Siegel, Lauren ORCID: https://orcid.org/0000-0003-2117-8492, Ioannou, Athina, Kim, Yoo Ri and Kim, Hyerhim (2026) Virtual hospitality: materiality, fantasy and the appeal of spaces in the metaverse. In: 33rd ENTER26 eTourism Conference: "Advancing Tourism Technology for a Better Future", 27th - 30th January, 2026, Breda, Netherlands.

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Abstract

This paper explores the evolving role of virtual hospitality in the metaverse, focusing on the interplay of materiality, fantasy, and guest engagement with hotel spaces. Drawing on two focus groups (N=15), we investigate how users perceive and negotiate value in virtual hotels, from digital twins of iconic properties to surreal, imaginative environments impossible in the physical world. Findings reveal three dominant themes: (1) escapism and the appeal of fantastical design beyond replication, (2) the metaverse hotel as a social and co-created space, and (3) experience-led engagement that outweighs brand-led incentives. Participants emphasized immersive design and social connectivity as primary motivators, while traditional brand associations or cross-world benefits played a secondary role. The study contributes to hospitality theory by foregrounding materiality and authenticity in post-material environments and offers practical insights for digital hospitality innovation at the intersection of design, technology, and consumer psychology.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	metaverse, metaverse hospitality, alternate realities, materiality, hospitality, escapism, co-creation, digital hospitality, innovation
Subjects:	H Social Sciences > H Social Sciences (General) N Fine Arts > N Visual arts (General) For photography, see TR Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Related URLs:	Organisation
Last Modified:	28 May 2026 11:53
URI:	https://gala.gre.ac.uk/id/eprint/53591

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