交互性對虛擬旅遊目的地資訊處理之影響

Abstract

虛擬實境（VR）的快速發展為VR觀光產品的廣泛消費帶來了巨大潛力。透過VR創造旅遊體驗，對觀光行銷策略產生了深遠影響。然而，這種前所未有的發展也帶來了研究上的挑戰，特別是在理解VR交互性如何提供動態虛擬體驗並影響消費者實際前往旅遊目的地意圖的有效性方面。此外，目的地行銷管理者在設計互動功能以善用VR技術來影響消費者決策時，也面臨相當挑戰。為了回應這些挑戰，本論文擴展了「啟發式—系統性資訊處理模型」（heuristic-systematic model），探討VR交互性如何透過使用者與科技及VR內容的互動體驗，進一步影響其造訪意圖。本研究在理論與實務層面皆對觀光行銷有所貢獻。在理論層面，本研究建構了一套VR行銷中的資訊處理模型，進一步擴展觀光管理相關文獻，並建構了一個關於「參與感」的整體圖像，闡明交互性在資訊處理過程中所產生的多向影響。在實務層面，本研究所提出的概念模型可為觀光行銷人員提供具體指引，以有效運用VR吸引潛在旅客。整體而言，本論文揭示了VR交互性在目的地行銷中產生說服力效果的幾個關鍵機制。VR交互性在向潛在旅客傳遞資訊、激發靈感及說服決策方面，扮演著獨立且重要的角色。The rapid development of virtual reality (VR) platforms offers great potential for the widespread consumption of VR tourism offerings. This creation of tourism experiences through VR significantly impacts tourism marketing strategies. Nevertheless, unprecedented development presents research challenges to better understand the effectiveness of VR interactivity in providing dynamic virtual experiences and shaping consumers’ intention to visit actual tourism destinations. Moreover, destination marketing managers face challenges in designing interactive features to leverage VR technology to influence consumers’ decision-making. To address these challenges, this dissertation extends the heuristic-systematic model to investigate how VR interactivity influences visit intention through engaging experiences with technology and VR content. This study contributes to tourism marketing both theoretically and practically. From a theoretical standpoint, this study extends the tourism management literature by constructing an information processing model in VR marketing. This research also constructs a holistic picture of engagement and explains the multidirectional effects of interactivity on information processing. From a practical perspective, the conceptual model offers specific guidelines for tourism marketers to effectively engage potential tourists with VR. Overall, this dissertation reveals several key mechanisms by which VR interactivity creates significant persuasion outcomes in destination marketing. VR interactivity plays an important independent role in informing, inspiring, and persuading potential tourists.