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September 12, 2025Journal of Hospitality and Tourism Insights

The metaverse revolutionises tourism marketing: a systematic review of the literature

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Authors

ADAlicia Pavón DelgadoRSRocío Arteaga SánchezEREva Suárez Redondo

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Overview

Systematic review highlights the metaverse's role in transforming tourism marketing, suggesting new research opportunities.

Key Points

  • The metaverse significantly impacts tourism marketing strategies through co-creation and socialisation among stakeholders.
  • The review analyzed 56 peer-reviewed articles to unravel the metaverse's influence on marketing within the tourism sector.
  • A systematic literature review was employed to identify current trends and gaps in research related to the metaverse and tourism.
  • The findings emphasize that while government initiatives to enhance tourism in the metaverse are still developing, growth potential is significant.

Cite This Study

Delgado et al. (2025) studied this question.

synapsesocial.com/papers/68d41ee1713b0b5dfea67fb4https://doi.org/10.1108/jhti-01-2025-0161
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