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As the metaverse reshapes the digital landscape, it presents transformative opportunities for the tourism and hospitality industries. Virtual worlds and immersive experiences offer new ways to engage consumers, promote sustainable practices, and expand accessibility.

This project aims to investigate how the metaverse can support the Sustainable Development Goals (SDGs) in tourism and hospitality, focusing on sustainable consumption, responsible travel, and the potential for virtual tourism experiences.

Building on principles from tourism management, digital marketing, and sustainable development, this research will explore the following key areas:

1. Virtual tourism experiences and sustainable consumption: Examine how immersive experiences in the metaverse can provide consumers with realistic, low-impact alternatives to physical travel. The student will investigate how virtual tourism can fulfill consumers’ desires for exploration and adventure while minimising environmental impacts, such as carbon emissions and resource use associated with travel.
2. Promoting sustainable practices through virtual hospitality: Assess how hotels, resorts, and tourism destinations can use the metaverse to showcase sustainable practices, such as eco-friendly accommodations, renewable energy use, and local sourcing. This area will explore how virtual experiences can educate and engage consumers about sustainability, encouraging responsible choices in physical tourism.
3. Consumer behaviour in virtual and hybrid tourism: Investigate consumer attitudes and behaviours toward virtual and hybrid tourism experiences (a mix of digital and physical). This will include studying the impact of virtual tourism on travel decisions, the appeal of virtual hospitality experiences, and the potential for AI-driven personalisation within the metaverse to create tailored, memorable experiences.
4. Accessibility and inclusivity in tourism through the metaverse: Explore how the metaverse can make tourism more accessible to individuals with physical or financial limitations. By examining inclusive tourism experiences, the project will consider how virtual travel can provide equal access to cultural, historical, and natural attractions while promoting SDG principles of inclusivity and equality.
5. Metaverse marketing for sustainable destinations and responsible tourism: Analyse how destinations can leverage metaverse platforms to promote sustainable and responsible tourism practices. This includes studying the use of virtual influencers, AI-driven content, and immersive storytelling to encourage tourists to choose eco-friendly options, support local economies, and reduce over-tourism in fragile environments.

Research approach

The student will use a mixed-methods approach, combining quantitative surveys and qualitative interviews with consumers, tourism professionals, and hospitality industry stakeholders. Virtual tourism experiences will be analysed to assess their effectiveness in promoting sustainable behaviour and inclusivity. Case studies of destinations and hotels pioneering in the metaverse will also provide insights into best practices and challenges.

Expected background

Candidates should have a background in tourism management, hospitality, or digital marketing, with familiarity with virtual platforms or the metaverse being advantageous. Knowledge of sustainable development principles and consumer behaviour theories will support the project’s objectives. Analytical skills in both qualitative and quantitative research methods will be essential.

Brunel offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: /research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Brunel alumni enjoy tuition fee discounts of 15%.