Unveiling opportunities and challenges of the metaverse in the tourism and the hospitality sector: A qualitative investigation

Abstract

Purpose – Owing to recent technological advancements and the growing use of virtual communication tools, particularly during and after the COVID-19 period, this research has investigated the usefulness of immersive technologies in the hospitality industry. Moreover, this research has obtained a deep and comprehensive understanding of how the metaverse can pose challenges and opportunities for employers and users in the tourism sector. Design/methodology/approach – We utilized an exploratory qualitative approach and conducted interviews with fifteen industry experts who were actively involved in Morocco’s tourism and hospitality sector. Based on the use of a thematic analysis approach, the findings have been presented. Findings – The findings suggest that the metaverse has provided numerous benefits for promoting tourist destinations through immersive and personalized virtual experiences. However, it has also presented challenges related to cost, security, data protection, and accessibility. Overall, this research contributes to the understanding of the possibilities offered by immersive technologies in the field of hospitality and will serve as a foundation for further research in this ever-evolving domain. Originality/value – Extensive research has examined the metaverse’s theoretical applications in tourism and hospitality. However, empirical validation remains scarce. This study addresses this gap, being one of the first in North Africa to leverage qualitative methods for in-depth exploration. We validate theoretical propositions and provide unique insights into the metaverse’s impact on both tourism employers and users. Our analysis informs recommendations for successful hotel adoption, particularly in emerging economies facing a spectrum of opportunities and challenges.