Abstract
<p>This study explores the integration and challenges of metaverse technology in tourism, analyzing perspectives from the industry, travelers, and management. It underscores the digital transformation accelerated by the COVID-19 pandemic, technological advances, and Generation Z influences. The research identifies key applications of metaverse technology, such as digital eco-tours, museums, cultural performances, and souvenirs, which redefine the traditional tourism model. It also examines the unique experiences provided to tourists by the metaverse at various stages of travel—before, during, and after trips—and evaluates the implications for customer perception and behavior. From a management viewpoint, the study highlights the necessity for thorough assessments of metaverse implementations in customer relations, marketing, and organizational strategies to fully gauge its impact. The discussion section addresses the long-term effects on traditional tourism practices and destinations and articulates how these technologies transform customer engagement and operational paradigms. This research provides a comprehensive overview of how metaverse technology reshapes the tourism landscape, offering insights for future technological integration and strategic development.</p>
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