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

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 influ ence 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 appli cations 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