Evaluation of the metaverse: Perspectives of travel agency employees

Abstract

The metaverse constitutes a notable facet of the digital transformation underway in the tourism sector. The interplay of this process and consumer activity substantially impacts the global disposition and practices of industry personnel. Although much of the attention centres on the potential changes to the tourism industry’s services and customer inclinations engendered by the metaverse, the stakeholder position on this concept is seldom acknowledged. Within the context of this study, the objective is to determine travel agency employees’ views on the metaverse and its potential impact on the sector. In the study, which utilised descriptive and content analysis through qualitative research methods, it was found that employees have limited understanding of the metaverse. They acknowledge that there may be challenges with its implementation due to technological and financial obstacles, and they view the metaverse as being most advantageous for marketing purposes. Considering the progression of technology and the speed with which businesses have adapted, it has been determined that travel agencies will be significantly impacted by these innovations. The metaverse and digital transformation are expected to provide striking opportunities, particularly in the field of marketing for travel agencies. Although it is uncertain what changes the technology will bring in the future, it should not be forgotten that failing to keep up with technology can have catastrophic consequences for travel agencies.