MODELING TOURISTS' INTENTION AND INFORMATION SEARCH BEHAVIOR IN VIRTUAL TOUR TECHNOLOGY: INSIGHTS FROM PHRA PATHOM CHEDI TEMPLE

Abstract

Tourism plays a vital role in Thailand’s economy, necessitating innovative approaches to meet the evolving expectations of modern travelers. Virtual reality (VR) technology has become a transformative tool in tourism, offering immersive and accessible experiences that transcend geographical and temporal constraints. This study investigates tourists’ intentions to use virtual tour technology at Phra Pathom Chedi Temple, a major historical and religious site in Nakhon Pathom Province, Thailand. The aim is to explore how such technology can enhance information search behavior and support cultural heritage dissemination. A quantitative research design was adopted, utilizing a validated questionnaire to collect data from 400 tourists. The study integrates the Technology Acceptance Model (TAM) with the Information Search Process (ISP) framework to examine five key latent variables: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude (ATT), Behavioral Intention to Use (BITU), and Information Search Behavior (ISB). Structural Equation Modeling (SEM) was employed for hypothesis testing and model evaluation. The results reveal that PU and PEOU significantly influence tourists’ attitudes toward virtual tours. ATT positively affects BITU, which in turn strongly predicts ISB. These findings emphasize the central role of tourists’ perceptions and attitudes in shaping their engagement with virtual tour technologies. The study highlights the importance of user-centered design and perceived benefits in promoting the adoption of virtual tours. The insights gained can guide tourism stakeholders and developers in creating more effective, engaging, and educational virtual tour systems for cultural and religious destinations, ultimately enhancing the digital tourism experience and fostering broader access to cultural knowledge. These findings improve digital tourism experiences, particularly for cultural and historical sites.