Transformative Digital Marketing Strategies: Metaverse for Gender-Inclusive Tourism in Africa

Mavis Chamboko-Mpotaringa ()
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Mavis Chamboko-Mpotaringa: University of Johannesburg

Africagrowth Agenda, 2024, vol. 21, issue 2, 24-27

Abstract: The growing influence of tourism as an economic powerhouse has led to a significant shift in the development and implementation of transformative digital marketing strategies in gender-inclusive tourism. This study explored the potential of leveraging the metaverse as a transformative digital marketing strategy to promote gender-inclusive African tourism. The study underscores the significance of gender identity inclusion in the metaverse and argues that promoting gender inclusivity in virtual environments is a meaningful endeavour with far-reaching implications. The research identifies several key strategies for promoting gender-inclusive tourism through the metaverse, including developing gender-inclusive virtual experiences, using inclusive language and imagery in marketing materials, and integrating gender- inclusive messaging into marketing campaigns. However, using the metaverse as a digital marketing strategy must be guided by principles of gender equity and inclusivity. The author calls on policymakers to prioritise the development and implementation of the metaverse as a transformative digital marketing strategy to promote gender-inclusive tourism in Africa and to work towards a more equitable and sustainable tourism industry in the region while considering ethical considerations.

Date: 2024
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