Tourism Entrepreneurship and the Metaverse: Opportunities and Strategies for Growth in the Digital Sphere...

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Fatima Zahra Fakir Ahmad Albattat

Tourism Entrepreneurship and the Metaverse

Opportunities and Strategies for Growth in the Digital Sphere

Fatima Zahra Fakir, Ahmad Albattat, Marco Valeri

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English

Palgrave Macmillan
16 November 2025

Business innovation; Entrepreneurship; Tourism industry; Hospitality industry

This edited collection explores the intersection of tourism and entrepreneurship in the virtual metaverse environment. It examines how entrepreneurs can create, manage, and profit from virtual tourism ventures in a digital space and highlights key technologies, such as virtual reality (VR), augmented reality (AR), and blockchain. Highlighting both local and global challenges to the sector, including the need to navigate digital disruptions, foster international collaboration, and adapt to rapid technological advancements within culturally diverse tourism landscapes, the book also offers strategic insights, practical methodologies, and case studies to guide entrepreneurs in navigating this emerging frontier.

Covering a variety of topics including tourism and gaming in the metaverse, e-commerce and retail, financing ventures and digital destinations, a particular focus is given to the adaptability, creativity, and entrepreneurial spirit required to thrive in this digital space.

Edited by: Fatima Zahra Fakir, Ahmad Albattat, Marco Valeri
Imprint: Palgrave Macmillan
Country of Publication: Switzerland
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783031962981
ISBN 10: 3031962982
Pages: 376
Publication Date: 16 November 2025
Audience: Professional and scholarly , College/higher education , Undergraduate , Further / Higher Education
Format: Hardback
Publisher's Status: Active

Chapter 1: An Overview of Exploring Inclusivity and Diversity in Metaverse Tourism: Virtual Voyages for All Dr. Arpita Nayak, Dr. Ipseeta Satpathy, Dr. Vishal Jain.- Chapter 2: Innovative Trends in Hospitality and Tourism Services: A Bibliometric Analysis and Strategic Research Agenda Madhu Kumari, Suneel Kumar, Nisha Devi, Monalisha Das.- Chapter 3: Diversity and Inclusion: Emerging Metaverse to Promote Accessible Tourism Zhuoma Yan, Rupam Konar, Kandappan Balasubramanian.- Chapter 4: Immersive Tourism Experience in the Metaverse: Collaborative Innovation of Virtual Reality and Augmented Reality Chen Weimei, Rupam Konar, Jingxi Liu.- Chapter 5: Evaluating the Integration of Technology in Responsible Tourism: A Comprehensive Analysis of Impact, Relationships, and Patterns Raji P B, Prasanth A P.- Chapter 6: Exploring the future of tourism in the metaverse Luzia Amorim, Bruno Barbosa Sousa, Vasco Santos.- Chapter 7: A comprehensive overview of the Business Model Canvas for immersive experience offerings: The case of Marrakech's leisure and entertainment tourism SME sector Mustapha Ahachmi, Abdallah Saoualih, Fatima Zahra Fakir, Xavier Brédart, Larbi Safaa, Abdelhaq Lahfidi.- Chapter 8: From Reality to Virtuality: The Intersection of Tourism and the Metaverse Sanam Soomro, Sonia Najam Shaikh, Jan Muhammad Sohu, Safia Soomro, Suman Shaikh, Fatima Zahra Kherazi.- Chapter 9: Strategic Spin-offs and Immersive Experiences: Catalysts for Innovation and Sustainable Tourism in Souss Massa Samira EL FARRI, Sara RABIAI, Yassmina REGHAI, Fatima EL KANDOUSSI.- Chapter 10: The Revolutionary Power of Virtual Tourism and Metaverse Innovation for a Better Tourism World Ashish Nag, Vipan Kumar, Era Sood, Nihal Kapoor.- Chapter 11: Metaverse as a tourism guide: A Systematic Literature Review on Marketing and Brand Strategy Joana Neves, Lara Mendes Bacalhau, Vasco Santos.- Chapter 12: Emotional Experiences and the Metaverse: Towards Innovative Strategies for Culinary Tourism in a Digital World Dr. SARA RABIAI, Dr. Youssef GANOUNE, Dr. Khadija MENGUIT, Dr. Mariame ABABOU Chapter 13: Artificial Intelligence and Personalized Tourism Experiences in the Metaverse Naoual Nassiri, Ayoub Jibouni, Sahar Saoud, Zouhir Mahani.- Chapter 14: The Role of Data Driven Marketing in Shaping Competitive Stratgies for the Metaverse Tourism Sector Palwinder Kumar, Albattat, Ahmad, Sukhdeep Kaur.

Fatima Zahra Fakir is Assistant Professor and Researcher under the Marie Skłodowska-Curie Actions Seal of Excellence program at the Department of Economics and Business Sciences ”Marco Fanno” (DSEA), University of Padova, Italy. She has authored various papers and books on topics such as smart tourism, blockchain, and the metaverse. Her research interests encompass smart tourism, sustainable development, and cultural heritage. Ahmad Albattat is Associate Professor and Program Leader at the School of Global Hospitality and Tourism, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia. He is also a Visiting Professor,external examiner and doctoral supervisor at other institutions. He was working for the Jordanian hospitality industry for 17 years, and he is an editor of various book projects on the topic. Marco Valeri is Associate Professor of Organizational Behavior at Niccolò Cusano University, Italy, and Honorary Associate Professor at the University of Pannonia, Hungary. His research areas include strategy implementation, knowledge management, family business, crisis management, information technology, network analysis. He is a member of several editorial boards of international tourism journals, and reviewer and editor of several handbooks on entrepreneurship, tourism and hospitality management.