Investigating metaverse marketing for travel and tourism

IF 4.5 3区 管理学 Q1 BUSINESS
S. Tsai
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引用次数: 18

Abstract

The metaverse, defined as an interoperated persistent network of shared virtual environments, engenders perception of holistic presence for audiences through avatar embodiment as well as psychological and physiological immersion in synchronous interaction with other agents and objects. Metaverse tours is a newly emerged phenomenon requiring deepened understanding in the travel and tourism industry. The current study, applying pertinent concepts of enactive cognition and positive psychology, proposes and verifies a theoretical framework. As the research result suggests, concomitant effect exercised by perception of holistic presence containing subdimensions of spatial-presence, social-presence, and self-presence alongside holistic happiness comprising hedonia and eudaimonia serves to reinforce actual visit intention towards a tourism destination in the metaverse context. The current study contributes to explicating an effective avenue conducive to bringing out optimal impact of metaverse tours for travel and tourism marketing.
调查旅游和旅游业的虚拟市场营销
虚拟世界被定义为一个共享虚拟环境的互操作持久网络,通过化身以及与其他代理和对象同步交互的心理和生理沉浸,为观众带来整体存在感。虚拟世界旅游是旅游行业中出现的一种需要深入了解的新现象。本研究运用动作认知和积极心理学的相关概念,提出并验证了一个理论框架。研究结果表明,包含空间在场、社会在场和自我在场等子维度的整体在场感与包括享乐和快乐在内的整体幸福感所产生的伴随效应有助于增强游客在虚拟情境下对旅游目的地的实际访问意愿。本研究旨在为旅游与旅游营销提供一条有效的途径,有助于发挥虚拟旅游的最佳效应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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