| By: |
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" |
| Keywords: |
Metaverse; Tourism Industry; TAM; Technology Adoption; Virtual Tourism; Sustainable Development |
| JEL: |
L83 M15 D12 O33 |
| Date: |
2025–12–31 |
| URL: |
https://d.repec.org/n?u=RePEc:gtr:gatrjs:gjbssr672 |