Journal of Intelligence and Information Systems (지능정보연구)

Korea Intelligent Information System Society (한국지능정보시스템학회)
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The Effect of Virtual Tour Experience on Actual Travel Intention -Focusing on the Moderating Effect of Happiness

가상관광체험이 현장여행의도에 미치는 영향 -행복의 조절효과를 중심으로

  • Weijia Li (Dept. of Global Business, Graduate School, Kyonggi University) ;
  • Yuejun Wang (Dept. of Global Business, Graduate School, Kyonggi University) ;
  • Ziyang Liu (Dept. of Global Business, Graduate School, Kyonggi University)
  • 이위가 (경기대학교 글로벌비즈니스학과) ;
  • 왕악준 (경기대학교 글로벌비즈니스학과) ;
  • 유자양 (경기대학교 글로벌비즈니스학과)
  • Received : 2022.11.17
  • Accepted : 2022.12.09
  • Published : 2023.03.31
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Abstract

This study is based on place attachment theory, explores how to transform tourists' virtual experience into on-site tourism willingness through virtual attachment, And explores the moderating role of happiness in it. A real travel intention model is constructed for people who work in tourism or have the ability to travel alone. Analyzed through analysis tools such as SPSS and AMOS, We hope to explore if the virtual experience can be transformed into a willingness to travel on the ground, and how happiness moderates virtual attachment to virtual tourism experiences. The result shows, the relationship between Virtual Travel Experience and Virtual Attachment is moderated by Happiness, Virtual Attachment is positively related to Place Attachment (Place dependence & Place identity), Place Attachment is positively related to Real Travel Intention. The relationship between tourists and tourist destinations is explored in depth through this study to provide references and suggestions for tourism development.

본 연구는 지역 애착 이론을 기반으로 가상 애착을 통해 관광객의 가상 관광 경험을 현장 관광 의지로 전환하는 방법을 탐색하고 행복의 조절 역할을 탐구한다. 관광 능력이 있는 사람을 대상으로 현장 관광 의향 모델을 구축했다. SPSS 24.0 와 AMOS 24.0 등의 분석 도구를 통해 분석한다. 우리는 가상 경험이 지상 여행에 대한 의지로 전환될 수 있는지, 행복이 가상 관광 경험에 대한 가상 애착을 어떻게 조절하는지 탐구하기를 희망합니다. 그 결과 가상여행경험과 가상 애착의 관계는 행복감에 의해 조절되고, 가상 애착은 장소 애착(장소의존성 및 장소정체성)과 양(+)의 관계가 있으며, 장소 애착은 실제 여행의도와 양(+)의 관계가 있는 것으로 나타났다. 본 연구를 통해 관광객과 관광지의 관계를 심층적으로 탐색하여 관광의 발전을 위한 참고 자료와 제언을 제시한다.

Keywords

Acknowledgement

This work was supported by Kyonggi University's Graduate Research Assistantship 2021

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