Mixed Reality Drama Towards Metaverse Technology in Smart Hotels: An Exploratory Study on Egyptian Hotels Evidence from Guests' Perspectives

Abstract

ARTICLE INFO Abstract Once hotels use modern technology techniques, they will face different reaction concerns and questions from guests about this modern technology. This research aims to explore the extent of awareness and acceptance of guests in Egyptian hotels and their willingness to experience the Metaverse technology within Egyptian hotels and the challenges they face while using it, To achieve the research aim, an electronic questionnaire was designed and distributed to a random sample of guests in Egyptian hotels, 410 valid responses were received and analyzed by SPSS V.28. The results indicated that Egyptian guests do not have enough information about Metaverse technology to accept the experience of Metaverse technology in the future. This information includes advantages, risks, and to the cost factor of Metaverse technology, Therefore, maybe guests' acceptance and confidence in Metaverse technology is the major obstacles to the marketing process of this modern technology in Egyptian hotels. Based on the results, some recommendations were suggested and directed to artificial intelligence techniques (AIT) professionals, hotel managers, hotels owners and the government and institutions responsible for revitalizing tourism and hotels in Egypt. One of the main recommendations was that Providing the necessary infrastructure for the application of Metaverse technology through the conclusion of many agreements between hotels, government and artificial intelligence companies to properly apply Metaverse technology, providing devices for the application of Metaverse technology.