Digital tourism: exploring the ChatGPT–metaverse synergy

Purpose This study aims to examine the integration of ChatGPT and the metaverse in digital tourism, focusing on their potential to transform tourist experiences, personalize services and inform marketing strategies. Design/methodology/approach The research adopts a conceptual framework grounded in interdisciplinary literature, presenting a theoretical model that maps the relationships among ChatGPT, the Metaverse and users across the tourism journey. Findings This paper introduces a three-phase, three-agent and three-theory framework that integrates ChatGPT and the metaverse across the tourist journey. The framework advances digital tourism theory by synthesizing the S-O-R, UTAUT and SDL models, and demonstrates how generative AI and immersive environments co-create adaptive, personalized and interactive travel experiences. Practically, it guides DMOs, SMEs and tourism stakeholders in implementing hybrid tours, real-time service delivery and user-driven feedback systems. Socially, it highlights pathways to inclusive, accessible and ethically responsible digital tourism. Originality/value This study contributes to tourism research by systematically analyzing the combined impact of generative Artificial Intelligence (AI) and immersive technologies. It offers theoretical insights and practical guidance for digital tourism innovation in a post-pandemic context.