線上虛擬旅遊模式的研究

Abstract

本研究期望透由旅遊者對網路探索世界新型態的線上虛擬旅行體驗服務模式與實證研究，瞭解旅遊者的真正的需求與行為意向過程，以建構與發展創作實踐內容，研究結果可作為旅遊或其他產業進入線上虛擬旅遊的內容行銷策略和創新技術應用服務設計的參考依據。經過31位深度訪談的質化與量化研究結果發現，線上虛擬旅遊主題類型偏好程度前三名為「美術館」、「獨特的旅遊目的地」和「世界遺產」。美術館是90%受訪者熱門的主題，原因是有知名或專業導覽解說，且不受時間和空間限制。獨特的旅遊目的地則是因為不易到達、較少人去過且能在同儕間炫耀。受訪者對未來想體驗的線上虛擬旅行類型的前兩名則是「學習新技能」和「文化 / 藝術」，反映他們對學習和文化的興趣和追求。在技術應用方面，擴增實境（AR）、虛擬實境（VR）、AI即時翻譯（Real Time Translation）和行為意向呈現顯著性差異，顯示在解除出國旅遊限制後，線上虛擬旅遊的技術應用服務設計將增加參與線上虛擬旅行的意願。其中，AI即時翻譯的應用服務平均值最高，因為它可以讓人更容易理解對方的語言，增加互動參與的機會。「美術館」和「獨特的旅遊目的地」和行為意向之間沒有顯著性差異，表明它們之間沒有相關性。這也可以說明線上虛擬旅行的美術館和獨特的旅遊目的地相對不受旅遊限制開放與否的影響，對旅遊者的行為意願影響較小。創作實踐方面，透過深度訪談，我們發現旅遊者對於「限定性」和「獨特性目的地」有較高的偏好。同時結合消費者的洞察，選擇「馬祖藍眼淚」作為創作目的地的起點，進一步發展了相關的創作主題、內容和周邊商品。This study aims to explore new types of online virtual tourism experiences and conduct empirical research through the internet searches of travelers in order to understand their true needs and behavioral intentions. The results will be used to construct and develop creative practices as a content marketing strategy for tourism or other industries entering the online virtual travel market and to provide a reference for planning innovative technological application service designs. Based on the results of 31 in-depth qualitative and quantitative interviews, it was found that art museums, unique travel destinations, and world heritage sites are the top three preferred types of online virtual travel themes, with 90% of respondents favoring art museums due to their professional guided explanations and lack of time and space constraints. Unique travel destinations are more likely to be favored due to their difficulty to reach, low visitor traffic, and potential for peer recognition, with up to 45% of respondents choosing to be very fond of them. Of the future online virtual travel experiences participants would like to try, the top two were"learning new skills" and "culture/art", reflecting their interest in learning and cultural pursuits. In terms of technological applications, augmented reality (AR), virtual reality (VR), AI real-time translation, and behavioral intention show significant differences, suggesting that after travel restrictions are lifted, the design of technological application services for online virtual travel will increase participation. Real-time translation had the highest average value of application service, as it would allow people to understand each other's language and increase interaction and engagement. There is no significant difference between "art museums", "unique travel destinations", and behavioral intentions, indicating that they are not related. This also suggests that online virtual tours of art museums and unique travel destinations are relatively less affected by the opening or closure of travel restrictions, and therefore have less impact on the behavioral intentions of travelers. In terms of creative practices, through in-depth interviews, we found that travelers have a higher preference for"exclusivity" and "unique destinations". Combining consumer insights, we chose "Matsu Blue Tears" as the starting point for creative destinations and further developed related creative themes, content, and merchandise.