From Virtual Substitution to Phygital Extension: A Strategic Framework for the Tourism Metaverse in Thailand

The global tourism industry is entering a phygital era, prompting renewed examination of the metaverse as an extension rather than a substitute for physical travel. This study investigates how metaverse technology operates across the Phygital Customer Journey within the Thai tourism context. Drawing on in-depth interviews with 12 experts from academic, multimedia development, and policy sectors, the data were analyzed using reflexive thematic analysis. The findings indicate that the metaverse assumes its most structurally significant role during the pre-trip phase. Immersive previews were described as recalibrating perceived risk by enabling advance assessment of accessibility, spatial configuration, and environmental conditions prior to commitment. This staged risk-calibration process operates through three interrelated mechanisms: Sensory Bridging, Psychological Risk Mitigation, and Physical Feasibility Testing, which are particularly relevant for secondary tourism destinations and demographic aging contexts. Building on these patterns, the study advances a four-layer architectural framework as an interpretive synthesis. Within this framework, the metaverse functions as a transactional and coordination layer that integrates booking systems, AI-enabled services, and real-time infrastructural data supported by IoT and Blockchain. The analysis further suggests that the state may assume an enabling role as an Infrastructure Architect through the development of a National Digital Highway and regulatory sandbox arrangements for SMEs. Sustainable adoption depends on hardware-agnostic, mobile-centric accessibility to mitigate digital exclusion. While grounded in Thailand, the framework offers analytical relevance for destinations facing comparable infrastructural and demographic conditions.