The evaluation of tourists' virtual reality experiences in the transition process to Metaverse

PurposeThis study explores tourists' virtual reality experiences during the transition to the Metaverse.Design/methodology/approachQualitative approach was employed to capture tourists' virtual reality experiences and knowledge of the Metaverse at two five-star hotels in Kusadasi (Republic of Turkey). The data were collected from Kusadasi using a purposive sampling technique. The research design focused on data collection with the structured interview technique. The interview form consisted of 7 questions in total, and a voice recorder was used to record the answers of the participants. After the first 4 questions were asked, the participants were presented a virtual reality experience with the virtual reality (VR) glasses. The interview was held face-to-face with thirty-five participants consisting of domestic and foreign tourists in two five-star hotels in the summer season of 2022. The collected data were analyzed with the content analysis technique and themes were created.FindingsThis study's findings enhance the conceptual capital in this emerging field and provide insights into many of the participants who have and have never experienced virtual reality applications and who are familiar and unfamiliar with the Metaverse as a concept.Research limitations/implicationsThis study generates empirical data that informs contemporary debates about virtual reality and the Metaverse.Practical implicationsThe findings show that most participants have never experienced a virtual reality application. Hotels and travel agencies should be aware of this new futuristic technology before the Metaverse transition. Metaverse is for generation Y and Z instead of Baby Boomers and generation X.Originality/valueThis study is unique in terms of depth and fills the gap as it provides useful insights regarding the evaluation of tourists' virtual reality experiences in the transition process to the Metaverse.