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Exploring the Strategic Integration of the Metaverse in Religious Tourism: Reimagining Tourist Experience and Engagement at the Sanctuary of Fátima
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Author(s): Diogo Fonseca (University of Porto, Portugal), Francisco Campos (University of Porto, Portugal), Gustavo Nogueira (University of Porto, Portugal), Gustavo Tarábbia (University of Porto, Portugal), Paulo Andrade (University of Porto, Portugal), Pedro Carvalho (University of Porto, Portugal)and Belem Barbosa (University of Porto, Portugal)
Copyright: 2026
Pages: 34
Source title:
Revolutionizing Consumer Experience With Digital Twins and the Metaverse
Source Author(s)/Editor(s): Brij B. Gupta (Asia University, Taichung, Taiwan & VIZJA University, Warsaw, Poland)and Yuk Ming Tang (Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China)
DOI: 10.4018/979-8-3373-4541-3.ch009
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Abstract
Digital transformation through emerging technologies is reshaping business operations, influencing products, processes, value chains, networks, and business models. Within this context, the Metaverse introduces innovative ways for businesses and consumers to interact with each other in virtual and interconnected shared spaces. While organizations across industries are increasingly adopting Metaverse technologies, research in this field remains in its early stages, with limited understanding of its implications and opportunities. To address this gap, this study employs a case study approach based on secondary data to conduct a strategic assessment of the Metaverse's application in religious tourism. The Sanctuary of Fátima in Portugal was selected as the focal case. The findings highlight the Metaverse's potential to facilitate new forms of value creation, delivery, and capture, particularly through stakeholder engagement and digital pilgrimage experiences beyond physical destinations
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