11. Metaverse as a Tourism Guide: A Systematic Literature Review on Marketing and Brand Strategy

The metaverse has emerged as a transformative force in tourism marketing and brand positioning, offering immersive and interactive digital experiences that redefine consumer engagement. This study systematically examines how the use of metaverse in the tourism industry has shaped or can be applied to change the brand image, as well as its advantages and disadvantages. Based on a thorough literature review, this research identifies the key metaverse-inspired marketing strategies, including virtual brand experience, interactive tourism campaigns, and leveraging digital interaction with consumers, among other strategies that organizations can pursue. It was found that metaverse renders brand differentiation, crosses over to experiential marketing, and influences purchasing with virtual and augmented reality to root consumer trust. Nevertheless, technological accessibility, ethical concerns, and consumer adoption barriers continue to make it challenging for consumers to thrive. By highlighting the strategic value of the metaverse in tourism branding and providing a directive to future research on consumer perception, regulatory frameworks, and technological advancement of the metaverse to further its effectiveness in the digital marketplace, this study contributes to academic discourse.