Studying the Possibility of Applying Metaverse as a Marketing Tool for Temples and Museums in Aswan

In recent years, the world has witnessed a remarkable development in digital technologies that aimed to providing immersive experiences for users. Each type of technology has unique characteristics and advantages, leading to the need for a comprehensive technology that combines these advantages. Hence, the rise of the Metaverse technology, which has gained widespread global attention, especially after Facebook announced changing its name to "Meta," indicating a shift toward developing virtual worlds and enhancing digital interaction. The main aim of this study is to studying the possibility of applying Metaverse as a marketing tool for temples and museums in Aswan, to replacing traditional marketing methods which has become ineffective in the current era of technical progress. Aswan was chosen because it is one of the most popular destinations worldwide. This study depends on mixed approaches by collecting quantitative and qualitative data, a questionnaire was designed and distributed to domestic and international tourists, 408 valid responses were received and (SPSS V.22) was used to analyze the collected data. Moreover, the researcher conducted 10 interviews with experts in fields of marketing, tourism, Artificial intelligence. The results showed that most tourists are acquainted with Metaverse technology, particularly among younger generations and international tourists, besides, domestic tourists demonstrate a certain degree of familiarity with Metaverse, though their familiarity with its applications is comparatively limited. The benefits, obstacles, and effects of the Metaverse technology were identified as a marketing tool for temples and museums. Feedback was collected regarding the model that was designed by the researcher "Meta Aswan." The feedback was predominantly positive, with the model aiming to enabling tourists to engage in a full conversation with statues or mummies in Metaverse, alongside the appearance of temples and museums that are reminiscent of their original colors and construction. Furthermore, the study recommended that the necessity of launching a platform with using Metaverse technology to marketing heritage sites and to publicize Egypt's ancient history, Spread awareness campaigns on the importance of Metaverse technology as a way to visit tourist destinations and heritage sites by tourists with disabilities and people who have barriers to travel such as geographical barriers and lack of time, organizing workshops to educate employees on how to provide virtual tours and interact with tourists through digital platforms.