Exploring Metaverse’s impact on the MICE industry from the industry experts’ lens

Purpose In-depth interviews were conducted with practitioners and experts in this field. Collected data were qualitatively analyzed both inductively and deductively using a two-stage approach. The UTAUT2 framework was used for deductive analysis. Design/methodology/approach The impact of COVID-19 on the meetings, incentives, conferences and exhibitions (MICE) industry resulting in the adoption of virtual and hybrid events inspired this study to explore the potential impact, sustainability, applicability and limitations of the Metaverse technology on the future of the MICE industry. Findings Five themes and six factors of Metaverse adoption emerged. The findings suggest that Metaverse technology has limitations in achieving the purpose and function of live events and that its impact on the MICE industry in the future may not be significant. However, its advantages for certain events in reducing barriers to participation, promotional impact and providing entertaining experience were outlined. Research limitations/implications This study highlights the opportunities and challenges of adopting Metaverse technology, providing insights into preparing for and responding to environmental changes in this industry. This study concludes that Metaverse technology should be seen as a differentiated experience rather than the enhancement. It recommends future research to include younger professionals and event attendees, who are more familiar with digital technology. Originality/value This empirical research extends previous literature in the impacts of Metaverse on tourism industry that were mostly limited to conceptual discussions. Additionally, this study is one of a few studies to approach Metaverse adoption from suppliers’ standpoint.