Virtual Tour as a Tool Used in City Promotion Within the Scope of Digital Tourism

Abstract

The aim of this study is to determine factors which affect intention of the individuals towards virtual tour by adding trust external variable to the existing Technology Acceptance Model. The data were collected from 511 mobile internet users who used the virtual tour application at least once, using the online survey method. IBM SPSS Statistics 21 package program was used for descriptive statistics, reliability analysis of the data. For Structural Equation Model, analysis was carried out using the AMOS 21 package program. The results of the analysis show that; trust has significant and positive effect on perceived ease of use and perceived usefulness, perceived ease of use has significant and positive effect on perceived usefulness and attitude, perceived usefulness has significant and positive effect on attitude. However, it is understood that perceived usefulness does not have direct and positive effect on intention. In the age of digital tourism, the importance and necessity of using virtual tour to get information about cities and destinations has been emphasized.