Tour Guidance Students' Acceptance 3D as A Pedagogical Tool: Serial Mediation Analysis and the Moderating Role of School Type

ABSTRACT Virtual instructional tools for tour guidance education remain sparse and underutilized in Türkiye. Therefore, the literature on hospitality and tourism education lacks sufficient evidence on whether Turkish tour guidance students accept instructional technologies. To address the gaps, this study developed a 3D artistic tool and investigated the acceptance of 3D technologies as pedagogical tools among tour‐guidance students in Türkiye. Conducted within the framework of the Extended Technology Acceptance Model (EXTAM) with the introduction of two new variables, the research examines the interactions between educational new virtual technology orientation (ENVTO), perceived ease of use (PEU), perceived usefulness (PU), cognitive attitude (CA), emotional attitude (EA), and intention to use 3D technologies extensively (ITUE). Contributing to the development of digital cultural heritage documentation, this study is a significant step toward supporting the adoption of 3D technologies in the less visible aspect of tourism education: tour‐guidance training.