Examining Hotel Managers’ Perceptions of Metaverse as a Tool for Competitive Advantage

Abstract: This study explores hotel managers’ perceptions of the metaverse as a strategic tool for achieving competitive advantage in the hospitality industry. Amidst the rapid expansion of the metaverse and its increasing consumer base, the research aims to fill the gap in the literature concerning the managerial perspective on leveraging this technology. Through an online survey of hotel managers across the United States, employing factor analysis and multiple regression, this paper examines the relationship between metaverse technology implementation and perceived competitive advantage. Results indicate that hotel managers view the metaverse as a significant innovation, with its usage, engagement, and optimization being key factors that contribute to competitive advantage. These findings offer theoretical contributions by highlighting the importance of managerial perceptions in technology adoption and practical insights for leveraging metaverse technologies in enhancing business operations, customer engagement, and brand differentiation. The paper concludes with limitations and directions for future research, emphasizing the need for a broader understanding of metaverse applications across different geographical contexts and market segments.

Key words: metaverse, competitive advantage, hospitality industry, technology adoption, virtual reality, innovation

JEL codes: O32