| 中文摘要 |
儘管臺灣政府提出「新南向政策推進計劃」已超過5年，但精通東南亞語言之導遊等專業人才短缺仍然是今日臺灣旅遊業所面臨最大的挑戰之一。沒有好的語言技能，導遊無法很好地與遊客溝通，此將造成東南亞遊客來臺灣旅遊時很難達到良好之旅遊滿意度。為了解決此「語言障礙問題」，和減少導遊的「工作量和情緒勞動」，導遊似乎可以尋求多國語言導覽助理機器人的幫助。然而，導遊是否會願意採用此輔助機器人，值得探究。本研究結合科技接納模型（Technology Acceptance Model, TAM）與創新擴散理論（Diffusion of Innovation Theory, DIT）的影響因素來研究和理解導遊是否採納或拒絕多國導覽助理機器人的行為意向。結果顯示，大部分導遊認為「多國語言導覽助理機器人」在協助他們帶領稀少語言旅行團來進行導覽解說及遊程管理服務方面具有積極作用。同時，建立旅遊業創新行為意向模型，供未來研究者應用，作為臺灣旅遊經營者是否採用創新技術的相關研究。 |
| 英文摘要 |
Even though it has been over 5 years that the“New Southbound Policy Promotion Plan”was proposed by the government in Taiwan, the shortage of professionals, including guides in tourism business, who are fluent in Southeast Asian languages is still one of the biggest challenges that we are facing today. Without the knowledge of the language, tour guides are unable to communicate well and as a result, it is going to be difficult for them to meet the satisfactory level of the visitors from Southeast Asian countries when they visit Taiwan. In order to solve this language barrier problem and reduce the workload and emotional labor of the tour guides, we seem to be able to find assistance from multilingual assistant robots. However, will tour guides be willing to find help from multilingual assistant robots? This research used TAM (Technology Acceptance Model) combined with the influencing factors of Diffusion of Innovation Theory (DIT) to examine and understand Tour guides’behavioral intentions whether they would accept or reject multinational tour guide assistant robots. The results showed that most tour guides believe“multilingual assistant robot”has positive effects on assisting them in performing guide commentary and other service management services for leading rare-language tour groups. At the same time, a model of innovative behavioral intentions in the tourism industry is established for future researchers to apply as a related study of whether Taiwan Tourism operators adopt innovative technologies. |
本站僅提供期刊文獻檢索。
