Purpose Creating a decision-focused framework for prioritizing, designing, and assessing metaverse-related apps for tourist businesses. We define terms, contextual elements, and evaluation metrics related to concepts and provide a starting point for compiling information on technological choices versus business needs. Design/methodology/approach We conduct a transparent computational assessment: embedding sentences into vectors, combined with topic modeling (LDA) via R/Orange on both academic and practicing datasets; conceptual coding relating constructs, contexts, and KPIs; and a matrix assessing value and feasibility. Reproducible code and a data dictionary promote traceability. Findings Five value themes have been identified (experience co-creation, immersion experiences, smart operations, personalization through data-driven approaches, accessibility and inclusion). The portfolio matrix reveals readiness and value in projects related to business outcomes, ethics/governance, and interoperability. We propose a simple set of metrics related to visitor experience, operations, and economics. Originality/value This paper extends beyond narrative reviews by delivering a replicable pipeline and a decision tool that managers can immediately apply. It integrates constructs, contexts, and measures, offers an empirically grounded agenda, and reframes the metaverse as a portfolio of testable interventions rather than a monolith, thus accelerating evidence-based, responsible adoption in tourism.
Mora et al. (Fri,) studied this question.