عوامل مؤثر بر پذيرش واقعيت مجازي در گردشگري (براساس مدل پذيرش فناوري)

Factors affecting the adoption of VR in tourism (According to TAM)

امروزه ظهور فناوري‌هاي ديجيتال صنعت گردشگري را به طرز چشمگيري تغيير داده است. از جمله اين فناوري‌ها واقعيت مجازي (VR) است. با اين وجود ، فناوري VR در مقاصد گردشگري در ايران هنوز به‌طور گسترده مورد استفاده قرار نگرفته است. اين پژوهش، نگرش و رفتار كاربران ايراني‌ را نسبت به پذيرش فناوري VR در گردشگري بررسي مي‌كند. نمونه پژوهش شامل 260 بازديد‌كننده از سه مقصد مختلف به وسيله فناوري VR است. براي جمع‌آوري داده‌هاي پژوهش از پرسشنامه آنلاين و روش نمونه‌گيري دردسترس استفاده شد. فرضيه‌هاي پژوهش با استفاده از نرم افزار Smart-PLS3 مورد آزمايش قرار گرفت.با توجه به اين كه اين پژوهش از اولين مطالعاتي است كه عوامل مؤثر بر پذيرش فناوري VR را در ميان كاربران ايراني بررسي مي‌كند، نتايج آن مي‌تواند براي مديران و بازارياب‌هاي مقاصد گردشگري مفيد بوده و آن‌ها را در استفاده از اين فناوري به عنوان يك ابزار بازاريابي ترفيعي و تبليغاتي مؤثر ياري رساند.

Introduction Today the emergence of digital technologies has dramatically changed the tourism industry; such modern technologies is Virtual Reality (VR). This innovative technology creates unique and amazing experiences for tourists and is widely used by tourist destinations. Nevertheless, VR technology, despite its potential, has not been extremely used by tourist destinations in Iran. Purpose This study aims to investigate factors affecting the adoption of VR technology in tourism based on TAM theory. Materials & Methods The sample of the study totaled 260 visitors from three different destinations by VR technology. Online questionnaire and convenience sampling method were used to collect data research. The reliability and validity of the research structures were confirmed using Cronbach's alpha coefficient and average variance extracted. Partial least square and structural equation modeling (PLSEM) was applied To analyze the research hypotheses. Discussion & Results According to the results, the positive and significant effect of visual appearance on perceived enjoyment and the positive and significant impact of perceived enjoyment, perceived usefulness, and perceived ease of use on attitudes toward VR were confirmed. The results also indicate a positive and significant effect of the intention to use VR to recommend it. The positive and significant effect of attitude toward VR on intention to use and intention to recommend was also confirmed. Conclusions As the current study results demonstrate, VR technology can be used as a unique marketing tool to promote tourism destinations. This technology may also enhance tourists' behavioral intentions, as it can positively affect consumers' attitudes. Because this Research is among the first studies investigating Iranian attitudes toward using VR, The results can be beneficial for managers and marketers of tourism destinations and help them utilize this technology as an effective advertising and promotional marketing tool.