International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Effectiveness of Jeju Island Mixed Reality Tourism Application: Focusing on the Moderating Role of Users' K-Culture Involvement

  • Yoo, Seungchul (Division of Communication & Media, Ewha Womans University) ;
  • Jung, Kwanghee (Department of Educational Psychology and Leadership, Texas Tech University) ;
  • Nguyen, Vinh T. (Department of Science and Technology, Thai Nguyen University) ;
  • Piscarac, Diana (Division of Communication & Media, Ewha Womans University)
  • Received : 2020.04.30
  • Accepted : 2020.05.26
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, we introduce a multi-modal mixed reality (MR) application for advertising the main touristic landmarks on Jeju Island, and evaluate its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, we deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a VR environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island. Still, it had a significant impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no effect on the Intention to Use and Intention to Visit. However, Perceived Ease-of-Use had a significant impact on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, convenience of use has played a significant role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvement and immersive media tourism marketing, which will benefit digital tourism marketing and Korea's tourism industry.

Keywords

References

  1. Shin, Hio-Jung; Kim, Hyun; Son, Jae-Young. "Measuring the Economic Impact of Rural Tourism Membership on Local Economy: A Korean Case Study", Sustainability. Vol. 9, Issue 4, 2017. DOI: 10.3390/su9040639
  2. Hyo-Jae Joun; Kim, Hany. "Productivity Evaluation of Tourism and Culture for Sustainable Economic Development: Analyzing South Korea's Metropolitan Regions", Sustainability, Vol. 12, Issue. 7, 2020. DOI: 10.3390/su12072912
  3. Jung, K., Nguyen, V. T., Yoo, S.-C., Kim, S., Park, S., & Currie. "PalmitoAR: The Last Battle of the U.S. Civil War Reenacted Using Augmented Reality", ISPRS International Journal of Geo-Information, Vol.9, pp. 75, 2020. DOI: 10.3390/ijgi9020075
  4. tom Dieck, Claudia, Jung, Timothy. "A theoretical model of mobile augmented reality acceptance in urban heritage tourism", Current Issues in Tourism, Vol.21, Issue 2, pp.154-174, 2018. DOI: 10.1080/13683500.2015.1070801
  5. Koo, Seungbum; Kim, Jinyoung; Kim, Changhyuk. "Development of an Augmented Reality Tour Guide for a Cultural Heritage Site", Journal on Computing and Cultural Heritage, Volume 12, Issue 4, 2019. DOI: 10.1145/3317552
  6. Lin, Li-Pin; Huang, Shu-Chun; Ho, Yao-Chun. "Could virtual reality effectively market slow travel in a heritage destination?", Tourism Management, Vol. 78. Issue 6, 2020. DOI: 10.1016/j.tourman.2019.104027
  7. Jung, K.; Nguyen, V.T.; Piscarac, D.; Yoo, S.-C. "Meet the Virtual Jeju Dol Harubang - The Mixed VR/AR Application for Cultural Immersion in Korea's Main Heritage". ISPRS Int. J. Geo-Inf., Vol. 9, pp.367, 2020. DOI: 10.3390/ijgi9060367
  8. Bae, Sujin; Jung, T.H.; Moorhouse, Natasha. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective", Sustainability, Volume 12, Issue 7, 2020. DOI: 10.3390/su12072956
  9. C.-S. Jeong, K.-H. Ryu, J.-Y. Lee, and K.-D. Jung, "Deep Learning-based Tourism Recommendation System using Social Network Analysis", International Journal of Internet, Broadcasting and Communication, Vol. 12, No. 2, pp.113-119, 2020. DOI: 10.7236/IJIBC.2020.12.2.113
  10. Davis, F. D. "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, Vol.13, pp.319-340, 1989. DOI: 10.2307/249008
  11. Amoako-Gyampah, K. "Perceived usefulness, user involvement and behavioral intention: An empirical study of ERP implementation", Computers in Human Behavior, Vol.23, No.3, pp.1232-1248, 2007. DOI: 10.1016/j.chb.2004.12.002
  12. Venkatesh, V., Davis, F. D. "A theoretical extension of the technology acceptance model: Four longitudinal field studies", Management Science, Vol. 46, No. 2, pp.186-204, 2000. DOI: 10.1287/mnsc.46.2.186.11926
  13. Goodhue, D.L.; Thompson, R.L. "Task-technology fit and individual performance". MIS Quarterly, Vol.19, No.2, pp.213-236, 1995. DOI: 10.2307/249689
  14. Basoglu, N.; Cayir, S. "Users and information technology interoperability: Analysis of task information fit model". PICMET'09-2009 Portland International Conference on Management of Engineering & Technology. IEEE, pp.3144-3153, 2009. DOI: 10.1109/PICMET.2009.5262270
  15. Wu, B.; Chen, X. "Continuance intention to use MOOCs: Integrating the technology acceptance model (TAM) and task technology fit (TTF) model". Computers in Human Behavior, Vol.67, pp.221-232, 2017. DOI: 10.1016/j.chb.2016.10.028
  16. Becker, D. "Acceptance of mobile mental health treatment applications". Procedia Computer Science, Vol.98, pp.220-227, 2016. DOI: 10.1016/j.procs.2016.09.036
  17. Li, YM; Yeh, Y.S. "Increasing trust in mobile commerce through design aesthetics", Computers in Human Behavior, Vol.26, pp.673-684, 2010. DOI: 10.1016/j.chb.2010.01.004
  18. Hartmann, J.; Sutcliffe, A.; Angeli, A.D. "Towards a theory of user judgment of aesthetics and user interface quality", ACM Transactions on Computer-Human Interaction (TOCHI), Vol.15, 2008. DOI: 10.1145/1460355.1460357
  19. Verhagen, T.; Feldberg, F.; van den Hooff, B.; Meents, S.; Merikivi, J. "Understanding users' motivations to engage in virtual worlds: A multipurpose model and empirical testing". Computers in Human Behavior, Vol.28, pp.484-495, 2012. DOI: 10.1016/j.chb.2011.10.020
  20. Krugman, H. E. "The impact of television advertising: Learning without involvement". Public Opinion Quarterly, Vol. 29, No.3, pp.349-359, 1965. DOI:10.1086/267335
  21. Zaichkowsky, J. L. "Conceptualizing involvement", Journal of Advertising, Vol.15, No.2, pp.4-34, 1986. DOI: 10.1080/00913367.1986.10672999
  22. Kourfaris, M. "Applying the technology acceptance model and flow theory to online customer behavior", Information Systems Research, Vol. 13, No.2, pp.205-223, 2002. DOI: 10.1287/isre.13.2.205.83
  23. Novak, T. P., Hoffman, D. L., & Yung, Y. F. "Measuring the customer experience in online environments: A structural modeling approach", Marketing Science, Vol.19, No.1, pp.22-42, 2000. DOI: 10.1287/mksc.19.1.22.15184
  24. Suh, Yong-Gun; Kim, Hee-Soo. "A Study on the Promotion of Chinese Tourist Attractions Using the Korean Wave", Korea Tourism Research, Vol. 28, No. 3, pp.47-64, 2002. DOI 10.1186/s40852-017-0075-y
  25. Suh, Yong-Gun; Seo Yong-Gu. "The Effects of Korean Fever in Influencing the Image of Korea as a Prime Destination, and the Tourist Decision-Making Process", Tourism Studies, Vol. 28, No. 3, pp.47-64, 2004.
  26. Al-Farajat, Loai; Jung, Seong-Hoon; Gu, Gil-hwan; Seo, Young-Joon. "Factors Influencing Overall Satisfaction of Middle Eastern Arab Patients in South Korea", International Journal of Advanced Culture Technology (IJACT), Vol. 7, No.1, pp.216-224, 2019. DOI: 10.17703/IJACT.2019.7.1.216
  27. Brown, S. P., Stayman, D. M. "Antecedents and consequences of attitude toward the ad: A meta-analysis", Journal of Consumer Research, pp.34-51, 1992. DOI: 10.1086/209284
  28. Low, G. S., Lamb Jr, C. W. "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol.9, No.6, pp.350-370, 2000. DOI: 10.1108/10610420010356966
  29. Chung, H., Zhao, X. "Humour effect on memory and attitude: moderating role of product involvement", International Journal of Advertising, Vol. 22, No.1, pp.117-144, 2003. DOI: 10.1080/02650487.2003.11072842
  30. Muehling, D. D., Laczniak, R. N., & Stoltman, J. J. "The moderating effects of ad message involvement: A reassessment", Journal of Advertising, Vol. 20, No. 2, pp.29-38, 1991. DOI: 10.1080/00913367.1991.10673211
  31. Danchilla, B. "Three.js framework. In Beginning WebGL for HTML5", Springer, pp. 173-203, 2012. DOI: /10.1007/978-1-4302-3997-0_7
  32. Mapbox. Mapbox GL JS, 2019. https://docs.mapbox.com/mapbox-gl-js/api/
  33. "Mozilla. A web framework for building virtual reality experiences", 2019. https://aframe.io
  34. Etienne, J. "Creating Augmented Reality with AR.js and A-Frame", 2019. https://aframe.io/blog/arjs.
  35. Nguyen, Vinh T., Rebecca Hite, and Tommy Dang. "Web-based virtual reality development in classroom: From learner's perspectives." In 2018 IEEE International Conference on Artificial Intelligence and Virtual Reality (AIVR), pp. 11-18. IEEE, 2018. DOI:10.1109/AIVR.2018.00010
  36. Nguyen, Vinh T., Rebecca Hite, and Tommy Dang. "Learners' technological acceptance of vr content development: A sequential 3-part use case study of diverse post-secondary students." International Journal of Semantic Computing 13, no. 03 (2019): 343-366. DOI:10.1142/S1793351X19400154
  37. Zaichkowsky, J. L. "Measuring the involvement construct", Journal of Consumer Research, pp.341-352, 1985. DOI: 10.1086/208520
  38. Yu, Chang; An, Soon-tae. "Effects of Product Placement on Brand Attitudes and Purchase Intention Moderating Role of Chinese Consumers' Hallyu Involvement", Korean Advertising and Public Relations Journal, Vol.18, no.4, pp. 323-353, 2016. DOI:10.16914/kjapr.2016.18.4.323
  39. Iacobucci, D., Posavac, S., Kardes, F. R., Schneider, M. J., & Popovich, D. L. "The median split: Robust, refined, and revived", Journal of Consumer Psychology, Vol.25, No.4, pp.690-704, 2015. DOI: 10.1016/j.jcps.2015.06.014
  40. Hwang, H.; Takane, Y. "Generalized structured component analysis: A component-based approach to structural equation modeling", Psychometrika, Vol.69, pp.81-99, 2004. DOI: 10.1201/b17872
  41. Jung, K.; Panko, P.; Lee, J.; Hwang, H. "A comparative study on the performance of GSCA and CSA in parameter recovery for structural equation models with ordinal observed variables", Frontiers in Psychology, Vol. 9, pp.24-61, 2018. DOI: 10.3389/fpsyg.2018.02461
  42. Hwang, H.; Jung, K.; Kim, S. "WEB GESCA". 2019. http://sem-gesca.com/webgesca