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

Abstract

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.