THE METAVERSE’S POTENTIAL TO REVITALISE HERITAGE TOURISM IN SAUDI ARABIA

Abstract

This study aimed to assess the viability of the metaverse to revamp heritage tourism in Saudi Arabia. This aim was met through the fulfilment of five main objectives, including determining the impact of metaverse on heritage tourism in Saudi Arabia; evaluating its social and economic effects on heritage tourism and local communities; assessing its economic implications on tourism, revenue generation, and employment opportunities; identifying the main obstacles posed by metaverse tourism; and identifying the challenges and opportunities associated with metaverse tourism in a global context. A mixed-methods research methodology was adopted to synthesise in-depth evidence about the likelihood of metaverse revitalising heritage tourism in Saudi Arabia. Qualitative and quantitative data were collected and integrated from a sample of 57 participants, comprised of technology experts, heritage site managers, and tourists. Primary data was collected using semi structured interviews and structured questionnaires, and secondary data was obtained from statistical sites and reports on the economic viability of the metaverse. The findings demonstrate the critical role of the metaverse in revitalising heritage tourism in Saudi Arabia. A clear majority of participants believed that the metaverse is an effective tool for revolutionising heritage tourism and that it is easier to visit virtual heritage sites on the metaverse than physical sites. Responses associated the metaverse with the potential to democratise access to heritage sites and grow the tourism sector overall, which is in line with the secondary data and financial projections. Concerns about the technology’s low rate of adoption and its potential to disrupt the traditional tourism economy were also raised. Nevertheless, the results of the study revealed that with careful planning, metaverse technology has the potential to revolutionise Saudi Arabian heritage tourism. Keywords: Metaverse, heritage, tourism revitalising, tourism, virtual, economic, social, opportunities, challenges, tourists, inclusivity.