Effect of Virtual Reality on Tourists' Intention to Visit a Destination

虛擬實境對於觀光客拜訪景點旅遊意願之影響

10.6267/JTLS.202204_28(1).0001

張軒瑄(Hsuan-Hsuan Chang)；林欣璇(Xin-Jean Lim)

virtual reality (VR) ； technology acceptance model (TAM) ； travel intention ； flow ； destination image ； 虛擬實境 ； 科技接受模式 ； 旅遊意願 ； 流暢感 ； 目的地意象

觀光休閒學報

28卷1期（2022 / 04 / 01）

1 - 37

英文

This study aimed to explore the effect of virtual reality on tourists' attitude toward tourist destinations and the use of VR to collect travel-related information. This study also researched whether VR experiences can create a positive attitude toward tourist destinations and shape users' intention to visit. A total of 326 participants were recruited to partake in a VR experience and completed an online survey. The results indicated that perceived ease of use positively affects enjoyment from using VR to collect travel information and enjoyment towards marketed destination. Visiting intention was positively influenced by attitude, which was positively influenced by VR. Flow significantly moderated the paths between perceived ease of use and VR enjoyment, perceived usefulness and VR enjoyment, and perceived ease of use and destination enjoyment.

此篇研究之目的為探討透過虛擬實境來蒐集旅遊資訊，是否會讓觀光客對於景點產生正面的態度，並了解透過虛擬實境所產生的正面態度是否能夠影響或改變其前往改景點的意願。本研究之參與者共有326位，每位參與皆觀賞了VR觀光行銷影片，接著再進行網路問卷之填寫。透過資料分析之結果，使用者的認知易用性會正向的、顯著的影響個體使用VR蒐集資訊之愉悅感，以及對於影片所行銷之景點也產生愉悅感。而個體透過VR影片對於景點所產生的正面態度也會正面的提高其對於該景點之旅遊意願。個體在觀賞VR影片的流暢感會顯著性的調節「VR認知易用性與VR愉悅感」兩之間關係、「VR認知實用性與VR愉悅感」兩者之關係、與「VR認知易用性與景點愉悅感」兩者之關係。

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