Metaverse in Tourism and Hospitality: A Framework-Based Systematic Review

Abstract

The metaverse is projected to contribute over $3 trillion to the global economy by 2031. Major technology firms, including Unity Technologies, Meta, Epic Games, Valve Corporation, Alphabet, and Roblox, invest billions of dollars in its development. Adopting digital technologies such as mixed reality (MR), virtual reality (VR), extended reality (ER), augmented reality (AR), IoT (Internet of Things), and the metaverse is gaining momentum among tourists and tourism enterprises. For example, Japan’s First Airlines offers virtual flights departing from Tokyo, while platforms like Wander allow users to explore destinations through Google Street View. This paper systematically reviews existing literature on the application of metaverse technologies in the tourism and hospitality (T&H) sector. It outlines potential directions for future research in this emerging subfield. The study uses a structured review framework to examine the antecedents, decisions, and outcomes (ADO) associated with metaverse integration in T&H research. Furthermore, it analyzes the theoretical foundations, contextual settings, and methodological approaches (TCM) employed in relevant studies. The systematic review follows four key stages: (1) literature search through database queries, (2) screening of identified studies, (3) application of eligibility criteria, and (4) retrieval of full-text publications. This review is conducted in alignment with the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta Analyses) guidelines, initially screening 169 studies, of which 100 fulfilled the inclusion criteria and were subjected to in-depth synthesis. Additionally, the study explores critical tourism constructs, including tourist experience and satisfaction, visit intention and purchasing behavior, tourist empowerment and digital proficiency, and responsible & inclusive tourism as central outcomes of metaverse adoption. The paper concludes by proposing novel research questions and delineating implications to advance the academic discourse on metaverse applications within the T&H domain.