관광정보 탐색을 위한 VR 이용의도의 영향요인

Abstract

Virtual Reality(VR) technology is recognized as a new information medium for delivering travel-related information because it can deliver information more efficiently than traditional media. The current study's purpose is to identify the factors that influence the intention to use VR to tourism information search. An online survey was conducted in China in June and July 2020 for empirical analysis. By excluding respondents who did not know about VR, a total of 281 cases were analyzed. To identify the factors influencing the intention to use VR, a hierarchical regression analysis was performed. The findings show that the frequency of VR use in daily life, the perceived usefulness of VR for touristm information search, and travel personality type all have a significant impact on the intention to use VR for tourism information search. The perceived usefulness of VR for activity, destination, and attraction search positively influences the intention to use VR for tourism information search. People who identify themselves as 'Shopping Sharks' are more likely to use VR to tourism information search. According to the findings, the development of tourism VR content needs to concentrate on activity, destination, attraction, and shopping-related information. The study's limitations are discussed, as well as the direction for future research.