Virtual spaces as the future of consumption in tourism, hospitality and events

Purpose: Virtual spaces, commonly referred to as the Metaverse, are predicted to disrupt consumption patterns in tourism, hospitality and events (THE) by shifting some user experiences to a virtual world. Scholarly investigations are necessitated to aid in an understanding of virtual spaces and the implications of their consumption for THE industries. This viewpoint outlines a provisional research agenda on virtual spaces. Design/methodology/approach: To inform its arguments, this viewpoint draws upon academic and grey literature surrounding the emerging topic of the Metaverse in THE industries. Findings: The research agenda should consider four perspectives representing different actors of THE value chain, i.e. developers/suppliers, THE business professionals, customers and policymakers. The research agenda should also incorporate the wider spillover effects of consumption of virtual spaces which may stretch well beyond THE industries. Originality/value: This viewpoint outlines some research directions which may aid different actors of THE value chain alongside academics in better understanding the emerging phenomenon of virtual spaces and comprehend the opportunities and challenges associated with their uptake by THE industries.