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Gri Gergedan Metaforu Bağlamında Metaverse'ün Turizm Sektörü Açısından İncelenmesi

Yıl 2022, Cilt: 3 Sayı: 2, 160 - 176, 14.12.2022

Öz

Makalenin amacı, ihmal edilen fakat bariz olan risk ve durumlar için kullanılan gri gergedan metaforu kapsamında turizm sektöründe metaverse’ün yerini anlamak ve tartışmaktır. Bu bağlamda ikincil verilerden yararlanılarak konu ile ilgili kapsamlı bir alanyazın taraması gerçekleştirilmiştir. Öncelikle gri gergedan metaforu, metaverse ve turizmde metaverse kavramları açıklanmıştır. Alanyazın taramasında turizm ve metaverse’ün gri gergedan metaforu kapsamında incelendiği bir çalışmaya rastlanmamıştır. Bu çalışmada gri gergedan metaforu bağlamında turizmde metaverse’ün incelenmesiyle, konunun farklı bir bakış açısıyla değerlendirilmesi, turizmde dijital dönüşüme hazırlıklı olunması ve rekabet avantajı elde edilebilmesi için katkı sağlanması beklenmektedir. Araştırma sonucunda metaverse kavramının gri gergedan metaforu ile uyumluluk gösterdiği, turizmde metaverse’ün ise tanımlanamayan gri gergedan olarak nitelendirilebileceği sonucuna ulaşılmıştır.

Kaynakça

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  • Ariva Wonderland (n.d.). Ariva wonderland future in the past, past in the future. https://ariva.game/ Erişim tarihi: 01 Mayıs 2022.
  • Barnes, S. (2007). Virtual worlds as a medium for advertising. ACM SIGMIS Database, 38(4), 45–55.
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  • Bourlakis, M., Papagiannidis, S. and Li, F. (2009). Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1-2), 135–148.
  • Brylska, P., Çobanoglu, C. and Doğan, S. (2022). Users versus non-users: The impact of experience on hotel guests’ attitudes towards service robots in hotels. In: Stienmetz, J.L., Ferrer-Rosell, B., Massimo, D. (eds) Information and Communication Technologies in Tourism 2022. ENTER 2022. Springer, Cham.
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  • Buhalis, D., Lin, M.S. and Leung, D. (2022), 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, (Baskı öncesi). https://www.emerald.com/insight/0959-6119.htm
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  • Demir, M. and Tokgöz, E. (2022). Snow crash’ten meta’ya, metaverse’ün kavramsal ve teknolojik gelişimi. N. Göker ve G. Göker (Ed), İletişim ve medya alanında uluslararası araştırmalar IV içinde (ss.69-92). İstanbul: Eğitim Yayınevi.
  • Diaconu, I.R. and Tiliuta, B.A. (2020). The „Magıc Square” of macro indıcators durıng the coronavırus pandemıc (case study - Romanıa). Globalization and Higher Education in Economics and Business Administration Congress, Romania.
  • Dionisio, J.D.N., Burns, W.G. and Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys, 45(3), 1-38. https://doi.org/10.1145/2480741.2480751
  • Duan, H., Li, J., Fan, S., Lin, Z., Wu, X., and Cai, W. (2021, October). Metaverse for social good: A university campus prototype. In: Proceedings of the 29th ACM International Conference on Multimedia.
  • Emergen Research (2022, April 05). Metaverse in travel and tourism market emergen trends, future growth, outlook, insights, share and forecasts report 2030. https://www.einnews.com/pr_news/567541506/metaverse-in-travel-and-tourism-market-emergen-trends-future-growth-outlook-insights-share-and-forecasts-report-2030 Erişim tarihi: 05 Mayıs 2022.
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  • Gadekallu, T.R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q.V., Costa, D.B. and Liyanage, M. (2022). Blockchain for the metaverse: A review, social and information networks. (In Press) https://arxiv.org/pdf/2203.09738.pdf Erişim tarihi: 04 Mayıs 2022.
  • Gao, S. (2020). Anti-‘grey rhino’: Prudential regulation and bank resolution in China. In Research Handbook on Asian Financial Law. Edward Elgar Publishing.
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  • Gökkoyun, S.C. (2022). NFT'nin Türkçe karşılığı 'nitelikli fikri tapu' olarak belirlendi. https://www.aa.com.tr/tr/bilim-teknoloji/nftnin-turkce-karsiligi-nitelikli-fikri-tapu-olarak-belirlendi/2570316 Erişim tarihi: 01 Mayıs 2022.
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Investigation of Metaverse in Terms of the Tourism Sector in the Context of the Gray Rhino Metaphor

Yıl 2022, Cilt: 3 Sayı: 2, 160 - 176, 14.12.2022

Öz

The purpose of the article is to understand and discuss the place of metaverse in the tourism sector within the scope of the gray rhino metaphor used for neglected but obvious risks and situations. In this context, a comprehensive literature review was carried out on the subject by using secondary data. First of all, the gray rhino metaphor, metaverse and metaverse concepts in tourism are explained. In the literature review, no study has been found in which tourism and the metaverse have been examined within the scope of the gray rhino metaphor. In this study, by examining the metaverse in tourism in the context of the gray rhino metaphor, it is expected to contribute to the evaluation of the subject from a different perspective, to be prepared for digital transformation in tourism and to gain competitive advantage. As a result of the research, it was concluded that the concept of metaverse is compatible with the metaphor of the gray rhino, and that the metaverse in tourism can be described as an unidentified gray rhino.

Kaynakça

  • Ankara Üniversitesi (2022, 19 Şubat). Türkiye’nin ilk NFT dersi Ankara Üniversitesinden. https://www.ankara.edu.tr/turkiyenin-ilk-nft-dersi-ankara-universitesinden/ Erişim tarihi: 05 Mayıs 2022.
  • Arasa, D. (2022, 20 January). Metaverse tourism-all you need to know. https://usa.inquirer.net/91663/metaverse-tourism Erişim tarihi: 02 Şubat 2022.
  • Ariva Wonderland (n.d.). Ariva wonderland future in the past, past in the future. https://ariva.game/ Erişim tarihi: 01 Mayıs 2022.
  • Barnes, S. (2007). Virtual worlds as a medium for advertising. ACM SIGMIS Database, 38(4), 45–55.
  • Bartle, R. (2004). Pitfalls of virtual property. http://www.themis-group.com/uploads/Pitfalls%20of%20Virtual%20Property.pdf Erişim tarihi: 10 Ocak 2022.
  • Bayram, A. (2022). Metaleisure: Leisure time habits to be changed with metaverse. Journal Of Metaverse, 2(1), 1-7.
  • Bourlakis, M., Papagiannidis, S. and Li, F. (2009). Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1-2), 135–148.
  • Brylska, P., Çobanoglu, C. and Doğan, S. (2022). Users versus non-users: The impact of experience on hotel guests’ attitudes towards service robots in hotels. In: Stienmetz, J.L., Ferrer-Rosell, B., Massimo, D. (eds) Information and Communication Technologies in Tourism 2022. ENTER 2022. Springer, Cham.
  • Buchanan Pitrelli, M. (2021, November 12). Iceland takes a swipe at Zuckerberg’s ‘Meta’ announcement in new viral tourism video. https://www.cnbc.com/2021/11/12/iceland-parodies-zuckerberg-meta-announcement-in-viral-tourism-video-.html Erişim tarihi: 20 Mart 2022.
  • Buhalis, D., Lin, M.S. and Leung, D. (2022), 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, (Baskı öncesi). https://www.emerald.com/insight/0959-6119.htm
  • Cai, M., and Luo, J. (2020). Influence of COVID-19 on manufacturing industry and corresponding countermeasures from supply chain perspective. Journal of Shanghai Jiaotong University (Science), 25(4), 409-416.
  • Castronova, E. (2005). Synthetic Worlds: The Business And Culture Of Online Games. University of Chicago Press, Chicago.
  • De Castro, H. (2021, November 04). Metahotels or what metaverse will mean for hotel industry. https://www.linkedin.com/pulse/metahotels-what-metaverse-mean-hotel-industry-hector-de-castro?trk=pulse-article_more-articles_related-content-card Erişim tarihi: 30 Nisan 2022.
  • Demir, Ç. (2022). Metaverse teknolojisinin otel sektörünün geleceğine etkileri üzerine bir inceleme. Journal Of Tourism And Gastronomy Studies, 10 (1), 542-555.
  • Demir, M. and Tokgöz, E. (2022). Snow crash’ten meta’ya, metaverse’ün kavramsal ve teknolojik gelişimi. N. Göker ve G. Göker (Ed), İletişim ve medya alanında uluslararası araştırmalar IV içinde (ss.69-92). İstanbul: Eğitim Yayınevi.
  • Diaconu, I.R. and Tiliuta, B.A. (2020). The „Magıc Square” of macro indıcators durıng the coronavırus pandemıc (case study - Romanıa). Globalization and Higher Education in Economics and Business Administration Congress, Romania.
  • Dionisio, J.D.N., Burns, W.G. and Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys, 45(3), 1-38. https://doi.org/10.1145/2480741.2480751
  • Duan, H., Li, J., Fan, S., Lin, Z., Wu, X., and Cai, W. (2021, October). Metaverse for social good: A university campus prototype. In: Proceedings of the 29th ACM International Conference on Multimedia.
  • Emergen Research (2022, April 05). Metaverse in travel and tourism market emergen trends, future growth, outlook, insights, share and forecasts report 2030. https://www.einnews.com/pr_news/567541506/metaverse-in-travel-and-tourism-market-emergen-trends-future-growth-outlook-insights-share-and-forecasts-report-2030 Erişim tarihi: 05 Mayıs 2022.
  • Ercan, F. (2020). Turizm pazarlamasında yapay zekâ teknolojilerinin kullanımı ve uygulama örnekleri. Ankara Hacı Bayram Veli Üniversitesi Turizm Fakültesi Dergisi, 23(2), 394-410.
  • Gadekallu, T.R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q.V., Costa, D.B. and Liyanage, M. (2022). Blockchain for the metaverse: A review, social and information networks. (In Press) https://arxiv.org/pdf/2203.09738.pdf Erişim tarihi: 04 Mayıs 2022.
  • Gao, S. (2020). Anti-‘grey rhino’: Prudential regulation and bank resolution in China. In Research Handbook on Asian Financial Law. Edward Elgar Publishing.
  • Global Data (2021, December 09). 2022 predictions: globaldata identifies 30 themes that will be most disruptive in 2022. https://www.globaldata.com/2022-predictions-globaldata-identifies-30-themes-will-disruptive-2022/ Erişim tarihi: 30 Nisan 2022.
  • Gomes, D.A. and Araujo, M.C.B. (2012). Tourism online: A metaverse offers study. Estudios y Perspectivas en Turismo, 21(4), 876-903.
  • Gökkoyun, S.C. (2022). NFT'nin Türkçe karşılığı 'nitelikli fikri tapu' olarak belirlendi. https://www.aa.com.tr/tr/bilim-teknoloji/nftnin-turkce-karsiligi-nitelikli-fikri-tapu-olarak-belirlendi/2570316 Erişim tarihi: 01 Mayıs 2022.
  • Gross, P. MJ. (2017, May 24). Is your gray rhino plan in place?. CFA Institute. https://seekingalpha.com/article/4075984-gray-rhino-plan-place Erişim tarihi: 03 Mayıs 2022.
  • Gürsoy, D., Malodia, S. and 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, 1-8.
  • Huang, F. W. (2020). A simple model of financial grey rhino under insurer capital regulation. Applied Economics, 52(46), 5088-5097.
  • Hyungsoo Jung, T. and Dieck, M. C. (2017). Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. Journal of Place Management and Development, 10(2), 1-15.
  • Jaye, N. (2017, October 23). Do “gray rhinos” pose a greater threat than black swans?.[Michele Wucker ile röportaj]. https://blogs.cfainstitute.org/investor/2017/10/23/do-gray-rhinos-pose-a-greater-threat-than-black-swans/ Erişim tarihi: 25 Nisan 2022.
  • Jiang, S., Moyle, B., Yung, R., Tao, L. and Scott, N. (2022). Augmented reality and the enhancement of memorable tourism experiences at heritage sites. Current Issues in Tourism,1-16.
  • Kauko, T. (2020). Real estate appraisal in the aftermath of the coronavirus pandemic. International Journal of Real Estate Studies, 14(S1), 82-90.
  • Kesayak, B. (t.y.). Endüstri tarihine kısa bir yolculuk. https://www.endustri40.com/endustri-tarihine-kisa-bir-yolculuk/ Erişim tarihi: 10 Nisan 2022.
  • Kim, M. J. and Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal Of Information Management, 46, 236-249.
  • Koo, C., Kwon, J., Chung, N. and Kim, J. (2022). Metaverse tourism: conceptual framework and research propositions. Current Issues in Tourism.
  • Köse, Ö. (2022). Turizm ve metaverse. https://www.turizmhotels.com/turizm-ve-metaverse/ Erişim tarihi: 01 Mayıs 2022.
  • Laurenceson, J. and Zhou, M. (2019). Small grey rhinos: Understanding Australia’s economic dependence on China. Australia-China Relations Institute, University of Technology, Sydney.
  • Lee O, Oh JE. (2007). The impact of virtual reality functions of a hotel website on travel anxiety. Cyberpsychol Behavior, 10 (4):584-586.
  • Lehdonvirta, V. (2005). Real-money trade of virtual assets: New strategies for virtual world operators. In: Proceedings of Future Play. Michigan State University.
  • Lu, L. (2018). Black swans and grey rhinos: Demystifying China's financial risks and the financial regulatory reform. 33 Journal of International Banking and Financial Law, 594-597.
  • Lu, J., Xiao, X., Xu, Z., Wang, C., Zhang, M. and Zhou, Y. (2022). The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic. Current Issues In Tourism, 25, 441-457.
  • Manninen, T. and Kujanpää, T. (2007). The value of virtual assets—The role of game characters in MMOGs. International Journal of Business Science and Applied Management, 2(1), 21–33.
  • Marr, B. (n.d.). Extended reality in tourism: 4 ways VR and AR can enhance the travel experience. https://bernardmarr.com/extended-reality-in-tourism-4-ways-vr-and-ar-can-enhance-the-travel-experience/ Erişim tarihi: 11 Nisan 2022.
  • Marriott International (2021, December 4). Marriott Bonvoy logs into the metaverse with debut of travel-insprired NFTs. https://news.marriott.com/news/2021/12/04/marriott-bonvoy-logs-into-the-metaverse-with-debut-of-travel-inspired-nfts Erişim tarihi: 23 Nisan 2022.
  • Metaverse Tourism: Overview, Benefits, Examples and More (n.d.). Metaverse tourism: overview, benefits, examples and more. https://www.revfine.com/metaverse-tourism/ Erişim tarihi: 02 Mayıs 2022.
  • Millennium Hotels (2022, 27 April). Millennium Hotels and Resorts launches m social decentraland. https://www.millenniumhotels.com/en/m-social-decentraland/ Erişim tarihi: 06 Mayıs 2022.
  • Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497.
  • Ning, H., Wang, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., Ding, J. and Daneshmand, M. (2021). A survey on metaverse: the state-of-the-art, technologies, applications, and challenges. arXiv preprint arXiv:2111.09673 Erişim tarihi: 05 Mayıs 2022.
  • Pan, J. (2018). The evolution and transformation of China’s climate change response strategy: From preventing ‘black swan’ events To reducing ‘grey rhino’risks. In China’s 40 Years of Reform and Development: 1978–2018. ANU Press.
  • Papagiannidis, S., Bourlakis, M. A., and Li, F. (2008). Making real money in virtual worlds: Mmorpgs and emerging business opportunities, challenges and ethical implications in metaverses. Technological Forecasting and Social Change,75, 610–622.
  • Papagiannidis, S., Bourlakis, M. and Vafopoulos, M. (2008). Banking in second life: Marketing opportunities and repercussions. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.1887570
  • Parlak, Z. (2004). Sanayi ötesi toplum teorilerinin eleştirel bir değerlendirmesi. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2, 95-125.
  • Pillai, R. and Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199-3226.
  • Rashideh, W. (2020). Blockchain technology framework: Current and future perspectives for the tourism industry. Tourism Management, 80, 1-13.
  • Richards, P. (2016, February 04). Into the wild: This author can help your company avoid the elephant in the room. [Michele Wucker ile röportaj]. https://observer.com/2016/04/michele-wucker-thinks-we-know-what-are-problems-are-and-ignore-them/ Erişim tarihi: 15 Nisan 2022.
  • Sarpong, P. (2021). Grey rhinos and deep risk: How climate change will impact financial planning. In: OLAREWAJU, O. M. & GANIYU, A. I. O. (eds.) Handbook of research on climate change and the sustainable financial sector. Hershey, PA: IGI Global.
  • Shmueli, D. F., Ozawa, C. P. and Kaufman, S. (2021). Collaborative planning principles for disaster preparedness. International Journal of Disaster Risk Reduction, 52, 101981.
  • Sputnik Türkiye (2022, 03 Şubat). Türkiye’nin ilk metaverse ajansı, ofisini metaverse’e taşıdı. https://tr.sputniknews.com/20220203/turkiyenin-ilk-metaverse-ajansi-ofisini-metaversee-tasidi-1053435935.html Erişim tarihi: 01 Mayıs 2022.
  • Şen, Z. (2022, 08 Şubat). Gelmekte olana hazır mısın? https://www.turizmguncel.com/makale/gelmekte-olana-hazir-misin Erişim tarihi: 01 Mayıs 2022.
  • Şimşek, T. (t.y.). Endüstri 4.0 ile geleceğe bakış ve beklentiler. https://www.endustri40.com/endustri-4-0-ile-gelecege-bakis-ve-beklentiler/ Erişim tarihi: 05 Mayıs 2022.
  • Taleb, N., N. (2005). The black swan: Why don't we learn that we don't learn. NY: Random House.
  • The European Graduate School (n.d.). Alvin Toffler - biography. https://web.archive.org/web/20150814055654/http://www.egs.edu/library/alvin-toffler/biography/ Erişim tarihi: 17 Nisan 2022.
  • The Gray Rhino (n.d.). The gray rhino. https://www.wucker.com/writing/the-gray-rhino/ Erişim tarihi: 09 Nisan 2022.
  • Travel Voice Japan (2021, September 01). Meta tourism, a new tourism concept, kickss of in Japan visualizing meanings and values of contents on a digital map. https://www.travelvoice.jp/english/meta-tourism-a-new-tourism-concept-kicks-off-in-japan-visualizing-meanings-and-values-of-contents-on-a-digital-map Erişim tarihi: 01 Mayıs 2022.
  • Türkiye Makina Mühendisleri Odası İstanbul Şubesi (t.y.). Endüstri 4.0 ve yeni teknolojinin kavramları. https://www.mmo.org.tr/istanbul/haber/ayin-makalesi-endustri-40-ve-yeni-teknolojinin-kavramlari Erişim tarihi: 10 Nisan 2022.
  • Um, T., Kim, H., Kim, H., Lee, J., Koo, C. and Chung, N. (2022). Travel incheon as a metaverse: Smart tourism cities development case in Korea. In: Stienmetz, J.L., Ferrer-Rosell, B., Massimo, D. (eds) Information and Communication Technologies in Tourism 2022. Springer, Cham.
  • Uyan, G. (2022). Türkiye, en çok metaverse arsası satın alan ülke oldu: İyi de neden? https://www.webtekno.com/turkiye-en-cok-metaverse-arsasi-satin-alan-ulke-h119684.html Erişim tarihi: 01 Mayıs/2022.
  • Valeri, M. and Baggio, R. A. (2021). Critical reflection on the adoption of blockchain in tourism. Information Technology & Tourism, 23, 121–132.
  • Virtual Tourist (n. d.). Virtual tourism. https://www.virtualtourist.io/virtual-tourism.html Erişim tarihi: 10 Mayıs 2022.
  • Wagler, A. and Hanus, M. D. (2018). Comparing virtual reality tourism to real-life experience: Effects of presence and engagement on attitude and enjoyment. Communication Research Reports, 35, 1-9.
  • Wucker, M. (2020, April 04). A metaphor for our times. https://www.wucker.com/tag/gray-rhino/ Erişim tarihi: 12 Nisan 2022.
  • Wucker, M. (n.d.). Wrangling the grey rhinos of ESG. https://citywire.com/new-model-adviser/news/wrangling-the-grey-rhinos-of- esg/a1319067 Erişim tarihi: 21 Mart 2022.
  • Yazıcı, E. ve Düzkaya, H. (2016). Endüstri Devriminde dördüncü dalga ve eğitim: Türkiye dördüncü dalga endüstri devrimine hazır mı? Eğitim ve İnsani Bilimler Dergisi: Teori ve Uygulama [Journal of Education and Humanities: Theory and Practice], 7(13), 49-88.
  • Yee, N. (2006a). The psychology of mmorpgs: Emotional investment, motivations, relationship for-mation, and problematic. In R. Schroeder & A. Axelsson (Eds.), Avatars at work and play: collabo-ration and interaction in shared virtual environment, Springer, London.
  • Yee, N. (2006b). Motivations of play in online games. Cyber Psychology and Behavior, 9(6), 772–775.
Toplam 75 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Derlemeler
Yazarlar

Gizem Duran 0000-0002-8970-8325

Sevgi Kanıgür 0000-0002-3468-6528

Azize Hassan 0000-0003-2509-1415

Yayımlanma Tarihi 14 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 2

Kaynak Göster

APA Duran, G., Kanıgür, S., & Hassan, A. (2022). Gri Gergedan Metaforu Bağlamında Metaverse’ün Turizm Sektörü Açısından İncelenmesi. Journal of New Tourism Trends, 3(2), 160-176.