Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of 360-degree VR Tourism Contents Motivations, Flow, Continuance Usage Intention on Visit Intention - For Chinese Student in Korea

360° VR 관광 콘텐츠의 이용동기, 플로우, 지속사용의도가 방문의도에 미치는 영향 - 한국 체류 중국인 유학생 대상으로

  • Seok, Hwayoon (Division of Culture, Tourism & Content, Kyung Hee University) ;
  • Lu, Chen (Division of Culture, Tourism & Content, Kyung Hee University) ;
  • Nam, Yoonjae (Division of Culture, Tourism & Content, Kyung Hee University)
  • 석화윤 (경희대학교 문화관광콘텐츠학과) ;
  • 진로 (경희대학교 문화관광콘텐츠학과) ;
  • 남윤재 (경희대학교 문화관광콘텐츠학과)
  • Received : 2021.11.26
  • Accepted : 2022.02.20
  • Published : 2022.02.28
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Abstract

Recently, tourism and leisure related VR contents have gained attention of potential tourists. Therefore, this study aimed to analyze investigate the effects of 360-degree VR tourism contents motivations, flow, continuance usage intention on visit intention for Chinese student in Korea. This study found that hedonic benefit and personal benefit exerted a positive influence on visit intention of contents users. However, vividness and usability did not influence on visit intention. Moreover, flow exerted a significant influence on visit intention but continuance usage intention did not influence on visit intention. The study is significant in shedding light on whether the motivations, flow, continuance usage intention of 360-degree VR tourism contents influences visit intention. It is suggested that the consumption of 360-degree VR tourism contents can be a useful marketing tool for strength of intention to visit.

최근 관광 및 레저 관련 VR(가상현실) 콘텐츠가 관심을 받고 있다. 따라서 본 연구는 360° VR 관광 콘텐츠의 이용동기, 플로우, 지속사용의도가 콘텐츠 이용자들의 방문의도에 영향을 미치는지를 중국인 유학생을 대상으로 설문 분석하였다. 연구결과, 360° VR 관광 콘텐츠의 이용동기 중에서 쾌락적 혜택과 개인적 혜택은 콘텐츠 이용자들의 방문의도에 유의한 영향을 주는 것으로 나타났다. 그러나 생생함과 편리성은 방문의도에 영향을 미치지 않았다. 또한, 플로우는 방문의도에 긍정적인 영향을 미치는 것으로 나타났으나 지속사용의도는 방문의도에 영향을 주지 않았다. 이는 360° VR 관광 콘텐츠의 이용동기, 플로우, 지속사용의도가 방문의도에 영향을 주는지에 대해 규명한 것에 의의가 있고 360° VR 관광 콘텐츠 소비가 방문의도를 강화시키는 마케팅 도구가 될 수 있다는 것을 시사한다.

Keywords

Acknowledgement

This research was supported by the MSIT(Ministry of Science and ICT), Korea, under the ITRC(Information Technology Research Center) support program(IITP-2020-0-01749-001) supervised by the IITP(Institute of Information & Communications Technology Planning & Evaluation).

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