Virtual Trip through the COVID-19 Crisis: New Normal Tourism Innovation with Virtual Tours to Enhance Tourism in Ubon Ratchathani
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Abstract
The COVID-19 pandemic has had a severe impact on the tourism industry, particularly in Ubon Ratchathani, a province renowned for its diverse and captivating tourist attractions. Despite its potential, the region experienced a significant decline in both tourist numbers and tourism revenue. Developing tourism innovations using virtual reality (VR) technology is perceived as a promising strategy to revitalize the tourism sector, enhance accessibility to information, and provide engaging travel experiences, even during periods of travel restrictions. This highlights the importance and necessity of conducting research in this area.
This study aimed to (1) develop new tourism innovations using VR technology to enhance tourism in Ubon Ratchathani and (2) promote tourism through VR-based technological solutions. The researchers employed a quota sampling method, selecting 100 participants from five key tourist attractions, with 20 individuals from each site. Additionally, satisfaction with the innovation was assessed among a sample of 400 participants. Quantitative data were analyzed using basic statistical methods, including percentages, means, and standard deviations, while qualitative data were categorized to identify significant themes.
The research findings revealed that (1) the innovation, named Ubon Virtual Tour, is a VR-based website that enables users to explore tourist attractions in an immersive 360-degree perspective. The platform includes features such as panoramic images, narrated audio, and online sharing capabilities to enhance its appeal. (2) The promotion of tourism through this technology was supported by collaborations between the public and private sectors. Initiatives included a digital kids’ camp to showcase and demonstrate the Ubon Virtual Tour website and the installation of promotional signs with QR codes at five major tourist attractions, linking directly to the platform. User satisfaction with the website was high ( = 4.44, S.D = 0.68), reflecting its novelty and ease of use. By overcoming travel limitations, broadening accessibility, and creating innovative experiences, it also provides a foundation for further development of sustainable tourism innovations that meet the needs of tourists and local communities.
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