Metaverse adoption in hospitality: insights from a phenomenological study of managerial perceptions
Journal of Hospitality and Tourism Insights, pp.1-25, 2026 (ESCI, Scopus)
- Publication Type: Article / Article
- Publication Date: 2026
- Doi Number: 10.1108/jhti-11-2025-1339
- Journal Name: Journal of Hospitality and Tourism Insights
- Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM
- Page Numbers: pp.1-25
- Keywords: Institutional isomorphism, Metaverse, Organizational innovation, Self-determination, Upper echelon
- Akdeniz University Affiliated: Yes
Abstract
Purpose – This study explores senior managers’ perceptions of Metaverse technology adoption in the tourism and hospitality industry and the factors shaping these perceptions. Design/methodology/approach – A qualitative research design was employed to comprehensively explore managerial views on the Metaverse. Data were collected from 30 managers using a combination of snowball and convenience sampling methods and were subsequently analyzed and interpreted within the framework of transcendental phenomenology. Findings – The findings indicate that Metaverse adoption does not follow a linear relationship between organizational pressure and adoption; rather, it unfolds as an interactive and multi-level process shaped by executive sensemaking and motivational internalization mechanisms. Originality/value – This study provides a phenomenology-based understanding of how senior hospitality managers make sense of Metaverse adoption, linking their perceptions to organizational innovation and strategic decision-making. It also offers practical insights by showing that successful Metaverse adoption requires aligning organizational strategies with external pressures while supporting managers’ cognitive and motivational engagement in the process.