Smart tourism experiences: Virtual tour on museum

Abstract

Virtual Tour is one of the most promising virtual technologies that has appeared in recent years and has a considerable influence on community activities during the Covid19 pandemic. This research aims to study the factors that influence public acceptance of Virtual tour technology in museums, by utilizing the concept of Unified Theory of Acceptance and Use Of Technology/UTAUT model, then assessing its influence on smart tourism and smart experience. The method used in this research is quantitative research. The data was collected using questionnaires and analyzed using descriptive analysis and structural equation modelling (SEM) analysis. The population and samples in this study were 115 visitors of Museum Nasional, Jakarta, Indonesia. The questionnaire survey was conducted to collect the data needed for this study. The results of the study generally showed that there is a significant influence of UTAUT to smart tourism and smart Experience. Smart Tourism and Smart Experience can be improved by maximizing technology-based services and UTAUT.