Dr. Mahima Mishra’s Publication on Metaverse Technology in Hospitality

We are pleased to announce the recent publication of ADSM’s Associate Professor, Dr. Mahima Mishra’s article, “Impact of Metaverse Technology on the Hospitality and Tourism Industry: An Interplay of Social Media Marketing on Hotel Booking in India”. The article was published in the International Journal of Tourism Cities. This study aims to explore the impact of metaverse technology on the hospitality and tourism industry. It also investigates how social media marketing influences the adoption of metaverse technology for hotel bookings in India. The results show that adoption intentions are primarily influenced by the technology’s utility, ease of use, and social media marketing.