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.

    References listed on IDEAS

    as
    1. Yogesh K. Dwivedi & L. Hughes & Y. Wang & A.A. Alalwan & S.J. Ahn & J. Balakrishnan & S. Barta & R. Belk & D. Buhalis & Vincent Dutot & R. Felix & R. Filieri & C. Flavián & A. Gustafsson & C. Hinsch &, 2023. "Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice," Post-Print hal-04292610, HAL.
    2. Salvatore Monaco & Giovanna Sacchi, 2023. "Travelling the Metaverse: Potential Benefits and Main Challenges for Tourism Sectors and Research Applications," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    3. Gansser, Oliver Alexander & Reich, Christina Stefanie, 2021. "A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application," Technology in Society, Elsevier, vol. 65(C).
    4. Ikram Ud Din & Ahmad Almogren, 2023. "Exploring the psychological effects of Metaverse on mental health and well-being," Information Technology & Tourism, Springer, vol. 25(3), pages 367-389, September.
    5. Jeff Baker & Kichan Nam & Christopher S. Dutt, 2023. "A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR," Information Technology & Tourism, Springer, vol. 25(3), pages 265-306, September.
    6. Mengting Cheng & Xianmiao Li & Jicheng Xu, 2022. "Promoting Healthcare Workers’ Adoption Intention of Artificial-Intelligence-Assisted Diagnosis and Treatment: The Chain Mediation of Social Influence and Human–Computer Trust," IJERPH, MDPI, vol. 19(20), pages 1-19, October.
    7. DeLone, William H. & McLean, Ephraim R., 2016. "Information Systems Success Measurement," Foundations and Trends(R) in Information Systems, now publishers, vol. 2(1), pages 1-116, August.
    8. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    9. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    10. Ming Chi & Yanli Chen & Yongshun Xu & Yuetong Wu, 2024. "Modelling barriers to metaverse adoption in the hospitality and tourism industry," Information Technology & Tourism, Springer, vol. 26(4), pages 711-743, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roemer, Ellen & Henseler, Jörg, 2022. "The dynamics of electric vehicle acceptance in corporate fleets: Evidence from Germany," Technology in Society, Elsevier, vol. 68(C).
    2. Paul Juinn Bing Tan, 2013. "Applying the UTAUT to Understand Factors Affecting the Use of English E-Learning Websites in Taiwan," SAGE Open, , vol. 3(4), pages 21582440135, October.
    3. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    4. Javad Shahreki & Jaya Ganesan & Kavitha Raman & Audrey Lim Li Chin & Tee Suan Chin, 2019. "The effect of human resource information system application on employee satisfaction and turnover intention," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 1462-1479, December.
    5. Nistor, Cristian, 2013. "A conceptual model for the use of social media in companies," MPRA Paper 44224, University Library of Munich, Germany.
    6. Alfiero, Simona & Battisti, Enrico & Ηadjielias, Elias, 2022. "Black box technology, usage-based insurance, and prediction of purchase behavior: Evidence from the auto insurance sector," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    7. Cowan, Kelly R. & Daim, Tugrul U., 2011. "Review of technology acquisition and adoption research in the energy sector," Technology in Society, Elsevier, vol. 33(3), pages 183-199.
    8. Chia-Chien Hsu & Brian Sandford & Chia-Ju Ling & Ching-Torng Lin, 2021. "Can the Unified Theory of Acceptance and Use of Technology (UTAUT) Help Explain Subjective Well-Being in Senior Citizens due to Gateball Participation?," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    9. Francisco Rejón-Guardia & Juán Sánchez-Fernández & Francisco Muñoz-Leiva, 2011. "Motivational Factors that influence the Acceptance of Microblogging Social Networks: The µBAM Model," FEG Working Paper Series 06/11, Faculty of Economics and Business (University of Granada).
    10. Sanjeev Verma, 2015. "Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges," Vision, , vol. 19(2), pages 104-111, June.
    11. Yiming Shao & Zhugen Wang & Zhiwei Zhou & Haojing Chen & Yuanlong Cui & Zhenghuan Zhou, 2022. "Determinants Affecting Public Intention to Use Micro-Vertical Farming: A Survey Investigation," Sustainability, MDPI, vol. 14(15), pages 1-26, July.
    12. Ángel Valarezo & Rafael López & Teodosio Pérez-Amaral, 2019. "Adoption of e-commerce by individuals and digital divide: Evidence from Spain," Documentos de Trabajo del ICAE 2019-19, Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Instituto Complutense de Análisis Económico.
    13. Al-Qeisi, Kholoud & Dennis, Charles & Alamanos, Eleftherios & Jayawardhena, Chanaka, 2014. "Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology," Journal of Business Research, Elsevier, vol. 67(11), pages 2282-2290.
    14. Chua Chang Jin & Lim Chee Seong & Aye Aye Khin, 2019. "Factors Affecting the Consumer Acceptance towards Fintech Products and Services in Malaysia," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 9(1), pages 59-65, January.
    15. Oghuma, Apollos Patricks & Chang, Younghoon & Libaque-Saenz, Christian Fernando & Park, Myeong-Cheol & Rho, Jae Jeung, 2015. "Benefit-confirmation model for post-adoption behavior of mobile instant messaging applications: A comparative analysis of KakaoTalk and Joyn in Korea," Telecommunications Policy, Elsevier, vol. 39(8), pages 658-677.
    16. Yang, Byunghwa & Kim, Youngchan & Yoo, Changjo, 2013. "The integrated mobile advertising model: The effects of technology- and emotion-based evaluations," Journal of Business Research, Elsevier, vol. 66(9), pages 1345-1352.
    17. Perry, Anna, 2016. "Consumers' acceptance of smart virtual closets," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 171-177.
    18. Haiyan Kong & Huifang Liu, 2023. "The Relationship between ICT Use and Perceived Life Satisfaction among Older People in Korea: The Mediating Effect of Social Capital," Sustainability, MDPI, vol. 15(12), pages 1-18, June.
    19. Nadia Palmieri & Flavio Boccia & Assunta Di Vaio & Daniela Covino, 2025. "The Great Filter? A Preliminary Study on Metaverse and Sustainable Food Consumer," Sustainability, MDPI, vol. 17(5), pages 1-17, February.
    20. López, Rafael & Valarezo, Ángel & Pérez-Amaral, Teodosio, 2023. "Unleashing the potential of online learning in Spain: An econometric analysis," Telecommunications Policy, Elsevier, vol. 47(6).

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.