AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
This research explores how metaverse-based virtual tourism can be leveraged to promote inclusive tourism and enhance place branding. Drawing on emerging literature in virtual experiences and destination marketing, the study examines how immersive environments enable tourism marketers to project inclusive destination identities. In metaverse settings, users engage through customizable avatars, allowing for representation of diverse identities and accessible experiences for vulnerable populations, including older adults, individuals with disabilities, and LGBTQ communities. We propose that inclusive cues embedded within virtual environments—such as diverse avatars and accessible design—enhance perceptions of destination inclusivity, which in turn increase motivation to visit the physical destination. By linking virtual experiences with real-world travel intentions, this research contributes to the literature on place branding and digital tourism. Managerially, the findings suggest that integrating inclusive design into metaverse environments can broaden market reach, strengthen destination image, and support equitable participation in global tourism.
This research explores how metaverse-based virtual tourism can be leveraged to promote inclusive tourism and enhance place branding. Drawing on emerging literature in virtual experiences and destination marketing, the study examines how immersive environments enable tourism marketers to project inclusive destination identities. In metaverse settings, users engage through customizable avatars, allowing for representation of diverse identities and accessible experiences for vulnerable populations, including older adults, individuals with disabilities, and LGBTQ communities. We propose that inclusive cues embedded within virtual environments—such as diverse avatars and accessible design—enhance perceptions of destination inclusivity, which in turn increase motivation to visit the physical destination. By linking virtual experiences with real-world travel intentions, this research contributes to the literature on place branding and digital tourism. Managerially, the findings suggest that integrating inclusive design into metaverse environments can broaden market reach, strengthen destination image, and support equitable participation in global tourism.
If you want, I can also:
- make it more theory-heavy (ACR)
- or more tourism/journal-oriented (e.g., Annals of Tourism Research style) 👍
Recommended Citation
Agarwal, Shivam, "Promoting Inclusive Tourism via Metaverse" (2026). AMTP Proceedings 2026. 83.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/83
