Metaverse experiences in hospitality and tourism: blending virtuality and reality

Purpose This viewpoint paper aims to provide a critical review of metaverse in hospitality and tourism. The paper reviews the mainstream definitions and characteristics of metaverse, and suggests the influence of metaverse on experiences in hospitality and tourism. Design/methodology/approach The viewpoint paper adopts a conceptual and theoretical approach on metaverse, identifying different perspectives and key characteristics of metaverse through critical reviews and reflections. The study further analyzes the impact of metaverse on experiences in hospitality and tourism through reflective discussions. Findings Present literature defines the metaverse from spatial, interactive and experiential perspectives. Immersion, illusion, replication to the real world, open and interoperable environment, use of avatars and gamification of activities were identified as the key characteristics of metaverse. The metaverse influenced experiences in hospitality and tourism in four fundamental ways: an immersive trial that reduce the uncertainty of experience; a spatial and temporal change with an immersive experience; a blended travel fusion of digital virtuality and physical reality; and a blurred boundary of before, during and after trip experience journey. Research limitations/implications This paper identifies a set of theoretical and managerial implications to provide metaverse experiences in hospitality and tourism. Future studies could focus on empirical research studies including the experience design in the metaverse, as well as consumers’ perceptions of metaverse experiences in hospitality and tourism. Originality/value This study critically reviews the characteristics of metaverse and suggests how it might influence experiences in hospitality and tourism. The perspective of metaverse experiences in hospitality and tourism provides a solid understanding of metaverse research, advancing knowledge and practice in this field.