A sociotechnical perspective on metaverse in the hospitality and tourism

Purpose This study aims to propose a conceptual framework for metaverse tourism from a sociotechnical perspective, highlighting the interactions between metaverse technological capabilities and travelers’ behaviors to enhance the understanding of tourism experiences in the metaverse, and suggesting research opportunities to further advance the discourse on metaverse tourism. Design/methodology/approach A framework for metaverse tourism is developed by applying a sociotechnical perspective to the contexts of hospitality and tourism. This framework is based on a review of the literature on the metaverse in the fields of hospitality and tourism, marketing and information systems. Findings Existing frameworks on metaverse tourism have emphasized experiential dimensions and motivations, often overlooking the technological factors that shape user decisions. The proposed framework identifies the key technological capabilities and digital infrastructure in metaverse tourism that influence travelers’ behaviors. It also highlights the interconnections between the virtual and physical worlds via smart tourism layers, shaping immersive and absorptive involvement. Research limitations/implications This study identifies new research opportunities and highlights potential applications of metaverse tourism in the field of hospitality and tourism. Originality/value This study introduces a novel sociotechnical framework for understanding metaverse tourism, offering insights into how tourism experiences emerge from the interplay between technological capabilities and traveler behaviors.