元宇宙是内容还是容器?探索旅游客户体验的未来

IF 13.3 1区 管理学 Q1 BUSINESS
Michele Simoni, Annarita Sorrentino, Luca Venturini
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引用次数: 0

摘要

虚拟世界正在成为一股颠覆性的力量,能够重塑客户体验,尤其是在像旅游业这样的体验密集型行业。尽管学术文献已经提出了强调这些技术的沉浸式和混合能力的概念模型,但对于服务提供商如何感知和解释它们的潜力,人们知之甚少。本研究通过探索旅游和酒店业参与者如何设想虚拟世界对客户体验的影响来解决这一差距,特别关注客户旅程的循环,定义为在相互关联的数字和物理接触点之间持续和递归的参与流。该研究采用定性方法,收集了来自不同行业信息者的见解。该分析由两个理论视角构成:客户旅程框架,它描绘了跨阶段和互动的体验,以及消费价值理论,它解释了各种形式的价值是如何在沉浸式环境中出现的。研究结果表明,服务提供商部分验证了学术期望,将虚拟世界视为沉浸式的、包容性的、能够丰富客户互动的,同时也通过战略、经验和运营方面的考虑重新构建其潜力。通过将理论命题与经验证据联系起来,本研究有助于讨论沉浸式技术如何在数字生态系统中塑造价值创造、体验设计和客户旅程结构。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Metaverse as content or container? Exploring the future of customer experience in tourism
The Metaverse is emerging as a disruptive force capable of reshaping customer experiences, especially in experience-intensive sectors like tourism. Although scholarly literature has proposed conceptual models highlighting the immersive and hybrid capabilities of these technologies, little is known about how service providers perceive and interpret their potential. This study addresses this gap by exploring how tourism and hospitality actors envision the Metaverse's impact on customer experience, with particular attention to the circularity of the customer journey, defined as the continuous and recursive flow of engagement across interconnected digital and physical touchpoints. Adopting a qualitative approach, the research gathers insights from a diverse group of industry informants. The analysis is framed by two theoretical lenses: the Customer Journey Framework, which maps experiences across phases and interactions, and Consumption Value Theory, which interprets how various forms of value emerge in immersive contexts. Findings indicate that service providers partially validate academic expectations, viewing the Metaverse as immersive, inclusive, and capable of enriching customer interactions, while also reframing its potential through strategic, experiential, and operational considerations. By linking theoretical propositions with empirical evidence, this study contributes to debates on how immersive technologies shape value creation, experience design, and customer journey structures in digital ecosystems.
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来源期刊
CiteScore
21.30
自引率
10.80%
发文量
813
期刊介绍: Technological Forecasting and Social Change is a prominent platform for individuals engaged in the methodology and application of technological forecasting and future studies as planning tools, exploring the interconnectedness of social, environmental, and technological factors. In addition to serving as a key forum for these discussions, we offer numerous benefits for authors, including complimentary PDFs, a generous copyright policy, exclusive discounts on Elsevier publications, and more.
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