Purpose

This research paper aims to conceptually explain the dark side of the metaverse from customers’ perspective in the hospitality and tourism industry.

Design/methodology/approach

A comprehensive analysis of the existing academic and practice-based literature on the metaverse, including its related concepts such as social media and e-commerce, was undertaken to conceptualise the metaverse dark side.

Findings

This research posits a theoretical framework highlighting five pivotal dark sides of the metaverse that is physiological, psychological, legal, security and privacy and societal issues. Each identified concern is examined to unveil various potential consequences, providing a comprehensive understanding of the challenges posed by the metaverse for customers in tourism and hospitality.

Originality/value

To the best of the authors’ knowledge, this study stands out as the first of its kind to illuminate the adverse aspects of the metaverse from the viewpoint of tourism and hospitality customers. The arguments offered herein not only serve to raise awareness but also facilitate understanding of the darkverse among policymakers, government and metaverse business organisations. This awareness is crucial for the efficient and effective implementation of this novel innovative technology to enhance the customer experience in tourism and hospitality.

中文翻译：

---

元宇宙？这是虚拟地狱！为酒店和旅游客户了解虚拟宇宙（黑暗宇宙）的黑暗面

 目的

本研究论文旨在从酒店和旅游业客户的角度概念性地解释虚拟宇宙的阴暗面。

设计/方法论/途径

对现有关于虚拟宇宙的学术和实践文献，包括社交媒体和电子商务等相关概念进行了全面分析，以概念化虚拟宇宙的黑暗面。

 发现

这项研究提出了一个理论框架，强调虚拟宇宙的五个关键阴暗面，即生理、心理、法律、安全、隐私和社会问题。对每个已确定的问题进行检查，以揭示各种潜在后果，从而全面了解虚拟世界为旅游和酒店业客户带来的挑战。

 原创性/价值

据作者所知，这项研究是同类研究中第一个从旅游和酒店客户的角度阐明虚拟宇宙不利方面的研究。本文提供的论点不仅有助于提高认识，而且有助于政策制定者、政府和虚拟商业组织对黑暗宇宙的理解。这种意识对于高效、有效地实施这种新颖的创新技术以增强旅游和酒店业的客户体验至关重要。