Digitalization is progressing in various fields due to the Fourth Industrial Revolution, and as a means of revitalizing the tourism industry, which is facing a crisis after COVID-19, the digitalization of tourism products as well as virtual reality (VR), augmented reality (AR), and Metaverse are attracting attention. In particular, virtual reality technology has advanced further into virtual human docents and is being used in all fields, including tourism, exhibitions, management and marketing. And in the field of tourism, these technologies are actively used as a means to increase tourists' satisfaction and stimulate interest in tourist destinations. Therefore, in this study, we analyzed the relationship between virtual tourism experience, tourism memory, and local visit intention as perceived by domestic tourists in relation to these social and tourism phenomena, and analyzed the moderating effect of tourism information technology attributes among variables. In order to achieve the research purpose, this study was conducted through a survey (online) method. A total of 420 questionnaires were distributed (from August 2023 to January 2024), and data from tourists who experienced VR, AR, and augmented reality placed at tourist attractions were used for analysis (141 copies). As a result, the virtual tourism experience was found to have an effect on tourists' tourism memories, and tourism memories were found to have an effect on local visit intention. And above all, among the attributes of tourism information technology, informativeness was found to moderate the relationship between virtual tourism experience and tourist memory. Based on these research results, this study discussed various implications for maximizing the usability of virtual tourism.
Ⅰ. 서 론
Ⅱ. 이론적 연구
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론과 제언
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