From screens to scenes: building tourism experiences in the metaverse
Purpose – Creating a decision-focused framework for prioritizing, designing, and assessing metaverse-related appsfor tourist businesses. We define terms, contextual elements, and evaluation metricsrelated to concepts and provide a starting point for compiling information on technological choices ver...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2026 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:dnet:idus________::e29ae8b9b22da2940e5dfa8d3b297c64 |
| Acceso en línea: | https://hdl.handle.net/11441/185933 https://doi.org/10.1108/JMD-11-2025-0623 |
| Access Level: | acceso abierto |
| Palabra clave: | Metaverse Immersive tourism Bibliometrics Data mining Artificial intelligence Embedding |
| Sumario: | Purpose – Creating a decision-focused framework for prioritizing, designing, and assessing metaverse-related appsfor tourist businesses. We define terms, contextual elements, and evaluation metricsrelated to concepts and provide a starting point for compiling information on technological choices versus business needs. Design/methodology/approach – We conduct a transparent computational assessment: embedding sentences into vectors, combined with topic modeling (LDA) via R/Orange on both academic and practicing datasets; conceptual coding relating constructs, contexts, and KPIs; and a matrix assessing value and feasibility. Reproducible code and a data dictionary promote traceability. Findings – Five value themes have been identified (experience co-creation, immersion experiences, smart operations, personalization through data-driven approaches, accessibility and inclusion). The portfolio matrix reveals readiness and value in projects related to business outcomes, ethics/governance, and interoperability. We propose a simple set of metrics related to visitor experience, operations, and economics. Originality/value – This paper extends beyond narrative reviews by delivering a replicable pipeline and a decision tool that managers can immediately apply. It integrates constructs, contexts, and measures, offers an empirically grounded agenda, and reframes the metaverse as a portfolio of testable interventions rather than a monolith, thus accelerating evidence-based, responsible adoption in tourism. |
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