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Examining the Role of Augmented Reality Application in Heritage Tourism Destination |
 [한국관광학회]_abstract_Chung,_Han,_Joun_and_Koo.pdf (174.6K) [7] DATE : 2014-07-07 17:57:32 |
| 발표논문명 |
Examining the Role of Augmented Reality Application in Heritage Tourism Destination
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| 저자 |
정남호, 한희정, 전유희, 구철모 |
| 학술대회명 |
제76차 한국관광학회 강릉국제학술대회 |
| 일시 |
2014.07.02 - 2014.07.04 |
| 장소 |
강릉 라카이샌드파인 |
| 초록 |
Recently, augmented reality (AR) as a part of the smart tourism is developed in order to provide information about destinations and attractions. Utilizing AR is due to maximization of satisfaction of tourists, which is based on the assumption that expects tourists to actively accept and use the AR. However, three barriers to AR impacts in tourism have been found to be factors driving tourists away from active usage. The first barrier is personal propensity toward the AR. This propensity refers to ‘technology readiness (TR)’ which means that people have an overall state of mind to be ready for using technology. The second barrier is the visual factor associated with AR. The third barrier to using the AR in tourism is the situational factor related to the users. Thus, this study conceptualizes crucial factors of the AR in terms of its personal (TR), stimulus (visual appeal), and situational factors (facilitating conditions), and how these concepts influence visitor’ intention to use AR and intention to visit heritage destination through AR beliefs (perceived usefulness and ease of use) and AR attitude.
We collected the sample data of 145 who had experienced at least three spots in Deoksugung Palace using the AR application (‘Deoksugung, in My Hands’) on November 16, 2013. This study analyzed the suggested hypotheses through the Structural Equation Model by a partial least squares (PLS) regression analysis. According to the analysis results (see Figure 1), all hypotheses were supported except for H1b. As shown in this study result, TR, visual appeal, and facilitating conditions were a predictor of perceived usefulness. And visual appeal and facilitating conditions had a significant effect on perceived ease of use.
And we found that perceived ease of use was a predictor of perceived usefulness. Furthermore, perceived usefulness and ease of use were found to have a significant effect on the AR attitude. Lastly, the AR attitude affected the intention to use the AR and intention to visit heritage destination. Based on the aforementioned results, the theoretical and practical implications of the present study were presented.
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