Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears

Christine Petr () and Paul Caudan ()
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Christine Petr: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Paul Caudan: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: Contrary to existing literature that underlines metaverse opportunities for adapting tourism management and tourism marketing, our study aims at understanding customers' perspective on tourism metaverse, as potential virtual tourists. This helps answer two questions: (1) what are customers' expectations, i.e. which offers and offers should be designed? (2) how should these offers be ethically marketed? To investigate how consumers imagine metaverse simulated tourism experiences (MVSET), we employed a qualitative research methodology using interviews with 24 regular travelers. Thematic analysis was employed to analyze the interview transcripts. Findings reveal five categories of expectations: reproduction, customisation, immersion, emancipation, and disillusionment avoidance. Discussion focuses on ethical issues regarding the experience modulation requests and the possible negative consequences of MVSET consumption and its regular usages.

Keywords: Metaverse; Tourism; Marketing; Virtual tourism; Virtual reality; Simulated experience; Consumer; Ethics (search for similar items in EconPapers)
Date: 2024
New Economics Papers: this item is included in nep-tur
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Published in Journal of retailing and consumer services, 2024, 79, pp.103785. ⟨10.1016/j.jretconser.2024.103785⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04554364

DOI: 10.1016/j.jretconser.2024.103785

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