Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users
Abstract
:1. Introduction
2. Literature Review
2.1. Theoretical Background
2.2. Metaverse-Based Cases
2.3. NFT-Based Cases
2.4. Tourism-Complementary Cases
3. Materials and Methods
4. Results
5. Discussion
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
UTAUT Construct | Associated Motives | Comment |
---|---|---|
Performance Expectancy | Promotion, revenue stream, enrich services, distribution channel, reduce costs | Expected benefits for the organization |
Effort Expectancy | Educational tool, rewards program, community building, collect feedback | Making operations easier |
Social Influence | Being relevant, empower workforce, encourage co-creation, improve residents’ life, replace website, Reduce environmental impact, enhance guest/hospitality student experience, positioning, | Staying competitive and responsible |
Facilitating Conditions | Smart city project, crowdfunding channel | Infrastructure support |
TAM Construct | Associated Benefits for End-Users | Comments |
Perceived Ease of Use | Workplace, real-world rewards/privileges, share feedback, education/training | Focus on usability, convenience, and practical value, making the technology more accessible and engaging |
Perceived Usefulness | Entertainment, socialization, enhanced experience, source of information, help with decision-making, escapism, personalization, reduce costs, profit generation, feeling of co-creation, motivational environment, privacy | Focus on metaverse’s potential to enhance the tourism experience functionally, emotionally, and socially |
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Date | Metaverse-Based Cases | Adoption Drivers | Anticipated Benefits | Source |
---|---|---|---|---|
2006 | Aloft Hotel | Brand engagement Collect feedback Encourage co-creation Promotion | Entertainment Feeling of co-creation Share feedback | (Hospitality Net, 2006; Brouchoud, 2010; Tobies & Maisch, 2012; Stephen Gates, 2014) |
2021 | Atlantis—The Palm Dubai | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Rendezverse, 2023; Speak, 2022; Globetrender, 2022b) |
2021 | Madrid Marriott Auditorium | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Rendezverse, 2023; Globetrender, 2022b) |
2021 | JW Marriott Marquis Dubai | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Rendezverse, 2023; Globetrender, 2022b) |
2021 | Intercontinental Paris Le Grand | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Rendezverse, 2023; Speak, 2022; Globetrender, 2022b) |
2022 | Anantara Grand Hotel Krasnapolsky Amsterdam | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Reduce environ. impact Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Escobar, 2022a; Hayhurst, 2022) |
2022 | Four Seasons Resort—Bali | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Reduce environ. impact Revenue stream | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Petkov, 2023) |
2022 | Mövenpick Hotel Amsterdam City Center | Reduce environ. impact Replace website | Enhanced experience Help w/decision-making Personalization Reduce costs Source of information | (Green Globe, 2023; TravelFeed, 2023) |
2022 | MSocial Hotel | Brand engagement Community building Distribution channel Promotion | Entertainment Escapism Real-world privileges Socialization | (TTG Asia, 2022; Branding in Asia, 2022; Globetrender, 2022a) |
2022 | Riu Plaza España | Brand engagement Distribution channel Enhance guest experience Enrich provided services Promotion Replace website | Enhanced experience Entertainment Help w/decision-making Source of information | (Riu Hotels, 2022; TUI Group, 2022) |
2022 | EV Hotel | Community building Enrich provided services Positioning Promotion Revenue stream Rewards program | Enhanced experience Entertainment Escapism Help w/decision-making Personalization Socialization Source of information Workplace Reduce costs | (Buhalis et al., 2023; Escobar, 2022b; EV Hotel Corp., 2022) |
2022 | Incheon City | Community building Distribution channel Enhance guest experience Improve residents’ life Promotion Smart city approach | Enhanced experience Entertainment Help w/decision-making Socialization Source of information | (Kuru, 2023; Smart City Korea, 2023; Um et al., 2022; S. C. Yoo et al., 2022) |
2022 | Levenverse | Brand engagement Community building Distribution channel Enhance guest experience Enrich provided services Positioning Promotion Revenue stream | Entertainment Escapism Profit generation Socialization Workplace | (Liveleven, 2022) |
2022 | CitizenM Hotel | Collect feedback Crowdfunding Encourage co-creation Rewards program | Entertainment Feeling of co-creation Profit generation Real-world privileges Socialization | (Buhalis et al., 2023; Sheber & Speros, 2022; Parsi, 2022; SofokleousIn, 2022) |
2022 | Accor Hotels | Brand engagement Community building Distribution channel Empower workforce Enhance guest experience Enrich provided services Promotion Recruitment channel Training tool | Enhanced experience Entertainment Motivational environment Real-world privileges Socialization Source of information Workplace | (Embling, 2023; Bettati, 2023; Accor, 2022; Tan, 2022) |
2022 | Roomza Hotels | Empower workforce Enhance guest experience Enrich provided services Reduce costs Reduce environ. impact | Enhanced experience Motivational environment Personalization Privacy Reduce costs Source of information Workplace | (Campbell, 2022; Roomza, 2022; HOTELS, 2022) |
2023 | Metaverse Seoul | Community building Distribution channel Enhance guest experience Improve residents’ life Promotion Revenue stream Smart city approach | Enhanced experience entertainment Help w/decision-making Socialization Source of information | (Naqvi, 2023; Seoul, 2023; TravelFeed, 2023) |
2023 | NEOM’s The Line | Enhance guest experience Improve residents’ life Promotion Smart city approach | Enhanced experience Entertainment Help w/decision-making Socialization Source of information | (Naqvi, 2023; Suboh, 2023; Saundalkar, 2022) |
2023 | Shanghai Metaverse Pilot | Community building Distribution channel Enhance guest experience Improve residents’ life Promotion Smart city approach | Enhanced Experience Entertainment Help w/decision-making Socialization Source of information | (Naqvi, 2023; Yuche & Lanlan, 2023) |
2023 | Virtual Osaka | Community building Distribution channel Enhance guest experience Improve residents’ life Promotion Smart city approach | Enhanced experience Entertainment Help w/decision-making Socialization Source of information | (Virtual Osaka, 2023; Wong et al., 2023) |
2023 | Metinburgh | Community building Distribution channel Educational tool Enhance guest experience Improve residents’ life Promotion Revenue stream Smart city approach | Enhanced experience Entertainment Help w/decision-making Socialization Source of information Workplace | (Metinburgh, 2023) |
Date | NFT-Based Cases | Adoption Drivers | Anticipated Benefits | Source |
---|---|---|---|---|
2021 | Global Power of Travel | Brand engagement Community building Promotion Revenue stream Rewards program | Entertainment Feeling of co-creation Profit generation Real-world privileges | (Marriott News, 2021; Barr, 2021; Karagoz Zeren, 2023) |
2022 | NY Hilton Midtown Conrad NY Midtown | Brand engagement Community building Promotion Revenue stream Rewards program | Feeling of co-creation Entertainment Profit generation Real-world privileges | (Hospitality Net, 2022; Töre, 2022; Niio, 2023) |
2022 | InterContinental Hotels & Resorts | Brand engagement Community building Positioning Promotion Revenue stream Rewards program | Entertainment Profit generation Real-world privileges | (IHG, 2023; Petkov, 2023; Speros, 2022) |
2022 | Great Tapestry of Scotland | Brand engagement Community building Crowdfunding Distribution channel Educational tool Enhance students’ experience Promotion Revenue Stream | Education–training Enhanced experience Entertainment Reduce costs Socialization | (TravelFeed, 2023; Kortendick, 2022; South of Scotland, 2023) |
2023 | Crypto Hotels | Brand engagement Community building Revenue stream | Entertainment Escapism Profit generation Socialization | (Sensation Hotels, 2023) |
Date | Tourism- Complementary Cases | Adoption Drivers | Anticipated Benefits | Source |
---|---|---|---|---|
2019 | V.R.H.T.I. | Educational tool Enhance students’ experience | Enhanced experience Education–training | (VRHTI, 2019) |
2021 | RendezVerse | Enrich offered services Positioning Revenue stream | Metaverse infrastructure | (Rendezverse, 2023; Thomas, 2022) |
2022 | AIRSI— The Metaverse Conference | Being relevant Enhance participants’ experience | Enhanced experience Reduce costs Workplace | (Ioannidis & Kontis, 2023b; AIRSI, 2022) |
2022 | Emirates Airlines | Brand engagement Community building Educational tool Empower workforce Promotion Reduce costs Revenue stream Rewards program | Enhanced experience Entertainment Education–training Feeling of co-creation Profit generation Reduce costs Real-world privileges Socialization Workplace | (Emirates, 2022, 2023; Accenture, 2022; Tamo, 2022; Tolba, 2022) |
2022 | Vueling Airlines | Enhance guest experience Distribution channel Promotion Reduce environ. impact Revenue stream | Enhanced experience Entertainment Profit generation Real-world privileges | (Ahlgren, 2022; Mariano, 2022; Saunders, 2022) |
2022 | ChangiVerse | Brand engagement Community building Promotion Revenue stream Rewards program | Entertainment Escapism Profit generation Real-world privileges Socialization | (International Airport Review, 2023; CHANGI, 2023) |
2022 | Bangalore International Airport | Community building Enhance guest experience Promotion | Enhanced experience Entertainment | (Naqvi, 2023; Anand, 2022; The India Express, 2022) |
Real-World Cases | Use of Metaverse | Use of NFTs | Combined Use | TOTAL |
---|---|---|---|---|
Hotels | 10 | 4 | 5 | 19 |
Destinations | 3 | - | 3 | 6 |
Airline companies | - | - | 2 | 2 |
Airports | 1 | - | 1 | 2 |
Tourism conferences | 1 | - | - | 1 |
IT companies | 1 | - | - | 1 |
Staff training schools | 1 | - | - | 1 |
Culture and tourism organizations | - | 1 | - | 1 |
TOTAL Cases | 17 | 5 | 11 | 33 |
Adoption Drivers | Metaverse-Based Cases (n) | NFT-Based Cases (n) | Tourism- Complementary Cases (n) |
---|---|---|---|
Promotion | 18 | 4 | 4 |
Enhance Guest Experience | 17 | 1 | 4 |
Brand Engagement | 10 | 5 | 2 |
Distribution Channel | 13 | 1 | 1 |
Enrich Services | 12 | - | 1 |
Revenue Stream | 10 | 5 | 4 |
Community Building | 9 | 5 | 3 |
Improve Residents’ Life | 6 | - | - |
Smart City project | 6 | - | - |
Reduce Environ. Impact | 3 | - | 1 |
Collect Feedback | 2 | - | - |
Encourage Co-creation | 2 | - | - |
Being Relevant | - | - | 1 |
Positioning | 2 | 1 | 1 |
Educational Tool | - | 1 | 2 |
Replace Website | 2 | - | - |
Rewards Program | 2 | 1 | 2 |
Empower Workforce | 1 | - | 1 |
Crowdfunding channel | 1 | 1 | - |
Reduce Costs | 1 | - | 1 |
Enhance Students’ Experience | - | 1 | - |
Anticipated Value | Metaverse-Based (n) | NFTs-Based (n) | Tourism- Complementary (n) |
---|---|---|---|
Entertainment | 19 | 5 | 4 |
Socialization | 17 | 2 | 2 |
Enhanced experience * | 16 | 1 | 5 |
Source of information | 16 | - | - |
Help with decision-making | 14 | - | - |
Workplace | 10 | - | 2 |
Escapism | 9 | 1 | 1 |
Personalization | 8 | - | - |
Reduce costs | 8 | 1 | 2 |
Real-world rewards/privileges | 4 | 3 | 3 |
Profit generation | 3 | 4 | 3 |
Feeling of co-creation | 2 | 2 | 1 |
Motivational environment | 2 | - | - |
Privacy | 1 | - | - |
Share feedback | 1 | - | - |
Education–training | - | 1 | 2 |
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Kontis, A.-P.; Ioannidis, S.A.K. Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users. Tour. Hosp. 2025, 6, 86. https://doi.org/10.3390/tourhosp6020086
Kontis A-P, Ioannidis SAK. Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users. Tourism and Hospitality. 2025; 6(2):86. https://doi.org/10.3390/tourhosp6020086
Chicago/Turabian StyleKontis, Alexios-Patapios, and Stelios A. K. Ioannidis. 2025. "Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users" Tourism and Hospitality 6, no. 2: 86. https://doi.org/10.3390/tourhosp6020086
APA StyleKontis, A.-P., & Ioannidis, S. A. K. (2025). Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users. Tourism and Hospitality, 6(2), 86. https://doi.org/10.3390/tourhosp6020086