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Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.

This innovative Research Agenda explores how the metaverse is reshaping the tourism and hospitality industry. Highlighting both the opportunities and challenges created, it outlines how tourism and hospitality professionals can integrate metaverse technologies into their operations and planning.

Expert contributing authors analyze the key concepts and applications of the metaverse within tourism and hospitality, and trace rapidly shifting views on the technology. They showcase important areas of transformation, including the amplification of personalized experiences and the creation of new revenue streams. The Research Agenda also demonstrates how the metaverse can reshape business operations, from human resource management to destination marketing. Ultimately, it provides practical strategies and actionable insights, and identifies key avenues for future research.

This Research Agenda is an essential read for students and scholars of tourism and hospitality management. It is also a valuable resource for tourism and hospitality professionals seeking to adapt to and use developing metaverse technologies.