The Causal Factors of Virtual Museum Quality in Terms of User Experience That Influence the Acceptance of Technology to Promote Cultural Heritage Tourism in Bueng Khun Thale Community, Surat Thani Province
DOI:
https://doi.org/10.14456/jiskku.2025.20Keywords:
Causal factors, Virtual Museum, User experience, Technology Acceptance, Cultural HeritageAbstract
Purpose: To investigate the causal factors of virtual museum quality in terms of user experience that influence the acceptance of virtual museum technology to promote cultural heritage tourism in the Bueng Khun Thale community, Surat Thani Province.
Methodology: This study employed a mixed-methods research approach. The quantitative phase comprised 370 individuals, whereas the qualitative phase had 15 people. The research tools included an interview guide for assessing virtual museum needs, a virtual museum quality questionnaire, and a technological acceptability questionnaire. Data were analyzed using mean, percentage, and structural equation modeling with latent variables using AMOS software.
Findings: 1) The acceptance of Bueng Khun Thale virtual museum technology was at a high level with a mean of 4.46. 2) The model demonstrated good fit with the empirical data. 3) Virtual museum quality in terms of user experience had a direct influence on technology acceptance, with the model explaining 96 percent of the variance in technology acceptance, which is considered very high.
Applications of this study: The research findings can be used as guidelines for developing and designing the Bueng Khun Thale community virtual museum to be user-responsive, enhance cultural heritage tourism potential, and serve as a model for applying virtual museum technology at the local level in Thailand.
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