THE USE BEHAVIOR OF VR TECHNOLOGY IN THE CONTEXT OF SMART TOURISM IN CHINA

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 VIII understand the needs of tourists. Moreover, provide a theoretical basis for future researchers who study the factors that influence tourists' usage behavior.