AR체험을 활용한 관광지의 선택속성, 혜택, 가치 간의 관계분석: 중국인 잠재관광객을 대상으로 (The Analysis of the Relationship among the Selection Attributes, Benefits, and Perceived Value of Tourist Attractions Using AR Experience: Focused on Chinese Latent Tourists)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 34권 / 4호 / 25 ~ 41페이지
· 저자명 : 장옥려, 유형숙

초록

The benefits, value and potential of Augmented Reality (AR) are widely researched. The Chinese government has also put forward many positive policies in recent years to promote the development of AR technology. The huge population is also the driving force behind China's AR tourism industry. Therefore, researchers think that at this time when China's AR tourism market has great potential, it is necessary to study the perception and behavior characteristics of latent tourists in AR tourist attractions. This study uses the Mean-Ends Chain Theory and conducts a questionnaire survey with latent Chinese tourists as the respondents for tourist attractions using AR technology in order to obtain the value pursuit form and value structure of such audiences. According to the study, latent Chinese tourists think AR tourist attraction’s important attributes are “entertainment, the charm of a travel destination, vibrant, and interesting experience”. The Benefits of AR tourist attractions include “satisfying curiosity, fun and interests, improving sensory experiences, and change of mood”. Their psychological value is “fun and joy, and immediate satisfaction”.

영어초록

The benefits, value and potential of Augmented Reality (AR) are widely researched. The Chinese government has also put forward many positive policies in recent years to promote the development of AR technology. The huge population is also the driving force behind China's AR tourism industry. Therefore, researchers think that at this time when China's AR tourism market has great potential, it is necessary to study the perception and behavior characteristics of latent tourists in AR tourist attractions. This study uses the Mean-Ends Chain Theory and conducts a questionnaire survey with latent Chinese tourists as the respondents for tourist attractions using AR technology in order to obtain the value pursuit form and value structure of such audiences. According to the study, latent Chinese tourists think AR tourist attraction’s important attributes are “entertainment, the charm of a travel destination, vibrant, and interesting experience”. The Benefits of AR tourist attractions include “satisfying curiosity, fun and interests, improving sensory experiences, and change of mood”. Their psychological value is “fun and joy, and immediate satisfaction”.

참고자료

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