Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Intention to Use of Smart Tourism Contents through Extended Technology Acceptance Model: Case of Visitors to the National Museum of Korea

확장된 기술수용모델을 적용한 스마트관광 콘텐츠 사용의도에 관한 연구: 국립중앙박물관 방문객을 중심으로

  • Jeong, Eun-Seong (Department of Tourism Management, Honam University) ;
  • Choi, Sa-Ra (Division of Mart Strategy Development, Nonghyup Hanaro Mart) ;
  • Son, Min-Young (Department of Hotel and Airline Service, Cheongam University)
  • 정은성 (호남대학교 관광경영학과) ;
  • 최사라 (농협하나로마트 마트전략개발부) ;
  • 손민영 (청암대학교 호텔항공서비스과)
  • Received : 2021.07.22
  • Accepted : 2021.09.20
  • Published : 2021.09.28
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Abstract

The primary purpose of the study is to investigate museum visitors' intention to use of smart tourism contents by applying the extended technology acceptance model. The study conducted an online survey of a convenience sampling of individuals who visited the National Museum of Korea, and it conducted confirmatory factor analysis and structural equation modelling to test hypotheses of the study. The results showed that information quality of immersive digital gallery in the National Museum of Korea had a significant regression weight on both perceived ease of use and perceived usefulness, and perceived ease of use had a significant regression weight on perceived usefulness. Moreover, both perceived ease of use and perceived usefulness had a significant regression weight on intention to use. The findings indicate that it is necessary to develop smart tourism contents with easily accessible and usable digital applications for promoting smart tourism in the museum.

본 연구의 목적은 확장된 기술수용모델을 적용하여 박물관 방문객의 스마트관광 콘텐츠 사용의도를 규명하는데 있다. 본 연구는 국립중앙박물관 방문객을 편의표본추출법으로 표본을 추출하여 온라인 설문조사를 통해 자료를 수집하였으며, 가설검정을 위해 확인적 요인분석과 구조모형 분석을 실시하였다. 실증분석 결과, 국립중앙박물관 실감영상관의 정보품질은 지각된 용이성과 지각된 수용성에 유의한 영향을 미치고 있었으며, 지각된 용이성은 지각된 유용성에 유의한 영향을 미치고 있었다. 또한 지각된 용이성과 지각된 유용성은 사용의도에 유의한 영향을 미치고 있었다. 이와 같은 결과는 박물관의 스마트관광 활성화를 위해서 관람객들이 쉽게 접근할 수 있고 사용하기 편리한 디지털 어플리케이션을 개발해야 함을 시사하고 있다.

Keywords

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