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Digital Marketing Strategies in Sustainable Tourism: The Role of the Metaverse
Author(s): Pedro Álvaro Pereira Correia (University of Madeira, Portugal & CITUR, Portugal)
Copyright: 2025
Pages: 36
EISBN13: 9798337329352
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Abstract
This chapter explores the transformative impact of the Metaverse on sustainable tourism through innovative digital marketing strategies. It delves into how immersive virtual environments revolutionize tourist experiences and destination marketing while enhancing sustainable tourism initiatives. The integration of Metaverse technologies offers both challenges and opportunities, encompassing technological, operational, regulatory, economic, and social dimensions. Central to the discussion are strategic recommendations for harnessing the Metaverse to develop environmentally friendly tourism solutions. The role of immersive storytelling and virtual tours is underscored, with real-world applications such as Nike's NIKELAND on Roblox illustrating the effective utilization of Metaverse technologies. The chapter is supported by a comprehensive literature review, which highlights the Metaverse's potential to foster new engagement pathways and promote sustainability within the tourism sector.
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