Implementation of the Metaverse for Tourism Education and Training in Saudi Arabia

Abstract

Background: The rapid advancement of virtual reality technologies, particularly the Metaverse, offers transformative potentials for various sectors. In Saudi Arabia, aligning with Vision 2030’s emphasis on technological innovation, there is a growing interest in leveraging these technologies to enhance the education and training in tourism sector. This study investigates the adoption of Metaverse technologies in these areas, focusing on their potential to revolutionise traditional practices and contribute to economic diversification. Aims: The primary aim of this research is to analyse the perceptions and experiences associated with implementing Metaverse technologies in Saudi Arabia’s tourism and education sectors. It seeks to identify the benefits and challenges of Metaverse adoption and propose a framework that facilitates its integration into tourism training and educational practices. Methods: Employing a qualitative research methodology, this study involved conducting semi-structured interviews with 45 participants, including faculty members and students from Saudi universities. The interviews were designed to gather in-depth insights into the participants' views on the Metaverse, its applicability in education and tourism, and the factors influencing its adoption. Data were analysed through thematic analysis, allowing for the extraction of significant themes related to the main understanding of this technology, its benefits, its challenges, and the strategic applications of Metaverse technologies. Results: This study's findings show that the participants in Saudi Arabia have a huge understanding of the concept. However, their understanding is associated strongly with their interest and experience as the students are more knowledgeable about gaming while the instructors know the function of such technologies with the training and the education. The other finding is associated mainly with the practical implications for the adoption of Metaverse technologies. Several advantages of Metaverse integration have been found to include having a sufficient cost to be implemented, connecting the participants globally, allowing for cultural exchange, enhancing engagement and interactivity in learning environments, personalizing educational experiences, developing career opportunities, engaging with technology-savvy generations, developing individual learning skills, and having broader accessibility for remote learners. On the other hand, there are other challenges associated with using the Metaverse, including the high costs associated with technology setup, the complexity of the technological infrastructure required, ethical and societal considerations and resistance to change among traditional educational and tourism institutions. These presented challenges have been opposed with different strategies to be solved, which has resulted in the development of a framework. This framework could be adopted to ensure the positive outcome from implementing the Metaverse in the tourism and education sectors. Conclusions: The study underscores the potential of Metaverse technologies to significantly impact Saudi Arabia's educational and tourism sectors positively. However, successful implementation requires overcoming considerable barriers. The proposed adoption framework aims to guide stakeholders, including policymakers and educational leaders, in navigating these challenges, fostering an environment conducive to technological integration, and ultimately supporting the nation's strategic goals under Vision 2030.