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Beyond Reality: Examining the Opportunities and Challenges of Cross-Border Integration between Metaverse and Hospitality Industries.
- Source :
-
Journal of Hospitality Marketing & Management . Oct2023, Vol. 32 Issue 7, p967-980. 14p. - Publication Year :
- 2023
-
Abstract
- The study explores the opportunities and challenges that the cross-border integration of "Metaverse + hotel" brings to visitors and the hospitality industry. The study analyses the engagement differences between Metaverse hotels and traditional online/offline strategies regarding engagement immersion, community interaction, personalization, environmental perception, and participation. Metaverse hotel brings the impact of realistic environmental simulation, personalized service, customer engagement, and consumer follow-up feedback. Further, it brings to the hospitality industry the impact of enhancing organizational performance, co-creating value for stakeholders, influencing customer relationship management, and changing how managers communicate. Finally, Metaverse technology raises challenges of security issues, technical barriers, high costs, and uncertain user needs. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 19368623
- Volume :
- 32
- Issue :
- 7
- Database :
- Academic Search Index
- Journal :
- Journal of Hospitality Marketing & Management
- Publication Type :
- Academic Journal
- Accession number :
- 172311273
- Full Text :
- https://doi.org/10.1080/19368623.2023.2222029