:
319380
URI
Publication date:
18.7.2024.
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