Metaverse adoption in hospitality: insights from a phenomenological study of managerial perceptions

Purpose This study explores senior managers’ perceptions of Metaverse technology adoption in the tourism and hospitality industry and the factors shaping these perceptions. Design/methodology/approach A qualitative research design was employed to comprehensively explore managerial views on the Metaverse. Data were collected from 30 managers using a combination of snowball and convenience sampling methods and were subsequently analyzed and interpreted within the framework of transcendental phenomenology. Findings The findings indicate that Metaverse adoption does not follow a linear relationship between organizational pressure and adoption; rather, it unfolds as an interactive and multi-level process shaped by executive sensemaking and motivational internalization mechanisms. Originality/value This study provides a phenomenology-based understanding of how senior hospitality managers make sense of Metaverse adoption, linking their perceptions to organizational innovation and strategic decision-making. It also offers practical insights by showing that successful Metaverse adoption requires aligning organizational strategies with external pressures while supporting managers’ cognitive and motivational engagement in the process.