The impact of experience in service virtualization on travel intention- The case of virtual Forbidden City tour and virtual Wuhan tour

• Main Authors: Liang, Yen Chang, 梁彥璋
• Other Authors: Li, Eldon Y
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/59976659625474729186

碩士 === 國立政治大學 === 資訊管理研究所 === 100 === This paper aims to study how the experience of tourism virtualization derived from information technology affects not only the customer’s experiential value of virtual tourism, but also intention of traveling in the future. Moreover, we discuss how the complexity of virtual experience systems impacts customer intention. Two on-line tour systems, the virtual Forbidden City and the virtual Wuhan, are utilized in a sequence of experiments for tourism experience. Before using the system, the constructs of Theory of Planned Behavior and Involvement Theory are employed to measure the intention of traveling. After then, two constructs, interactivity and vividness, are adopted to explore how the experiential value of virtual tourism impacts the intention of travelling. Our research results show that experiential values of the virtual Forbidden City and the virtual Wuhan both have impacted the intention of travelling.