Purpose

Metaverse blends the physical and virtual worlds, revolutionizing how hospitality customers and hospitality organizations facilitate the co-creation of transformational experiences and values. This paper aims to explore the opportunities and challenges that Metaverse introduces for hospitality and tourism management and marketing as part of the customer experience and value co-creation process. This paper also discusses how the advent and development of Metaverse can potentially transform hospitality customer experience and value co-creation.

Design/methodology/approach

A comprehensive literature review was undertaken to explore conceptual developments on Metaverse and best practice examples from around the world.

Findings

Metaverse not only opens many exciting opportunities for hospitality and tourism but also poses some great challenges. Hospitality and tourism organizations need to use the Metaverse strategically to customize and co-create hybrid virtual and physical experiences, allowing consumers to engage with them and also with other customers before, during and after their visit. A range of research opportunities also emerge for the adoption and operationalization of Metaverse.

Research limitations/implications

This paper critically analyzes the early applications of Metaverse in hospitality and tourism as well as promotes future solutions for hospitality and tourism management and marketing. The conceptual model in this study can help different stakeholders better understand the flow, logic and potential of Metaverse in the hospitality and tourism industry.

Originality/value

The paper defines and conceptualizes the potential of Metaverse in hospitality customer experience and value co-creation. Besides putting forward a research agenda for further exploiting the full potential for both hospitality customers and hospitality organizations, this paper elucidates the impacts of Metaverse on hospitality management, rooted in the previous literature in value co-creation and technology-enhanced experience.

中文翻译：

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Metaverse 作为客户体验和价值共创的驱动力：对酒店和旅游管理和营销的影响

目的

Metaverse 融合了物理世界和虚拟世界，彻底改变了酒店客户和酒店组织促进变革体验和价值共同创造的方式。本文旨在探讨 Metaverse 在客户体验和价值共创过程中为酒店和旅游管理和营销带来的机遇和挑战。本文还讨论了 Metaverse 的出现和发展如何潜在地改变酒店客户体验和价值共创。

设计/方法/途径

进行了全面的文献回顾，以探索 Metaverse 的概念发展和来自世界各地的最佳实践示例。

发现

Metaverse 不仅为酒店业和旅游业带来了许多激动人心的机会，也带来了一些巨大的挑战。酒店和旅游组织需要战略性地使用 Metaverse 来定制和共同创造混合的虚拟和物理体验，让消费者在访问之前、期间和之后与他们以及其他客户互动。Metaverse 的采用和运营也出现了一系列研究机会。

研究局限性/影响

本文批判性地分析了元界在酒店和旅游领域的早期应用，并提出了未来酒店和旅游管理和营销的解决方案。本研究中的概念模型可以帮助不同的利益相关者更好地理解元界在酒店和旅游业中的流程、逻辑和潜力。

原创性/价值

本文定义并概念化了 Metaverse 在酒店业客户体验和价值共创方面的潜力。除了提出进一步挖掘酒店客户和酒店组织的全部潜力的研究议程外，本文还阐明了 Metaverse 对酒店管理的影响，植根于先前关于价值共创和技术增强体验的文献。