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Virtual Horizons: The Metaverse's Role in Transforming the Hospitality Industry
Abstract
This article examines the transformative impact of the Metaverse on the hospitality industry, with a focus on service quality as perceived by Generation Z and interpreted by Portuguese hospitality professionals. Drawing on quantitative data from two surveys, the article examines expectations, perceived benefits, and implementation challenges associated with immersive technologies. The analysis highlights a strong conceptual alignment between Generation Z's digital preferences and the experiential affordances of the Metaverse, contrasted with industry professionals' concerns around cost, infrastructure, and digital fluency. The study expands traditional service quality frameworks to include immersive dimensions such as emotional engagement and avatar-mediated interaction, offering both theoretical and practical insights. It concludes with strategic recommendations for sustainable adoption, emphasizing the importance of training, infrastructure, and ethical governance.
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