喀斯特旅游地虚拟旅游体验对实地旅游意愿的影响-以武隆喀斯特旅游区为例

Impact of virtual tourism experience on travel intentions of karst tourism destinations:Take Wulong karst tourist zone as an example

文章以重庆市武隆喀斯特旅游区为例,采用游客问卷调查数据和结构方程模型,分析游客在喀斯特旅游区虚拟旅游体验后产生的心流体验以及对实地旅游意愿的影响。结果表明:喀斯特旅游地虚拟旅游体验对游客的注意力集中度、远程呈现、时间感的变化和实地旅游意愿均产生显著正向影响,注意力集中度发挥部分中介作用。建议武隆喀斯特旅游区加强以下建设:优化虚拟应用技术,营造更真实的虚拟旅游体验情境;提供全面优质的旅游信息,减少游客信息收集成本;扩大虚拟旅游宣传,赢得更多潜在游客。

The study on the impact of virtual tourism experience on travel intentions of karst tourist destinations is of great significance to enhance tourists'intentions of on-the-spot travel and to promote the development of karst tourist destinations.The virtual tourism market is increasingly expanded because the application of virtual reality technology to tourism industry makes people's travel experience abundant and interesting.At present,some scholars have conducted research on the application of virtual tourism in the fields of hotel management,cultural heritage protection,museum protection,etc.However,there are few studies on the application of virtual tourism in natural landscapes,let alone on the combination of karst tourist destinations with virtual tourism.Taking karst tourist destinations as research objects,this paper explores the marketing effect of virtual reality technology on karst tourist destinations,which can supplement the content of quantitative research on virtual tourism in karst tourist destinations and enrich the theoretical exploration of factors influencing tourists'behavioral intentions.In order to deeply explore the flow state of tourists after their virtual tourism experience in karst tourist destinations and its impact on travel intentions on the spot,and the marketing effect of virtual tourism on karst tourism destinations,this paper takes the model path of"environment–cognition–behavior"in Social Cognitive Theory as the theoretical basis and introduces Flow Theory.Structural Equation Model(SEM)is used to verify the hypotheses and give some suggestions.Wulong karst tourist zone of Chongqing is chosen as the research object because of its high typicality and representativeness,and it is an important part of the World Natural Heritage of"South China Karst",a typical representative of the world canyon karst system.Besides,Wulong karst tourist zone is one of the best examples of karst landforms with high tourism resource value.At the same time,the official page"3D·VR panoramic exhibition of Wulong karst tourist zone"shows it from all directions and different angles.Directly using their mobile phones and computers,people can visit Wulong karst tourist zone,which makes traveling more convenient.According to the previous research,this paper summarizes the theoretical framework of virtual tourism experience,flow experience and on-the-spot travel intentions,and puts forward the relevant hypotheses of virtual tourism in karst tourist destinations.Virtual tourism experience includes four dimensions:system quality,webpage design,information quality and interaction.Flow experience includes three dimensions:focused attention,telepresence and temporal distortion.A questionnaire has been designed,including eight dimensions and 29 items.The second part of the questionnaire investigates the background information of the subjects for their demographic characteristics.In order to reduce homology bias during the questionnaire design process,explanations and relevant definitions are provided at the beginning of the questionnaire.In this study,descriptive statistical analysis,reliability and validity testing,structural equation model fitting and intermediary effect analysis have been carried out to verify the proposed research hypotheses,and the research conclusions have been drawn according to the empirical research results and the validity of the hypotheses.The results show that the virtual tourism experience of karst tourist destination,which consists of system quality,webpage design,information quality and interaction,has significant positive effects on the three dimensions of flow experience(focused attention,telepresence and variation of temporal sense)and on on-the-spot travel intention.Among the three dimensions of flow experience,only focused attention has a significant positive impact on on-the-spot travel intention,playing a partial intermediary role in the transition from virtual tourism experience to on-the-spot travel intention,while telepresence and variation of temporal sense have no significant impact on the on-the-spot travel intention.In the future,we can develop Wulong karst tourism zone from the following aspects:optimizing the virtual technology and creating a more realistic virtual tourism experience,providing comprehensive and high-quality tourism information to reduce the cost of tourist information collection,and strengthening the publicity of virtual tourism to win more potential tourists.Future research topics should also be focused on questionnaire design of virtual tourism,influence of demographic characteristics on variables in the model,and comparison of virtual tourism between different karst landscapes.