New research published Buhalis D, Yin J, Xu F (2025;), “Metaverse experiences in hospitality and tourism: blending virtuality and reality”

Buhalis D, Yin J, Xu F (2025;), “Metaverse experiences in hospitality and tourism: blending virtuality and reality”. International Journal of Contemporary Hospitality Management, 

https://doi.org/10.1108/IJCHM-01-2025-0068  

Purpose – This viewpoint paper aims to provide a critical review of metaverse in hospitality and tourism. The paper reviews the mainstream definitions and characteristics of metaverse, and suggests the influence of metaverse on experiences in hospitality and tourism. Design/methodology/approach – The viewpoint paper adopts a conceptual and theoretical approach on metaverse, identifying different perspectives and key characteristics of metaverse through critical reviews and reflections. The study further analyzes the impact of metaverse on experiences in hospitality and tourism through reflective discussions. Findings – Present literature defines the metaverse from spatial, interactive and experiential perspectives. Immersion, illusion, replication to the real world, open and interoperable environment, use of avatars and gamification of activities were identified as the key characteristics of metaverse. The metaverse influenced experiences in hospitality and tourism in four fundamental ways: an immersive trial that reduce the uncertainty of experience; a spatial and temporal change with an immersive experience; a blended travel fusion of digital virtuality and physical reality; and a blurred boundary of before, during and after trip experience journey. Research limitations/implications – This paper identifies a set of theoretical and managerial implications to provide metaverse experiences in hospitality and tourism. Future studies could focus on empirical research studies including the experience design in the metaverse, as well as consumers’ perceptions of metaverse experiences in hospitality and tourism. Originality/value – This study critically reviews the characteristics of metaverse and suggests how it might influence experiences in hospitality and tourism. The perspective of metaverse experiences in hospitality and tourism provides a solid understanding of metaverse research, advancing knowledge and practice in this field. 
 
Keywords Metaverse, Illusion, Immersion, Virtuality, Reality, Experiences in hospitality and tourism
 
 
Tourism experience in Metaverse in Tourism and Hospitality, Buhalis

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