A Study on Geotourist of Using Augmented Reality Guidance Through Destination Brand Experience Model

• Main Authors: Lan, Guan-Jie, 藍冠傑
• Other Authors: Shih, Yueh-Chun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/44790940960792233823

碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 104 === Along with rapid development of transportation and information & communication technologies (ICTs), mobile phones with multi-functional applications (Apps) have been useful travel tools for tourists. How to develop wide variety of applications to meet tourists’ demand has become one of the primary issues. Therefore, this study aim to research tourists’ experiences of using Augmented Reality (AR) guidance application to go sightseeing at Yehliu Geopark in northern Taiwan. Destination Brand Experience (DBE) model will be applied as basis of the research framework to progress partial least squares (PLS) Algorithm and Bootstrapping by using PLS path modeling in SmartPLS 3.0. A total of 450 questoinnaires were distributed and 384 usable samples were obtained. The findings suggest that DBE is an important determinant of revisit intentions and word-of-mouth, butsatisfaction is a strong mediating variation. Besides, there are distinct variations, behavioral DBE and sensory DBE, playing leading roles in significant DBE components. The paper concludes with management implications and practice recommendations for the future research and developers of AR guidance application.