The impact of the metaverse on consumer behaviour and marketing strategies in tourisma bibliometric review

  1. Juan F. Prados-Castillo 1
  2. Juan Antonio Torrecilla-García 2
  3. Pilar Guaita-Fernández 1
  4. Mónica De Castro-Pardo 3
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

  2. 2 Universidad de Málaga
    info

    Universidad de Málaga

    Málaga, España

    ROR https://ror.org/036b2ww28

  3. 3 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2024

Volumen: 55

Número: 1

Tipo: Artículo

DOI: 10.7200/ESICM.55.327 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Esic market

Resumen

Objective and interest of the work: This paper focuses on analysing the existing literature on the impact of Metaverse technology on consumer behaviour, adoption and destination marketing. From a tourism perspective, Metaverse allows the fusion of physical and virtual realities, offering immersive experiences and the possibility of transforming the relationship between the destination and end user. Design of the methodology: A bibliometric analysis was performed using the Bibliometrix software, an R tool for the bibliometric study of scientific data sources. The database selected was Web of Science, and peer-reviewed articles in English published up to 10 October 2023 were analysed. A Boolean approach was used with the keywords "framework tourism Metaverse" and "framework tourist Metaverse". Results: Trends in the scientific production of subject matter analysed from 2011 to 2023 stand out, with a total of 72 articles identified according to the criteria discussed. An annual growth rate of 34.48% was observed during the production of the documents. It highlights how technology associated with the metaverse influences the decisions and experiences of tourism service users. Its value in terms of practical implications: This study examines the potential of Metaverse for ex situ immersive tourism and in situ experiences. It emphasizes the need for research on ethical behaviour, regulatory frameworks, and strategies for Metaverse integration in the tourism industry. Although it is not the first study on Metaverse, it is the only one known to focus on theoretical frameworks.

Referencias bibliográficas

  • Ahmad, H., Butt, A., & Muzaffar, A. (2023). Travel before you actually travel with augmented reality - Role of augmented reality in future destination. Current Issues in Tourism, 26(17), 2845–2862). https://doi.org/10.1080/13683500.2022.2101436
  • Ahn, S. J. (Grace), Kim, J., & Kim, J. (2022). The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse. Journal of Advertising, 51(5), 592-607. https://doi.org/10.1080/00913367.2022.2111729
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975. https://doi.org/10.1016/j.joi.2017.08.007
  • Aristovnik, A., Ravšelj, D., & Umek, L. (2020). A Bibliometric Analysis of COVID-19 across Science and Social Science Research Landscape. Sustainability, 12(21), article 21. https://doi.org/10.3390/su12219132
  • Backman, K. F., Chang, L. L., Backman, S. J., & Huang, Y. C. (2015). Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework. International Journal of Tourism Research, 18(2), 116-128. https://doi.org/10.1002/jtr.2038
  • Ball, M. (2022). The Metaverse: And How It Will Revolutionize Everything. Liveright. https://wwnorton.com/books/9781324092032
  • Bec, A., Moyle, B., Schaffer, V., & Timms, K. (2021). Virtual reality and mixed reality for second chance tourism. Tourism Management, 83, article 104256. https://doi.org/10.1016/j.tourman.2020.104256
  • Bilotta, E., Bertacchini, F., Gabriele, L., Giglio, S., Pantano, P. S., & Romita, T. (2021). Industry 4.0 technologies in tourism education: Nurturing students to think with technology. Journal of Hospitality Leisure Sport & Tourism Education, 29, article 100275 https://doi.org/10.1016/j.jhlste.2020.100275
  • Bird, J. M. M., Smart, P. A. A., Harris, D. J. J., Phillips, L. A. A., Giannachi, G., & Vine, S. J. J. (2023). A Magic Leap in Tourism: Intended and Realized Experience of Head-Mounted Augmented Reality in a Museum Context. Journal of Travel Research, 62(7), 1427-1447. https://doi.org/10.1177/00472875221134031
  • Blaer, M. (2023). Interactive webcam travel: Supporting wildlife tourism and conservation during COVID-19 lockdowns. Information Technology & Tourism, 25, 47-69. https://doi.org/10.1007/s40558-023-00242-3
  • Bornmann, L., Thor, A., Marx, W., & Schier, H. (2016). The application of bibliometrics to research evaluation in the humanities and social sciences: An exploratory study using normalized Google Scholar data for the publications of a research institute. Journal of the Association for Information Science and Technology, 67(11), 2778-2789. https://doi.org/10.1002/asi.23627
  • Buhalis, D., & Karatay, N. (2022). Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse. In J. L. Stienmetz, B. Ferrer-Rosell, & D. Massimo (Eds.), Information and Communication Technologies in Tourism 2022 (pp. 16-27). Springer. https://doi.org/10.1007/978-3-030-94751-4_2
  • Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, article 104724. https://doi.org/10.1016/j.tourman.2023.104724
  • Buonincontri, P., & Marasco, A. (2017). Enhancing Cultural Heritage Experiences with Smart Technologies: An Integrated Experiential Framework. European Journal of Tourism Research, 17, 83-101.
  • Carvalho, M., Kastenholz, E., & Carneiro, M. J. (2023). Co-creative tourism experiences—A conceptual framework and its application to food & wine tourism. Tourism Recreation Research, 48(5), 668-692. https://doi.org/10.1080/02508281.2021.1948719
  • Dogan, E., & Kan, M. H. (2020). Bringing Heritage Sites to Life for Visitors: Towards a Conceptual Framework for Immersive Experience. Advances in Hospitality and Tourism Research-Ahtr, 8(1), 76-99. https://doi.org/10.30519/ahtr.630783
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
  • Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., … Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, article 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
  • Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J. (Grace), Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., … Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. https://doi.org/10.1002/mar.21767
  • Fan, X., Jiang, X., & Deng, N. (2022). Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management, 91, article 104534. https://doi.org/10.1016/j.tourman.2022.104534
  • Gursoy, D., Lu, L., Nunkoo, R., & Deng, D. (2023). Metaverse in services marketing: An overview and future research directions. Service Industries Journal, 43(15-16), 1140-1172. https://doi.org/10.1080/02642069.2023.2252750
  • Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31(5), 527-534. https://doi.org/10.1080/19368623.2022.2072504
  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651. https://doi.org/10.1016/j.tourman.2009.07.003
  • Hilken, T., de Ruyter, K., Chylinkski, M., Mahr, D., & Keeling, D. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905. https://doi.org/10.1007/s11747-017-0541-x
  • Ishii, H., Kobayashi, M., & Grudin, J. (1993). Integration of interpersonal space and shared workspace: ClearBoard design and experiments. ACM Transactions on Information Systems, 11(4), 349-375. https://doi.org/10.1145/159764.159762
  • Jung, T. H., Bae, S., Moorhouse, N., & Kwon, O. (2021). The impact of user perceptions of AR on purchase intention of location-based AR navigation systems. Journal of Retailing and Consumer Services, 61, article 102575. https://doi.org/10.1016/j.jretconser.2021.102575
  • Kaplan, A. (2023, January 6). Metaverse: Disruption for the managers of tomorrow? Virtual Worlds and the Metaverse: Disruption for the Managers of Tomorrow? The Choice. https://thechoice.escp.eu/tomorrow-choices/virtual-worlds-and-the-metaverse-disruption-for-the-managers-of-tomorrow/
  • Kilic, I., Dogantekin, A., & Sari, Y. (2021). The effect of brochure and virtual reality goggles on purchasing intention in destination marketing. Advances in Hospitality and Tourism Research-Ahtr, 9(2), 313-340. https://doi.org/10.30519/ahtr.784131
  • Kim, J., Shinaprayoon, T., & Ahn, S. J. (Grace). (2022). Virtual Tours Encourage Intentions to Travel and Willingness to Pay via Spatial Presence, Enjoyment, and Destination Image. Journal of Current Issues & Research in Advertising, 43(1), 90-105. https://doi.org/10.1080/10641734.2021.1962441
  • Kim, M. J., Lee, C.-K., & Jung, T. (2018). Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model. Journal of Travel Research, 59(1), 69-89. https://doi.org/10.1177/0047287518818915
  • Kokol, P., Blažun Vošner, H., & Završnik, J. (2021). Application of bibliometrics in medicine: A historical bibliometrics analysis. Health Information & Libraries Journal, 38(2), 125-138. https://doi.org/10.1111/hir.12295
  • Koseoglu, M. A., Rahimi, R., Okumus, F., & Liu, J. (2016). Bibliometric studies in tourism. Annals of Tourism Research, 61, 180-198. https://doi.org/10.1016/j.annals.2016.10.006
  • Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behavior & Research, 28(90, 52-77. https://doi.org/10.1108/IJEBR-12-2021-0984
  • Lavuri, R., & Akram, U. (2023). Role of virtual reality authentic experience on affective responses: Moderating role virtual reality attachment. Journal of Ecotourism, in print. https://doi.org/10.1080/14724049.2023.2237704
  • Le, T.-T.-Y., Chen, J.-S., & Nguyen, N. B. (2022). The Effects of Attributes of Non-Immersive Virtual Reality on Customers’ Experience of Video Tours under Social Distancing for COVID-19. International Journal of Human-Computer Interaction, in print. https://doi.org/10.1080/10447318.2022.2131251
  • Lee, M., Lee, S. A., Jeong, M., & Oh, H. (2020). Quality of virtual reality and its impacts on behavioral intention. International Journal of Hospitality Management, 90, article 102595. https://doi.org/10.1016/j.ijhm.2020.102595
  • Li, T., & Chen, Y. (2019). Will virtual reality be a double-edged sword? Exploring the moderation effects of the expected enjoyment of a destination on travel intention. Journal of Destination Marketing & Management, 12, 15-26. https://doi.org/10.1016/j.jdmm.2019.02.003
  • Lizano-Mora, H., Palos-Sánchez, P. R., & Aguayo-Camacho, M. (2021). The Evolution of Business Process Management: A Bibliometric Analysis. IEEE Access, 9, 51088-51105. https://doi.org/10.1109/ACCESS.2021.3066340
  • Morrison, A. M., Bag, S., & Mandal, K. (2023). Virtual reality’s impact on destination visit intentions and the moderating role of amateur photography. Tourism Review, in print. https://doi.org/10.1108/TR-12-2022-0621
  • Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A Typology of Technology-Enhanced Tourism Experiences. International Journal of Tourism Research, 16(4), 340-350. https://doi.org/10.1002/jtr.1958
  • Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, article 71. https://doi.org/10.1136/bmj.n71
  • Ponte, J., Couto, G., Sousa, A., Pimentel, P., & Oliveira, A. (2021). Idealizing adventure tourism experiences: Tourists’ self-assessment and expectations. Journal of Outdoor Recreation And Tourism-Research Planning And Management, 35, article 100379. https://doi.org/10.1016/j.jort.2021.100379
  • Prerana, R., Kapoor, D., & Jain, A. (2023). Sustainable tourism and its future research directions: A bibliometric analysis of twenty-five years of research. Tourism Review, in print. https://doi.org/10.1108/TR-11-2022-0540
  • Samaddar, K., & Mondal, S. (2023). AR and VR-based travel: A responsible practice towards sustainable tourism. International Journal of Tourism Cities, in print. https://doi.org/10.1108/IJTC-05-2022-0135
  • Santoso, C., & Gjerald, O. (2022). Guided discussion or immersive play? Influence of on-site presentation platform on visitor satisfaction in a heritage attraction. Scandinavian Journal of Hospitality And Tourism, 22(4-5), 393-410. https://doi.org/10.1080/15022250.2022.2112416
  • Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161. https://doi.org/10.1016/j.bushor.2015.10.003
  • Steriopoulos, E., & Ooi, C.-S. (2023). Transformative service research approaches for visitor experiences in major sporting events. International Journal of Event and Festival Management, 14(2), 189-204. https://doi.org/10.1108/IJEFM-04-2022-0029
  • Talwar, S., Kaur, P., Nunkoo, R., & Dhir, A. (2022). Digitalization and sustainability: Virtual reality tourism in a post pandemic world. Journal of Sustainable Tourism, 31(11), 2564-2591. https://doi.org/10.1080/09669582.2022.2029870
  • Tan, H., Li, J., He, M., Li, J., Zhi, D., Qin, F., & Zhang, C. (2021). Global evolution of research on green energy and environmental technologies:A bibliometric study. Journal of Environmental Management, 297, article 113382. https://doi.org/10.1016/j.jenvman.2021.113382
  • Tsai, S. (2020). Augmented reality enhancing place satisfaction for heritage tourism marketing. Current Issues in Tourism, 23(9), 1078-1083. https://doi.org/10.1080/13683500.2019.1598950
  • Tussyadiah, I. (2014). Toward a Theoretical Foundation for Experience Design in Tourism. Journal of Travel Research, 53, 543-564. https://doi.org/10.1177/0047287513513172
  • Wang, J., Sun, Y., Zhang, L., Zhang, S., Feng, L., & Morrison, A. M. (2023). Effect of Display Methods on Intentions to Use Virtual Reality in Museum Tourism. Journal of Travel Research, 63(2), 314-334. https://doi.org/10.1177/00472875231164987
  • Wei, W. (2023). A buzzword, a phase or the next chapter for the Internet? The status and possibilities of the metaverse for tourism. Journal of Hospitality and Tourism Insights, in print. https://doi.org/10.1108/JHTI-11-2022-0568
  • Wen, H., & Leung, X. Y. (2021). Virtual wine tours and wine tasting: The influence of offline and online embodiment integration on wine purchase decisions. Tourism Management, 83, article 104250. https://doi.org/10.1016/j.tourman.2020.104250
  • Yang, F. X. X., & Wang, Y. (2023). Rethinking Metaverse Tourism: A Taxonomy and an Agenda for Future Research. Journal Of Hospitality & Tourism Research, in print. https://doi.org/10.1177/10963480231163509
  • Zhang, X., Yang, D., Yow, C. H., Huang, L., Wu, X., Huang, X., Guo, J., Zhou, S., & Cai, Y. (2022). Metaverse for Cultural Heritages. Electronics, 11(22), article 3730. https://doi.org/10.3390/electronics11223730
  • Zhao, L., Dai, T., Qiao, Z., Sun, P., Hao, J., & Yang, Y. (2020). Application of artificial intelligence to wastewater treatment: A bibliometric analysis and systematic review of technology, economy, management, and wastewater reuse. Process Safety and Environmental Protection, 133, 169-182. https://doi.org/10.1016/j.psep.2019.11.014
  • Zheng, C., Chen, Z., Zhang, Y., & Guo, Y. (2022). Does vivid imagination deter visitation? The role of mental imagery processing in virtual tourism on tourists’ behavior. Journal of Travel Research, 61(7), 1528-1541). https://doi.org/10.1177/00472875211042671
  • Zhou, F., Zhang, N., Wang, N., & Mou, J. (2023). Design affordance in VR and customization intention: Is customer inspiration a missing link?. Technological Forecasting and Social Change, 192, article 122594. https://doi.org/10.1016/j.techfore.2023.122594
  • Zhu, C., Wu, D. C. W., Lu, Y., Fong, L. H. N., & She, L. S. (2022). When Virtual Reality meets destination marketing: The mediating role of presences between vividness and user responses. Journal of Vacation Marketing, in print. https://doi.org/10.1177/13567667221141414
  • Zhu, J., & Liu, W. (2020). A tale of two databases: The use of Web of Science and Scopus in academic papers. Scientometrics, 123(1), 321-335. https://doi.org/10.1007/s11192-020-03387-8