工商管理学院知识库

近年来，随着VR技术的蓬勃发展，如何有效地将VR技术与旅游深度融合，如何优化VR技术在旅游中的应用，已经成为景区管理者必须深思的议题。具体而言，科技的发展方兴未艾，技术与旅游的结合成为趋势，而旅游者的旅游需求也由以往的观光式旅游向体验式旅游转变，旅游景区中引入VR技术，为旅游者提供了一种沉浸式体验项目，进一步满足了游客需求。因此，景区积极开展技术革新，采用“技术＋旅游”手段，吸引旅游消费者积极参与VR项目体验，实现景区可持续发展。根据已有研究，游客的旅游体验与其对新技术的接受度息息相关，然而，在当前的研究领域中，对VR技术如何与旅游行业实现深度整合的探讨还不够充分。尤其是在提倡智慧旅游的大背景下，对于激发游客采取具体行动的关键驱动因素研究仍然不足。

基于此，本研究从游客感知视角，基于技术接受模型和SOR理论，分析了VR技术感知对游客行为意愿的复杂影响机制，得到以下结论：（1）VR技术感知显著直接正向影响游客行为意愿，其中相对于感知娱乐性和感知易用性，感知有用性更能促进游客行为意愿。（2）VR技术感知对游客行为意愿具有显著的正向影响，其中与感知娱乐性和感知易用性相比，感知有用性更能够激发游客愉悦性感知。（3）心流体验在VR技术感知和游客行为意愿的关系中起部分中介作用。（4）游客涉入度在VR技术感知和游客行为意愿之间具有正向调节作用。（5）游客涉入度在VR技术感知和心流体验之间具有正向调节作用。（6）游客涉入度正向调节心流体验在VR技术感知与游客行为意愿之间的中介作用。研究结果明确了VR技术感知与游客行为意愿之间的具体作用机制，能够进一步丰富智慧旅游的研究视角。同时，研究结果还能为景区管理企业引入VR技术提供借鉴，并指出本研究存在的不足之处，以期推动旅游业不断创新与进步。

In recent years, with the booming development of VR technology, how to effectively integrate VR technology with tourism in depth, and how to optimize the application of VR technology in tourism has become a topic that scenic spot managers must think deeply about. Specifically, the development of science and technology is in the ascendant, the combination of technology and tourism has become a trend, and the travel demand of tourists is also transformed from the previous sightseeing tourism to experiential tourism, and the introduction of VR technology in the tourist attractions provides travelers with a kind of immersive experience project, which further meets the needs of tourists. Therefore, the scenic area actively carry out technological innovation, the use of "technology + tourism" means to attract tourism consumers to actively participate in the VR project experience, to achieve sustainable development of the scenic area. According to existing research, tourists' tourism experience is closely related to their acceptance of new technologies, however, the current research on the in-depth integration of VR technology and tourism is still insufficient, especially in the context of smart tourism, the research on the driving factors affecting tourists' behavioral willingness is even more in-depth exploration.

Based on this, this study analyzes the complex influence mechanism of VR technology perception on tourists' behavioral intention from the perspective of tourists' perception, based on the technology acceptance model and SOR theory, and obtains the following conclusions: (1) VR technology perception significantly and directly positively influences tourists' behavioral intention, in which perceived usefulness promotes tourists' behavioral intention more than perceived entertainingness and perceived ease of use. (2) VR technology perception has a significant positive effect on tourists' behavioral intention, in which perceived usefulness can stimulate tourists' pleasure perception more than perceived entertainment and perceived ease of use. (3) Mindstream experience plays a partial mediating role in the relationship between VR technology perception and tourists' behavioral intention. (4) Tourist involvement has a positive moderating effect between VR technology perception and tourists' behavioral intention. (5) Tourist involvement has a positive moderating role between VR technology perception and heart flow experience. (6) Tourist involvement positively moderates the mediating role of mind-flow experience between VR technology perception and tourists' behavioral intention. The results of the study clarify the specific mechanism between VR technology perception and tourists' behavioral intention, which can further enrich the research perspective of smart tourism. At the same time, the results of the study can also provide a reference for the introduction of VR technology by scenic spot management enterprises, and point out the shortcomings of this study, with a view to promoting the continuous innovation and progress of the tourism industry.