Overview

There is a serious issue affecting the tourism sector right now. Traditional service models and approaches are no longer sufficient to meet the evolving needs and expectations of travelers in a world characterized by unpredictability and rapid change. The demand for immersive and unique experiences has pushed this industry to explore innovative solutions. The challenge serves as the backdrop for the book, Service Innovations in Tourism: Metaverse, Immersive Technologies, and Digital Twin. In response to the industry's changing demands, this book offers a visionary solution. It presents a thorough exploration of service innovations in tourism, focusing on the transformative potential of the metaverse, digital twins, and immersive technologies. These cutting-edge innovations are reshaping the tourism landscape, offering travelers exciting new ways to choose accommodations, plan trips, and engage in events. This book goes beyond theoretical exploration into practical guidance that gives academic scholars, practitioners, students, and industry professionals the skills and insights they need to navigate and thrive in this quickly evolving field. Service Innovations in Tourism: Metaverse, Immersive Technologies, and Digital Twin doesn't just address the industry's current challenges; it sets the stage for its sustainable future. Through an in-depth examination of metaverse experiences in travel, virtual adventures, immersive technology, and digital twin models, the book encourages readers to embrace the benefits of these innovations. As this industry undergoes its transition to Industry 5.0, this book is serves as a compass that guides readers toward a new era of service excellence and innovation in tourism, ensuring that they remain at the forefront of this transformative journey.

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Surabhi Singh is a spirited academician with a flair of entrepreneurial spirit and a persistent passion for continuous learning to upgrade her teaching and research with Ph.D. (Thesis Submitted) from AMU, PGDBA-Mktg., MCA and M COM and passion for innovative learning. She has created a niche for herself in Education Industry. With a rich experience of more than 16 years in academics, research, teaching, training & consultancy, she has been contributing immensely in Jaipuria School of Business as Associate Professor-Marketing and Data Analytics. Keeping her journey to contribute in the areas of Research and Consultancy, she is contributing globally in the field of academics as Editorial Board Member of Journal of Management-Value and Ethics, India; Journal of Advanced Research in Operational and Marketing Management, India; Academy of Business and Retail Management, UK; International Journal of Transformation in Operational & Marketing Management (IJTOMM), India and SIU Journal of Management, Thailand. With more than 15 FDPs/MDPs/Workshops conducted and Research and Consultancy assignments of reputed companies, she has to her credit more than 40 paper publications in refereed International/National Journals, 17 articles published in blogs and has edited 5 National and 1 International Edited books with publishers like Bharti Publications, IGI Global and IMS Publishing House. Being an ardent researcher, she has presented research papers at IIMs, AIMA, Premier B Schools, India, Thailand, Dubai, & is associated with ICMIS, Bangkok in Program Review Committee since 2014, associated with AIMS-14, in Program Review Committee since 2016, and ICBTM, Dubai in Program Review Committee since January 2017. She was the recipient of IMS Noida's Award of 'A Grade Faculty' in 2013 and received Second Best Case Award from UK Journal for case writing in 2014. She won Second Best Paper Award in National Conference at one of the premier Business School in 2011. She has received Women Achiever-2017' for achieving excellence in Marketing Education on April 29, 2017 in Indian Women Convention-2017.

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