การรับรู้ ทัศนคติ การยอมรับ การใช้ Virtual Reality ในงานโฆษณาและงานประชาสัมพันธ์การท่องเที่ยวประเทศไทย

Apichat Kaewpukdee; Jaruwan  Kittinaraporn

Authors

Apichat Kaewpukdee Faculty of Mass Communication, Ramkhamhaeng University
Jaruwan Kittinaraporn Faculty of Mass Communication, Ramkhamhaeng University

Keywords:

Virtual Reality, Tourism, Attitude, Technology Acceptance, Perception

Abstract

This study aimed to (1) examine Thai tourists’ levels of Perceived Usefulness (PU), Social Influence (SI), Perceived Ease of Use (PEOU), Immersive Experience (PI), Content Quality (CONT), and Attitude (ATT) toward the use of Virtual Reality (VR) in tourism advertising and public relations, and (2) analyze behavioral acceptance through Actual Use (ACT) of VR for Thailand’s tourism advertising and public relations. A quantitative research design was employed using a questionnaire survey administered to 400 Thai tourists who had experienced tourism-related VR media at least once. Descriptive statistics, including mean and standard deviation, were used for data analysis. The results indicated that Thai tourists perceived VR as highly useful (M = 4.07, SD = 1.02), with high levels of Social Influence (M = 4.06, SD = 1.02), Perceived Ease of Use (M = 4.02, SD = 1.03), Immersive Experience (M = 4.04, SD = 1.02), Content Quality (M = 4.04, SD = 1.02), and Attitude (M = 4.02, SD = 1.06). However, Actual Use of VR for tourism was at a high level (M = 3.57, SD = 1.22), reflecting a gap between positive attitudes and actual usage behavior. The findings provide a foundation for tourism organizations to develop effective strategies for using VR as an advertising and public relations tool.

References

การท่องเที่ยวแห่งประเทศไทย. (2563, 19 ตุลาคม). Virtual Tours. https://thai.tourismthailand.org/ Articles/virtual-tours-th

พจน์ศิรินทร์ ลิมปินันทน์. (2562). การส่งเสริมแหล่งท่องเที่ยวจังหวัดมหาสารคามโดยใช้เทคโนโลยีเสมือนจริง. วารสารวิชาการการจัดการเทคโนโลยี มรภ.มหาสารคาม, 9(1), 14–29.

พรพรรณ ปัญญาภิรมย์. (2564, 16 กันยายน). “เที่ยวทริป..ไฮบริดทัวร์” ยุทธศาสตร์เที่ยวปลอดภัยยุคโควิด-19. Forbes Thailand. https://forbesthailand.com/travel/news/เที่ยวทริป-ไฮบริดทัวร์

สุพรรณษา เทียมประสิทธิ์. (2567). เทคโนโลยีเสมือนจริงที่มีอิทธิพลต่อธุรกิจการท่องเที่ยวไทยในอนาคต. วารสารมหาวิทยาลัยมหามกุฏราชวิทยาลัย วิทยาเขตร้อยเอ็ด, 13(1), 642–651.

สำนักงานการวิจัยแห่งชาติ. (2566). แผนสนับสนุนทุนวิจัยและนวัตกรรม ประจำปีงบประมาณ 2569. สำนักงานการวิจัยแห่งชาติ (วช.).

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-t

An, D., & Yu, C. (2023). Effects of Virtual Reality Tourism on Destination Image and Visit Intention. Tourism Management, 95, 104682.

Anaya-Sánchez, R., Caro-Cordón, J., & Gómez-Carmona, D. (2024). Impact of Virtual Reality Experiences on Destination Image and Visit Intentions: The Moderating Effects of Immersion, Destination Familiarity and Sickness. International Journal of Contemporary Hospitality Management, 36(11). https://doi.org/10.1108/IJCHM-07-2023-0922

Beer, S. (2019). VR for Tourism: Consumer Attitudes and Emerging Trends. Tourism Technology Review, 12(3), 45–63.

Bilynets, I., Stankevych, I., & Tsymbal-Lytny, L. (2024). Virtual Tourism Experiences: Adoption Factors, Participation and Actual Use-An Integration of the Extended UTAUT. Current Issues in Tourism. https://doi.org/10.1080/13683500.2024.2356278

Calisto, M. L., Melo, M., & Bação, F. (2024). Virtual Reality in Tourism: A Systematic Literature Review. Tourism Management Perspectives, 49, 101198.

Choi, K., & Nam, Y. (2024). Do Presence and Authenticity in VR Experience Enhance Visitor Satisfaction and Museum Re-visitation Intentions. International Journal of Tourism Research, 26(4), e2737. https://doi.org/10.1002/jtr.2737

Comrey, A. L., & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Lawrence Erlbaum Associates.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Education.

Lombard, M., & Ditton, T. (1997). At the Heart of It All: The Concept of Presence. Journal of Computer-Mediated Communication, 3(2). https://doi.org/10.1111/j.1083-6101.1997.tb00072.x

Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). McGraw-Hill.

Rather, R. A., Hollebeek, L. D., Rasoolimanesh, S. M., & Leppiman, A. (2024). Storytelling in VR and Tourism Brand Engagement. Tourism Management, 101, 104855.

Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). Free Press.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Person Prentice Hall.

Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism. Tourism Management, 66, 140–154.

Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425–478.

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157–178.

Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). VR the World: Experimenting with Emotion and Presence for Tourism Marketing. Journal of Hospitality and Tourism Management, 46, 160–171. https://doi.org/10.1016/j.jhtm.2020.11.009