Impact of metaverse technology on hospitality and tourism industry: an interplay of social media marketing on hotel booking in India

PurposeThis paper aims to explore the impact of metaverse technology on the hospitality and tourism industry. The introduction of metaverse technology has revolutionised the way the hospitality and tourism industry works. In the present study, the authors have investigated the role of social media m...

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Bibliographic Details
Published in:International journal of tourism cities 2024-11, Vol.10 (4), p.1533-1550
Main Authors: Khalil, Ahmad, Sharma, Bhuvanesh, Khatwani, Ritesh, Mishra, Mahima, Mitra, Pradip Kumar
Format: Article
Language:English
Subjects:
Artificial intelligence
Consumer behavior
Consumers
Customers
Hospitality industry
Hotels & motels
Hypotheses
Marketing
Popularity
Social networks
Technology Acceptance Model
Technology adoption
Tourism
Virtual reality
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Summary:PurposeThis paper aims to explore the impact of metaverse technology on the hospitality and tourism industry. The introduction of metaverse technology has revolutionised the way the hospitality and tourism industry works. In the present study, the authors have investigated the role of social media marketing in the adoption of metaverse technology in hotel booking in India.Design/methodology/approachAn extended technology acceptance model was proposed for an empirical investigation in the Indian context. Sample of 344 respondents was collected across India using a purposive sampling technique for the purpose of data analysis. The structural model analysis is used to analyse the data collected from the respondents using the SmartPLS software to check the structural and the measurement fit of the model.FindingsThe adoption intentions were largely influenced by the utility, attitude (ATT) and ease of use of the technology, and social media marketing plays a major role in influencing the perceived usefulness (PU) and ease of use (PEU). The study finds positive ATTs of the customers for using metaverse technology for booking their hotels. PU and PEU significantly influence the ATT of the consumer indicating the traveller’s perception of the usefulness and ease of metaverse technology influence their ATTs towards adoption.Originality/valueInfluence of metaverse technology is at a nascent stage in India specifically for hotel booking and tourism. The authors have used discriminant validity by using the criteria for both the square root of the average variance extracted and heterotrait–monotrait ratio tests, and the results suggest that the constructs in the research are distinct from other.
ISSN:2056-5607
2056-5615
DOI:10.1108/IJTC-11-2023-0232