Application Of Technology Acceptance Model Theory In The Realm Of Metaverse Tourism Study In Batu City- East Java

Widi Dewi Ruspitasari

This study investigates the influence of perceived utility, enjoyment, and simplicity of use of metaverse tourism on the satisfaction of individuals belonging to Generation Z. Furthermore, the level of satisfaction that Gen Z experiences with metaverse tourism directly impacts their intents to promote it through word of mouth. Data was taken at 4 educational tourism sites in Batu City, Jatim Park, Museum Angkut, BNS and Eco Park, with a sample size of 100 visitors. The visitors who were used as respondents were Gen Z with birth years above 1997, namely aged 15 to 27. The data collected was analyzed using SMART PLS 3.3.9. The findings show that perceived ease of use and perceived usefulness do not have a significant effect on Gen Z's satisfaction. Satisfaction has a significant influence on Gen Z's intention to promote by word of mouth. Gen Z has a character who easily shares good and bad experiences regarding how they feel about something they use.

2024/06/15

Metaverse, Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoymend, Satisfaction, WOM

491

495

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21