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Marketing and Consumer Studies (MACS) Research Centre Assembly with Amandeep Dhir

Future of metaverse marketing and services in Tourism and Hospitality Context

MACS Assembly 3
Public lectures | Seminars | Workshops

Join us for our third Marketing and Consumer Studies Research Centre Assembly with Professor Amandeep Dhir.

Past event

Event details

Scholars have speculated that the metaverse will alter the way in which the hospitality and tourism industry operates. Efforts to understand this new phenomenon in both academia and industry are at a crossroads. In this opinion piece, we first attempt to explain the concept of the metaverse in general and in the context of the hospitality and tourism industry. Next, we propose a conceptual framework for creating metaverse experiences, identifying research gaps, and proposing agenda items with the potential to significantly benefit hospitality and tourism industry players. Finally, we classify future research agendas into three broad categories: staging experiences in the metaverse, understanding possible changes in the consumer behaviour, and marketing and operations strategies in the metaverse.

About Professor Amandeep Dhir

Amandeep Dhir (DSc, PhD) is a Professor of Research Methods at the University of Agder, Norway. He is also a visiting professor at the Norwegian School of Hotel Management, University of Stavanger, Norway. His research appears in the Journal of Business Ethics, Tourism Management, Asia Pacific Journal of Management, Journal of Sustainable Tourism, International Marketing Review, Psychology and Marketing, Technology Forecasting and Social Change, Journal of Business Research, Technovation, Business Strategy and Environment, IEEE Transactions on Engineering Management, Computers in Human Behaviour, Computers in Industry, International Journal of Hospitality Management, Information Technology & People among others. Professor Dhir is an Associate Editor of the Technology Forecasting and Social ChangeInformation Technology and People, and Journal of Strategic Marketing and Senior Editor of the International Journal of Emerging Markets.

Professor Babak Taheri will be the Chair of the meeting.

You will receive a link to join this event after reserving your place. It will take place on Microsoft Teams.

Virtual Event

Past event

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