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Metaverse as the New Challenge of Tourism in the Phygital Age: State of the Art and Research Agenda

Metaverse as the New Challenge of Tourism in the Phygital Age: State of the Art and Research Agenda

Sawssen Ayadi, Abir Zouari
Copyright: © 2024 |Pages: 17
ISBN13: 9798369324226|ISBN13 Softcover: 9798369347256|EISBN13: 9798369324233
DOI: 10.4018/979-8-3693-2422-6.ch009
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MLA

Ayadi, Sawssen, and Abir Zouari. "Metaverse as the New Challenge of Tourism in the Phygital Age: State of the Art and Research Agenda." New Business Frontiers in the Metaverse, edited by Shivani Inder, et al., IGI Global, 2024, pp. 118-134. https://doi.org/10.4018/979-8-3693-2422-6.ch009

APA

Ayadi, S. & Zouari, A. (2024). Metaverse as the New Challenge of Tourism in the Phygital Age: State of the Art and Research Agenda. In S. Inder, S. Dawra, K. Tennin, & S. Sharma (Eds.), New Business Frontiers in the Metaverse (pp. 118-134). IGI Global. https://doi.org/10.4018/979-8-3693-2422-6.ch009

Chicago

Ayadi, Sawssen, and Abir Zouari. "Metaverse as the New Challenge of Tourism in the Phygital Age: State of the Art and Research Agenda." In New Business Frontiers in the Metaverse, edited by Shivani Inder, et al., 118-134. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-2422-6.ch009

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Abstract

Firms have begun to use Phygital and Metaverse almost in all sectors, which makes these strategies important to gain competitive advantage in markets. Recently, tourism can be considered as one of these sectors as travel agencies and hotels have introduced these strategies gradually to improve the customer experience. Theoretically, research in tourism marketing is starting to give an interest in Phygital tourism and Metaverse that still insufficient. Thus, this chapter seeks to understand and provide insights to scholars on Phygital in general and Phygital tourism in particular. The review of marketing literature confirms that the Phygital phenomena is a new marketing strategy that is affecting more specifically the sector of tourism and offering new opportunities to managers and marketers of hotels and travel agencies. This is due to the change of tourists' behavior, and in response, tourism practitioners may introduce Metaverse to create a unique experience for their customers.

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