The Development of Intelligent Augmented Reality Media to Promote Cultural Tourism in Mae Sai District, Chiang Rai Province

Abstract

This research aimed to: 1) create intelligent augmented reality media that are integrated with the actual world to promote tourism; and 2) study the tourist satisfaction in Mae Sai District, Chiang Rai Province, Thailand, toward the intelligent augmented reality media. This is quantitative research. One hundred and fifty tourists who visited cultural attractions in Mae Sai District were randomly selected, using non-probability sampling and accidental sampling methodologies, as the study participants. A media poster, integrated with intelligent augmented reality media, highlighting cultural hotspots in Mae Sai District, and a satisfaction survey form were used as research tools. The data were analyzed by SPSS to calculate percentages, standard deviations, and mean scores. The findings revealed that 1) overall, the content quality of the intelligent augmented reality media was at a very good level ( = 4.33, S.D. = 0.78), and 2) the satisfaction of the tourists toward the intelligent augmented reality media was, likewise, at a high level ( = 4.39, S.D. = 0.74). The videos in the intelligent augmented reality media were the most satisfying perspective, followed by the usability of the media, the AR (Augmented Reality) technology, the contents, and the poster design, respectively.