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A Metaverse or a Real Experience: The Tale of Two Tours

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Tharushi Wattewewa

    (European Campus Rottal-Inn, Deggendorf Institute of Technology)

  • Katerina Volchek

    (European Campus Rottal-Inn, Deggendorf Institute of Technology)

Abstract

Metaverse has begun blurring the borders between the real and virtual worlds, requiring organisations to adapt to the new realities. However, the understanding of the role of the Metaverse in travel experience remains scarce. This study explores whether a Metaverse tour can replace a real tour. The mixed-method experimental research design provides a comparison of tourists’ perceptions of the real and the Metaverse tour scenarios in Versailles, France. The findings reveal that tourists have high perceptions of the Metaverse’s capabilities to create a positive travel experience. However, the existing technological constraints, as well as the initial travel motives, prevent tourists from selecting the Metaverse tour as an absolute substitute for the real one. Instead, a high-quality Metaverse tour is expected to be a beneficial tool for a defined set of scenarios. A holistic framework for the Metaverse travel experience design is needed to design a sustainable Metaverse tour.

Suggested Citation

  • Tharushi Wattewewa & Katerina Volchek, 2026. "A Metaverse or a Real Experience: The Tale of Two Tours," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 14, pages 199-211, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_14
    DOI: 10.1007/978-3-032-23925-9_14
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