Issue №: 4 (74)
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.
STRATEGY FOR IMPLEMENTING THE METAUNIVERSE AS AN EFFECTIVE TOOL FOR THE DIGITAL TRANSFORMATION OF THE HOTEL AND RESTAURANT BUSINESS
ZAKHAROVA Tetiana – Assistant of the Department of Business and Service, Vinnytsia National Agrarian University (21008, Vinnytsia, 3 Soniachna St., e-mail: zakharovatet@ukr.net).
The article presents the results of the study on the application of metaverse technologies as a tool for digital transformation of the hotel and restaurant business. The combination of VR/AR solutions, three-dimensional virtual spaces, blockchain technologies and immersive platforms is presented, which ensures the formation of new formats of service, communication and monetization in the hospitality sector. Digital innovations open up opportunities for increasing the competitiveness of the enterprises and provide a new level of interaction with customers. Thanks to the integration of the metaverse, effective tools are created for adapting to the rapidly changing digital environment and developing business in the context of globalization.
The content of the concept of "metaverse" in the context of hotel and restaurant activities is revealed, its role in the digital ecosystem of the enterprise is determined, as well as the functions of creating added value for customers, optimizing internal processes and expanding sales channels.
Modern scientific approaches and practical cases of the application of the metaverse in the hospitality industry are identified, the main models of its use are systematized: virtual showrooms, immersive events, NFT loyalty programs, social metaspaces, VR staff training and digital twins of accommodation facilities.
The author's five-stage model MetaHospitality 5.0 is proposed, within which digital maturity diagnostics, metavision formation, VR/AR customer journey design, MVP solution testing and scaling with integration into operational activities are highlighted. For each stage, key tools, metrics and calculation indicators are identified that provide a quantitative assessment of the effectiveness of metaprojects.
The barriers to implementing the metaverse implementation strategy in the domestic hotel and restaurant business are analyzed, related to financial, personnel, regulatory and security restrictions. The need for a phased adaptive approach for the successful integration of the metaverse is stated and directions for the further research are identified, in particular, the development of the models for assessing the economic effectiveness of metatechnologies and adapting world experience to the conditions of the national market.
1. Buhalis, D., Lin, M.S., & Leung, D. (2023). Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing. International Journal of Contemporary Hospitality Management, 35 (2), 701–716. DOI: https://doi.org/10.1108/IJCHM-05-2022-0631 [in English].
2. Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31 (5), 527–534. DOI: https://doi.org/10.1080/19368623.2022.2072504 [in English].
3. Calisto, M.L., & Sarkar, S. (2023). A systematic review of virtual reality in tourism and hospitality: The known and paths to follow. International Journal of Hospitality Management, 116, 103623. DOI: https://doi.org/10.1016/j.ijhm.2023.103623 [in English].
4. Chen, S., Chan, I.C.C., Xu, S., Law, R., & Zhang, M. (2023). Metaverse in tourism: drivers and hindrances from stakeholders’ perspective. Journal of Travel & Tourism Marketing, 40 (2), 169–184. DOI: https://doi.org/10.1080/10548408.2023.2227872 [in English].
5. Chen, J., Wu, X., & Lai, I.K.W. (2023). A systematic literature review of virtual technology in hospitality and tourism. SAGE Open, 13 (3). DOI: https://doi.org/10.1177/21582440231193297 [in English].
6. Sánchez-Amboage, E., Crespo-Pereira, V., Membiela-Pollán, M., & Jesús Faustino, J.P. (2024). Tourism marketing in the metaverse: A systematic literature review, building blocks, and future research directions. PLOS ONE, 19 (5), e0300599. DOI: https://doi.org/10.1371/journal.pone.0300599 [in English].
7. Koo, C., Kwon, J., Chung, N., & Kim, J. (2022). Metaverse tourism: conceptual framework and research propositions. Current Issues in Tourism, 26 (20), 3268–3274. DOI: https://doi.org/10.1080/13683500.2022.2122781 [in English].
8. Monaco, S., & Sacchi, G. (2023). Travelling the metaverse: potential benefits and main challenges for tourism sectors and research applications. Sustainability, 15 (4), 3348. DOI: https://doi.org/10.3390/su15043348 [in English].
9. Zainal Abidin, N.H., Fauzi, M.A., Wider, W., Mat Daud, W.M.N.S., & Musa, R. (2025). Metaverse in tourism and hospitality industry: science mapping of the current and future trends. Journal of Tourism Futures, 11 (2), 171–186. DOI: https://doi.org/10.1108/JTF-05-2024-0089 [in English].
10. Dehtiar, N.A. (2024). Vykorystannia tekhnolohii metavsesvitu u protsesi tsyfrovizatsii turystychnoi diialnosti [The use of metaverse technologies in the process of digitalization of tourism activities]. Ekonomika ta suspilstvo – Economy and Society, 69. DOI: https://doi.org/10.32782/2524-0072/2024-69-76 Retrieved from: https://economyandsociety.in.ua/index.php/journal/article/view/5173/5117 [in Ukrainian].
11. Boiko, M.H., & Bondar, S.V. (2022). Tsyfrova transformatsiia yak imperatyv rozvytku hotelnoho biznesu [Digital transformation as an imperative for the development of the hotel business]. Investytsii: praktyka ta dosvid – Investments: practice and experience, 23, 32–38. DOI: https://doi.org/10.32702/2306-6814.2022.23.32 [in Ukrainian].
12. Pukach, Ya.O. (2024). Napriamky vprovadzhennia tsyfrovykh tekhnolohii u hotelnomu biznesi [Directions for the introduction of digital technologies in the hotel business]. Ekonomika ta suspilstvo – Economy and Society, 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-68 Retrieved from: https://economyandsociety.in.ua/index.php/journal/article/view/3612/3543 [in Ukrainian].
13. Bondar, S.V. (2024). Formuvannia stratehii tsyfrovizatsii subiekta hotelnoho biznesu [Formation of a strategy for the digitalization of a hotel business entity]. Ekonomika ta suspilstvo – Economy and Society, 60. DOI: https://doi.org/10.32782/2524-0072/2024-60-40 Retrieved from: https://economyandsociety.in.ua/index.php/journal/article/view/3592/3523 [in Ukrainian].
14. Lysiuk, T.V., Tereshchuk, O.S., & Pasichnyk, M.P. (2022). Innovatsiini tekhnolohii u hotelno-restorannomu hospodarstvi [Innovative technologies in the hotel and restaurant industry]. Ekonomika ta suspilstvo – Economy and Society, 40. DOI: https://doi.org/10.32782/2524-0072/2022-40-11 Retrieved from: https://economyandsociety.in.ua/index.php/journal/article/view/1450/1395 [in Ukrainian].
15. Tyshchenko, S. (2021). Tsyfrovi tekhnolohii v industrii hostynnosti [Digital technologies in the hospitality industry]. Tavriiskyi naukovyi visnyk. Seriia: «Ekonomika» – Tavrian Scientific Bulletin. Series: «Economics», 7, 131–139. DOI: https://doi.org/10.32851/2708-0366.2021.7.16. [in Ukrainian].
16. Ianchuk, T.V. (2025). Metavsesvit i virtualna realnist yak novi instrumenty tsyfrovoho marketynhu [Metaverse and virtual reality as new tools of digital marketing]. Mizhnarodnyi naukovyi zhurnal «Internauka». Seriia: «Ekonomichni nauky» – International scientific journal «Internauka». Series: «Economic Sciences», 10 (102). DOI: https://doi.org/10.25313/2520-2294-2025-10-11494 Retrieved from: https://www.inter-nauka.com/uploads/public/17622591797011.pdf [in Ukrainian].
17. Holovnia, O.M. (2023). Zabezpechennia rozvytku staloho turyzmu v umovakh hlobalnykh ekolohichnykh vyklykiv [Ensuring the development of sustainable tourism under global environmental challenges]. Biznes Inform – Business Inform, 9, 152–161. DOI: https://doi.org/10.32983/2222-4459-2023-9-152-161 [in Ukrainian].
18. Stavska, Yu.V. (2025). Formuvannia stratehii rozvytku zakladiv industrii hostynnosti v umovakh hlobalizatsiinykh vyklykiv [Formation of development strategies for hospitality industry enterprises under globalization challenges]. Efektyvna ekonomika – Efficient Economy, 4. DOI: http://doi.org/10.32702/2307-2105.2025.4.70 Retrieved from: https://www.nayka.com.ua/index.php/ee/article/view/6268/6344 [in Ukrainian].
About journal
051 Economics
071 Accounting and taxation
072 Finance, banking and insurance
073 Management
075 Marketing
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine".
The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281
(Order of the Ministry of Education and Science of Ukraine No. 249, March 17, 2020).
The journal “Economy, finances, management: Topical issues of science and practice” has a Digital Object Identifier (DOI)
The journal “Economy, finances, management: Topical issues of science and practice” is indexed in such database as Index Copernicus Value (https://journals.indexcopernicus.com/search/form)
The editorial board of the journal is guided by the principles of scientific, objectivity, professionalism, informational support of the most significant innovative researches, observance of standards of publishing ethics.
The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.
Objectives of the journal:
- publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
- expanding partnerships with international scientific publishing organizations;
- enhancing the culture of reviewing and annotating published material;
- adherence to editorial ethics.
Article publishing is a paid service. Cost for printing in professional publications in accordance with the Decree of the Cabinet of Ministers of Ukraine of August 27, 2010 No. 796 "On approval of the list of paid services that can be provided by state educational institutions, other institutions of the educational system belonging to state and communal ownership" and the order Rector of the Higher Education University Mazura VA dated March 14, 2018 No. 93 “On setting the cost of printing in professional editions of the University”.
The cost of printing one page in professional editions of the university is 60 UAH.
An additional copy of the magazine with the mailing list costs 600 UAH.
Recipient: Vinnytsia National Agrarian University MFO 820172 Current account No. 31256282102055 Code 00497236 Bank State Treasury Service of Ukraine, Kyiv. VAT payer code 004972302286. Registration number 100271744. Purpose of payment: for printing an article in the journal: ”Economy, finances, management: Topical issues of science and practical activity "
It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.
From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)
According to the decision of National Council of Television and Radio Broadcasting of Ukraine from 25.04.2024 No. 1337 the scientific journal «Economy, finances, management: topical issues of science and practical activity» has the ID of the Media R30-05171.
