Analyzing the evolution of metaverse technologies in tourism and hospitality: a systematic literature review

Document Type

Article

Publication Date

3-3-2026

Abstract

Purpose

This research aims to provide a systematic literature review of precise research on Metaverse in the context of tourism and hospitality. The main objective is to analyze published articles to identify their primary focus, highlight research gaps and outline potential avenues for future research. Design/methodology/approach

This research is based on a systematic literature review of peer-reviewed articles published until March 2025 and indexed in Scopus, Web of Science and Google Scholar. Three researchers analyzed the content of 181 articles using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses method. Findings

The analysis shows that the field is still in its early stages. Current research on the Metaverse and tourism can be summarized into six recognizable themes: tourist intention, the tourist experience, tourism marketing, potential threats to Metaverse tourism, the various facets of Metaverse tourism and technological integration and industry perspectives. Further research could explore Metaverse technologies in niche tourism segments such as adventure tourism, underwater tourism and innovative hotel revenue streams. The environmental and social impacts of Metaverse applications, including eco-tourism and cultural heritage tourism, should be examined to identify specific challenges and opportunities in this area. Originality/value

Interest in the Metaverse is growing, but a thorough overview of its future in the service industry is lacking. The results of this study will serve as a basis for strategies, policies and investments in adopting and implementing Metaverse technology in tourism. The synthesis of this knowledge provides research directions and helps researchers and practitioners understand trends, challenges, and opportunities in integrating Metaverse technology in tourism.

Keywords

Metaverse, Tourism, Hospitality, Hotels, Systematic literature review

Publication Title

Tourism Review

ISSN

1660-5373

DOI

10.1108/TR-04-2024-0286

Volume

81

Issue

2

First Page

839

Last Page

863

Publisher

Emerald

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