Tourism Management Studies

A Model for Digital Branding in the Metaverse: A Case Study of the Tourism Industry

Document Type : Research Paper

Authors

Vali Mohammad Darini 1
Azin Yazdi 2
Yazdan Shirmohamadi 1
Hadi Moloudian 3

1 Associate Professor, Department of management, Payam Noor University, Tehran, Iran

2 PhD. Candidate, Department of Management, Payam Noor University, Tehran, Iran.

3 Assistant Professor, Department of management, Payam Noor University, Tehran, Iran

https://doi.org/10.22054/tms.2025.83577.3017
Abstract
Digital branding is increasingly vital in today's digital era, significantly influencing corporate growth, including in the tourism industry. This study aims to design a model for digital branding within the metaverse specifically for the tourism sector. Utilizing qualitative methods, data were collected through semi-structured interviews with experts in tourism and the metaverse, selected via purposive snowball sampling. Grounded theory was employed for data analysis with MAXQDA software. After achieving theoretical saturation with 15 experts, 113 subcategories, 19 categories, and 5 themes were identified. The results highlight key causal conditions such as interactions between physical and virtual environments, positive user experiences, and a trained workforce. Contextual conditions include branding strategies within the metaverse and target market infrastructure. Intervening conditions encompass influencers and customer experience management. The study outlines strategies across pre-trip, in-trip, and post-trip phases, identifying brand elements and destination-related factors as significant outcomes.

Keywords

Metaverse
Digital Branding
Tourism
Qualitative Analysis
Tourism in the Metaverse
Subjects
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Tourism Management Studies
Volume 20, Issue 71
Autumn 2025
Pages 77-124

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