Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

Purpose Metaverse blends the physical and virtual worlds, revolutionizing how hospitality customers and hospitality organizations facilitate the co-creation of transformational experiences and values. This paper aims to explore the opportunities and challenges that Metaverse introduces for hospitality and tourism management and marketing as part of the customer experience and value co-creation process. This paper also discusses how the advent and development of Metaverse can potentially transform hospitality customer experience and value co-creation. Design/methodology/approach A comprehensive literature review was undertaken to explore conceptual developments on Metaverse and best practice examples from…