본문 바로가기
KERD
논문KCI 등재

虚拟现实技术对文化遗产目的地参观意愿提升的影响 ：以中国故宫博物院官网VR项目为中心

The Effects of Virtual Reality Applications on Enhancing Willingness to Visit Cultural Heritage Destinations ：A Case Study of the VR Project on the Official Website of the Palace Museum in China

陈浩
한국지역문화학회 (International Association for Glocal Culture)|2024.06|지역과문화|제11권 제2호|pp. 49-71|DOI https://doi.org/10.26654/iagc.2024.11.2.049

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

가상현실문화유산文化遗产虚拟现实参观意愿旅游目的地营销中国故宫博物院관광 목적지 마케팅방문의향중국 고궁박물원
주제분류학제간연구

초록

本文研究了虚拟现实(VR)技术在提升文化遗产目的地的参观意愿方面的应用及其影响, 以中国故宫博物院官方网站VR项目为中心进行了考察｡ 通过对中国395名参与者进行问卷调查和对比分析, 评估了VR体验与实际参观在沉浸感⋅真实性⋅信息性⋅情感体验和交互性方面对参观意愿的影响｡ 结果显示, VR技术在信息提供和互动设计上显著提升了参观意愿, 而实际参观则在文化氛围和历史真实感上具有不可替代的优势｡ 特别是年轻人和技术熟悉度高的用户在VR体验中表现出更高的满意度和参观意愿｡ 本研究对文化遗产地的数字化保护与推广策略具有重要意义, 并表明文化遗产目的地管理者在旅游营销中应合理结合虚拟与实际体验, 未来研究应关注VR技术的进一步优化, 以增强其在文化教育和体验融合中的应用效果｡

Abstract

This study investigates the impact of Virtual Reality (VR) technology on enhancing the intention to visit cultural heritage destinations, focusing on the VR project of the official website of the Palace Museum (故宫博物院) in China. Through a survey and comparative analysis of 395 Chinese participants, the study evaluates how VR experiences and actual visits influence visit intentions regarding immersion, authenticity, informativeness, emotional experience, and interactivity. The results indicate that VR technology significantly enhances visit intentions through information provision and interactive design, while actual visits possess irreplaceable advantages in terms of cultural atmosphere and historical realism. Notably, younger participants and users familiar with technology exhibit higher satisfaction and visit intentions from VR experiences. This study has significant implications for digital preservation and dissemination strategies for cultural heritage, suggesting that destination managers should rationally combine virtual and actual experiences in tourism marketing. Future research should focus on further optimizing VR technology to enhance its effectiveness in integrating cultural education and experiences.

참고문헌 (38)

  1. 김진숙, "가상현실(VR)과 증강현실(AR)을 통한 불교 문화재의 재구성", 한국불교학, 85, pp.95~125 (2018)
  2. 류인평, "문화유산 관광지 선택 속성, 만족도, 행동 의도 연구 : 익산미륵사지 중심으로", 관광연구, 29(4), pp.413~436 (2014)
  3. 성종현, "문화유산을 활용한 VR 콘텐츠 CPND 생태계 연구 : 하회마을 옥연정사 사례를 중심으로", 인문콘텐츠, 67, pp.261~281 (2022)
  4. 왕로, "관광정보 탐색을 위한 VR 이용 의도의 영향 요인 : 중국VR 이용자를 중심으로", 관광학연구, 46(1), pp.129~146 (2022)
  5. 유건우, "VR 기반 문화유산 체험이 방문의도에 미치는 영향", 한국전자거래학회지, 26(2), pp.95~122 (2021)
  6. 이금실, "가상현실 기반 관광체험 미디어의 어포던스 특성이 사용자 경험에 미치는 영향", 관광연구저널, 31(3), pp.105~118 (2017)
  7. Baik, A., "The use of interactive virtual BIM to boost virtual tourism in heritage sites, historic Jeddah", ISPRS International Journal of Geo-Information, 10(9), pp.577~ (2021)
  8. Ball, C., "Virtual reality adoption during the COVID-19pandemic : A uses and gratifications perspective", Telematics and Informatics, 65, pp.101728~ (2021)
  9. Barrado-Timón, D. A., "The historic city, its transmission and perception via augmented reality and virtual reality and the use of the past as a resource for the present: a new era for urban cultural heritage and tourism?", Sustainability, 11(10), pp.2835~ (2019)
  10. Bideci, M., "Back in time with immersive heritage tourism experience:a study of virtual reality in archaeological sites", ENTER22 e-Tourism Conference, pp.312~331 (2023), Springer Nature
  11. Blanco, C. F., "Entertainment and informativeness as precursory factors of successful mobile advertising messages", Communications of the IBIMA, pp.1~11 (2010)
  12. Byung-Chul Han, "Burnout Society" (2015), San Francisco Stanford University Press
  13. Cantatore, E., "Virtual reality to support technical knowledge in cultural heritage. The case study of cryptoporticus in the archaeological site of Egnatia (Italy)", The International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, 44, pp.465~472 (2020)
  14. D. Veliz, R. Ccori, "Division and composition of 360°videos for the generation of personalized tours for tourism, hotel industry and education based on immersive VR", 2023 IEEE World Engineering Education Conference (EDUNINE), 6, pp.01~06 (2023), IEEE
  15. Gao, B. W., "Interpreting the perceptions of authenticity in virtual reality tourism through postmodernist approach", Information Technology & Tourism, 24(1), pp.31~55 (2022)
  16. Goossens, C., "Tourism information and pleasure motivation", Annals of tourism research, 27(2), pp.301~321 (2000)
  17. Guttentag, D. A., "Virtual reality : Applications and implications for tourism", Tourism management, 31(5), pp.637~651 (2010)
  18. Huang, Y. C., "Exploring user acceptance of 3D virtual worlds in travel and tourism marketing", Tourism Management, 36, pp.490~501 (2013)
  19. Huh, J., "Tourist satisfaction with cultural", heritage sites: The Virginia Historic Triangle, Virginia Tech, 2002
  20. Jenkins, H., "Convergence culture : Where old and new media collide" (2006), New York University Press
  21. Kang, H. J., "How 3D virtual reality stores can shape consumer purchase decisions : The roles of informativeness and playfulness", Journal of Interactive Marketing, 49, pp.70~85 (2020)
  22. Katz, J. E., "Machines that become us: The social context of personal communication technology" (2002), Transaction Publishers
  23. Kersten, T. P., "Virtual reality for cultural heritage monuments–from 3D data recording to immersive visualisation", Digital Heritage. Progress in Cultural Heritage: Documentation, Preservation, and Protection: 7th International Conference, EuroMed 2018, 7, pp.74~83 (2018), Springer International Publishing
  24. Lanier, J., "Internet : Technology and its discontents", Nature, 513, pp.313~314 (2014)
  25. Lee, J., "Context-aware risk management for architectural heritage using historic building information modeling and virtual reality", Journal of Cultural Heritage, 38, pp.242~252 (2019)
  26. Levinson, P., "New new media" (2009), Allyn & Bacon
  27. Livingstone, Sonia, "The participation paradigm in audience research", Communication Review, 16(1-2), pp.21~30 (2013)
  28. Lo, W. H., "Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising", Information technology & tourism, 22(4), pp.537~562 (2020)
  29. Lopes, R. O., "Exploring digital architectural heritage in Brunei Darussalam:Towards heritage safeguarding, smart tourism, and interactive education", 2019 IEEE Fifth International Conference on Multimedia Big Data (BigMM), pp.383~390 (2019), IEEE
  30. Marasco, A., "Exploring the role of next-generation virtual technologies in destination marketing", Journal of Destination Marketing & Management, 9, pp.138~148 (2018)
  31. McLuhan, M., "Understanding media" (1964), Methuen
  32. Ramkissoon, H., "The effects of perceived authenticity, information search behaviour, motivation and destination imagery on cultural behavioural intentions of tourists", Current Issues in Tourism, 14(6), pp.537~562 (2011)
  33. Slater, M., "A framework for immersive virtual environments(FIVE) : Speculations on the role of presence in virtual environments", Presence : Teleoperators & Virtual Environments, 6(6), pp.603~616 (1997)
  34. Tussyadiah, I. P., "Virtual reality, presence, and attitude change : Empirical evidence from tourism", Tourism management, 66, pp.140~154 (2018)
  35. Vlahakis, V., "Archeoguide: first results of an augmented reality, mobile computing system in cultural heritage sites", Virtual Reality, Archeology, and Cultural Heritage, 9 (2001)
  36. Wang, F., "The effects of virtual reality tourism involvement on place attachment and behavioral intentions : virtual reality tourism of the Yellow Crane Tower in Wuhan", Asia Pacific Journal of Tourism Research, 27(3), pp.274~289 (2022)
  37. Williams, A., "Tourism and hospitality marketing : fantasy, feeling and fun", International journal of contemporary hospitality management, 18(6), pp.482~495 (2006)
  38. Zhu, C., "Exploring non-immersive virtual reality experiences in tourism : Empirical evidence from a world heritage site", International Journal of Tourism Research, 25, pp.372~383 (2023)

이 간행물의 다른 논문 (8건)

관광 정보탐색을 위한 챗GPT 지속적 사용의도에 대한 연구 : 챗GPT 관광 정보품질, 지각된 신뢰, 지각된 위험을 중심으로강귀영, 김설아pp. 1-28청년마을 로컬콘텐츠의 장소자산 활용 연구 : 태백시 ‘광광스토리지’ 사례를 중심으로이승하, 서국선pp. 29-48조선후기 감영(監營) 문화의 이해- 평안감영 관속(官屬) 통인(通引)을 중심으로김미경pp. 73-92색채를 활용한 일본 가고시마현 지역 활성화 사업의 전개와 의미조성실, 장슬기pp. 93-114글로컬과 지역 문화자원의 산업화에 관한 연구 동향 분석 : 키워드 네트워크 분석을 중심으로전미경pp. 115-133
원문 보기