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Artificial Intelligence in the Metaverse: Transforming Cultural Expression and Tourism Experiences
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Author(s): Jessica Patrícia Ferreira (UNIAG, Instituto Politecnico de Bragança, Portugal), António B. Fernandes (UNIAG, Instituto Politécnico de Bragança, Portugal)and Sofia Cardim (Instituto Politécnico de Bragança, Portugal)
Copyright: 2026
Pages: 24
Source title:
Impacts of AI on Human Expression and Relationship Building
Source Author(s)/Editor(s): Jorge Esparteiro Garcia (Polytechnic University of Viana do Castelo, Portugal), Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)and Manuel José Serra Fonseca (Polytechnic University of Viana do Castelo, Portugal)
DOI: 10.4018/979-8-3373-8337-8.ch007
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Abstract
This chapter examines how artificial intelligence (AI) reshapes cultural mediation and tourism experiences within immersive digital environments, with particular attention to authenticity, empathy, and connection to place. Framed within the evolution of the metaverse as a socio-technical and cultural space, the chapter adopts a qualitative-exploratory approach combining a systematic literature review with an empirical analysis of social media discourse. The empirical phase analyses Instagram hashtag ecosystems related to immersive and digital tourism using Apify, revealing distinct semantic framings across experiential, artistic-cultural, and technological dimensions. The findings demonstrate that AI functions as an active mediator of cultural meaning, fostering experiential authenticity, emotional engagement, and symbolic place attachment.
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