Meta Evolution: Digital Marketing in Tourism

Introduction

The tourism industry has recently seen a spectacular expansion of digital geography, mostly due to developments in virtualization technology. With the introduction of “smart tourism metropolises” in the digital sphere, this transformation has eased the restrictions on physical accessibility for tourists. Through virtual excursions to what is commonly referred to as the Metaverse, travelers can now fully immerse themselves in the content of a tourist location (Babür, 2022). The Metaverse is essentially a collection of vibrant virtual worlds that have been combined to create a collaborative and interactive reality that is akin to augmented reality (AR), virtual reality (VR), and mixed reality. Through real-time navigation and social interaction, this flawless macrocosm allows individuals to transcend the confines of space and time (Ball, 2021). The effects of the epidemic, which highlighted the need for parallel realities to counteract irrational passions and insulation, can only partially be blamed for the Metaverse's increasing fashionability. This recently found virtual environment provides limitless opportunities for participation, enabling individuals from all over the world to join together without being constrained by geographical limits and experience various forms of conditioning in real-time (Gürsoy et al., 2022).

The Metaverse, which presents a three-dimensional virtual realm with a heavy emphasis on social relationships, has been significantly boosted by Internet 3.0. This feature makes the Metaverse especially alluring to the hospitality and tourist sectors since it enhances travelers' sense of presence. Consequently, virtual hotels, destinations, and tours have revolutionized how people select accommodations, make reservations, and even participate in events like concerts, causing a disruptive impact on the hospitality and tourism sector (Gürsoy et al., 2022). The hospitality experience has evolved into a comprehensive journey encompassing the pre-visit, during the visit, and post-visit phases. Throughout this journey, consumers actively engage in creating, sharing, and consuming content, transforming into productive consumers (Buhalis et al., 2022). Before their actual visit, travelers dedicate considerable time to research, communication, and seeking information. During their stay, tourists not only consume pre-booked products and services, such as transportation and accommodation, but also dynamically choose from various on-site services, including food and beverage options, entertainment, and leisure activities (Buhalis & Foerste, 2015). Additionally, after their visit, tourists eagerly share their experiences with others through multimedia content, reviews, and word-of-mouth communication, significantly shaping the perception of potential travelers (Arica et al., 2022).

The proliferation of networks and smart devices has empowered an increasing number of tourists to share their experiences almost instantaneously, utilizing various virtual environments and platforms. The Metaverse facilitates information sharing, user-generated content, and electronic word-of-mouth communication throughout the entire journey, from pre-visit planning to post-visit reflections (Zhang et al., 2018). In conclusion, the Metaverse represents a revolutionary approach to co-creating transformative experiences and values for both hospitality customers and organizations. Seamlessly blending the physical and virtual realms, this ever-evolving digital landscape has redefined how tourists interact with destinations, accommodations, and services, ushering in a new era of marketing and customer experience in the tourism industry (Buhalis & Karatay, 2022).