Purpose

This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations.

Design/methodology/approach

An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed.

Findings

The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel).

Practical implications

Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse.

Originality/value

This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.

中文翻译：

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在豪华酒店业务中采用虚拟宇宙：成本效益视角

目的

本研究旨在探讨在豪华酒店业务中采用虚拟宇宙时的感知价值。基于成本效益的角度，本研究提供了扎实的理论贡献和可行的管理建议。

设计/方法论/途径

使用了探索性顺序混合方法设计。在定性阶段，21 名酒店经理和 24 名酒店客人（经常入住四星级和五星级酒店和度假村）在向他们展示了一系列有关在酒店业务中使用虚拟宇宙的视频后接受了采访。根据定性阶段的结果，采用层次分析法，对476份有效问卷进行了分析。

发现

结果强调了酒店经理及其客人采用元宇宙的感知收益（个性化服务、沉浸式体验和积极的品牌形象）和成本（缺乏人情味、时间和精力以及安全和隐私）。此外，该研究还确定了每个旅行阶段（旅行前、旅行期间和旅行后）元宇宙采用的每个价值属性的权重。

实际影响

关于元宇宙的采用，该研究为豪华酒店提供了实用的建议。例如，设备成本以及所需的时间和精力都是元宇宙采用的感知成本。为了应对这些挑战，酒店可能会向客人提供免费设备（例如 VR 耳机）和培训，以刺激虚拟宇宙的使用。

原创性/价值

这项研究通过提出一个概念框架来检验豪华酒店场景中元宇宙的采用，从而弥补了文献中的空白。与使用技术接受模型或技术接受和使用统一理论等传统模型来调查技术的采用不同，这项研究通过价值主张的视角来阐明主题，从而脱颖而出。后者通常来自有效的价值共同创造过程，该过程实际上是通过从酒店经理和客人的角度充分认识元宇宙感知价值（即感知收益和成本）的一致性而形成的。