Expert perspectives on factors shaping metaverse adoption for cultural heritage experiences in hospitality industry within an emerging economy

Nagirikandalage, P ORCID: https://orcid.org/0000-0002-6411-3632, Lakhoua, C, BInsardi, A, Tzempelikos, N and Kerry, C, 2025. Expert perspectives on factors shaping metaverse adoption for cultural heritage experiences in hospitality industry within an emerging economy. International Journal of Contemporary Hospitality Management. ISSN 0959-6119

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Abstract

Purpose – Although the Metaverse has been widely adopted in developed countries, there has not been any research investigating the implantation of this highly transformative technology in emerging economies and disadvantaged regions, such as Tunisia. This paper aims to critically explore the factors influencing the adoption of Metaverse for cultural heritage experience and discusses how will it disrupt the future of the hospitality industry.

Design/methodology/approach – 44 semi-structured interviews were conducted in the Tunisian hospitality industry who provided their expert opinions during in-depth interviews. The interviews were then analysed using thematic analysis.

Findings - The findings indicate that the Metaverse presents benefits, success factors and challenges for offering cultural heritage experiences in the hospitality industry and that its adoption in poor and less developed countries is nuanced.

Social Implications - Leveraging the Metaverse for cultural enrichment can be a powerful tool for the socioeconomic development of underprivileged regions, provided that it is implemented inclusively to include underprivileged labour, whose work in the industry lies on the bottom of the economic pyramid.

Practical Implications – The findings of the study help hospitality managers identify opportunities and challenges in Metaverse, fostering an understanding of the cultural environment and its socio-economic development as key requirements to enhance visitor experience via Metaverse.

Originality/value – This paper further explains the impacts of Metaverse on cultural heritage experience provided in the hospitality industry rooted in the previous literature relating to technology-enhanced experience.

Item Type:	Journal article
Publication Title:	International Journal of Contemporary Hospitality Management
Creators:	Nagirikandalage, P., Lakhoua, C., BInsardi, A., Tzempelikos, N. and Kerry, C.
Publisher:	Emerald
Date:	21 February 2025
ISSN:	0959-6119
Identifiers:	Number Type 10.1108/ijchm-09-2023-1517 DOI 2383986 Other
Rights:	© 2025, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	24 Feb 2025 10:25
Last Modified:	24 Feb 2025 10:25
URI:	https://irep.ntu.ac.uk/id/eprint/53117

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