몰입적 경험을 위한 랜선투어 설계 방안 연구: 아이트래킹 방법을 적용하여
A Study on the Design Strategies for Immersive Virtual Tour: Applying the Eye-Tracking Method
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초록
인터넷을 이용한 가상관광을 일컫는 랜선투어(Lan線 Tour)는 실제 관광의 대체제이자 미래의 관광 회복탄력성을 구축할 수 있는 수단으로 각광받고 있다. 그러나 이러한 중요성에도 불구하고, 랜선투어의 어떤 요소들이 관광객의 시각적 주의를 이끌어내며, 그에 따라 콘텐츠 내에 자극 요소들을 어떻게 구성해야 하는지에 대한 고민은 부족한 실정이다. 이에 본 연구에서는 아이트래킹 기법을 활용하여 인간의 랜선투어 내에 시각적 자극을 주는 변인들과 그에 대한 시선 운동의 변화를 파악함으로써, 관광객의 시각적 관심 요소를 도출하고, 더 몰입적인 체험이 가능하도록 랜선투어를 설계하는 방향과 전략을 제시하고자 하였다. 관광지 유형과 상호작용 수준에 따라 달라질 수 있는 관광객의 시지각 주목성을 살펴보기 위해, 3(상호작용 수준: 관광지, 관광지+가이드, 관광지+가이드+채팅창)*2(관광지 유형: 시내워킹투어, 문화유적 투어)의 집단 내 실험(관광지 유형에 따른 차이 비교)과 집단 간 실험(상호작용 수준에 따른 차이 비교)을 설계하여 피험자 30명을 10명씩 세집단으로 나누어 분석하였다. 분석결과 관광지유형에 따른 시지각 주목도와 정서적 이미지, 사회적 실재감 사이에 유의한 차이가 있었다. 또한, 상호작용 수준에 따라서도 정서적 이미지, 사회적 실재감 사이에 유의한 차이가 있었으며 방문의도 역시 차이가 있는 것으로 나타났다. 이를 바탕으로 이론적, 실무적 시사점을 제시하였다.
Abstract
Lansun tour, commonly referred to as virtual tours, has gained attention as both a substitute for physical tourism and a tool for building future tourism resilience. Despite its growing significance, there has been a lack of consideration regarding which elements of online tours capture tourists' visual attention and how the stimuli within the content should be structured accordingly. In response, this study aimed to identify the visual attention elements in online tours by employing eye-tracking techniques to examine visual stimuli and changes in gaze movement. Through this, we seek to propose strategies and directions for designing more immersive online tour experiences. To explore how tourists' visual attention may differ according to the type of destination and level of interaction, we designed a within-subject experiment (comparing differences by destination type) and a between-subject experiment (comparing differences by interaction level) based on a 3 (interaction level: destination only, destination + guide, destination + guide + chat window)×2 (destination type: city walking tour, cultural heritage tour) factorial design. A total of 30 participants were divided into three groups of 10 each. The analysis revealed significant differences in visual attention, emotional image, and social presence according to destination type. Additionally, there were significant differences in emotional image, social presence, and intention to visit based on the level of interaction. Based on these findings, we present theoretical and practical implications.
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