VIRTUAL REALITY AND EXPERIENTIAL MARKETING IN THAI TOURISM: A GENERATION Y PERSPECTIVE
DOI:
https://doi.org/10.14456/aamr.2025.16Keywords:
Experiential Marketing, Virtual Reality Technology, Generation Y, Thai Tourism IndustryAbstract
This study aimed to study the factors affecting the acceptance of experiential marketing with virtual reality technology among Thai Generation Y tourists as a new business model in the Thai tourism industry. The sample group consisted of 385 Thai Generation Y tourists. The research sample was selected using non-probability convenient sampling. Questionnaires were collected, and the data from the completed questionnaires were analyzed statistically using the following statistical methods: percentage, frequency, mean, standard deviation, t-test, one-way ANOVA, and multiple regression. A study on Thai Generation Y tourists involved 385 samples, predominantly female and single, with a bachelor's degree. Most participants were students earning an average monthly income of no more than 15,000 THB. A multiple regression analysis indicated that the following independent variables significantly influenced the acceptance of experiential marketing using virtual reality technology at the 0.05 level: performance expectancy, effort expectancy, and social influence. Demographic characteristics, such as marital status, highest level of education, occupation, and average monthly income, had different acceptance of virtual reality technology. These factors affect how Thai Generation Y tourists embrace experiential marketing that utilizes virtual reality technology. This information is valuable for Thai tourism operators as they develop virtual reality technologies to better meet tourists' needs. By doing so, they can maintain their current customer base while attracting new customers, ultimately enhancing their competitiveness and ensuring sustainable business growth.
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