UTAUT2 모델을 활용한 가상관광 참여의도

• 영문명: Intentions of Virtual Tourism Participation Using the UTAUT2 Model: Focusing on the moderating effect of the innovation resistance to innovation
• 발행기관: 한국해양관광학회
• 저자명: 장스잉(Shiying Zhang) 김영현(Young-Hyun Kim)
• 간행물 정보: 『해양관광연구』제16권 제4호, 529~547쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

In this study, the influencing factors of Chinese tourists' willingness to use XR equipment and the influence of tourists' willingness to use XR equipment on virtual tourism participation were analyzed. For analysis, 517 questionnaires were collected from Chinese tourists and 401 were analysed. As a result, expectations of effort, social impact, convenience, pleasure motivation, price value, and habits were statistically significantly positive, but expectations of performance were not significant.In addition, innovative resistance has a coordinating effect on hedonistic motivation and virtual tourism participation motivation.According to the analysis, tourists are willing to participate in virtual tours using XR devices if they think XR devices are more interesting, convenient, and cost-effective.In addition, it can be sufficiently advertised to emphasize that the use of xr devices can lead to entertainment and thus reduce resistance to innovation. This study is significant in that it uses XR devices to investigate what tourists think is important when they participate in virtual tours and to confirm the desire of potential tourists by virtual tour planners.

목차

Ⅰ. 서론

Ⅱ. 이론적 연구

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

확장된 통합기술 수용모델 확장현실기기 가상관광 혁신저항 UTAUT2 Model Extended Reality Machine Virtual Tourism resistance to innovation