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 Classification: L83, M15, D12, O33

URI: https://gatrenterprise.com/GATRJournals/GJBSSR/vol13.4_5.html

DOI: https://doi.org/10.35609/gjbssr.2025.13.4(5)

Pages 140–156