UTAUT2 모델을 활용한 가상관광 참여의도

Intentions of Virtual Tourism Participation Using the UTAUT2 Model: Focusing on Chinese tourists

This study analyzed the factors influencing Chinese tourists' intention to use XR devices and the impact of XR device usage intention of tourists on virtual tourism participation intention, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. To conduct the analysis, 517 survey responses were collected from Chinese tourists, and 401 analyzed. The results showed that performance expectancy, facilitating conditions, hedonic motivation, price value, and habit had a statistically significant positive effect on intention to use XR devices, but effort expectancy and social influence did not. Additionally, intention to use XR devices had a positive effect on intention to participate in virtual tourism. Through the analysis, it was found that tourists are willing to participate in virtual tourism using XR devices if they perceive that it is more fun, convenient, and meets their tourism expectations. However, if the device is difficult to use or if others force them to use it, they are less likely to consider using XR devices for virtual tourism. This study is significant in that it examines what tourists consider important when participating in virtual tourism using XR devices and confirms the desires of potential tourists for virtual tourism planners.