Titis Shinta Dhewi, Dediek Tri Kurniawan, Ita Prihatining Wilujeng, Yesiana Ihda Kusnayain, Abdul Rahim Ridzuan, Erika Febianti Puspitasari
Cultural heritage virtual tours (CHVT) become an interesting concept in increasing prospective visitors before they visit the museum. A cultural heritage virtual tour defines the use of digital technologies to create a new experience that enables users to explore and interact with cultural and historical sites remotely. This study aims to examine the impact of CVHT on museum visit intention. This study used a platform with the CVHT concept, called inmuse.id. The platform provides a virtual tour and e-ticketing for the Vredeburg Museum in Yogyakarta, Indonesia. This study uses the Technology Acceptance Model as a theoretical framework to analyze the factors that affect users' intentions to visit (visit intention) a technology or application of a virtual tour museum. This study aims to examine the interrelationships among perceived usefulness (PU), perceived ease of use (PEU), memorable tourism experience (MTE), and tourist visit intention (VI) in museum cultural heritage tourism in Indonesia. This research successfully collected 400 respondents. SEM-PLS is an analysis technique used to test the relationship between variables in a conceptual model simultaneously, both for measurement models and structural models. These findings confirm the positive influence of perceived usefulness and perceived ease of use on the memorable tourism experience (MTE) of virtual museum tours. This study also confirms the positive influence of perceived usefulness and perceived ease of use on visit intention in physical museums. In addition, MTE in virtual museum tours has been shown to affect the desire to visit physical museums. © 2026 IEEE.
State University Of Malang, Department Of Management, Malang City, Indonesia; Institute For Big Data Analytics And Artificial Intelligence, Universiti Teknologi Mara, Selangor, Darul Ehsan, Malaysia
