Metaverse and Customer Experiences in the Tourism Industry

Abstract

This academic article explores the potential of metaverse technology to transform marketing in the 5.0 era. It focuses on creating immersive and highly engaging experiences for consumers by adapting traditional marketing strategies, enhancing customer experiences, and building engaged communities to
improve business competitiveness. The use of digital technology to deliver immersive customer experiences
includes virtual reality advertising, parallel marketing, selling products for digital identities, and creating virtual stores. Virtual Reality (VR) creates simulated environments that users can perceive and interact with through devices such as VR glasses and headsets, while Augmented Reality (AR) blends the virtual and
real worlds by displaying images, sounds, or digital data through devices such as smartphones or AR glasses.
These technologies enhance user experiences and information. Examples of AR applications include creating virtual images in games, navigating maps, and using AR in education and marketing to improve communication. Metaverse technology in the tourism industry enables virtual experiences through virtual tours, providing access to local landmarks and histories. Furthermore, the metaverse has both positive and negative impacts on consumer experiences. On the positive side, it has the potential to create immersive virtual tourism experiences that promote cultural preservation and generate new economic opportunities for local communities. However, it also poses risks, including addiction, which can impact mental health, cultural distortion from inaccurate representations, and inequality resulting from high equipment costs.