Chapter One: Introduction
Background
Technology has played a pivotal role in developing the tourism industry for decades. The tourism and hospitality industry strongly depend on information acquisition, enabling tourist service providers to tailor products and services according to consumer demands (Thapa, 2023). While traditional online advertisements served as practical marketing tools for tourism products and services, modern technological advancements have continuously transformed tourism operation practices, increasing accessibility to tourist destinations. Digital technology platforms such as tourism blogs have enhanced the marketing of tourist-related products and services, leveraging promotional strategies to generate more traffic to tourist destinations. Buhalis, Leung, and Lin (2023) highlighted that digital technologies have allowed individuals to efficiently share information, aspirations, and experiences over various platforms. Go and Kang (2023) outlined that the advent of technological disruptions has empowered tourist service providers to market tourist destinations, cultural heritages, and hotel services effectively and competitively without depending on intermediaries. Continual technological innovation has empowered the development of disruptive technologies that promote creativity and value creation in real time, allowing tourism and hotel service providers to exploit information promptly (Martins et al., 2023). Emerging technological disruptions such as augmented reality (AR), virtual reality (VR), and metaverse technology have continuously revolutionised the tourism and hospitality industry, expanding tourism’s competitive base (Volchek and Brysch, 2023). The advent of VR and AR has allowed tourist service providers to engage clients more diversely by displaying tourism-related products and services virtually, which piques consumer interest in tourist destinations. Consistent with Thapa (2023) highlighted that VR and AR technologies provide immersive experiences, allowing clients to have more detailed information about tourist resources prior to the actual visit. The technological innovations have allowed structural changes in the marketing of tourism and hospitality services to minimise challenges and maximise opportunities, allowing providers to realise a competitive edge in the market. While VR and AR technologies continue to provide exciting, immersive experiences, critics have focused on their content quality, raising concerns about biased narratives, misinformation, and inaccuracies of historical events (Chon and Hao, 2024). However, the advent of the metaverse has transformed the marketing and service providence of tourism and hospitality.
Metaverse, a disruptive technological innovation, has transformed how tourism and hospitality service providers market their products and interact with clients. El-Din, Hassanein, and Darwish (2023) defined the metaverse as a digital shared space where virtual environments such as VR and AR seamlessly interact to create immersive experiences. In their study, Buhalis, Leung, and Lin (2023) defined metaverse as the convergence of digital and physical universes where users navigate between them for leisure, education, or exploration of interests. Metaverse provides a highly connected digital platform extending the boundaries of VR and AR, enabling users to interact seamlessly with physical and virtual objects in real time, consequently providing an immersive experience. Through converging digital realms, the metaverse holds the greater potential of transforming Saudi Arabia’s heritage tourism by enhancing consumer engagement, consequently improving tourist visits to the country. Go, and Kang (2023) contend that the disruptive effect of the metaverse will empower travellers’ autonomy, enabling users to explore tourist destinations of interest before the actual visits. Based on Buhalis, Leung, and Lin (2023), the ability of metaverse to reach a global audience enhances its ability to inform and attract a wide range of potential tourists globally, showcasing Saudi’s heritage sites, rich cultural history, and spectacular landscapes. Through interactive, immersive virtual experiences, the metaverse is envisioned to broaden Saudi tourism by attracting global visitors to its heritage and cultural sites. According to Volchek and Brysch (2023), the ability of metaverse to convene VR and AR technologies enhances its ability to provide tailored immersive experiences. By engaging user’s sensory experiences, such as sight and sound, the metaverse holds a significant potential to connect visitors to the rich cultural heritage of Saudi Arabia. Volchek and Brysch (2023) emphasised that metaverse immersive experiences create memorable emotional connections with users, evoking emotional aspects of wonder and empathy. The emotional connections enhance visitors’ engagement, fostering a deeper appreciation of heritage tourism, natural landscape sceneries, and cultural artefacts (Go and Kang, 2023). Leveraging metaverse tourism for Saudi Arabia would attract a global audience who may have yet to have a chance to explore Saudi Arabia’s spectacular sites and cultural heritage. Harnessing the power of metaverse tourism leveraging Saudi Arabia’s rich cultural heritage would create an inclusive, economically sustainable tourism that would benefit the local community. Chon and Hao (2024) highlighted that metaverse tourism enables users to experience virtual tours of historical sites and cultural artefacts, promoting extensive learning and exploration of interests. The above promotes the preservation of a country’s heritage artefacts, ensuring their conservation for future generations. In their research, Volchek and Brysch (2023) explained that metaverse tourism promotes cultural tolerance by depicting the significance of communities’ cultural heritages through guided storytelling and immersive experiences. Through metaverse tourism, Saudi Arabia would effectively showcase its heritage tourism, allowing users to learn from local experts, consequently attracting a wide range of global audiences to experience Saudi’s cross-cultural heritage, directly bolstering tourism revenues. Based on the above, metaverse tourism can promote and preserve Saudi Arabia’s cultural heritage, bolster tourism revenue, and stimulate entrepreneurship adventures.
While metaverse tourism holds the potential to revitalise Saudi Arabian heritage tourism, implementing it may face several challenges and obstacles. One of the significant obstacles is technological infrastructure. Buhalis, Leung, and Lin (2023) observed that metaverse tourism requires efficient software and hardware technologies to function optimally. However, some remote areas of Saudi Arabia need more infrastructure to support metaverse tourism. According to Buhalis, Leung, and Lin (2023), metaverse tourism requires apt digital skills to give individuals an immersive experience in the digital universe. However, AL Otaibi et al. (2023) noted that Saudi Arabia’s local population, rich in the country’s heritage tourism, are older adults who need more digital skills. As a result, these findings imply that using metaverse technologies would be more common or appropriate among young people than other groups due to the ease of using these technologies. Another challenge in implementing metaverse tourism in Saudi Arabia is content authenticity. AL Otaibi et al. (2023) highlighted that depictions and interpretations of Saudi Arabia’s cultural heritage and religious sites require cultural sensitivity respecting the customs of the local community, which would ensure that the content of Saudi’s metaverse tourism is respectful. In their study, Buhalis, Leung, and Lin (2023) highlighted that metaverse tourism faces increased content misappropriation and distortion risks. The above implies that maintaining content authenticity requires close collaboration between local authorities and historians. To gain a comprehensive understanding of metaverse tourism, the study seeks to explore the potential of a metaverse in revitalising Saudi Arabia’s heritage tourism, considering its impacts on visitor engagement, accessibility, cultural representation, and tourism sustainability.
Rationale
Saudi Arabia has a rich historical and cultural heritage comprising spectacular landscapes, ancient city wonders, and cultural and archaeological landmarks. Altassan (2023) indicated that the rich and diverse cultural and archaeological heritage of Saudi Arabia places it in the top ten global tourist destinations preferred by tourists. A report by AAWSAT (2023) indicated that during the first half of 2023, the total number of tourists in Saudi Arabia exceeded 53 million, allowing a collection of over $40 billion in tourism revenue. Findings by Arabian Business (2023) indicated that in 2021, domestic and international tourists in Saudi Arabia exceeded 63 million, a 34% rise compared to 2019, when the COVID-19 pandemic critically hit the tourism industry. The above figures suggest that Saudi Arabia is a popular tourist destination among domestic and global tourists. The Saudi Arabian government has indicated an interest in revolutionising its tourism industry to attract more tourists, focusing on improving tourism revenue as outlined by (Abd El-Aal et al., 2023). Despite spectacular cultural and archaeological sites that enhance Saudi Arabia’s rich heritage tourism, the country has yet to realise the full potential of its heritage tourism due to impending challenges and obstacles. Based on Altassan (2023), significant historical and archaeological sites in Saudi Arabia are remotely located with minimal accessibility, limiting their potential to harness the power of the influx of domestic and international tourists. Another major hurdle is that most people with a rich history and Saudi Arabian heritage tourism are elderly and have minimal digital skills. Abd El-Aal et al. (2023) highlighted that some critical information regarding Saudi Arabia’s heritage tourism could only be accessed through the country’s archaeological library, given that most of the population with first-hand information is aged and may need more detailed information. Additionally, Abd El-Aal et al. (2023) observed that logistical travelling hurdles due to limited infrastructure reduce the accessibility of significant historical, archaeological, and cultural sites in Saudi Arabia. Nevertheless, metaverse tourism holds the potential to revitalise Saudi Arabia’s heritage tourism by allowing tourists to explore its rich cultural, archaeological, and landscape sceneries virtually while generating a good revenue stream.
Existing evidence indicates that heritage tourism in Saudi Arabia will likely experience several challenges, including physical limitations to the sites. Besides these geographical barriers, other limitations, such as travel costs, would also affect adequate access to heritage sites by potential tourists. The ability of the metaverse platforms to offer virtual replicas of the actual heritage sites would be necessary for individuals experiencing the limitations described above. As Go and Kang (2023) noted, the platforms would increase accessibility while offering consumers an interactive experience with the sites. The challenges associated with heritage tourism could also be examined from the context of the threats posed by over-tourism. Dutta, Srivastava, and Singh (2023) observe that increased exposure to the heritage sites results in an increased possibility of physical wear and tear, reducing the tourist sites’ general value. This specific aspect of preservation from physical wear and tear would be best solved by adopting platforms that would provide potential tourists with virtual experiences that make it possible for them to have an ideal experience of the sites. The above implies that having more tourists virtually visiting the sites would be ideal for the preservation of the heritage tourism sites. The relevance of such sustainability is that it would make it possible to preserve the heritage sites for extended periods by earning relevant revenue for the country. However, the specific strategies for integrating metaverse technologies into heritage tourism practices need to be examined to achieve the above.
Metaverse, an emerging technological innovation powered by augmented reality, virtual reality, and artificial intelligence, provides a more interactive way of exploiting heritage tourism (Volchek and Brysch, 2023). According to Volchek and Brysch (2023), metaverse technology provides an immersive experience, allowing users to explore and interact with scenes in real-time. Findings by Buhalis, Leung, and Lin (2023) indicated that immersive experiences through the metaverse evoke emotions of wonder, empathy, and joy that directly pique users’ interests to have an authentic experience of the simulated scenes within the virtual realm. In their study, Go and Kang (2023) emphasised that metaverse tourism is envisioned to empower tourism rather than demising it by eliciting feelings of excitement and wonder, which would generate interest in planning visits to tourist destinations. Metaverse tourism empowers tourist’s autonomy by allowing them to have detailed immersive experiences to inform their travel decisions (Buhalis, Leung, and Lin, 2023). However, El-Din, Hassanein, and Darwish (2023) observed that metaverse tourism requires significant investment in technological infrastructure, which is expensive. Another hurdle is the technological skills required to operate digital tools, which demands that users have adept digital skills (Buhalis, Leung, and Lin, 2023). The above implies that implementing metaverse tourism in Saudi Arabia would require significant investment in technological infrastructure and skills acquisition. Understanding the impact of implementing metaverse tourism in Saudi Arabia is vital to gaining valuable insights into how the technology would enhance the country’s heritage tourism. Findings from the study would be essential for Saudi Arabia policy-makers in formulating effective policies promoting heritage tourism in the country. In this essence, the study is focused on exploring how metaverse can revitalise Saudi Arabia’s heritage tourism.
Research Aim
To properly assess the potential held by the metaverse that might enable it to revitalise heritage tourism in Saudi Arabia. This has to be done considering its impact on tourism sustainability, visitor engagement, cultural representation, and accessibility.
Research Objectives
The objectives of this research study are as follows:
- Assess the impact of metaverse tourism in bringing in audiences and improving visitor engagement in Saudi Arabia.
- Evaluate the social and economic effects of metaverse tourism on the heritage of Saudi Arabia and its local community.
- Assess the potential economic benefits of metaverse tourism. These benefits might be the diversification of tourism offerings, revenue generation, and the creation of employment opportunities.
- Identify the main obstacles that might be faced due to metaverse tourism.
- Identify critical challenges and opportunities associated with metaverse tourism in a global context.
Dissertation Structure
The current dissertation project will be divided into five major chapters. Chapter 1 above presents a background of the study, including the rationale and the main objectives of the research. Chapter two of the work describes existing literature on the subject. The chapter aims to compare and contrast existing studies on metaverse tourism. The third chapter includes methods and approaches used to collect and analyse data utilised in the study. The fourth chapter includes the results and discussion, while the final includes the conclusion and recommendations.
Methodology
The chapter delineates the methods used to address the research objectives. The chapter focuses on research philosophy, design, methods, data collection, analysis, and ethical considerations.
Research Philosophy
The study adopted pragmatism to address the research aim. Pragmatism accepts the concept of multiple realities or a single reality open to empirical inquiry (Rutberg and Bouikidis, 2018). Pragmatism offers insights into objective realities other than the human experience. However, according to realism, reality is anchored on the environment and encountered via human experience. The main argument underpinning this philosophy is that reality and knowledge are based on habits and beliefs, which are socially constructed (Cypress, 2018). In pragmatism, all knowledge in the universe is socially made, but specific versions of these social constructions could be matched to people’s experiences than others. Bloomfield and Fisher (2019) argue that pragmatists do not believe that reality can be determined just once. Pragmatists perceive reality as a normative idea, and reality is considered what works. Therefore, one cannot abstract knowledge claims from contingent habits, beliefs, and experiences. Reality is deemed valid if it assists people in realising satisfactory relations with other components of human experiences. In addition, truth is whatever stands under scrutiny over time and proves itself to be good. Pragmatism is appropriate for research studies employing both qualitative and quantitative methods.
Research methods
The study employed mixed research methods to address the objectives. Mixed methods encompass quantitative and qualitative aspects. Quantitative research is an approach that entails analysing statistical data in order to arrive at the links between what is already known about the research topic and what can be discovered during the research (Rutberg and Bouikidis, 2018). Thus, it is essential to understand how the different variables relate, whether inferential or descriptive, to use effective quantitative strategies to collect and analyse data. Inferential statistics are preferred in cases where general assumptions about a population are established based on descriptive statistics obtained from a sample. Cypress (2018) contends that descriptive statistics arrive at population conclusions by estimating the parameters studied about the populations under study. Quantitative analysis makes it possible to use tables, charts, plots, and graphs to represent the data visually. Researchers who prefer quantitative strategies often arrive at conclusions by making arguments, analysing evidence, and interpreting the logic. Consequently, to validate the instrument and asses the assertions made, there is a need for general guidelines, which shape how raw data is interpreted (Rutberg and Bouikidis, 2018). In Quantitative analysis, protocols are used to anticipate or control for threats that may invalidate the assertions. The two methods can complement each other in a research study.
On the other hand, studies that use a qualitative approach are often carried out in natural settings. The process of data collection involves the researcher as the main instrument. This is because the researcher collected the statements from participants and conducted a rigorous analysis to deduce critical themes, as argued by Rutberg and Bouikidis (2018). This was done by focusing on the meaning of the words and using both persuasive and expressive language to describe a process. Busetto, Wick, and Gumbinger (2020)define the qualitative approach as one that puts faith in the views of participants, asks general questions, gathers data, which consists of texts or words, subject these words to analysis to discover common themes, and makes an inquiry that is biased and subjective. This approach involved the researcher making specific measures and observations and then uncovering patterns and themes in the data to understand the metaverse and heritage tourism. The researcher was able to design tentative propositions, forming the basis of what is being explored. The results of that exploration may then be used to form theories or general conclusions.
Research Design
The study employed a case study to meet the research aim and objectives. The design is deemed a bounded system, encompassing various interrelated parts of a whole setting or organisation. Bounded entails the identification of a phenomenon of organisation and boundaries. A case could be a group of individuals, an individual, or a class (Cypress, 2018). This study applied the design because it enables the investigation of empirical or scientific phenomena on the metaverse’s potential to revitalise heritage tourism in Saudi Arabia; the topic was examined in a real-life context. The design offered an in-depth analysis of a single unit of the inquiry. The researcher undertook a detailed and extensive analysis of cases of heritage tourism. The study used the design to obtain in-depth data and complete pictures of heritage tourism in Saudi Arabia. In addition, the descriptive aspect allowed the researcher to present rich and thick descriptions of the issues under study (Byrd, 2020; Bloomfield and Fisher, 2019). The thick descriptions mean the actual and complete, where the researcher drew meanings based on data. Finally, in applying the heuristic feature, this investigation illuminates readers’ understanding. This case study enables readers to conceptualise and contextualise the meaning of the outcomes to disagree or confirm by relating them to their experiences.
Population and Sampling
The study focused on technology experts, heritage site managers, and tourists. A population entails all elements meeting the sample eligibility for inclusion in an investigation (Cypress, 2018). This study’s population consisted of technology experts, heritage site managers, and tourists in Saudi Arabia. A convenient sample of 90 subjects was chosen to obtain the requisite data. A sample consists of elements chosen to determine attributes about the entire population from which they are drawn (Busetto, Wick, and Gumbinger, 2020). The researcher adopted a convenient sample due to their presence at the right place when needed. The sample included 30 tourists, 30 technology experts, and 30 heritage site managers in Saudia Arabia. Available participants were included in the research until a sample of 90 subjects was realised. For inclusion in this study, participants were required to have attained 18 years of age, be of sound mind, be willing to participate, and have prior knowledge of Saudi Arabian tourism.
Data Collection
The study collected primary and secondary data on the metaverse’s potential to revitalise heritage tourism in Saudi Arabia. The two data collection approaches are discussed in detail in the following sub-sections.
Primary Data
Primary quantitative data were collected using a survey on heritage tourism in Saudi Arabia. Online surveys were performed among target groups, including technology experts, heritage site managers, and tourists, to determine the expectations and perceptions concerning the metaverse’s potential to revitalise heritage tourism in Saudi Arabia. In this investigation, a questionnaire was preferred. The researcher used a questionnaire to elicit data that could be obtained via written participants’ responses. Data obtained through questionnaires are similar to interviews, but the questions have less depth. The researcher used questionnaires because they ensured a high response rate as the researcher collected the filled-in forms. In addition, the questionnaires needed less energy and time to administer. The questionnaires provided anonymity because participants’ names were not needed on the completed forms. Finally, there was less chance for bias because they were presented consistently. The questionnaires were distributed to the 90 participants through their email addresses. Participants were allowed two weeks to complete the questionnaires and return the forms for analysis.
On the other hand, primary qualitative data for this study were collected through the qualitative interview method, which is valuable and common in social research. According to Busetto, Wick, and Gumbinger (2020), the interview approach encompasses the interaction between the interviewee and interviewer to get detailed information about various research phenomena. This method was employed in collecting data because it offers insights into human behaviour, attitudes, and beliefs, which are vital for understanding heritage tourism. The researcher used a semi-structured interview that offers flexibility and control to the researcher, as pointed out by Byrd (2020). The attributes allowed the researcher to prepare adequately for the interviews while acknowledging improvisation during the actual interviews to consider emerging issues and perspectives about the metaverse’s potential to revitalise heritage tourism in Saudi Arabia. The interview was conducted with 9 participants: 3 tourists, three technology experts, and heritage site managers. All interviews were conducted in secure and private locations to avoid interference. Each interview lasted between 20 and 30 minutes. The researcher requested respondents to have the interviews recorded for complete transcription; the request was accepted.
Secondary Data
The study collected quantitative and qualitative data from secondary sources to explore and investigate the metaverse’s potential to revitalise heritage tourism in Saudi Arabia. The researcher conducted a comprehensive review of academic literature on the topic. The researcher conducted a literature search from the following databases: ABI/Inform Complete Plus, GEOBASE, ProQuest, and PsycINFO. These databases were selected because they contain updated content and offer high-quality papers. The following search terms were applied during the search: “the metaverse,” “heritage tourism,” “technology in tourism,” “metaverse and tourism,” and “tourism management.” The researcher also applied the Boolean Operators (AND, OR, NOT, AND NOT). The Boolean Operators were utilised as conjunctions to exclude or combine search terms, yielding more productive and focused outcomes. The process helped the researcher save effort and time by eliminating irrelevant hits, which should be scanned before discarding. In addition, the research used industry reports and information from government institutions, technology companies, and tourism firms to analyse heritage tourism and metaverse applications. Lastly, the researcher conducted media analysis, where social media discussions, news articles, and other sources were analysed. Media analysis helped the researcher comprehend public trends and perceptions concerning heritage tourism and the metaverse. Explicit eligibility criteria guided the study. Only research materials published between 2018 and 2023 were included. This timeframe offered the most recent arguments and discussions on the topic. In addition, only research materials published in English were included. Lastly, studies with quantitative and qualitative methodologies were included in the final analysis. On the other hand, researcher materials addressing metaverse and heritage tourism in other countries were excluded. Moreover, materials addressing tourism without the mention of the metaverse were excluded.
Data Analysis
The researcher adopted two data analysis approaches to address the quantitative and qualitative aspects. For qualitative data, the researcher employed thematic analysis. Thematic analysis classified and presented themes from the data (Byrd, 2020). The researcher applied the method to show the data in detail and in-depth through interpretations. Thematic analysis was appropriate because this research sought to understand metaverse and heritage tourism using interpretations. The researcher analysed interview data from respondents systematically. Furthermore, the study linked frequency analyses of themes with the interview content. The method conferred accuracy and intricacy, enhancing the study’s whole meaning. In performing data analysis, the researcher adopted the following steps: (1) data familiarisation, (2) initial code generation, (3) theme search, (4) theme review, (5) theme definition, and (6) write-up.
On the other hand, quantitative data were analysed using inferential statistics. The researcher organised and cleaned the collected data for analysis. The researcher used the Statistical Package for Social Sciences (SPSS) to analyse the quantitative data. Moreover, the data were analysed using descriptive statistics. The researcher drew frequency tables, and the resulting data was presented in bar graphs and pie charts. The study’s open-ended questions were analysed using quantitative content analysis. Using this method, the researcher quantified emerging traits and concepts about metaverse and heritage tourism.
Ethical Considerations
The study seeks approval from the University’s ethics committee to explore the occurrence of harassment and stalking in the United States. Ethics guides the study process to produce acceptable findings and conclusions. According to Busetto, Wick, and Gumbinger (2020), research ethics encompass behavioural expectations, and rules researchers observe regarding engagement with respondents. By observing good conduct, the present study affirms the intention to uphold integrity and commit to society’s rules. Social science research primarily focuses on the human population; thus, researchers have a high responsibility to protect the well-being and rights of participants. First, the researcher sought participants’ informed consent before data collection. Participation in this investigation was voluntary; no participant was coerced to participate or forcefully provide opinions on the subject. Byrd (2020) emphasises the value of informing participants about the study’s purpose and its value to society. The participants provided verbal consent to take part in this investigation. In addition, the researcher informed participants of their right to withdraw from this research without giving reasons for such decisions. The researcher upheld the right to self-determination during the study process. Participants can express themselves without undue influence or interruption (Bloomfield and Fisher, 2019). Furthermore, the participants were protected from harm during the research. No participant was subjected to challenging situations that compromised their comfort and safety. The researcher ensured the participants’ integrity throughout the study and kept the data collected confidential. Data collected from participants will be stored in computers with encrypted passwords for three years and destroyed.
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