Evaluating the Use of Metaverse Technology as a Tourist Promotion Tool Applied to the National Museum of Egyptian Civilization

Khalaf, Mohamed Abdul-Rauf; Attia, Ahmed Mabrouk Moftah

doi:10.21608/mfth.2025.462475

Evaluating the Use of Metaverse Technology as a Tourist Promotion Tool Applied to the National Museum of Egyptian Civilization

Document Type : Original Article

Authors

Lecturer at Tourism Studies Department, Faculty of Tourism and Hotels, Minia University.

10.21608/mfth.2025.462475

Abstract

The rapid integration of immersive technologies has positioned Metaverse as a promising driver of innovation in cultural tourism. This study aims to evaluate the use of Metaverse technology at the National Museum of Egyptian Civilization (NMEC) and assess its effectiveness in promoting Egypt’s cultural heritage. A quantitative research design was applied, and data were collected through a structured questionnaire distributed via Google Forms to a sample of 172 employees, drawn from a total workforce of 300 based on Steven Thompson’s formula. The instrument, developed based on existing literature, encompassed five main dimensions: demographic information, knowledge and awareness, perceived advantages, perceived impact on tourism promotion, and challenges of using Metaverse technology. Reliability testing using Cronbach’s alpha confirmed high internal consistency across all sections, supporting the credibility of the results. The findings revealed that employees demonstrated strong awareness and positive perceptions of Metaverse, particularly regarding its role in enhancing visitor engagement, preserving artifacts, and improving global accessibility. Gender differences were minimal, although female staff showed greater sensitivity to challenges. Moreover, educational level and professional experience significantly influenced perceptions, with higher education associated with greater awareness and recognition of advantages, while more experienced employees reported higher awareness of operational barriers. Correlation and regression analyses confirmed that awareness and perceived advantages were the strongest predictors of Metaverse’s overall impact, whereas challenges had no significant effect on its effectiveness as a promotional tool. The study concludes that Metaverse technology can serve as an innovative and effective mechanism for cultural and tourism development when supported by strong staff awareness, digital readiness, and recognition of its benefits. It recommends continuous staff training, infrastructure enhancement, inclusivity, authenticity in virtual content, and sustainable digital management. This research contributes to the growing body of knowledge on digital transformation in cultural institutions and provides practical insights for leveraging Metaverse to strengthen Egypt’s global tourism promotion strategy.

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