Technology Acceptance Model for Metaverse Applications in the Tourism and Hospitality Industry

Georgios A. Deirmentzoglou (), Konstantina K. Agoraki (), Sotirios Varelas (), Ioannis Anastasopoulos () and Eleni E. Anastasopoulou ()
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Georgios A. Deirmentzoglou: Neapolis University Pafos
Konstantina K. Agoraki: University of Piraeus
Sotirios Varelas: University of Piraeus
Ioannis Anastasopoulos: University of Piraeus
Eleni E. Anastasopoulou: Neapolis University Pafos

A chapter in Building Resilience Through Digital Transformation and Sustainable Innovation, 2025, pp 263-273 from Springer

Abstract: Abstract Metaverse has gained a lot of attention in recent years for its potential in the tourism and hospitality industry. As a disruptive technology, Metaverse offers an immersive experience that takes advantage of the virtual and physical worlds. Although this technology can bring about fundamental changes, the intention to use it by stakeholders in the tourism and hospitality industry is still not clear. This study employs the Technology Acceptance Model (TAM) to investigate the influence of perceived usefulness and perceived ease of use of metaverse applications in the tourism and hospitality industry on tourists’ intention to use these applications. A survey was conducted among Greek tourists, and the findings indicate that both variables exert a significant positive impact on the intention to use metaverse applications for tourism experiences. This research fills an important gap in the existing literature on the Metaverse in the tourism and hospitality sector, while the results have significant implications for both academic and business communities.

Keywords: Metaverse; Technology acceptance model; Metaverse applications; Intention to use; Tourism industry; Hospitality industry; O33; O39; L83 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-90054-9_17

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DOI: 10.1007/978-3-031-90054-9_17

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