Structural Equation Model of Performance Acceptance of the Online Central Information System Affecting Interest in Buddhist Tourism
Authors: Kannikar Khaw-ngern  
Published: December 2023

The online central information system for tourism promotion is critical; therefore, this research and development effort aimed to develop the structural equation model of performance acceptance of the online central information system affecting interest in Buddhist tourism and to verify the results of the structural equation model of performance acceptance of the online central information system affecting interest in Buddhist tourism. The target group testing this online central information system was 424 volunteers who were tourists. The research instruments included a questionnaire, an observation, and an in-depth interview. The quantitative data obtained were analyzed using descriptive statistics and Pearson’s correlation coefficient. The analysis aimed to verify the model with empirical data and examine both direct and indirect effects through the LISREL program. The results of the study are as follows: 1) The development of a structural equation model of the performance acceptance of the online central information system affecting the interest in Buddhist tourism consists of two extraneous variables, namely the design of the online central information system (EN), whose indicators are developed based on the value proposition. There are four indicators, namely essential basic information, information that meets the requirements, information that clearly reflects the identities of the temple and meditation center, and the organization of the structure that is modern. The other variable is the efficacy of online central information system (EX), the indicators of which are developed using the technology acceptance model. There are five indicators, namely ease of use as the online system can be opened from many devices, convenience to use as the online system can be opened at any time, security in use, and provision of clear and useful information for Buddhist tourism. There are two endogenous variables, one is attitude change (TA) with four indicators, namely perceived importance of Buddhist tourism, classification of Buddhist tourism routes that reflect valuable resources of Buddhism, inspiration for Buddhist tourism, and gaining ideas for planning Buddhist tourism. The other endogenous variable is interest in Buddhist tourism (IN), which includes four indicators: interest in using the system to find Buddhist tourist attractions, interest in sharing the online system with friends and acquaintances, interest in temple tourism, and interest in meditation; 2) The structural equation model of performance acceptance of the online central information system affecting interest in Buddhist tourism is developed and fits with the empirical data (Chi-square = 102.78, df = 81, p = .051, GFI = .972, AGFI = .948, RMR = .032). The endogenous variable of interest in Buddhist tourism (IN) accounts for 95.90%, indicating that all variables, i.e., the design of the online central information system (EN), the efficacy of the online central information system (EX), and attitude change (TA), have an effect on interest in Buddhist tourism (IN), with the factor of attitude change acting as a mediator.