지각된 위헙이 존재하는 관광목적지에 대한 VR 관광체험이 만족, 몰입, 구전의도에 미치는 영향
The Effects of VR Tourism Experience on Perceived Risk Areas on Satisfaction, Immersion, and WOM
1
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
he development of ICT in tourism has expanded non-face-to-face services such as VR. Introduced to the tourism industry, VR is being used as an alternative to actual tourism in that it embodies the senses and experiences of tourist destinations without having to visit them. In this study, we tried to understand the effect of VR tourism experiences on perceived risk areas on satisfaction, immersion, and word-of-mouth intention, and to suggest the need for non-face-to-face tourism experiences that are continuously growing. The survey was conducted for one month from August 1 to 28, 2023, targeting users who experienced VR tourism experiences in perceived risk areas, and 233 questionnaires were used.. Referring to prior researches, the influence of VR tourism experiences classified into educational, esthetic, escapism, and entertainment factors on satisfaction and immersion and word-of-mouth intention was investigated. As a result of verifying the research hypotheses with 7 variables of factor analysis, in Hypothesis 1, the VR tourism experiences that affect satisfaction are esthetic, escapism and entertainment, and in Hypothesis 2, escapism and entertainment are adopted. It is judged that the VR tourism experience is satisfied and immersed in the esthetic experience that is similar to or harmonious with reality, the feeling of being out of everyday life, and the enjoyable and interesting part. In Hypothesis 3 and Hypothesis 4, it was found that satisfaction and immersion have an effect on word-of-mouth intention. It means that they fully enjoyed the VR tourism experience through satisfaction and immersion, and it is considered to be conveying this experience to others. Therefore, it is judged that continuous research and development is necessary to recognize the importance of non-face-to-face tourism experience service elements such as VR and to develop them.
Abstract
he development of ICT in tourism has expanded non-face-to-face services such as VR. Introduced to the tourism industry, VR is being used as an alternative to actual tourism in that it embodies the senses and experiences of tourist destinations without having to visit them. In this study, we tried to understand the effect of VR tourism experiences on perceived risk areas on satisfaction, immersion, and word-of-mouth intention, and to suggest the need for non-face-to-face tourism experiences that are continuously growing. The survey was conducted for one month from August 1 to 28, 2023, targeting users who experienced VR tourism experiences in perceived risk areas, and 233 questionnaires were used.. Referring to prior researches, the influence of VR tourism experiences classified into educational, esthetic, escapism, and entertainment factors on satisfaction and immersion and word-of-mouth intention was investigated. As a result of verifying the research hypotheses with 7 variables of factor analysis, in Hypothesis 1, the VR tourism experiences that affect satisfaction are esthetic, escapism and entertainment, and in Hypothesis 2, escapism and entertainment are adopted. It is judged that the VR tourism experience is satisfied and immersed in the esthetic experience that is similar to or harmonious with reality, the feeling of being out of everyday life, and the enjoyable and interesting part. In Hypothesis 3 and Hypothesis 4, it was found that satisfaction and immersion have an effect on word-of-mouth intention. It means that they fully enjoyed the VR tourism experience through satisfaction and immersion, and it is considered to be conveying this experience to others. Therefore, it is judged that continuous research and development is necessary to recognize the importance of non-face-to-face tourism experience service elements such as VR and to develop them.
참고문헌 (70)
- 고동우, "관광의 심리적 체험과 만족간의 관계", 박사, pp.1998
- 고동완, "제주 관광체험이 기억과 행동의도에 미치는 영향", 관광연구저널, 32(1), pp.33~46 (2018)
- 곽동성, "기업의 SNS서비스 특성이 관계몰입과 온라인 구전의도에 미치는 영향에 관한 연구 : 이용 빈도를 조절효과로", 디지털융복합연구, 11(5), pp.225~235 (2013)
- 구원일, "테마파크 가상환경 놀이시설 경험이 관계품질과 재방문에 미치는 영향", 관광학연구, 42(6), pp.213~231 (2018)
- 구원일, "테마파크의 가상현실(VR)놀이시설이 고객 만족과 구전효과에 미치는 영향", 관광경영연구, 24(7), pp.593~609 (2020)
- 권용완, "TV 프로그램의 지각된 상호작용성과 사회적 실재감이 지속시청의도에 미치는 영향 : 마이 리틀 텔레비전을 중심으로 한 몰입의 매개효과 분석", 한국방송학보, 34(1), pp.29~69 (2020)
- 김대석, "관광 SNS 정보 특성과 사회적 자본이 몰입을 통해 구전의도에 미치는 영향 연구", 한국엔터테인먼트산업학회논문지, 14(7), pp.27~41 (2020)
- 김상범, "관광위험지각과 태도, 구매의도 및 전환의도 간의 관계성 연구 : 서울지역여행사 직원을 중심으로", 관광연구저널, 32(3), pp.69~80 (2018)
- 김영하, "가상현실 관광콘텐츠 사용자의 프레즌스 경험 및 프레즌스 효과에 관한 연구", 관광레저연구, 32(7), pp.217~231 (2020)
- 김지선, "문화권에 따른 외래 관광객 행동특성 분석 : 고궁관광객을 중심으로", 한국관광학회 학술대회 발표논문집, 2011(7), pp.267~280 (2012)
- 김주향, "패스트푸드 레스토랑의 콜라보레이션 메뉴 선택속성이 고객만족, 재구매의도 및 구전의도에 미치는 영향", 관광레저연구, 29(2), pp.147~164 (2017)
- 노경섭, "제대로 알고 쓰는 논문 통계분석 SPSS &AMOS" (2019), 한빛아카데미
- 노희경, "제한적 목적지인 북한에 대한 지각된 위험이 관광이미지, 방문의도에 미치는 영향 : 남한 국민을 대상으로", 관광레저연구, 32(11), pp.5~25 (2020)
- 두정, "인터랙티브 드라마의 시청동기, 몰입, 시청만족도, 시청충성도 간 관계에 관한 연구 : 중국 시청자를 중심으로", 아태비즈니스연구, 13(3), pp.157~170 (2022)
- 박용순, "가상현실에서 노마디즘을 적용한 지역관광 활성화-들뢰즈와 마페졸리의 노마디즘을 중심으로", 관광레저연구, 27(9), pp.23~40 (2015)
- 박환태, "체험관광방문동기가 관광지 이미지의 방문만족에 따른 국내관광활성화 정책 연구", 한국엔터테인먼트산업학회논문지, 15(7), pp.235~247 (2021)
- 사승현, "박물관․미술관에서의 ICT 활용-영국의 사례를 중심으로", 인문과학연구논총, 38(1), pp.291~317 (2017)
- 서기만, "가상현실 세상이 온다" (2016), 한즈미디어
- 서헌, "지각된 가치가 방문객 만족, 재방문의도 및 추천의사에 미치는 영향", 호텔경영학연구, 17(4), pp.181~195 (2008)
- 손대현, "방랑적 유목사회와 체험경제", 국토, 219, pp.20~26 (2000)
- 염동섭, "모바일 소셜 네트워크 게임에 대한 지각된 즐거움과 이용자 특성이 지속적 이용의도에 미치는 영향 : 플로우 경험의 매개효과를 중심으로", 디지털융복합연구, 15(9), pp.415~425 (2017)
- 용석홍, "문화관광축제의 체험경제요소, 체험만족, 행동의도간의 관계 연구", 관광레저연구, 31(2), pp.151~172 (2019)
- 육주희, "미리보는 2021 외식트렌드", 2021 식품외식산업 전망대회, pp.87~106 (2020)
- 윤선미, "로스터리 카페의 선택속성과 고객가치, 감정적 반응, 고객충성도의 관계 연구", 관광연구저널, 30(8), pp.225~240 (2016)
- 윤해진, "항공사 코로나-19 환경의 지각된 위험이 서비스 선택속성, 만족도 및 재이용의도에 미치는 영향에 관한 연구", 호텔경영학연구, 30(8), pp.195~211 (2021)
- 이상봉, "여행경험과 심리치유 간의 관계", Tourism Research, 38(1), pp.77~97 (2013)
- 이재곤, "외래 관광자의 관광경험이 관광만족과 재방문에 미치는 영향-북촌 게스트하우스를 중심으로", 관광연구, 29(1), pp.179~199 (2014)
- 이준혁, "호텔기업의 관계마케팅, 브랜드관계품질, 그리고 결과변수의 구조적 관계 : 부산 N호텔의 사례를 중심으로", 호텔관광연구, 22(2), pp.66~78 (2020)
- 이혜연, "SST(Self-Service Technology)의 서비스품질 및 지각된 가치가 고객 인게이지먼트에 미치는 영향 : 스타벅스 사이렌 오더를 중심으로", 서비스경영학회지, 20(5), pp.69~92 (2019)
- 이후석, "Pine과 Gilmore의 체험요소가 농촌관광객의 만족에 미치는 영향 : 지각된 가치의 매개효과를 중심으로", 관광연구저널, 29(3), pp.109~121 (2015)
- 이훈, "축제체험의 개념적 구성모형", 관광학연구, 30(1), pp.29~46 (2006)
- 정규엽, "호텔·외식·관광 마케팅" (2017), Cengage Learning
- 정희경, "크루즈관광 충성의도 형성에 관한 연구-정서적 경험의 매개효과와 지각된 위험의 조절효과를 중심으로", 관광학연구, 40(4), pp.181~196 (2016)
- 최종환, "K-POP 메타버스 콘텐츠에 대한 이용자 몰입 요인과 지속이용 및 공유의도 : 중국인이용자를 중심으로", 방송과 커뮤니케이션, 24(2), pp.37~75 (2023)
- 하동현, "테마파크에서의 체험요소에 대한 연구 : Pine과Gilmore의 체험경제이론(Experience Economy)을 중심으로", 한국사진지리학회지, 19(1), pp.37~47 (2009)
- "한국관광공사 통계자료"[URL]
- 현은지, "관광통역안내사의 비언어적 커뮤니케이션능력이 관광객만족과 행동의도에 미치는 영향", 관광학연구, 40(10), pp.43~59 (2016)
- 홍란지, "문화유산의 관광체험요인, 객관적 진정성, 관광만족에 대한 연구 : 4대 고궁 관광객을 중심으로", 비즈니스융합연구, 6(2), pp.15~22 (2021)
- Adams, E., "Fundamentals of game design" (2013), Pearson Education, Inc
- Awaritefe, O. D., "Destination image differences between prospective and actual tourists in Nigeria", Journal of Financial Service Marketing, 12(4), pp.331~345 (2004)
- Baker, A. M., "Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions", Journal of Marketing Research, 53(2), pp.225~239 (2016)
- Balakrishnan, B., "Where am i? How can I get there? Impact of navigability and narrative transportation on spatial presence", Human–Computer Interaction, 26(3), pp.161~204 (2011)
- Bitner, M. J., "Servicescapes : The iimpact of physical surroundings oncustomers and employees", Journal of Marketing, 56(2), pp.57~71 (1992)
- Blackwell, R. D., "Consumer Behavior" (2001), Dryden Press, Harcourt College Publishers
- Chang, S., "Experience economy in the hospitality and tourism context", Tourism Management Perspectives, 27, pp.83~90 (2018)
- Dabholkar, P. A., "An attitudinal model of technology-based self-service : Moderating effects of consumer traits and situational factors", Journal of the Academy of Marketing Science, 30(3), pp.184~201 (2002)
- Ermi, L., "Fundamental components of the gameplay experience: Analysing immersion", Conference: Digital Games Research Conference 2005, Changing Views: Worlds in Play (2005)
- Engel, J. F., "Word-of-mouth communication by the innovator", Journal of Marketing, 33(3), pp.15~19 (1969)
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Hamilton, R. W., "Which features increase customer retention?", MIT Sloan Management Review, 58(2), pp.79~85 (2017)
- Jung T., "The determinants of recommendations to use augmented reality technologies : The case of a Korean theme park", Tourism Management, 49, pp.75~86 (2015)
- Lemon, K., "Understanding customer experience throughout the customer journey", Journal of Marketing, 80, pp.69~96 (2016)
- Li, T., "Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context", Journal of Destination Marketing & Management, 3, pp.1~10 (2021)
- Lovett, M. J., "On brands and word of mouth", Journal of Marketing Research, 50(4), pp.427~444 (2013)
- Meyer, C., "Understanding customer experience", Harvard Business Review, pp.117~126 (2007)
- Morgan, R. M., "The commitment-trust, theory of relationship marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
- Nilsson, N. C., "Immersion revisited : A review of existing definitions of immersion and their relation to different theories of presence", Human Technology, 12(2), pp.108~134 (2016)
- Oliver, R. L, "Satisfaction: A behavioral perspective on the consumer" (1997), The McGraw-Hill Companies, Inc
- Pine, B. J., "The experience economy: work is theatre & every business a stage" (1999), Harvard Business Press
- Pine, B. J., "The experience economy" (2011), Harvard Business Press
- Rageh Ismail, A., "Effects of brand love, personality and image on word of mouth : The case of fashion brands among young consumers", Journal of Fashion Marketing and Management : An International Journal, 16(4), pp.386~398 (2012)
- Rittichainuwat, B., "Perceived travel risks regarding terrorism and disease : The case of Thailand", Tourism Management, 30(3), pp.410~418 (2009)
- Sönmez, S. F., "Influence of Terrorism Risk on Foreign Tourism Decisions", Annals of Tourism Research, 25(1), pp.112~144 (1998)
- Stamboulis, Y., "Innovation strategies and technology forexperience-based tourism", Tourism management, 24(1), pp.35~43 (2003)
- Stavrianea, A., "Memorable tourism experiences, destination image, satisfaction, and loyalty : an empirical study of Santorini Island, EuroMed", Journal of Business, 17(1), pp.1~20 (2022)
- Stephen, W., "Electronic word-of-mouth in hospitality and tourism management", Tourism Management, 29(3), pp.458~468 (2008)
- Pizam, A., "International dictionary of hospitality management" (2010), Elsevier
- Shyam Sundar, S., "Communicating art, virtually! Psychological effects of technological affordances in a virtual museum", International Journal of Human–Computer Interaction, 31(6), pp.385~401 (2015)
- Tung, V. W. S., "Exploring the essence of memorable tourism experiences", Annals of tourism research, 38(4), pp.1367~1386 (2011)
- Wan, C. -S., "Is the advertising effect of virtual experience always better or contingent on different travel destinations?", Information Technology & Tourism, 9(1), pp.45~54 (2007)