Beyond virtual boundaries: the intersection of the metaverse technologies, tourism, and lifelong learning in China’s digital discourse

Abstract In the evolving landscape of digital education, the metaverse emerges as a revolutionary platform, particularly within the realm of tourism, viewed through the lens of lifelong learning. This study delves into the integration of the metaverse in the tourism and education sectors in China, aiming to uncover the intricate dynamics of public perceptions and the educational potential of this digital innovation. This research utilizes semantic network and sentiment analysis of social media discussions on China’s Weibo platform to provide a detailed understanding of sentiments toward the metaverse’s impact on tourism education. Semantic Network Analysis explores the complex dialog surrounding the metaverse in the context of lifelong learning. The findings reveal a balanced mix of enthusiasm for the immersive educational opportunities afforded by the metaverse and concerns regarding data privacy, digital addiction, and ethical considerations. It is evident from this duality that a balanced approach is necessary when the metaverse is integrated into tourism and learning while being sensitive to technological opportunities and ethical challenges. The metaverse could be an immersive, interactive learning environment endorsed by modern educational theories, supporting active learning through experience. The metaverse will provide valuable assistance to tourism education, which will help enhance this field through the simulation of real tourism for students to learn, which will foster cultural understanding and meet the demands of a globalized tourism industry. It further recommends that policies and practices should be formulated to ensure equal access, respect for the privacy of every participant, and the ethical use of the technology. This study contributes to the analysis of the potentials and challenges of the metaverse in the tourism and learning industry. It highlights the metaverse as an ‘emerging tool for lifelong learning’ and offers insights into how educators, policymakers, and industry leaders, all aiming at the integration of digital innovations in education, should exploit the metaverse.