Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue (Article De Synthèse) Journal of retailing and consumer services Année : 2024

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

Résumé

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.
Fichier principal
Vignette du fichier
Petr&Caudan_Ethical marketing framework for metaverse simulated experiences of tourism (MSET).pdf (487.77 Ko) Télécharger le fichier
Origine : Publication financée par une institution

Dates et versions

hal-04554364 , version 1 (22-04-2024)

Identifiants

Citer

Christine Petr, Paul Caudan. Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears. Journal of retailing and consumer services, 2024, 79, pp.103785. ⟨10.1016/j.jretconser.2024.103785⟩. ⟨hal-04554364⟩
0 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More