英文摘要 |
The tourism industry is one of the important service industries in Taiwan, and service innovation has become an important strategy to improve the competence of that industry. The literature shows that the destination image is a critical factor in tourist decisions, and experiential value could influence the formation of destination images, and thus to influence the visitor decisions. Augmented reality (AR) is an emerging technology which has high potential to the application of tourism services. This study proposed a framework to evaluate the influence of tourists’ experiential value on the tourism image and the behavioral intentions. This study developed an AR service system and placed in a scenic spot to collected users’ perceptions after their usage of the service system. The data were analyzed with a structural equation model to measure the causality of variables. Findings of the research includes: 1. Telepresence has a significant positive influence on user’s Experiential Value. 2. Experiential Value has a significant positive influence on tourism image. 3. Tourism image has a significant positive influence on behavioral intentions. 4. The impact of the AR service to the formation of experiential values and destination images are not different for visitors with different previous experience of the destination. This study also discussed the implications of the research findings. |