Metaverse Driven Social Media and Company Image in Tourism Industry: A Sustainable Path for Business Development in Russia

Abstract

Metaverse tourism in Russia offers virtual explorations of iconic landmarks, permitting global visitors to experience the rich culture as well as history from anywhere. This innovative approach enables immersive travel experiences leading to revolution in the tourism industry. However, the metaverse tourism is ignored by previous studies. To address this gap, objective of this study is to examine the role of metaverse driven social media in tourism business development along with the mediating role of company image in Russia. The questionnaire was developed to measure metaverse driven social media, company image and business development. The 398 responses were collected from the employees of tourism industry in Russia. Results of the study highlighted valuable insights. According to the findings, metaverse technology has vital importance in Russian tourism industry. The promotion of metaverse enabled social media marketing can lead to quick business development. Therefore, this study has implications for the practitioners to enhance business development by focusing on metaverse driven social media.