The impact of metaverse marketing on the consumer's purchase intention in the tourism sector

The rapid development of technology has significantly transformed consumer behavior and the marketing strategies of businesses. One of the prominent technological developments in recent years is the metaverse, which brings together the physical and virtual worlds and offers consumers interactive, immersive, and personalized experiences. In the tourism industry, which is based on experiences, metaverse applications present new opportunities in various areas such as destination promotion and virtual hotel tours. A review of the academic literature reveals that there are only a limited number of studies directly examining the impact of metaverse marketing in the tourism sector on consumer purchase intention. Existing research indicates that marketing practices presented in digital and virtual environments have a positive effect on consumers' purchase intentions. In this context, analyzing the effect of metaverse marketing in the tourism sector on purchase intention contributes not only to the academic literature but also to the development of strategic roadmaps for businesses in the industry. Furthermore, this study raises awareness about the integration of metaverse technology into marketing processes. In this respect, it aims to address a significant gap from both theoretical and practical perspectives.