Metaverse in tourism: from virtual worlds to sustainable worlds

What is it about?

Our research explores how the virtual world of the metaverse can make tourism more eco-friendly by encouraging tourists to share their experiences. We studied how certain features of the metaverse, combined with people's interests and past experiences, can make virtual tourist spots feel more real and meaningful. This leads to tourists having better experiences and wanting to tell others about sustainable tourism practices. Our findings suggest new ways for tourism businesses and policymakers to use the metaverse to attract visitors interested in protecting the environment, showing a new path for promoting tourism that is good for the planet.

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