Evaluating the Role of Metaverse Interactive Technologies in Turkey and Lithuania for a Clean and Sustainable Environment in the Leisure Sector

The leisure industry exerts adverse effects on the natural environment, creating critical challenges for achieving clean and sustainable environmental goals. However, the potential role of metaverse technologies in mitigating these challenges remains underexplored. Therefore, this study explores how metaverse technologies can support clean and safe environmental objectives in Turkey and Lithuania. Specifically, the research aims to identify the socio-cultural, institutional, and technological barriers that arise during the integration of these technologies into sustainable environmental strategies. Using purposive sampling, semi-structured interviews were conducted with forty experts from both countries, including policymakers, academics, and industry professionals. The results indicate that variations in technological infrastructure, levels of digital readiness, socio-cultural acceptance, and institutional governance capacity significantly shape the feasibility of applying metaverse technologies in the leisure industry. Furthermore, the findings highlight that local needs, stakeholder expectations, and organizational resources play a crucial role in determining the effectiveness of these technologies in promoting a cleaner and more sustainable environment. The recommendations particularly emphasize enhancing technological infrastructure, expanding institutional collaborations, implementing legal reforms related to metaverse technologies, and addressing data security concerns. Overall, the study provides a comprehensive perspective that connects technology, recreation, and environmental science.