Quantitative evaluation of a virtual tour navigation system using satisfaction modeling: a case study in Thai cultural tourism

Abstract

This research aims to develop and evaluate the Lak Hok virtual tour navigation system to promote sustainable cultural tourism by showcasing Thai wisdom through immersive digital experiences. The system utilized 360-degree panoramic images hosted on a web server and supported accessibility via laptops, smartphones, and virtual reality (VR) headsets. Both subjective evaluations and objective performance metrics were employed to assess the system’s usability, aesthetic appeal, and content quality (CQ). User satisfaction, measured through a survey of 87 participants, demonstrated consistently high ratings (mean scores: 3.59-3.77 for ease of use (EU), 3.32-3.95 for design aesthetics, and 3.62-3.70 for content knowledge). Objective tests revealed an average system response time of 1.45 seconds, a false interaction rate of 4.2%, and a navigation accuracy of 98.5%. Statistical analysis showed no significant differences in user satisfaction across gender, age, or region, highlighting the system’s broad accessibility and usability. Unlike prior systems, this study formalizes satisfaction modeling via equation-based analysis. This virtual tour system provides a scalable and engaging platform for preserving and promoting cultural heritage, offering a sustainable solution for modern tourism development.