Research in metaverse for value co-creation and technology-enhanced experience.

Professor Dimitrios Buhalis latest research focuses on Metaverse and is published in two recent high ranking publications.

Metaverse blends the physical and virtual worlds, revolutionizing how hospitality customers and hospitality organizations facilitate the co-creation of transformational experiences and values. Research aims to explore the opportunities and challenges that Metaverse introduces as part of the customer experience and value co-creation process and the potential transform of customer experience and value co-creation. Further research is planned to exploit the full potential of metaverse in value co-creation and technology-enhanced experience.

Buhalis, D., Lin, M.S. and Leung, D. (2023), “Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing”, International Journal of Contemporary Hospitality Management, Vol.35,  https://doi.org/10.1108/IJCHM-05-2022-0631

Dwivedi,. Y., Hughes, L., Baabdullah, A., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M, Dennehy, D., Metri, B., Buhalis, D., Cheung, C., Conboy, K, Doyle, R., Goyal, D.P, Gustafsson, A., Jebabli, I., Young-Gab Kim, Kim, J., Koos; S., Kreps, D., Kshetri, Kumar, V., Oui, K., Papagiannidis, S., Pappas, I., Polyviou, A., Park, S., Pandey, N., Queiroza, M., Raman, R., Rauschnabel, R., Shirish, A., Sigala, M., Spanaki, K., Wei-Han Tana, G., Tiwari, M., Viglia, G., Fosso Wamba, 2023, Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy  International Journal of Information Management, Vol.66, October 2022, 102542,
https://doi.org/10.1016/j.ijinfomgt.2022.102542