Analysis and evaluation of the effects of the metaverse approach on the development of rural tourism in Targbeh section of Binaloud township

Introduction

One of these global village approaches in the development of rural tourism is Metaverse, which has attracted the attention of many researchers in recent years. Metaverse is a comprehensive, dynamic and innovative digital platform for displaying tourist destinations, attractions, events and hospitality services. Rural tourism destinations can use the metaverse to develop attractive prototypes, inviting people to gain authentic experiences.

Theoretical

One of these global village approaches in the development of rural tourism is Metaverse, which has attracted the attention of many researchers in recent years. Metaverse is a comprehensive, dynamic and innovative digital platform for displaying tourist destinations, attractions, events and hospitality services (Buhalis and Karatay., 2022:16-27). From the perspective of rural tourism suppliers, Metaverse provides a powerful way to promote products and services through comprehensive engagement. It supports organizations to enrich their knowledge about the needs, desires and preferences of potential consumers (Bec et al., 2021). Metaverse can provide for the development of facilities and prototypes of rural services such as (developing virtual facilities, attractions, activities and destinations faster, cheaper and more flexible than building physical facilities). Rural tourism destinations can use the metaverse to develop engaging prototypes, inviting people to gain authentic experiences. Therefore, tourism organizations can test several iterations virtually before deciding on the preferred option for construction (Rauschnabel et al., 2022). By using Metaverse to engage and gain information from prospective travelers, this proactive collaboration is expected to help identify more customer-centric design and ultimately lead to shared value creation. Therefore, using Metaverse to customize travel offers provides a higher level of autonomy and participation in value creation (Turner et al., 2020). For example, passengers can customize their experience by giving a series of verbal commands to voice assistants and by directing their interactions (Morrison, 2022(.

Research Methodology



In this research, the main goal is to identify the impact of Metaverse on the development of rural tourism. The research is descriptive-analytical in terms of methodology and applied in terms of purpose. The sample of the research consists of people living in touristic villages in Targahba district, Binaloud city, who were randomly selected using Cochran's formula with an error of 0.1. The studied area is the rural tourism destinations in Targaba sector, Binaloud city of Mashhad. SPSS software and MABAC multi-criteria decision making model were used to analyze the findings.



Conclusion

The findings of the research show that the highest average belongs to the economic dimension with 3.89. Also, the examination of the factors using a sample t-test showed that the most important effective factors are: economic and physical-spatial dimension. Is. The study of the studied villages in the field of the impact of metaverse on the development of rural tourism using the MABAC model also showed that the best village studied in the field of the impact of metaverse on the development of rural tourism belongs to the village of Azghod and the worst village in that field belongs to the village of Ardeme May.

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