Exploring Ethical Challenges in Metaverse Tourism: Comparative Analysis of UNESCO Sites in Germany and Romania
Anton-Liviu PETRICA
https://doi.org/10.18267/pr.2026.vol.2587.27
Abstract: This paper examines the ethical dimensions of metaverse tourism, addressing challenges related to privacy, inclusivity, cultural representation, and governance. Immersive platforms like the Metaverse, Apple Vision, and HoloLens, transform travel by offering sustainable alternatives to traditional travel. However, they also raise complex moral concerns, including data exploitation, digital divide, privacy violations, and the commercialisation of cultural heritage. A mixed-method approach was applied, including a literature review and case study comparing virtual representations of UNESCO World Heritage sites in Germany and Romania. Meta Quest “UNESCO World Heritage Sites in Germany” (presenting 55 sites) and several Romanian sites from YouTube VR and Sketchfab were accessed using Oculus Quest 2 and analysed. Findings reveal that Germany offers centralised app balancing education with promotional commercialisation, yet exposing privacy risks via Meta’s tracking and inclusivity barriers from hardware costs. In contrast, Romania relies on fragmented access, promoting community-led, bottom-up authenticity but highlighting accessibility gaps and under-representation in Metaverse ecosystems. Furthermore, results reveal disparities mirroring real-world inequalities, with recommendations for transnational standards to mitigate biases.
Keywords: metaverse, UNESCO World heritage sites, tourism, ethics
JEL Classification codes: Z32, O33
Fulltext: PDF
Published by: Prague University of Economics and Business, Oeconomica Publishing House
Year of publication: 2026
Online publication date: 20 May 2026
Copyright: Authors of the papers
ISBN 978-80-245-2587-7
ISSN 2453-6113
Pages 323-337