智慧旅游背景下增强现实对游客旅游意向影响研究--一个基于TAM的改进模型

Influence of Augmented Reality on Tourists' Tourism Intention in the Context of Smart Tourism: A Revised Model Based on Technology Acceptance Model

增强现实作为智慧旅游发展的新技术,为旅游景区开发旅游科技产品、激发游客旅游意向创造了有利条件。文章将技术意愿纳入技术接受模型,构建游客技术意愿和接受模型,研究游客使用增强现实对旅游意向的影响关系。以故宫博物院抽样数据为例,基于SEM分析结果显示:技术意愿的创新性、不舒适感和缺乏安全感三个维度对游客使用增强现实态度有显著影响,而乐观性则不显著;感知有用性和易用性影响游客使用增强现实态度;游客使用增强现实的态度正向影响使用意愿,进而影响游客的旅游意向。基于研究结论,旅游景区应重视游客的个性特质和新技术的功能性,提供不同意愿水平的定制化服务,积极向游客宣传新技术,激发游客使用新技术意愿和旅游意向。

Augmented reality, as a new technology of development of smart tourism, has become a significant tool to develop scientific and technological tourism products and stimulate tourists＇ tourism intention. This paper integrates technology readiness into technology acceptance model and constructs the tourist technology readiness and acceptance model, studying how augmented reality affects tourist destination tourism intention. With the sampling data from the Palace Museum, the results of structural equation modeling （SEM） show ： three dimensions of technology readiness （Innovativeness, discomfort, insecurity） have positive effects on AR usage attitude, but optimism is not statistically; technology perceived usefulness and perceived ease of use have positive effects on AR usage attitude; AR usage attitude have a significant effect on AR usage intention; AR usage intention affects tourism intention positively. Based on the research conclusions, tourist attractions should pay attention to tourists personality and the technology function, providing customized service of different readiness level, promoting new technology to tourists actively, in order to inspire tourists new technology usage intention and tourism intention.