THE PROTOTYPE OF ECOTOURISM WITH DIGITAL MEDIA, CONVENTIONAL ARTIFICIAL INTELLIGENCE (CAI) AND VIRTUAL REALITY (VR) TECHNOLOGY, A CASE STUDY OF THANYABURI ZOO, THAILAND

Abstract

This research has five objectives 1) To develop an ecotourism prototype using Conversational Artificial Intelligence (CAI) and Virtual Reality (VR) technologies for Thanyaburi Zoo; 2) To evaluate the suitability of the model; 3) To study technology acceptance; 4) To analyze motivation and satisfaction; and 5) To present a prototype of ecotourism activities utilizing CAI and VR digital media. The study employed a Mixed Methods approach combined with Design and Development Research (DDR). Qualitative Research: Data was collected through in-depth interviews and focus groups. Purposive sampling was used to select 7 experts, and multi-stage sampling was applied to select 23 qualified professionals. The data were analyzed using content analysis. Quantitative Research: Questionnaires were administered to a sample group of 400 individuals selected via simple random sampling. The sample size was determined using Taro Yamane’s formula at a 95% confidence level and a 5% margin of error. Data were analyzed using descriptive statistics and multiple regression analysis. The research findings revealed the following 1) The prototype comprises five knowledge domains: Policy (Smart Green Zoo, Bio-Park, WAZA), Technology (360° VR, CAI), Design (Design Thinking), Knowledge Management (KM), and Tourism Psychology integrated with the ‘Tan Thai’ identity. 2) The suitability of the 4Ds model was at the highest level, with an overall mean of 4.65. D3: Develop phase received the highest mean score of 4.74. 3) Technology acceptance was at a high level. The perceived usefulness factor (X6, r = .71) explained 71.9% of the variance in acceptance. 4) Motivation was at a high level, with an overall mean of 3.48; area-based ecotourism recorded the highest mean score of 4.39. Satisfaction was at the highest level, with an overall mean of 4.27. and 5) The research successfully developed the HEEM (Hybrid Ecotourism Experience Model) This is an ecotourism model integrated with VR and CAI technologies, wherein conservation ideology and perceived usefulness are the primary drivers of behavior, rather than mere entertainment.