Technology Acceptance of Metaverse Tourism Services: Findings from Greece

Leonidas Anthopoulos ()
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Leonidas Anthopoulos: Department of Business Administration, University of Thessaly, 41500 Geopolis Campus, Larissa Ringroad, Larissa, Thessaly, Greece Author-2-Name: Elli Kontogianni Author-2-Workplace-Name: Department of Business Administration, University of Thessaly, 41500 Geopolis Campus, Larissa Ringroad, Larissa, Thessaly, Greece Author-3-Name: Anastasia Malama Author-3-Workplace-Name: Department of Business Administration, University of Thessaly, 41500 Geopolis Campus, Larissa Ringroad, Larissa, Thessaly, Greece Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Objective - The digital revolution and the rise of the metaverse are transforming tourism, creating new value opportunities for businesses and travelers. This study examines the adoption of the metaverse in the Greek tourism industry, using the Technology Acceptance Model (TAM). Methodology/Technique - Data was collected through a questionnaire distributed to Greek tourism businesses, investigating perceived usefulness, ease of use, social influence, business satisfaction, and concerns about cost and personal data protection. Quantitative analysis shows that, despite financial and organizational constraints, the adoption of the metaverse is considered inevitable. Finding - This study enriches the TAM literature from a new technological context and, in practice, provides guidelines for the strategic digital transformation of tourism in Greece. The novelty of this study lies in applying the TAM model to examine the adoption of the metaverse in the tourism sector, an area that has not been widely examined. Novelty - It also adds new factors, such as business satisfaction, expected performance, and behavioral intention, to provide a more complete understanding of metaverse adoption in tourism. Type of Paper - Empirical"

Keywords: Metaverse; Tourism Industry; TAM; Technology Adoption; Virtual Tourism; Sustainable Development (search for similar items in EconPapers)
JEL-codes: D12 L83 M15 O33 (search for similar items in EconPapers)
Pages: 17
Date: 2025-12-31
New Economics Papers: this item is included in nep-pay and nep-tur
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Published in Global Journal of Business and Social Science Review, Volume 13, Issue 4

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:gjbssr672

DOI: 10.35609/gjbssr.2025.13.4(5)

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