Abstract:

Purpose - The aim of the study is to empirically test the factors affecting the behavioral intention of acceptance of virtual tour as a means of learning about the destination within the framework of the Technology Admission Model. The intention of users to physically visit the destination they see in the virtual environment through the virtual tour is considered the level of influence of the attitude towards the use of the virtual tour. Method - In this study, the scan model from Nicel research methods was used, the IBM SPSS Statistics 21 statistical package program was used for identifying statistics, validity and reliability analysis, detective factor analysis and simple linear regression analysis. The verifying factor analysis used in the test of the measurement model and the path analysis used in the test of the structural model was carried out with the IBM AMOS 21 statistical package program. The findings - The study found that detected entertainment, detected ease of use, detected benefits and attitude to use factors influenced the behavioral intention towards virtual tour use. On the intention of visiting the attitude towards the use of the virtual tour, the existence of a statistically meaningful medium and positive effect on the intention of visiting was identified. Discussions - The success of technological applications that develop in the digital age depends on the acceptance of the use of these applications by individuals. The acceptance of use made by individuals prevents the use of these applications by developing them in the destination marketing. Accordingly, the transformation of the traditional advertising tools that tourism stakeholders use in the destination marketing with an innovative approach in accordance with the digital age and technology outcomes will create added value to the destination promotion efforts.

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