虚拟如何触动现实?“新世代”感知视角下的虚拟旅游影响机理研究

摘要/Abstract

摘要： 虚拟旅游给人们带来了一场“把景点搬回家”的颠覆性体验变革,成为旅游高质量发展中的重要议题。文章结合已有研究和发展现状提出“虚拟旅游”概念,对桂林漓江开发的虚拟旅游展开实证研究,融合TAM、ACSI与期望理论构建结构方程模型,探究“新世代”感知视角下虚拟旅游对行为意向的影响机理,并从技术和管理两个角度提出实践建议。研究发现：虚拟旅游沿“感知-态度-行为意愿”路径影响实地旅游意愿,具有乐观的发展前景;对景区的态度是触动实地旅游意向的直接前因,而对虚拟旅游技术的态度并不会激发实地旅游动机,且旅游意向的触动程度随年龄阶段的增长和学历的提高而有所减弱,随虚拟旅游经验的丰富而显著增强;相对于提升旅行效率的实用性,“新世代”更注重虚拟旅游的易用性和享乐性。

关键词: 虚拟旅游, 新世代, TAM, ACSI, 期望理论

Abstract: Driven by the Internet and artificial intelligence,virtual tourism is an integrative application of high technologies and tourism industry.Among its diverse forms,360°panoramic video has become the most popular form of virtual tourism at present home and abroad because of its characteristics of low cost,easy operation and mild effect.During the COVID-19 pandemic,the popularity of “cloud tourism” strongly led the fashion trend of virtual tourism.Virtual tourism has brought a huge change of “moving scenic spots home” in tourism experience,which is becoming an important issue in the research of high-quality development of tourism.Based on the existing research and development status,this paper put forward the concept of “virtual tourism”,then constructed the model mechanism of virtual tourism influencing tourism intention from the perspective of tourists,and provides direction guidance for the development of technological innovation represented by virtual tourism in tourism.Absorbing the native and foreign researches of virtual tourism and considering the current situation of industry,this paper selected a typical attraction with representative virtual tourism products in China—Li River scenic area in Guilin.Taking “new generation” as the subjects of survey,the virtual tourism model of tourists' perception,attitude and behavior intention was constructed by integrating TAM,ACSI model and expectancy theory.The data were obtained by questionnaire survey in two forms,while the virtual tourism path mechanism and impact on on-site tourism intention were verified by SEM.And some suggestions were put forward from practical perspectives of technology and management in the end.The results showed that virtual tourism influenced the field travel intention of the “new generation” in the path of “perception-attitude-behavioral intention” and had an optimistic prospect to development.The attitude towards virtual tourism technology itself did not directly change the behavioral intention,and only when the attitude towards the scenic spot was really affected,the motivation of field tourism would be stimulated.The motivation degree of tourism intention decreases with the increase of age and education level,but increases significantly with the enrichment of virtual tourism experience.The “new generation” paid more attention to the ease of use and enjoyment of virtual tourism than the practicality improving travel efficiency.

Key words: virtual tourism, new generation, TAM, ACSI, expectancy theory

中图分类号:

F 592

赵伟伟, 罗盛锋, 黄燕玲. 虚拟如何触动现实?“新世代”感知视角下的虚拟旅游影响机理研究[J]. 旅游科学, 2022, 36(5): 21-37.

ZHAO Weiwei, LUO Shengfeng, HUANG Yanling. How Does the Virtual Touch Reality?The Influence Mechanism of Virtual Tourism from the Perspective of the “New Generation”[J]. TOURISM SCIENCE, 2022, 36(5): 21-37.

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