Tourists' acceptance of advanced technology-based innovations for promoting arts and culture

E. Pantano, V. Corvello

Research output: Contribution to journalArticleAcademicpeer-review

30 Citations (Scopus)


Advanced technologies are able to influence tourists' decisions. They can be exploited for attracting touristic flows towards cultural destinations. In particular, virtual tours are new tools based on advanced 3D graphics that can be useful for promoting arts and culture. In this paper, we test users' acceptance of virtual tours as a tool supporting their decision to visit a touristic destination. A new virtual tour has been developed for promoting a site with a high archaeological value in the south of Italy. Acceptance of this system has been tested on a sample of 100 interviewees. Data were analysed using structural equation modelling (SEM). All the hypotheses were supported indicating the robustness of TAM model for explaining the intention to use virtual tours while deciding on touristic destinations. Results also showed the importance of enjoyment while using the tool to explain acceptance.

Original languageEnglish
Pages (from-to)3-16
Number of pages14
JournalInternational Journal of Technology Management
Issue number1
Publication statusPublished - 2014


  • Cultural heritage
  • Decision support systems
  • Innovation
  • Magna Graecia
  • TAM
  • Technology acceptance model
  • Technology management
  • Tourism
  • Tourist behaviour
  • Virtual reality
  • Virtual tour


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