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Metaverse Customer Journeys in Tourism: Building Viable Virtual Worlds by Lina Zhong; Zongqi Xu; Alastair M. Morrison; Yunpeng Li; Mengyao Zhu is a Social Sciences article available to read on EtoBox.

What is Metaverse Customer Journeys in Tourism: Building Viable Virtual Worlds about?

## Purpose This study aims to examine the use of the metaverse in tourism and hospitality to comprehend better how the technology might shape customer journey management, especially relative to information provision, experiences and customer benefits. ## Design/methodology/approach This explanatory research used a two-stage approach of media analysis and practitioner interviews to analyse the interactions among tourism information provision, customer experiences and customer benefits in the metaverse. It conceptualized and mapped the consumer journey of the emerging metaverse experience, focusing on the ideas and practices of metaverse design pioneers in tourism and hospitality. ## Findings Based on the media analysis and interviews with 27 designers, the metaverse – information – experiences – benefits (MIEB) model was proposed, containing three parts (information characteristics, customer experiences and customer benefits) and 31 supporting items grouped into nine components. ## Originality/value One of the unique contributions of this research is the MIEB model for applying the metaverse in customer journey management (pre-, during- and post-trip). The findings contribute to the

Who reads Metaverse Customer Journeys in Tourism: Building Viable Virtual Worlds?

Author

Lina Zhong; Zongqi Xu; Alastair M. Morrison; Yunpeng Li; Mengyao Zhu

Publisher

Emerald

Published

2023

Language

EN

Field

Social Sciences