The concept of the metaverse has gained significant attention in recent years, capturing the imagination of individuals and industries alike. Coined by Neal Stephenson in his science fiction novel "Snow Crash," the metaverse refers to a virtual reality space where people can interact with each other and digital environments (Abbate et al., 2023). With the advancement of technology and the increasing integration of virtual and augmented reality, the metaverse has evolved from a fictional concept to a potential reality. As the metaverse continues to emerge as a significant aspect of our digital future, it is crucial to understand the trends and developments surrounding this phenomenon. In particular, the metaverse has emerged as a potential frontier for innovation and transformation across various industries, such as education, healthcare, business and finance (Koohang et al., 2023; Parcu et al., 2023; Allam et al., 2022). This emerging virtual space offers a solution to the limitations of the current online environment, including a lack of interactivity, immersion, and social presence (Mitra, 2023; Tanucan, 2023). By providing a shared virtual space where users can interact in real-time with each other and digital objects, the metaverse has the potential to facilitate new forms of collaboration, communication, and creativity (Buhalis et al., 2022).
This study aims to conduct a comprehensive bibliometric analysis specifically focused on the Asia-Pacific region. The Asia-Pacific region is known for its rapid technological advancements and diverse cultural contexts, making it an ideal area for investigating metaverse research (Julian et al., 2023). By employing bibliometric techniques, this research seeks to identify the major contributors and institutions engaged in metaverse research within the Asia-Pacific region. The primary objective of this study is to analyse publication patterns, including the growth of literature over time and the distribution of publications across different subfields or topics related to the metaverse. Thought examining the publication landscape, the research will provide a detailed overview of the current state of metaverse research in Asia-Pacific countries. The findings will shed light on key themes and emerging areas of interest within the field. In addition, this analysis will offer valuable insights into the potential implications and future directions for metaverse research. By understanding the existing knowledge base and research trends, policymakers, researchers, and industry professionals can make informed decisions and identify opportunities for further exploration and development in the field of metaverse.
Literature Review
The literature on the metaverse in Asia-Pacific countries showcases a growing interest in its diverse applications (Uddin et al., 2023). Researchers have conducted studies and investigations to explore the specific application areas, including education, healthcare, e-commence, retail and entertainment (Bawack et al., 2022; Kye et al., 2021; Chengoden et al., 2023; Park & Kim, 2022). These studies shed light on the potential of the metaverse to enhance experiences, create new opportunities, and transform industries across different sectors (Yemenici, 2022; De Giovanni, 2023).
One prominent area of application for the metaverse in Asia-Pacific countries is in the field of education and training. Its application in this field offers interactive and engaging environments that empower learners to explore various subjects, collaborate with peers, and acquire practical skills (Shu & Gu, 2023). By immersing students in virtual learning environments, the metaverse enables experiential learning through realistic simulations and scenarios, fostering deeper understanding, critical thinking, and problem-solving abilities (Chen et al., 2023). A key advantage of the metaverse in education is its ability to personalize the learning experience (Han et al., 2023). With customizable avatars and settings, students can adapt their learning environment to suit their individual needs, learning styles, and interests (Suh et al., 2023). This personalized approach promotes student engagement and motivation, leading to improved learning outcomes. The metaverse also transcends physical boundaries, connecting learners and educators globally (Wang et al., 2022). Regardless of geographical location, students can access a vast array of educational resources and engage with experts and peers from around the world. This global connectivity cultivates cross-cultural understanding, collaboration, and the exchange of knowledge and ideas (Yuan et al., 2023). Moreover, the metaverse equips educators with powerful tools to enhance their teaching methodologies (Hwang & Chien, 2022). They can create interactive lessons, virtual field trips, and simulations that enable students to apply knowledge in real-world contexts (Zhang, 2023). Educators can monitor student progress, provide real-time feedback, and customize learning pathways to address individual learning needs (Shu & Gu, 2023).
In the healthcare sector, researchers in Asia-Pacific countries have explored its applications in medical training, patient care, and healthcare access (Murphy et al., 2021). Virtual reality simulations within the metaverse offer a promising tool for medical training, enabling healthcare professionals to practice complex procedures and scenarios in a realistic virtual environment (Farahat et al., 2023). This immersive training experience allows practitioners to enhance their skills, improve patient safety, and gain practical experience before working with real patients (Ali et al., 2023). One of the significant advantages of the metaverse in healthcare is its ability to overcome geographical barriers and enhance access to healthcare services (Tan et al., 2022). Through virtual healthcare consultations, patients in remote or underserved areas can receive medical advice and treatment remotely, eliminating the need for physical visits to specialized healthcare professionals (Castillo et al., 2023). This remote approach reduces costs associated with traditional healthcare delivery models and improves patient outcomes by enabling timely interventions and proactive healthcare management.
The metaverse also has emerged as a captivating subject of research in the e-commerce and retail industry within the Asia-Pacific region. Researchers have directed their attention towards exploring the potential of virtual shopping platforms within the metaverse to enhance the online shopping experience for consumers (Dwivedi et al., 2023). Virtual shopping platforms within the metaverse offer a unique and immersive environment where users can explore virtual stores, interact with products, and make purchases (Yoo et al., 2023). This interactive and visually appealing setting provides a more engaging and personalized shopping experience compared to traditional online platforms (Koohang et al., 2023). One notable feature facilitated by the metaverse is the integration of augmented reality (AR) technologies. Customers can virtually try on clothes, accessories, and other items, allowing them to visualize how the products would look or fit in real life (Park & Lim, 2023). This augmented reality experience bridges the gap between online and offline shopping, providing customers with a better understanding of the products and facilitating informed purchase decisions. For retailers, the metaverse presents opportunities to create personalized and interactive shopping experiences (Spajić et al., 2022). They can customize their virtual stores, showcase their products in innovative ways, and offer exclusive promotions or virtual events to attract and engage customers (Kaur & Singh, 2023). Furthermore, the metaverse allows retailers to gather valuable data and insights about customer preferences and behaviour. With advanced analytics and tracking capabilities, retailers can gain a deeper understanding of customer interactions within the virtual shopping environment (Adams, 2022). This data can inform marketing strategies, product development, and inventory management, leading to improved customer satisfaction and business growth (Kar & Varsha, 2023).
The comprehensive literature review on the metaverse in Asia-Pacific countries uncovers a diverse array of application domains, emphasizing the region's burgeoning enthusiasm for harnessing the potential of this emerging technology in education, healthcare, e-commerce, retail, and entertainment. As research progresses, it becomes imperative to address challenges surrounding technology, regulations, user acceptance, ethical considerations, and security to fully unlock the metaverse's transformative capabilities in these sectors (Yang, 2023). Consequently, there is a strong anticipation for continued exploration of the metaverse's capacities and its profound implications for various industries in the Asia-Pacific region.
Present Study
The objective of this research is to gain a thorough comprehension of the extant body of literature concerning the metaverse within the Asia-Pacific region. In order to attain this objective, a bibliometric approach is employed to systematically analyze literature on the metaverse in the Asia-Pacific region. The present research endeavors to bridge a gap in knowledge and furnish significant perspectives on the past, current, and future research domains in the Asia-Pacific region concerning the metaverse. This is achieved through the utilization of two distinct bibliometric analyses. The research objectives that follow are derived from the bibliometric analyses conducted.
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To conduct a co-citation analysis in order to evaluate the significant past influences and investigate the present trends in the topic of metaverse within the Asia-Pacific regions.
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To employ co-word analysis in order to identify emerging trends in metaverse research within the Asia-Pacific region.