Full bibliography

"The advent of the metaverse heralds a new era of unparalleled potential within digital ecosystems, significantly transforming industries such as tourism. This study explores the profound changes in tourism marketing induced by the metaverse, particularly through a focused examination of Macau's strategic initiatives. Predicated on the belief that immersive technologies like Virtual Reality (VR) and Augmented Reality (AR) are driving a marketing paradigm shift, this research clarifies the theoretical foundations and practical impacts of metaverse marketing in enhancing the tourism experience. Employing mixed-methods research combining qualitative and quantitative approaches, the analysis showcases Macau's utilization of metaverse marketing to bolster value creation and competitive positioning in the tourism sector. Findings indicate that metaverse marketing profoundly influences consumer behavior, highlighting nuanced consumer journeys within the virtual tourism market. Macau's case illustrates the success of its meta-universe initiatives and benchmarks them against global practices to extract sustainable competitive advantages and strategic insights. The study aggregates the marketing experiences of metaverse practitioners, revealing transformative effects on stakeholders ranging from revelant industries. It notes that while metaverse marketing provides some convenience for small and medium-sized enterprises (SMEs) in tourism, it lacks long-term effectiveness. Commending Macau's innovative approach in the meta-universe, the research outlines directions for future efforts and contributes to the burgeoning literature on metaverse marketing, offering actionable recommendations and underscoring the imperative for ongoing innovation in this dynamic digital realm."