UTAUT2 모델을 활용한 가상관광 참여의도

Intentions of Virtual Tourism Participation Using the UTAUT2 Model: Focusing on the moderating effect of the innovation resistance to innovation

In this study, the influencing factors of Chinese tourists' willingness to use XR equipment and the influence of tourists' willingness to use XR equipment on virtual tourism participation were analyzed. For analysis, 517 questionnaires were collected from Chinese tourists and 401 were analysed. As a result, expectations of effort, social impact, convenience, pleasure motivation, price value, and habits were statistically significantly positive, but expectations of performance were not significant.In addition, innovative resistance has a coordinating effect on hedonistic motivation and virtual tourism participation motivation.According to the analysis, tourists are willing to participate in virtual tours using XR devices if they think XR devices are more interesting, convenient, and cost-effective.In addition, it can be sufficiently advertised to emphasize that the use of xr devices can lead to entertainment and thus reduce resistance to innovation. This study is significant in that it uses XR devices to investigate what tourists think is important when they participate in virtual tours and to confirm the desire of potential tourists by virtual tour planners.