Immersive University: Step Beyond the Metaverse and Education

This study explores the evolving concept of the immersive university, aiming to address the growing gap between the technological adoption of immersive tools and their strategic, pedagogically grounded integration within higher education institutions. The study also theoretically models an immersive university structure incorporating interdisciplinary collaboration, real-world engagement, and educational innovation. The analysis revealed a significant shift from isolated uses of immersive technologies to a more integrated and systemic understanding of their role within university ecosystems. Bibliometric mapping highlighted the increasing convergence of domains such as virtual reality, pedagogy, community engagement, and educational marketing. Additionally, the findings indicated a growing emphasis on scenario-based application of immersive tools, driven by pedagogical intent rather than technological novelty. The results suggest universities must adopt a holistic framework to effectively implement immersive strategies, including dedicated institutional units, ethical oversight, and stakeholder co-creation. The immersive university thus emerges not as a technological trend but as a strategic and structural innovation that enhances learning, fosters societal engagement, and redefines the institutional identity of higher education in the digital age.