The metaverse: a giant leap for space tourism or a virtual mirage?

Purpose This study aims to explore the role of the metaverse in space tourism, focusing on its potential benefits, diverse applications, and the primary drivers that contribute to the development of metaverse-based initiatives in this emerging sector. Design/methodology/approach The current study critically examins the current developments and applications of the metaverse, incorporating the author's perspectives along with existing literature and narratives within the contexts of space tourism and virtual space travel. Findings The integration of the metaverse in space tourism complements traditional travel methods and extends the industry's reach and impact, promising a new era of inclusive and sustainable space exploration. Additionally, a variety of research opportunities emerge for the practical application of metaverse space tourism, particularly focusing on understanding the antecedents of user acceptance and adoption. Practical implications The study highlights how the metaverse can expand market reach, enhance engagement and democratize access to space tourism by offering immersive pre-travel experiences and virtual missions. Space tourism companies can use these tools to reduce uncertainty and attract broader audiences, while technology developers should focus on improving user experience, realism and interoperability. Policymakers must establish regulatory frameworks addressing data privacy, content accuracy and interoperability standards. Originality/value Although the use of the metaverse in the hospitality and tourism industries has been extensively investigated in various contexts, its application in the nascent field of space tourism remains underexplored. As one of the initial scholarly endeavors, this study explores the potential of the metaverse in space tourism and outlines directions for future research.