A whole new metaverse
Abstract
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Indian travel and tourism brands are turning to metaverse experiences to drive up custom and gain a competitive advantage in an overly competitive and saturated market. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Fields of Study & Subjects
Digital Marketing and Social Media
Digital Innovation in Industries
Diverse Aspects of Tourism Research
Publication details
- Journal / source
- Strategic Direction
- Volume
- 42
- Issue
- 1
- Pages
- 22–24
- Publication date
- 14 January 2026
- Language
- EN