The Development of Virtual Reality Technology for Communicating Cultural Identity in Tourism: A Case Study of Bang Luang Market

The objectives of this study are to: 1) develop a virtual reality technology prototype for communicating community cultural identity, 2) compare performance outcomes before and after using the virtual reality technology prototype, 3) examine tourist satisfaction, and 4) evaluate the quality of the prototype in communicating the cultural identity of the Bang Luang Market Community, Rattanakosin Era 122 (122 R.E.., (1893 A.D.))., Nakhon Pathom Province, Thailand. This research employs a Mixed-Method Research approach. The sample consists of 400 elderly tourists. The research instruments include tests, questionnaires, and the virtual reality technology prototype. Data analysis involves the usage of percentage, mean, standard deviation, t-tests, and content analysis. The findings reveal that the usage of the virtual reality technology prototype significantly enhances the efficiency of cultural identity communication. Elderly tourists express high satisfaction with the content and quality of the prototype, and the appropriateness of the media for elderly users is rated as excellent. In conclusion, this study demonstrates that virtual reality technology is an effective tool for promoting cultural identity communication and increasing satisfaction among elderly tourists.