Title: Tourism 4.0 meets the metaverse: revolutionising immersive travel and sustainability

Authors: Neelapala Venkat; Rama Swamy Palla; Rajat Jaiswal; Devi Pathivada; Vishal Shukla

Addresses: School of Business, AURO University, Surat, 394510, India ' Department of Management Studies, Sasi Institute of Technology and Engineering, Tadepalligudem, Andhra Pradesh, 534101, India ' School of Management and Commerce, Sanskriti University, Chatta, Mathura, 281401, India ' Department of Business Administration, Sri Vasavi Engineering College, Tadepalligudem, Andhra Pradesh, 534101, India ' School of Business, AURO University, Surat, 394510, India

Abstract: This study explores how metaverse technologies, including virtual and augmented reality, can enhance tourist experiences and support sustainable tourism. Through a systematic review of recent literature and thematic analysis, it examines the opportunities and challenges of metaverse-driven tourism, identifying key themes and research gaps. The findings reveal that immersive and interactive features offered by these technologies significantly improve tourist experiences, surpassing physical world limitations, while also promoting sustainability by mitigating tourism's environmental, cultural, and societal impacts. However, ethical, social, and environmental concerns surrounding their adoption require careful consideration. By presenting a comprehensive review and proposing a new conceptual framework, this study contributes to the understanding of how metaverse technologies can transform tourism. It highlights interdisciplinary opportunities for future research, integrating insights from tourism, technology, psychology, ethics, and sustainability, offering a valuable resource for academics and practitioners in these fields.

Keywords: metaverse tourism; Tourism 4.0; virtual reality; augmented reality; blockchain; sustainable tourism.

DOI: 10.1504/IJTP.2025.148967

International Journal of Tourism Policy, 2025 Vol.15 No.4, pp.297 - 314

Received: 23 Dec 2024
Accepted: 25 Mar 2025
Published online: 06 Oct 2025 *

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