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Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users

Author

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  • Alexios-Patapios Kontis

    (Department of Tourism Economics and Management, University of the Aegean, 82132 Chios, Greece)

  • Stelios A. K. Ioannidis

    (Department of Tourism Economics and Management, University of the Aegean, 82132 Chios, Greece)

Abstract

The current study aims to explore the early adoption of the metaverse in the hospitality and tourism industry, with a particular focus on understanding adoption drivers for tourism providers and the anticipated benefits for end-users. Addressing the need for practical insights in a rapidly evolving digital landscape, the review identifies 33 real-world early cases of metaverse and non-fungible token (NFT) adoption, spanning from the first metaverse hotel in 2006 to ongoing digital twins of tourism destinations up to 2023. This study follows the PRISMA technique and examines early metaverse adopters at both the enterprise and destination levels, categorizing them into metaverse-based, NFT-based, and complementary-to-tourism cases. The analysis applies two theoretical frameworks: the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine adoption drivers and the Technology Acceptance Model (TAM) to assess expected end-user benefits. Key findings highlight promotion, brand engagement, new revenue streams, and community building as primary motivations for adoption, while user benefits include enhanced entertainment, social interaction, improved decision-making, and immersive experiences. By bridging theory and practice, this study contributes both actionable guidance for tourism stakeholders and a theoretical foundation for future research on digital transformation in tourism.

Suggested Citation

  • Alexios-Patapios Kontis & Stelios A. K. Ioannidis, 2025. "Metaverse Tourism: An Overview of Early Adopters’ Drivers and Anticipated Value for End-Users," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-32, May.
    • Handle: RePEc:gam:jtourh:v:6:y:2025:i:2:p:86-:d:1656353
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    References listed on IDEAS

    as
    1. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    2. Marco Valeri & Rodolfo Baggio, 2021. "A critical reflection on the adoption of blockchain in tourism," Information Technology & Tourism, Springer, vol. 23(2), pages 121-132, June.
    3. Katerina Volchek & Armin Brysch, 2023. "Metaverse and Tourism: From a New Niche to a Transformation," Springer Proceedings in Business and Economics, in: Berta Ferrer-Rosell & David Massimo & Katerina Berezina (ed.), Information and Communication Technologies in Tourism 2023, pages 300-311, Springer.
    4. Stelios Ioannidis & Alexios-Patapios Kontis, 2023. "Metaverse for tourists and tourism destinations," Information Technology & Tourism, Springer, vol. 25(4), pages 483-506, December.
    5. So Young Bae & Ju Hyoung Han, 2020. "Considering Cultural Consonance in Trustworthiness of Online Hotel Reviews among Generation Y for Sustainable Tourism: An Extended TAM Model," Sustainability, MDPI, vol. 12(7), pages 1-17, April.
    6. Dimitrios Buhalis & Nurshat Karatay, 2022. "Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 16-27, Springer.
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