Virtual Events Research Articles

Enhancing Capacity for Primary Care Research in Cancer Survivorship: National Cancer Institute Meeting Report.

Many components of long-term cancer follow-up and survivorship care are managed in the primary care context. Given the important role that primary care has in survivorship care, it is critical to ensure that teams in these settings are prepared to address long-term needs. Evidence-based strategies to deliver survivorship care in primary care settings in the US remain limited. The National Cancer Institute (NCI) Office of Cancer Survivorship (OCS) conducted a day-long virtual event, Enhancing Capacity for Primary Care Research in Cancer Survivorship: A Workshop for Action, on February 28, 2024, to discuss research needs addressing the intersection between primary care and cancer survivorship. Topics discussed to advance this area of research included: system-level interventions, methods and measurement, and mentorship and research team building, especially for early career researchers. The purpose of this report is to provide a summary of the key findings. Gaps and opportunities include: (1) health systems-level research that investigates primary care practice-level capacity, (2) identification and characterization of the targeted cancer survivor populations for primary care research; (3) leveraging electronic medical records to track relevant patient outcomes throughout survivorship; and (4) development/creation of communities of practice to support and build research capacity. Team science approaches were identified as a core strategy to advance survivorship research. The meeting closed with a reflection and call to action focused on building collaborations that span different research areas, disciplines, and organizations and building a broad network of a primary care practice focused research.

Harnessing the Power of VR and AR Technologies in Internet Celebrity Marketing and User Interaction

The integration of Virtual Reality (VR) and Augmented Reality (AR) technologies into internet celebrity marketing offers unprecedented opportunities for enhancing user engagement, personalizing user experiences, and creating interactive content. This paper explores how VR and AR can revolutionize user interaction by providing immersive experiences and valuable data collection capabilities. By examining various applications, including virtual events, AR advertisements, and branded experiences, we highlight the significant business opportunities these technologies present for internet celebrities and brands. The ability to monetize VR and AR content, combined with insights gained from data analysis, drives innovative marketing strategies and fosters deeper connections with audiences. Through collaborations between internet celebrities, brands, and tech companies, the potential of VR and AR to transform digital marketing and engagement is immense, offering exciting new avenues for growth and success.

Twinning Partnership Network: A Learning and Experience-Sharing Network Among Health Professionals in Rwanda to Improve Health Services.

We describe the development, implementation, and evaluation of a novel twinning approach: the Twinning Partnership Network (TPN). Twinning is a well-known approach to peer learning that has been used in a variety of settings to build organizational capacity. Although twinning takes many forms, the heart of the approach is that institutions with shared characteristics collaborate via sharing information and experiences to achieve a specific goal. We adapted a twinning partnership strategy developed by the World Health Organization to create a network of like-minded health institutions. The key innovation of the TPN is the network, which ensures that an institution always has a high-performing peer with whom to partner on a specific topic area of interest. We identified 10 hospitals and 30 districts in Rwanda to participate in the TPN. These districts and hospitals participated in a kickoff workshop in which they identified capacity gaps, clarified goals, and selected twinning partners. After the workshop, districts and hospitals participated in exchange visits, coaching visits, and virtual and in-person learning events. We found that districts and hospitals that selected specific areas and worked on them throughout the duration of the TPN with their peers improved their performance significantly when compared with those that selected and worked on other areas. Accreditation scores improved by 5.6% more in hospitals selecting accreditation than those that did not. Districts that selected improving community-based health insurance coverage improved by 4.8% more than districts that did not select this topic area. We hypothesize that these results are due to senior management's interest and motivation to improve in these specific areas, the motivation gained by learning from high-performing peers with similar resources, and context-specific knowledge sharing from peer hospitals and districts.

Planning virtual and hybrid events: steps to improve inclusion and accessibility

Abstract. The past decade has seen a global transformation in how we communicate and connect with one another, making it easier to network and collaborate with colleagues worldwide. The COVID-19 pandemic led to a rapid and unplanned shift toward virtual platforms, resulting in several accessibility challenges that have excluded many people during virtual events. Virtual and hybrid conferences have the potential to present opportunities and collaborations to groups previously excluded from purely in-person conference formats. This can only be achieved through thoughtful and careful planning with inclusion and accessibility in mind, learning lessons from previous events' successes and failures. Without effective planning, virtual and hybrid events will replicate many biases and exclusions inherent to in-person events. This article provides guidance on best practices for making online/virtual and hybrid events more accessible based on the combined experiences of diverse groups and individuals who have planned and run such events. Our suggestions focus on the accessibility considerations of three event planning stages: (1) pre-event planning, (2) on the day/during the event, and (3) after the event. Ensuring accessibility and inclusivity in designing and running virtual events can help everyone engage more meaningfully, resulting in more impactful discussions that will more fully include contributions from the many groups with limited access to in-person events. However, while this article is intended to act as a starting place for inclusion and accessibility in online and hybrid event planning, it is not a fully comprehensive guide. As more events are run, it is expected that new insights and experiences will be gained, helping to continually update standards.

Preface

2024 4th International Conference on Fluid and Chemical Engineering (ICFCE 2024) has been successfully held on July 26-27, 2024, in Wuhan China as a virtual event. Organized by Hubei Zhongke Institute of Geology and Environment Technology, ICFCE 2024 intends to invite worldwide famous scientists, experts, scholars, and researchers for academic presentations. ICFCE 2024 proceeding is a collection of outstanding submissions in the field of biofluid mechanics, chemically reacting fluids and combustion, computational fluid dynamics (CFD), experimental fluid mechanics, flow through porous media, fluid–solid interactions (FSI), geophysical fluid dynamics, granular/suspension flows, heat and mass transfer, hydrodynamics, physical, theoretical and computational chemistry, chemical engineering fundamentals, chemical reaction engineering, chemical engineering equipment design and process design, thermodynamics, catalysis & reaction engineering, particulate systems, crystallization, etc. Around 65 articles were selected from 146 submissions after peer-review, and authors and guests participated in ICFCE 2024 with keynote speeches, oral presentations and posters, promoting the communication among researchers and experts from institutes and universities, including University of Sharjah, The University of Manchester, Harbin Engineering University, China University of Petroleum (East China), Shanghai Maritime University, Jiangxi University of Science and Technology, Nagoya University, Marine Design & Research Institute of China, Tianjin Transportation Technical College, Okayama University, etc. Cordial gratitude is delivered to Technical Program Committee of ICFCE 2024 for the professional work on guarantying the high standard of conference as well as the proceedings. We believe the proceedings will enhance the exchange of ideas and state-of-art knowledge on Fluid and Chemical Engineering. Finally, we thank all the staff members at IOP Publishing for their valuable editorial support. Professor Omid Mahian Xian Jiaotong University, China Associate Professor Sébastien Déon University of Bourgogne-Franche-Comté, France List of Technical Committee is available in the pdf

METAVERSE AS A SOCIAL MEDIA ENVIRONMENT IN ARCHITECTURE

The research examines the considerable possibilities of Metaverse as a social media platform for architecture. From this point of view, projects designed for the metaverse universe, derived from architectural websites, are being assessed within the scope of social media opportunities. Within this framework, evaluations are made under the criteria of transferring the architectural memory to the Future, the experience and interaction of physical space, brand image and portfolio creation, professional development, and education. In the light of these evaluations, questions were prepared and in-depth interviews were conducted with 10 architectural professionals who have experience in the metaverse. Architectural interactions in the Metaverse allow professionals to visualize and share their projects. In particular, 3D designs produced in the Metaverse help architects collaborate more effectively on virtual projects. In addition, virtual architectural exhibitions and events held within this environment create significant opportunities within the industry by reaching a broad audience. While architects interactively explore the buildings they design in the Metaverse, they also have the opportunity to interact with clients and receive feedback. Metaverse encourages architects to be innovative and creative and guides them to work on projects that push the boundaries. As a result, the new digital age offered by the Metaverse is leading architecture to evolve towards a more open, interactive, and global architecture by combining architecture with social media and virtual reality.

POST-PANDEMIC TRADE FAIR DYNAMICS: A LONGITUDINAL STUDY OF EXHIBITORS' VIEWS ON DIGITAL AND HYBRID TRADE FAIRS

This study investigates evolving perceptions and preferences among exhibitors regarding trade fair formats, focusing on virtual, hybrid, and physical events. The aim is to understand how attitudes have shifted post-pandemic and the implications for future trade fair strategies. A longitudinal comparative analysis was conducted using survey data collected from exhibitors over two years. The analysis focused on evaluating perceptions of virtual, hybrid, and physical trade fairs, examining factors such as cost savings, technological barriers, health safety advantages, and interpersonal interactions. Findings indicate increasing recognition of cost and time-saving benefits in virtual formats. Despite technological improvements, challenges in interpersonal interactions persist. Interest in hybrid events is rising, but concerns exist about effectively combining physical and virtual advantages. Confidence in physical trade fairs is rebounding, especially among less COVID-affected exhibitors, suggesting a coexistence with virtual events rather than a complete replacement. Strategic flexibility is crucial to optimizing engagement across diverse preferences and capitalizing on emerging opportunities. The findings underscore the need for trade fair organizers to adapt their strategies to accommodate hybrid models effectively. Future research should delve deeper into specific factors influencing exhibitor satisfaction and engagement in hybrid environments, informing ongoing adaptations to the evolving trade fair landscape.

The Future of Content Marketing: Developing KPIs for Metaverse Content Marketing

In recent times, the Metaverse technology has gathered attention due to its futuristic capabilities. Being a relatively new concept, it is important to keep on exploring the possibilities of this technology. Content Marketing is a marketing method, which has been tried and tested by marketers and researchers since the beginning of internet. The study envisions the use of Metaverse as a platform for content marketing activities of the brands. To bring this vision into perspective, the study identifies a set of Key Performance Indicators (KPIs) that can be used to assess the performance of content marketing strategies used by marketers in the Metaverse platforms. The paper follows an analytical research approach to conceptualize the Key Performance Indicators for measuring marketing performance within the Metaverse ecosystem. By analyzing existing literature, the study extends conventional media performance metrics to develop KPIs for evaluating marketing performance inside Metaverse. The study identifies three broad KPIs namely Traffic, Engagement and Brand Awareness. In addition to this, the study also identified eight metrics specific to measuring content marketing performance inside the Metaverse. These include, Spatial Analysis, User Journey Analysis, Virtual Events Metrics, User Contribution and Creation, Time Spent, Frequency of Interaction, Community Growth and Cost Metric.

Illusionism about virtual causation

ABSTRACT The question whether there are virtual objects grows more salient, as virtual reality (VR) technology becomes commercially viable. Arguments for realism about virtual objects rely on virtual causation. This paper argues that current accounts of virtual causation (both realist and irrealist) are inadequate – realists oversimplify the relation between virtual objects, virtual events, and their digital counterparts, while irrealists conflate virtual objects with their on-screen representations. Once these issues are rectified, it becomes clear that virtual causation is illusory, because the presumed structure of causal interactions between virtual objects does not map onto the structure of causal interactions between underlying computational objects and processes. Thus, the key realist contention that the causal interactions between virtual objects reveal their identity with the underlying computational objects and processes (digital objects) cannot be sustained. I conclude that an appropriate understanding of virtual causation favours irrealism about virtual objects.

Getting Engaged: Facilitating Virtual Events for Maximum Accessibility

Virtual and hybrid events present both challenges and opportunities for engaging persons with disabilities. In particular, accommodations for people who are blind or low vision, and deaf or hard of hearing, are common challenges that technology has been able to address but still require some work on the part of facilitators in similar manners to in-person events. Centering accessibility, however, opens up your events and often makes them more welcoming for non-disabled participants as well. This document will overview strategies for event facilitators for ensuring maximum accessibility for virtual events to allow a wide variety of participants.

Virtual reality concerts: Determinants of success using the information system success model

As virtual reality (VR) technology advances, it has become a transformative tool for experiencing events without location, time, or capacity constraints. This development was particularly salient during the COVID-19 pandemic, accelerating the need for virtual event solutions. Despite the growing attention to VR in the event industry, research on the key drivers of successful VR events is lacking. The current study addresses this gap by developing and examining a conceptual model built on the information system success model to identify the determinants of VR concert success. Through empirical analysis, the study reveals that content, system, and service quality are pivotal to shaping attitudes toward VR applications and fostering continuance intention among VR concert attendees. These findings offer valuable insights for industry practitioners and provide a strategic framework to enhance user engagement and retention in VR events. Moreover, this research lays the groundwork for future explorations into VR efficiency in the broader context of virtual events.

Examining the contributing factors of virtual event quality toward event satisfaction among attendees

Due to the rising acceptance of virtual events, more empirical studies are needed to determine factors influencing attendees’ satisfaction. It is crucial to comprehend the essential factors determining the quality of virtual events as the virtual world continues to define the future of event experiences. Given these considerations, event planners may create and deploy virtual experiences meeting the diverse needs and preferences of the attendees. Hence, the main purpose of this paper is to examine the influence of virtual event quality dimensions on the level of event satisfaction among the attendees. A cross-sectional study was undertaken by administering a survey instrument to collect response data from participants in virtual events. There were 124 valid responses obtained for data analysis. Descriptive and inferential analyses were performed using IBM SPSS version 28. The study findings revealed that there was a statistically significant relationship between the quality of virtual event factors and event satisfaction among the attendees. The results of regression analysis indicated that vividness (p=0.016), functionality (p=0.003), entertainment (p=0.029), fulfillment (p=0.037), privacy (p=0.037), and social presence (p=0.001) were found to be significant predictors of event satisfaction. In conclusion, this study highlights the importance of considering several factors of event quality, particularly in planning and implementing virtual events. Event organizers can enhance attendees’ satisfaction through the use of more immersive and substantial virtual experiences, by focusing on attributes such as vividness, functionality, entertainment, fulfillment, privacy and social presence.

The metaverse experience: a big data approach to virtual service consumption

Purpose The experience of leaving the real world and entering a virtual service environment makes many individuals happy. This study heeds the call by multiple researchers to conceptualize, interpret and illustrate the impact of the perceived service experience in the metaverse in a holistic way. In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space. Design/methodology/approach The authors analyze mega virtual live events with famous artists broadcast in virtual worlds. The authors take a big data approach and include two studies to gain insight into the online public audience’s perceptions and experiences in the metaverse. In the first study, the authors analyze text from YouTube with Leximancer. In the second study, the authors go one step further to refine the conceptual model from Study 1. The authors scrutinize additional Facebook comments using seeded Latent Dirichlet Allocation (LDA). Findings The findings reveal that the meta service experience (MEX) encompasses four dimensions: immersion, metascape, immediacy and hedonism. Originality/value This research provides important guidance not only for consumer behavior scholars but also for service marketers and event planners. The study proposes research opportunities to advance service experience research in the metaverse.

Impact of Digital Fashion Shows on Consumer Engagement with Fashion Brands in Nigeria

Purpose: The aim of the study was to analyze the impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Digital fashion shows have significantly enhanced consumer engagement with fashion brands in Nigeria by offering a dynamic, accessible online experience. These virtual events have allowed brands to reach a broader audience, increasing their visibility and facilitating direct interaction with consumers. Real-time feedback during these shows has enabled brands to fine-tune their marketing strategies and product offerings to align with consumer preferences. The use of augmented reality technologies has further personalized the shopping experience, leading to increased consumer interest and brand loyalty. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), uses and gratifications theory (UGT) & engagement theory may be used to anchor future studies on impact of digital fashion shows on consumer engagement with fashion brands in Nigeria. Fashion brands should leverage a combination of VR, AR, and live-streaming to create more engaging and immersive experiences. By investing in these technologies and incorporating high-quality digital content, brands can enhance consumer interaction and foster deeper emotional connections. Policymakers and industry bodies can work together to establish standards for digital content, technology integration, and consumer privacy protection, which will enhance the overall consumer experience and build trust in digital fashion shows.

Preface

It is a pleasure to welcome you to the 2024 International Symposium on New Energy Technologies and Power Systems (NETPS 2024). At this dynamic and innovative time, we were honored to have invite academic elites from all over the world to discuss the latest advances and cutting-edge research in new energy technologies and power systems. NETPS 2024 was held in Nanjing, China from March 22nd to 24th 2024 (virtual event). It focused on cutting-edge issues in new energy technologies and power systems, and provided a platform for academics to share knowledge, exchange views and promote collaboration. To make the program more informative and colorful, the Conference invited renowned scholars and experts from around the world, who brought us a series of fascinating thematic presentations. These reports covered multiple aspects of new energy technologies and power systems, including but not limited to hot topics such as New Energy Power Generation, Power System Communication and Control, Intelligent Energy Information Support Technology, Computational Intelligence in Electrical Engineering, Smart Grid, Big Data in Power Systems, etc. Experts and scholars including Prof. Ting Yang (Tianjin University, China), Prof. Pierluigi Siano (University of Salerno, Italy), Prof. Mohan Lal Kolhe, University of Agder (Norway), Norway, etc. performed dramatic presentations on their own researches. We believe that these reports have provided participants with both insight and inspiration, and promoted research and development in related fields. In addition, it featured oral presentations and poster presentations, providing an opportunity for graduate students and young researchers to present their research findings. It was an important platform for participants to exchange and interact with each other, helping to share experiences, promote cooperation and build new partnerships. We believe that through the interaction and cooperation in this Conference, we have deepened our understanding of relevant fields, promoted interdisciplinary integration, and provided new solutions to the complex problems facing the world today. Finally, we believe that the Proceedings of this Conference will be of great significance to the academic community. This Proceedings features outstanding papers from NETPS 2024, which represents the latest research results and innovative ideas in the fields. By publishing and sharing these papers, we are able to further expand the impact of our research, promote communication and collaboration among the academic community, and provide valuable references for future research. We would like to acknowledge all those who supported and participated in NETPS 2024. We look forward to have your active participation in the future series conference of NETPS! The Committee of NETPS 2024 List of Committee Member is available in this Pdf.

Symposium 4: Reflections on Hybridity in the Malta Networked Learning Forum 2021

This paper discusses the practicality, successes and possible failures of the Malta Networked Learning (NL) Forum held in May 2021. The forum was held in a hybrid synchronous face-to-face and virtual context, with a wide range of international participants, planned at short notice due to continuing uncertainty of Covid-19 restrictions. The paper outlines contexts and understandings of hybridity in both events and pedagogical approaches, noting varying definitions and concepts that may utilise this term to indicate forms of barrier breaking, overcoming limitation or supporting flexibility. Further context highlights recent literature concerning other digitally hybrid conference events, the need for which have been accelerated in light of the Covid-19 pandemic and additional considerations of climate change for reducing the carbon footprint of academic communities. Discussion leads to the type of hybridity implemented for the Malta NL Forum in May 2021, where pandemic international travel restrictions, local regulations and participant planning uncertainty required the adoption of a face-to-face and virtual synchronous event. The local organising team (authoring this paper) provides commentary to critically reflect on the strengths and weaknesses of the modality adopted. Emphasis is placed on designing for hybridity in future events, to improve planning and organisation for flexible and agile awareness to support the full range of participants in hybrid contexts and activities. The paper attempts to support those whose role is to convene and host similar events aiming to foster rewarding engagement for those participating, both presenting as well as attending.

Customers’ metaverse service encounter perceptions: sentiment analysis and topic modeling

ABSTRACT Using machine learning, we examined customers’ opinions about the metaverse in the hospitality industry (encompassing hotels, restaurant, gaming, virtual events, tours and travel). A total of 8,855 tweets were collected from Twitter (now called X), and machine learning algorithms such as sentiment analysis and topic modeling were performed using Python libraries to capture the important topics related to metaverse applications. Nearly two thirds of the collected tweets (60.9%) contained a mostly positive general sentiment toward the use of the metaverse. Six important topics emerged from the topic modeling: gaming, virtual events, virtual sightseeing, travel, business and blockchain. Despite numerous studies on the proper integration of the metaverse, VR and AR, to the best of our knowledge, this is one of the first studies conducted to determine the customer experience of the metaverse in the hospitality industry using social media data.

The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions

Social commerce plays a significant role in various aspects of the hotel industry. By using social commerce platforms such as Facebook, Instagram, and hotel booking websites, hotels can enhance their brand visibility, engage more effectively with guests, and stimulate hotel bookings. Nonetheless, prior research reported a lack of studies in this area, namely social commerce in the context of domestic tourism. Drawing on Stimuli–Organism–Response (SOR) theory as being a well-established framework in social commerce research, this study seeks to examine the impact of social commerce on hotel booking intentions, both directly and indirectly, by considering the mediating effects of both brand image and customer engagement. This research used an online survey questionnaire as a tool for collecting primary data from domestic tourists in Egypt during the period from January to April 2024. The study sample encompassed 315 participants who were recruited using the convenience sampling technique. Using Smart PLS 4.0 software, Structural Equation Modeling was performed to examine the proposed model and hypotheses. The results highlighted the significant impact of social commerce on both hotel brand image and customer engagement, which in turn encouraged booking intentions among potential domestic guests. The results also supported the significant mediating effect of hotel brand image and customer engagement in the relationship between social commerce and hotel booking intentions. This study provides some theoretical contributions to the literature of hospitality management by addressing notable gaps in knowledge. This study also suggests some practical implications for industry executives that support their social commerce techniques and boost booking intentions and behavior among domestic tourists such as creating visually attractive content, sponsoring virtual mega events, actively interacting with social media followers, and incorporating booking functionalities in social media platforms. In so doing, hotels can boost their sustainable marketing practices to target a promising market segment by exploiting Web 2.0 capabilities.

Brand perception and its relationships to satisfaction with a virtual sporting event

PurposeThe purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.Design/methodology/approachA structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.FindingsThe results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.Research limitations/implicationsThis study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.Practical implicationsThe need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.Originality/valueThis article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.

Impression of Metaverse on Gen Z Customers in the Hotel Industry

The metaverse is having a revolutionary effect on Gen Z customers in the hotel industry. With Gen Z’s passion for technology, hotels may make use of the metaverse to allow guests to explore and book based on virtual experiences. Their preferences are catered to through virtual tours, customized interactions, and social areas. In keeping with Gen Z’s need for distinctive, adaptable experiences, the metaverse also provides venues for virtual conferences and events. Virtual co-working spaces take advantage of the growing trend of remote work, while digital concierge services improve client care. Metaverse gives hotels the ability to design captivating, technologically advanced spaces that satisfy Gen Z’s demand for unique, creative, and socially engaged vacation experiences. This study aims to focus on the Impression of the metaverse on Gen Z customers in the Hotel Industry. The study was done using qualitative research on Gen Z customers. The study unveils that Gen Z customers are likely to use the metaverse, they value it for immersive experiences and better personalization in hotels. Future studies should examine how Metaverse will affect them in the long term and how their expectations change as Metaverse tech improves.