智慧旅游背景下增强现实对游客旅游意向影响研究--一个基于TAM的改进模型

发布时间：2018-02-28 19:13

本文关键词： 智慧旅游增强现实旅游意向技术接受模型技术意愿和接受模型　出处：一个基于TAM的改进模型　论文类型：期刊论文

【摘要】：增强现实作为智慧旅游发展的新技术,为旅游景区开发旅游科技产品、激发游客旅游意向创造了有利条件。文章将技术意愿纳入技术接受模型,构建游客技术意愿和接受模型,研究游客使用增强现实对旅游意向的影响关系。以故宫博物院抽样数据为例,基于SEM分析结果显示:技术意愿的创新性、不舒适感和缺乏安全感三个维度对游客使用增强现实态度有显著影响,而乐观性则不显著;感知有用性和易用性影响游客使用增强现实态度;游客使用增强现实的态度正向影响使用意愿,进而影响游客的旅游意向。基于研究结论,旅游景区应重视游客的个性特质和新技术的功能性,提供不同意愿水平的定制化服务,积极向游客宣传新技术,激发游客使用新技术意愿和旅游意向。
[Abstract]:As a new technology of intelligent tourism development, augmented reality has created favorable conditions for developing tourism science and technology products and stimulating tourists' tourist intention. This paper studies the impact of augmented reality on tourist intention. Taking the Palace Museum sampling data as an example, the results of SEM analysis show that technical will is innovative. The three dimensions of discomfort and insecurity have a significant impact on the attitude of tourists to use augmented reality, while optimism is not significant, perceived usefulness and ease of use affect the attitude of tourists to use augmented reality. The attitude of using augmented reality has a positive influence on the intention of using, and then on the intention of tourists. Based on the conclusion of the study, tourist attractions should attach importance to the characteristics of tourists and the functionality of new technologies, and provide customized services at different levels of willingness. Actively promote the new technology to tourists, stimulate tourists to use the new technology and tourist intention.
【作者单位】：浙江大学管理学院;
【基金】：国家社会科学基金重点项目“国家非物质文化遗产数据库建设”(13AZD060) 国家旅游局万名旅游英才计划“智慧旅游对旅游者旅游决策的影响研究——情绪视角”(WMYC20151095) 浙江省哲学社会科学现代服务业研究中心资助课题“互联网+旅游的产业融合模式与路径研究”(15JDXD02YB)
【分类号】：F592.6

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