Mixed Reality Drama Towards Metaverse Technology in Smart Hotels: An Exploratory Study on Egyptian Hotels Evidence from Guests' Perspectives

Document Type : Original Article

Authors

1 Hotels department, faculty of tourism and hotels mansoura university, mansoura, Egypt

2 Faculty of tourism and hotels -Mansoura University

Abstract

Metaverse technology as Smart techniques , once hotels use modern technology techniques , they will face different reaction concerns and questions from guests about this modern technology. This research aims to explore the extent of awareness and acceptance of guests in Egyptian hotels and their willingness to experience the metaverse technology within Egyptian hotels and the challenges they face while using it to be achieving research aim, an electronic questionnaire was designed and distributed to a random sample of Guests in Egyptian hotels , 410 valid responses were received and analyzed by SPSS V.28. The results indicated that guests in Egyptian guests do not have enough information about Metaverse technology to accept the experience of metaverse technology in the future. This information includes advantages, risks, in addition to the cost factor of metaverse technology, Therefore, maybe guests ' acceptance and confidence in metaverse technology is the major obstacle to the marketing process of this modern technology in Egyptian hotels. Based on the results, some recommendations were suggested and directed to artificial intelligence techniques (AIT) professionals, Hotel managers, hotels owners, And the government and institutions responsible for revitalizing tourism and hotels in Egypt. One of the main recommendations was that Providing the necessary infrastructure for the application of metaverse technology through the conclusion of many agreements between hotels, government and artificial intelligence companies to properly apply Metaverse technology, providing devices for the application of metaverse technology.

Keywords

Journal of Association of Arab Universities for Tourism and Hospitality
Volume 23, Issue 2
December 2022
Pages 130-154

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