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메타버스관광 체험이 관광객의 태도, 지각된 가치 및 방문 의도에 미치는 영향: SOR 이론 적용
강소청,김시중 한국산학기술학회 2024 한국산학기술학회논문지 Vol.25 No.3
This study was conducted to determine in-depth how metaverse tourism will evolve in terms of related content and diversity in the new era, considering the rapid development of information and communication technology after the COVID-19 pandemic. We applied SOR theory and experience economy theory to analyze the impact of metaverse tourism experience on tourists' attitudes and visit intentions and the mediating role of perceived value. The survey was conducted online through Wen JuanXin (问卷星) from May 20 to May 31, 2023, on a valid sample of 356 Chinese metaverse tourists. Data was subjected to frequency, reliability, correlation, confirmatory factor, path, and mediation analysis using SPSS 27.0 and AMOS 28.0. The key study findings were as follows: First, educational, aesthetic, and escape experience factors, excluding entertainment, significantly influence cognitive, affective, and behavioral attitudes to metaverse tourism. Second, all attitude factors significantly impacted perceived value and visit intentions. Lastly, perceived value significantly and partially mediated the relationship between attitude and visiting intentions. Using the Experience Economy theory and the SOR model, this study extends the scope of research in the field of metaverse tourism, proposes marketing strategies that foster positive attitudes among tourists, and creates perceived value for the activation of metaverse tourism.