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| 논문명 |
Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site |
| 저자 |
Namho Chung(정남호), Heejeong Han(한희정), Youhee Joun(전유희) |
| 논문게재지 |
Computers in Human Behavior (SSCI) / 게재일자 : 2015.05.01 |
| 핵심어 |
Augmented reality, Technology readiness, Technology acceptance model, Technology readiness and acceptance model, Destination visit, Smart tourism |
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초록 |
Augmented reality (AR) is being developed as a part of smart tourism to provide information about destinations and attractions. Its usage will maximize tourist satisfaction, based on tourists’ active usage.
Three aspects have been found to be factors encouraging tourists to actively utilize AR. The first aspect is technology readiness (TR) meaning that a tourist has an overall state of mind such that they are ready to use a technology. The second aspect is the visual factor of AR. The third aspect is the situational factor. Thus, this study conceptualizes these crucial factors of AR usage as well as how these influence visitors’ AR usage intention and destination visit intention through their beliefs and AR attitude. We collected sample from 145 people using an AR application in Deoksugung Palace, South Korea. This study analyzed
hypotheses with structural equation model. The result shows that TR was a predictor of perceived usefulness. In addition, visual appeal and facilitating conditions affected perceived ease of use. Perceived ease of use affected perceived usefulness. Finally, perceived usefulness and ease of use affected intention to use AR and to visit a destination via AR attitude. This study presented theoretical and practical implications. |
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