A Study on the Value Evaluation of Metaverse-based Tourism Platforms through Choice Experiment(CE)

This study raises the need for research on how to promote and utilize tourism areas using metaverse at a time when new types of digital tourism services are inevitable along with the universal generalization of the digital world. In addition, as a basis for the tourism platform, this study aimed to present practical approaches such as the properties of the use of metaverse and valuation. To this end, the choice experiment research method was applied. As a result of the analysis, the realism, gamification, and interaction of the metaverse platform had a positive effect on research participants' digital tourism choices. On the other hand, the cost of use had a negative effect on the study participants. As a theoretical implication, the choice experiment method was applied to a virtual space to conduct verification, which contributed to the expansion of the scope of the research area. As for practical implications, the disadvantages and advantages of the tourism platform using virtual spaces were derived.