Expert perspectives on factors shaping metaverse adoption for cultural heritage experiences in hospitality industry within an emerging economy

Purpose Although the metaverse has been widely adopted in developed countries, there has not been any research investigating the implantation of this highly transformative technology in emerging economies and disadvantaged regions, such as Tunisia. This paper aims to critically explore the factors influencing the adoption of metaverse for cultural heritage experience and discusses how will it disrupt the future of the hospitality industry. Design/methodology/approach A total of 44 semi-structured interviews were conducted in the Tunisian hospitality industry who provided their expert opinions during in-depth interviews. The interviews were then analysed using thematic analysis. Findings The findings indicate that the metaverse presents benefits, success factors and challenges for offering cultural heritage experiences in the hospitality industry and that its adoption in poor and less developed countries is nuanced. Practical implications The findings of the study help hospitality managers identify opportunities and challenges in metaverse, fostering an understanding of the cultural environment and its socio-economic development as key requirements to enhance visitor experience via metaverse. Social implications Leveraging the metaverse for cultural enrichment can be a powerful tool for the socio-economic development of underprivileged regions, provided that it is implemented inclusively to include underprivileged labour, whose work in the industry lies on the bottom of the economic pyramid. Originality/value This paper further explains the impacts of metaverse on cultural heritage experience provided in the hospitality industry rooted in the previous literature relating to technology-enhanced experience.