IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/gjbssr672.html

Technology Acceptance of Metaverse Tourism Services: Findings from Greece

Author

Listed:
  • 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:)

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"

Suggested Citation

  • Leonidas Anthopoulos, 2025. "Technology Acceptance of Metaverse Tourism Services: Findings from Greece," GATR Journals gjbssr672, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr672
    DOI: https://doi.org/10.35609/gjbssr.2025.13.4(5)
    as

    Download full text from publisher

    File URL: https://gatrenterprise.com/GATRJournals/GJBSSR/pdf_files/GJBSSRVol13(4)2025/5.Leonidas%20Anthopoulos.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/gjbssr.2025.13.4(5)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:gjbssr672. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.