Abstract:
Purpose - The purpose of this study is to investigate the influencing factors of
Chinese tourists using virtual reality technology in the context of smart tourism
Design/Methodology/Approach - This study uses questionnaires to collect data.
The questionnaire in this study includes research introduction, demographic
information survey and variable items, and is distributed through social platforms
such as Wechat and Weibo. The sample size of this study is 385. After the data is
collected, this study uses SPSS and AMOS to analyze and study the data to verify
the hypothesis. First use SPSS to perform descriptive analysis and inferential
analysis. Descriptive analysis includes the average, maximum, minimum, and
standard deviation of each variable. Inferential analysis, factor analysis, reliability
and validity testing. First, use factor analysis to test the validity, using KMO and
bartlett's test of sphericity as measured values. Reliability is measured by
Cronbach’s coefficient, AVE and CR. For the validity is tested by convergence
validity and discriminative validity tests. Then use AMOS to analyze the overall
model of the structural equation model, including goodness of fit and hypothsis
test, to verify the assumptions of this article. For the thresholds used in the data,
this study uses commonly used thresholds as the standard.
Findings - This study found that perceived usefulness, perceived ease of use,
perceived interest, and intention to use as internal factors that has significant
influence on the behavior of tourists using VR technology. Task characteristics,
technology characteristics, and task-technology fit are external factors that has
significant influence on visitors' behavior in using VR technology.
Originality Value - This study integrates TAM and TTF models and applies them
to the analysis of the tourism industry, which makes up for the lack of explanatory
power of a single model in the previous tourism industry literature. Secondly, this
study chooses to start from the perspective of tourists, which can better
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understand the needs of tourists. Moreover, provide a theoretical basis for future
researchers who study the factors that influence tourists' usage behavior.
