가상 여행이 이용자의 실제 여행 의사에 미치는 영향 요인 융합 연구

Abstract

At the height of COVID-19, the movement of people was severely restricted, and field travel activities were greatly affected. During this period, cloud tourism and virtual tourism have developed rapidly. Whether virtual tourism can facilitate or even replace the development of onsite tourism in the post-COIVD-19 era has become a popular research topic. This study takes virtual tourism users as the research object, adopts structural equation modeling based on the theory of planned behavior, and introduces two variables, virtual reality tourism experience and the Effect of COVID-19, to investigate the factors influencing the transformation of virtual reality tourism experience to field tourism behavior. The factors influencing the transformation of the virtual reality tourism experience to field travel behavior are studied. This study collected data from 373 valid respondents through a questionnaire. SmartPLS 4.0.0 validated the causal model, and most of the study hypotheses were supported. The results of this study show that: first, virtual reality tourism experience, perceptual behavioral control, and subjective norm can significantly affect the attitude of virtual tourism users, but only virtual reality tourism experience and virtual tourism users