Research Information System
XXXI AEDEM International Conference | Istanbul 2024 MOBILITY, WELLBEING AND TECHNOLOGY IN AGE OF GLOBAL DISRUPTIONS, İstanbul, Turkey, 01 September 2024, pp.330-343, (Full Text)
ABSTRACT:
The emergence of the Metaverse, a three-dimensional virtual realm, is
revolutionizing tourism marketing by bridging the gap between virtual and
physical experiences. This systematic literature review explores the impact of
metaverse marketing on tourism destination image, analyzing 37 articles from
Google Scholar and Scopus databases. The study identifies three key factors—
Immersiveness, Sociability, and Environmental Fidelity—that significantly
influence how destinations are perceived by potential tourists. Metaverse
marketing enhances the projected image of a destination, offering immersive prepurchase
experiences that allow travelers to explore virtual replicas of
destinations, thereby making more informed decisions. Additionally, it improves
the received image by facilitating richer social interactions and more realistic
previews, which reduce the gap between virtual and physical experiences. The
findings suggest that metaverse marketing not only enriches pre-travel
engagements but also fosters deeper post-travel connections, potentially
increasing visitor satisfaction and loyalty. The study also highlights the infancy of
metaverse research in tourism and the need for further exploration, particularly
concerning the environmental and societal acceptance of this technology.
Limitations include the narrow scope of databases used and the limited
availability of research on metaverse marketing in tourism. Nonetheless, this
study offers a conceptual model illustrating how metaverse marketing can
enhance destination image, serving as a foundation for future research in this
emerging field.
KEY WORDS: metaverse marketing, tourism destination image, immersiveness,
sociability, environmental fidelity, virtual reality, travel experience.