Sport tourism promotion in Buriram using intelligence tourism innovation based on Thailand 4.0 policy

Abstract

This research aims to develop and study the technology acceptance for the intelligent tourism innovation of sport tourism in Buriram province. The research processes follow the system development life cycle: 1) gathering requirements and participation in determining the format and use of the innovation; 2) analyzing and designing the system using object-oriented principles and a relational database model; 3) developing the innovation as a web application and evaluating its usability and 4) studying the technology acceptance of tourists who use the innovation. The results showed that the intelligent tourism innovation of sport tourism in Buriram province consists of five components: general attraction recommendations, tourism information management, member and profile management, personalized attraction recommendations, and a tourism promotion chatbot. The assessment result of overall system usability with experts was at the highest level ( x= 4.26, S.D. = 0.54), with the highest satisfaction in terms of flexibility of use ( x= 4.45, S.D. = 0.57), followed by learning ability ( x= 4.40, S.D. = 0.64), effectiveness ( x= 4.27, S.D. = 0.47), efficiency ( x= 4.13, S.D. = 0.65), and user satisfaction ( x= 4.07, S.D. = 0.39), respectively. Additionally, the results of the technology acceptance study, based on the Technology Acceptance Model (TAM), showed that tourists had a high level of technology acceptance overall ( x= 4.08, S.D. = 0.72). The factor of perceived usefulness was the highest ( x= 4.15, S.D. = 0.66), followed by service access ( x= 4.11, S.D. = 0.70), perceived ease of use ( x= 4.08, S.D. = 0.74), and facilities ( x= 3.97, S.D. = 0.80).