The role of the Metaverse in innovating creative tourism experiences: A theoretical framework approach

This study examines the Metaverse as an emerging technological trend for innovating creative tourism experiences. Through a synthesis and analysis of theoretical and practical perspectives, it clarifies how the Metaverse extends tourism experiences from physical to digital spaces and strengthens engagement before, during, and after a trip. The findings indicate that the Metaverse does not replace traditional tourism but serves as a complementary tool that stimulates on-site exploration and enhances tourist interaction. Its potential benefits include personalized experiences, extended travel journeys, and new economic value, while major barriers include equipment costs and data-security risks. The study proposes managerial implications for tourism businesses and destinations to effectively utilize the Metaverse and promote sustainable tourism development in the context of digital transformation.