Business Department, University of A Coruña, A Coruña, Spain.
Faculdade de Letras, University of Porto, Porto, Portugal.
PLoS One. 2024 May 10;19(5):e0300599. doi: 10.1371/journal.pone.0300599. eCollection 2024.
The aim of this research is to investigate tourist marketing within the embryonic context of the metaverse in order to comprehend the building blocks and the primary technologies employed in the sector. A systematic literature review (SLR) was conducted on 386 articles, with an overall qualitative approach that included 86 references, all of which dealt with the topic of the metaverse and had direct or potential implications for the tourism sector (hotels, restaurants, means of transport, leisure activities and destination itself). The articles are taken from: Science Direct, Taylor & Francis, Emerald, Springer and Google Scholar. The SLR was carried out according to the PRISMA search protocol. The results indicate the technologies that have been most thoroughly studied at the confluence of marketing, tourism, and the metaverse (AI, virtual reality, augmented reality, mixed reality, blockchain, tokens (NFTs) and digital twins). Moreover, they establish the foundational components of tourism marketing in the metaverse for the first time (tourism products, the metaverse as a distribution and branding channel for tourism and, tourist customer as protagonist). Finally, the study exposes research gaps and recommends future directions for exploration (monetization of products in the metaverse, promotion and marketing strategies in the metaverse, new profiles for marketing professionals, policy development that regulates commercial activity in the metaverse).
本研究旨在探索元宇宙背景下的旅游营销，以理解该领域的构建模块和主要技术。对 386 篇文章进行了系统文献综述（SLR），采用了整体定性方法，其中包括 86 篇参考文献，全部涉及元宇宙主题，并且直接或潜在涉及旅游部门（酒店、餐厅、交通方式、休闲活动和目的地本身）。这些文章来自：Science Direct、Taylor & Francis、Emerald、Springer 和 Google Scholar。SLR 是根据 PRISMA 搜索协议进行的。研究结果表明，在营销、旅游和元宇宙的交汇点上，以下技术已经得到了最深入的研究：人工智能、虚拟现实、增强现实、混合现实、区块链、代币（NFT）和数字孪生。此外，它们首次确定了元宇宙中旅游营销的基础组成部分（旅游产品、元宇宙作为旅游的分销和品牌渠道，以及旅游客户作为主角）。最后，该研究揭示了研究差距，并为未来的探索方向提出了建议（元宇宙产品的货币化、元宇宙中的促销和营销策略、营销专业人员的新角色、规范元宇宙商业活动的政策制定）。
