The metaverse projects for cities – the theoretical and practical perspective of building the competitive advantage

• Autorzy: Pukas Anetta

Identyfikatory

DOI

10.29119/1641-3466.2024.193.21

• Języki publikacji: EN

Abstrakty

EN

Purpose: In recent years, the rapid growth of virtual reality has opened up new possibilities for creating an immersive virtual world known as Metaverse. With advancements in technology, such as virtual reality headsets, and the emergence of applications with social interaction, Metaverses offer exciting opportunities for cities to build the future and a competitive advantage. The paper focuses on analyzing the theoretical and practical aspects of the Metaverse, particularly in the field of city development. This paper aims to discuss the potential benefits and challenges of the Metaverse projects for building cities' competitive advantage. Design/methodology/approach: The article comprehensively describes the use of Metaverse as a project created to build the city's competitive advantage in a technology-based future. Therefore, in the article, we asked a research question: What is the potential of Metaverse projects for cities as a tool for building competitive advantage? The method used was an in-depth literature study based on an electronic basis, e.g., SCOPUS for theory background. In the empirical part, we have done the qualitative research using the multiple case study (Three selected cities: Seoul, Tampere, and Dubai) associated with bibliographic and documentary research. Findings: Metaverse has become one of the hot topics in society and, consequently, is the theme of scientific research worldwide. The development of the Metaverse world will inject new vitality into modern cities, open up more application scenarios for smart cities, and push them forward. It can also be stated that the fundamental concept of Digital Twins emerged with a Digital twin of a person (DToP) and a Digital twin of a customer (DToC). The Metaverse is an entirely new concept, and there are still too many unknowns and uncertainties about its development direction. Originality/value: This article comprehensively describes using the Metaverse as the project for building a city's competitive advantage. The cross-sectional case study and comparison of three cities provided valuable insights into cities' challenges in creating a metaverse project. The main contribution is identifying repeatable decision-making areas that scops become future potentials of Metaverse for cities in building competitive advantages.

Słowa kluczowe

EN

metaverse; city; competitive advantage

PL

metawersum; miasto; przewaga konkurencyjna

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Tom: z. 193
• Strony: 379--393
• Opis fizyczny: Bibliogr. 21 poz.

Twórcy

autor

Pukas Anetta

• Wroclaw University of Economics and Business, Faculty of Management, Department of Marketing

• https://orcid.org/0000-0001-6318-2516

Bibliografia

• 1. Almeida, G.G.F. (2023). Cities and Territorial Brand in the Metaverse: The Metaverse SEOUL Case. Sustainability, 15, 10116, https://doi.org/10.3390/su151310116.
• 2. An, A. (2023). Adopting Metaverse-related Mixed Reality Technologies to Tackle Urban Development Challenges: An empirical study of an Australian municipal government. IET Smart Cities, 5(1), pp. 64–72,
• 3. Assembly Outcomes Report (2022). Dubai Future Foundation. Retrieved from: https://www.dubaifuture.ae/reports/assembly-outcomes-report/, 20.09.2023.
• 4. Atske, S. (2022). The Metaverse in 2040. Pew Research Center: Internet, Science & Tech. Retrieved from: https:// www. pewre search. org/ inter net/ 2022/06/ 30/ the- Metaverse- in- 2040/, 22.03.2023. https://doi.org/10.1049/smc2.12051
• 5. Buhalis, D., O'Connor, P., Leung, R. (2023). Smart hospitality: from smart cities and smart tourism towards agile business ecosystems in networked destinations. International Journal of Contemporary Hospitality Management, 35(1), pp. 369-393.
• 6. Digital Twin Cities: Framework and Global Practices. (2022). Insight Report. World Economic Forum In collaboration with the China Academy of Information and Communication Technology. Retrieved from: https://www.weforum.org/publications/ digital-twin-cities-framework-and-global-practices/, 20.09.2023.
• 7. Dorostkar, E., Najarsadeghi, M. (2023). Sustainability and urban climate: How Metaverse can influence urban planning Environment and Planning B: Urban Analytics and City Science, 50(7), pp. 1711-1717.
• 8. Dwivedi, Y.K., Hughes, L., Wang, Y., Alalwan, A.A., Ahn, S.J., Grace, Balakrishnan, J. et al. (2023). Metaverse marketing: How the Metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. DOI: 10.1002/mar.21767
• 9. Koos, S. (2021). Artificial Intelligence as Disruption Factor in the Civil Law: Impact of the use of Artificial Intelligence in Liability, Contracting, Competition Law and Consumer Protection with Particular Reference to the German and Indonesian Legal Situation. Yuridika, 36(1), pp. 235-262, https://doi.org/10.20473/ydk.v36i1.24033
• 10. Koos, S. (2021). Machine Acting and Contract Law—The Disruptive Factor of Artificial Intelligence for the Freedom Concept of the Private Law. UIR Law Review, 5, pp. 1-18. https://doi.org/10.25299/uirlrev.2021.vol5(1).6890
• 11. Lu, S., Mintz, O. (2023). Marketing on the Metaverse: Research opportunities and challenges. AMS Review, 13, pp. 151-166, https://doi.org/10.1007/s13162-023-00255-5.
• 12. McKinsey & Company (2022a). Meet the Metaverse: Creating real value in a virtual world. Retrieved from: https://www.mckinsey.com/about-us/new-at-mckinsey-blog/meet-the-metaverse-creating-real-valuein-a-virtual-world, 20.09.2023.
• 13. Suanpang, P., Niamsorn, C., Pothipassa, P., Chunhapataragul, T., Netwong, T., Jermsittiparsert K. (2022). Extensible Metaverse implication for a smart tourism city. Sustainability, vol. 14, no. 21, p. 14027.
• 14. Patter, R. (2023). Exploring Dubai's Metaverse Strategy and its Impact on the Digital Economy. Retrieved from: https://www.linkedin.com/pulse/exploring-dubais-Metaverse-strategy-its-impact-digital-robin-patter/, 20.09.2023.
• 15. Ravenscraft, E. (2022). What is the Metaverse, exactly? Wired. https://www.wired.com/story/what-is-the-metaverse/, 23.03.2023.
• 16. Tampere Metaverse Vision 2040 The World's First People-Centered Metaverse Strategy (2023). The Metaverse Institute. Retrieved from: https://www.tampere.fi/en/current/ 2023/08/11/tampere-Metaverse-vision-2040-unveils-potential-future-city-leveraging, 20.09.2023.
• 17. Wang, J., Medvegy, G. (2022). Exploration the future of the Metaverse and smart cities. Proceedings of the 22nd International Conference on Electronic Business. ICEB, Bangkok, Thailand, October 13-17. https://doi.org/10.1016/j.iot.2023.100884
• 18. What is a Metaverse. Gartner. Retrieved from: https://www.gartner.com/en/articles/what-is-a-Metaverse, 25.09.2023.
• 19. Yaqoob, I., Salah, K., Jayaraman, R., Omar, M. (2023). Metaverse applications in smart cities: Enabling technologies, opportunities, challenges, and future directions. Internet of Things (Netherlands), 23, 100884
• 20. Yin, R.K. (2009). Case Study Research. Design and Methods. London/New Delhi: SAGE Publications.
• 21. Zhang, J., Chen, C., Xu, Y. (2022). The Framework and Practices of Digital Twin City. ICEIE Proceedings of 2022 IEEE 12th International Conference on Electronics Information and Emergency Communication, 111-116.