Conversational AI-Powered VR Development Model for Tourism Promotion in Thailand: Expert Assessment and Stakeholder Acceptance

Abstract

Thailand’s tourism sector increasingly requires immersive digital innovations that preserve local identity while enhancing visitor engagement. However, there remains a lack of a comprehensive model to guide such developments. This study aims to propose the Conversational AI-powered Virtual Reality Development Model for Tourism Promotion in Thailand, providing an integrated and context-specific framework suitable for practical implementation. A Design and Development Research (DDR) methodology (Type II) was employed in three stages: 1) synthesizing essential components through a scoping review, 2) constructing and validating the model via expert panels using the Content Validity Index (CVI) analysis, and 3) assessing suitability and acceptance through expert evaluation and stakeholder surveys. The model developed in this study, referred to as the 4Ds Model, contributes new knowledge by integrating conversational AI and virtual reality within a four-phase structure—Discover, Design, Develop, and Deploy—supported by five enabling capitals: human, cultural, technological, informational, and financial. The Deploy phase modifies the AISAS communication framework into AICAS (Attention, Interest, Chat, Action, Share) to illustrate the function of conversational AI in improving user interaction and engagement within the context of tourism in Thailand. Results indicated high expert ratings of suitability and strong stakeholder intention to adopt. Multiple regression analysis revealed that technological self-efficacy, perceived interactivity, and perceived tourism benefits were significant predictors, explaining 73.3% of the variance in behavioral intention. The findings demonstrate both the theoretical advancement in AI–VR integration and the practical readiness of the 4Ds Model as a culturally aligned roadmap for digital tourism transformation in Thailand.