Metaverse and Cultural Marketing in Hospitality and Tourism

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Author(s): Sanjeev Kumar (Lovely Professional University, India), Ankit Dhiraj (Lovely Professional University, India)and Shuaibu Chiroma Chiroma Hassan (Isa Kaita College of Education, Nigeria)
Copyright: 2023
Pages: 10
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch016

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Metaverse is a thirty-year-old term, but a new formation. Metaverse is termed the 4th era of networking and computing – thereby succeeding mainframes (Ball, 2022). The Chapter will analyse the metaverse from two perspectives; it will look at the metaverse as a marketing tool and, or promote and sell goods and services in the hospitality industry; to use the metaverse as a marketing strategy in cultural marketing, and the future implications of metaverse on the hospitality industry as a whole. The global tourism and hospitality industry, currently, is experiencing some significant transformations due to certain disruptive innovations in the digital spheres across the globe – this includes the ‘metaverse'. Similarly, the notions of the ‘metaverse' as well as its virtual reality experiences have altered people's perspectives radically on the future of technology and its potential impacts on the tourism and hospitality industries.

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Metaverse and Cultural Marketing in Hospitality and Tourism

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