The Impact of Challenges in Metaverse Implementation in Jordan Tourism

The primary objective of this research was to assess the impact of challenges in implementing the metaverse within the context of Jordanian tourism. The study delineated key challenge dimensions, encompassing infrastructure, internet culture, budget, and advertising campaigns. Correspondingly, it examined metaverse technology dimensions, including virtual reality, augmented reality, avatar, and natural interfaces. Employing an analytical-descriptive approach, a random sample comprising 285 employees from the Ministry of Tourism and tourism companies offering inbound services was selected. The findings indicated a statistically significant influence of the combined challenges and their dimensions on metaverse technology implementation across its dimensions. Additionally, the study highlighted a statistically significant effect of individual elements such as infrastructure, internet culture, budget, and advertising campaigns on the implementation of metaverse technology in the Jordanian tourism sector. In light of these results, the study recommended deepening understanding of diverse facets of the metaverse and its applications across various sectors. It emphasized the importance of prioritizing technological infrastructure development in Jordan to assimilate diverse technological advancements. Furthermore, the study proposed the development of diverse metaverse applications tailored to meet the specific requirements of tourists, ensuring unique and comprehensive experiences.