수정된 후기수용모형(PAM)을 적용한 AR도슨트 해설서비스품질이 지속사용의도에 미치는 영향

Abstract

Recently, AR docent services have become increasingly common in many tourist destinations. In particular, AR docent services are often a key feature of smart tourism cities that try to provide convenient and differentiated services for tourists by integrating advanced information and communication technology into tourism services. AR docent services combine immersive AR technology with the commentary service of face-to-face docents and cultural tourism commentators usually found in art galleries, museums, and other tourist attractions. Based on the Extended Post Acceptance Model, this study aimed to examine the qualities of AR docent services recognized by tourists using the services and the determinants of their intention to continue using the services. The Incheon Opening Port area was selected as the research context. The area is located in Incheon, the first smart tourism city designated in South Korea, and is known for its abundant historical and cultural resources (e.g., Incheon Chinatown). AR docent services are provided at 12 locations around the Opening Port area via mobile apps. To implement the study, a survey was conducted on tourists who experienced using AR docent services around the area (e.g., Incheon Chinatown), and data analysis included a total of 190 effective responses. The empirical analysis rejected three of the seven hypotheses. Among the AR docent service qualities, it was confirmed that Convenience and Information Service Accuracy had positive effects on the perceived usefulness. However, Information Timeliness and Information Currency did not have positive effects on perceived usefulness. Perceived usefulness had a positive effect on satisfaction, but did not affect the continuance intention. Finally, a positive relationship between satisfaction and continuance intention was confirmed. Therefore, this study explored the qualities of AR docent services that have recently been spreading in tourist destinations and identified their impacts on satisfaction and continuance intention. Based on these findings, theoretical and practical implications can help smart tourism cities that want to establish AR docent services.