Abstract
AbstractGeneration Z is transforming tourism by demanding the cocreation of transformative experiences. Cultural heritage professionals must comprehend the needs and desires of the Gen Z to support the cocreation of transformative experiences. This study analysed the role of Mixed Reality (MR) from the perspective of Gen Z guests through 18 semi-structured interviews and inductive qualitative research. Participants believe that cultural heritage experiences can benefit from immersive technology. Technology supports cocreation of experiences between developers, service providers, DMOs, and consumers. Cultural heritage sites, as a key element of tourism destinations, should consider how to use MR to enhance consumer experiences. Participants express the opinion that cultural heritage sites and tourism destinations require considerable modernisation to create transformative experiences. Metaverse in tourism and cultural heritage sites will undoubtedly support Gen Z to cocreate transformational experiences.
Highlights
Metaverse, defined as a parallel, virtual universe that uses ambient intelligence to enhance physical spaces, products and services, emerges as a collective, virtual shared space of value cocreation
Metaverse in Tourism uses physical reality combined with Mixed Reality (MR) (AR and Virtual Reality (VR)) to converge all needs and stakeholders in a shared, 3D virtual space and enhances physical spaces to MR spaces, transforming the internet to a parallel virtual universe
Questions included but were not limited to the following: Have you ever experienced Mixed Reality? How and when have you used MR? Do you see the MR as a potential way to find out and gain information about a destination before travel? Do you think that MR technology will enhance visitors’ experience at a destination, why? Are you ready to purchase MR service at a destination to experience MR technology? How much are you ready to pay for MR services? Can you indicate advantages of MR in cultural heritage site? Can you indicate disadvantages of MR in cultural heritage site? How can MR technology add more value for visitors? How can MR technology to add more value for a destination?
Summary
Metaverse, defined as a parallel, virtual universe that uses ambient intelligence to enhance physical spaces, products and services, emerges as a collective, virtual shared space of value cocreation. Metaverse in Tourism uses physical reality combined with MR (AR and VR) to converge all needs and stakeholders in a shared, 3D virtual space and enhances physical spaces to MR spaces, transforming the internet to a parallel virtual universe. Gen Z is the first social group to have grown up with connectivity to the Internet and handheld electronic devices from an early age They are technologically savvy, despite not being technology educated as they grew up in a connected world. Gen Z are generally wellbehaved, ascetic, and risk averse as compared to past groups They benefit widely from smart tourism developments to enrich their experience [2, 34]. Young adults increasingly travel more and for extended lengths of time They seek transformative and meaningful experiences, challenging the traditional operations of the tourism industry. Gen Zers already have transformed the entertainment industry and require more engaging experiences from all industries [1]
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