基于TAM模型的虚拟旅游体验对实地旅游意愿的影响研究

A Study on the Effect of Virtual Tourism Experience on On-site Travel Intention Based on TAM Model

基于TAM模型,引入沉浸体验、感知享乐性、感知信任和主观规范4个变量,从游客视角构建技术接受模型,通过问卷调查,运用统计分析软件进行结构方程模型检验,探讨虚拟旅游体验向实地旅游意愿转变的机理。结果表明:感知有用性通过感知信任正向影响实地旅游意愿;感知易用性通过感知享乐性和感知信任正向影响实地旅游意愿;沉浸体验通过感知享乐性正向影响实地旅游意愿;感知信任和主观规范显著正向影响实地旅游意愿。建议旅游目的地借助虚拟现实技术加强对外宣传,注重全面旅游信息的提供,提高虚拟旅游内容质量,丰富VR类旅游产品,细分市场并打造个性化虚拟旅游产品,增强虚拟旅游体验感。

The rapid development of information technology and network technology has opened an era of the symbiotic inte-gration of a virtual world and a real world.The realization of virtual tourism brings new immersive tourism experience to tour-ists.Based on the TAM model,this paper introduces four variables of immersive experience,perceived hedonism,perceived trust and subjective norms,to construct a technology acceptance model from the perspective of tourists.By a survey,a structural equation model was tested using SPSS 26.0 and SmartPLS 4.0 statistical analysis software to explore the mechanism of the trans-formation from virtual tourism experience to on-site tourism intention.The results show that(1)perceived usefulness positively affects travel intention through perceived trust;(2)perceived ease of use positively affects travel intention through perceived he-donism and perceived trust;(3)immersive experience positively affects travel intention through perceived hedonism;and(4)per-ceived trust and subjective norms have significant positive effects on travel intention.It is suggested that tourist destinations strengthen external publicity with the help of virtual reality(VR)technology,focus on the provision of comprehensive tourism in-formation,enhance the quality of virtual tourism content,enrich VR tourism products,segment the market and create personal-ized virtual tourism products,so as to improve the sense of virtual tourism experience.