The Effectiveness of Jeju Island Mixed Reality Tourism Application: Focusing on the Moderating Role of Users' K-Culture Involvement
제주도 증강현실 광고 마케팅 효과와 한류관여도
- 주제(키워드) Tourism Advertising , Destination Marketing , Mixed Reality , K-Culture Involvement , Jeju Island
- 주제(기타) 공학
- 설명문(URI) https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002605607
- 관리정보기술 faculty
- 등재 KCI등재
- 발행기관 국제문화기술진흥원
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000169691
- 본문언어 영어
초록/요약
This paper introduces a multi-modal mixed reality (M.R.) application for advertising the main touristic landmarks on Jeju Island, and evaluates its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, the application deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a V.R. environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island, but it had a great impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no impact on the Intention to Use and Intention to Visit, however Perceived Ease-of-Use had a significant effect on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, only convenience of use has played a major role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with a low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvem
more