증강현실(AR) 기술을 활용한 모바일 애플리케이션의 체험경제적 요인이 관광객의 만족도 및 행동의도에 미치는 영향

Abstract

With the continuing advancements in augmented reality (AR) technology, there is a growing interest in developing AR mobile applications for the tourism industry. However, there is a lack of research on AR contents related to tourism. Most studies have focused on the technological applications of AR and have not truly considered what factors affect how users actually use them. This study analyzed “Visited Changgyeong Palace in My Hand” and adapted experience economy constructions in order to evaluate AR apps to prove that the constructions have an effect on tourists' satisfaction and behavioral intention. An individual survey was conducted to tourists who had experienced that AR app. The results of this study found that all experience economy constructions showed a positive influence on the satisfaction of tourists. In addition, it indicated that satisfaction had a direct significant influence on tourists' behavioral intention. Finally, these results demonstrated convincingly that experience economy constructions could be applied to AR apps in the tourism industry. These results could help developers find a proper development direction for AR apps.