The role of three dimensional virtual reality video in predicting tourists intention to travel to a sustainable cultural tourism community in Thailand

This study aims to investigate the role of a 180 degree 3D virtual reality (VR) video in predicting tourists’ intention to travel to a sustainable cultural tourism community in Thailand. A total of 481 participants were recruited to watch a 180 degree 3D VR video of Phuket Old Town, Thailand. The study employed partial least squares structural equation modelling to evaluate the predictive paths of the variables on travel intentions to Phuket Old Town. The findings demonstrated that the sense of presence, entertainment, and information acquired through the 180 degree 3D VR video of Phuket Old Town, a sustainable cultural tourism community, significantly and positively predicted the perceived ease of use and place attachment to Phuket Old Town. These mediating factors, in turn, predicted the intention to travel to Phuket Old Town. This study provides insight into how integrating a sustainable concept, alongside the perceived ease of use dimension of TAM, U&G, and sense of presence into the design of 180 degree 3D VR video, can facilitate place attachment and travel intention toward sustainable cultural tourism communities.