Metaverse? It is virtual hell! Understanding the dark side of the metaverse (darkverse) for hospitality and tourism customers

Purpose This research paper aims to conceptually explain the dark side of the metaverse from customers’ perspective in the hospitality and tourism industry. Design/methodology/approach A comprehensive analysis of the existing academic and practice-based literature on the metaverse, including its related concepts such as social media and e-commerce, was undertaken to conceptualise the metaverse dark side. Findings This research posits a theoretical framework highlighting five pivotal dark sides of the metaverse that is physiological, psychological, legal, security and privacy and societal issues. Each identified concern is examined to unveil various potential consequences, providing a comprehensive understanding of the challenges posed by the metaverse for customers in tourism and hospitality. Originality/value To the best of the authors’ knowledge, this study stands out as the first of its kind to illuminate the adverse aspects of the metaverse from the viewpoint of tourism and hospitality customers. The arguments offered herein not only serve to raise awareness but also facilitate understanding of the darkverse among policymakers, government and metaverse business organisations. This awareness is crucial for the efficient and effective implementation of this novel innovative technology to enhance the customer experience in tourism and hospitality.