Destinasyon Pazarlamasında Sanal Tur Kullanımına Yönelik Davranışsal Niyeti Etkileyen Faktörlerin Teknoloji Kabul Modeliyle İncelenmesi
Investigating of Factors Affecting Behavioral Intention towards using Virtual Tour in Destination Marketing with Technology Acceptance Model

Summary/Abstract: Purpose – The aim of this research is to determine factors which affect the behavioral intention of individuals towards using virtual tour to get information about destination with in the scope of the technology acceptance model. The level of effect of attitude towards using virtual tour on the intention of the users to visit has been determined. Design/methodology/approach – In this research in which the scanning model was used, IBM SPSS Statistics 21 package program was used for descriptive statistics, validity and reliability analysis, exploratory factor analysis and simple linear regression analysis. Confirmatory factor analysis used in the test of the measurement model and path analysis used in the test of the structural model were performed with the IBM AMOS 21 statistical software package. Findings – As a result of the research, it was observed that perceived entertainment, perceived ease of use, perceived usefulness and attitude factors for use had an effect on the behavioral intent of using virtual tour. It has been determined that attitude towards using virtual tour has a statistically significant medium and positive effect on the intention to visit. Discussion – In the digital age, the success of developing technology applications is according to the acceptance of use by individuals. Usage acceptance by individuals pave the way for use of these applications in destination marketing. Accordingly, transformation of traditional promotional tools used by tourism stakeholders in destination marketing with an innovative approach in accordance with digital age and technology outputs will create added value for destination promotion efforts.

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