Please use this identifier to cite or link to this item:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20665
Title: | 沉浸式虛擬遊憩體驗對現地造訪意願之影響 The Influence of Immersive Virtual Recreational Experiences on the Intention of Visit |
Authors: | Hsuan-Hui Chen 陳璿卉 |
Advisor: | 鄭佳昆(Chia-Kuen Cheng) |
Keyword: | 沉浸式虛擬體驗,造訪意願,感知相似性,動機,涉入, Immersive virtual experience,Intention to visit,Perceived similarity,Motivation,Involvement, |
Publication Year : | 2020 |
Degree: | 碩士 |
Abstract: | 近年來,沉浸式虛擬實境(Immersive Virtual Reality, IVR)被認為是一種有效推廣旅遊目的地的工具,它能夠激發人們對於目的地的正面態度,促進造訪意願。然而也有研究指出:由於IVR能夠逼真地模擬一個目的地,甚至是再現一個目的地,讓潛在遊客相信他們身處在場景之中,因此IVR被認為能夠取代現地造訪。此外,有研究提出:一旦人們認為虛擬與真實是相似的,並且對虛擬體驗感到滿足,其造訪意願則會降低。然而,目前在觀光遊憩領域中,尚未有充足的實證研究來討論IVR體驗對造訪意願的負面影響。 回顧目前相關研究,大多關注的是尺度較大的目的地(例如一個國家或城市),其中可能包括不同類型的活動。然而,目前IVR所能提供的感官和體驗有限,因此當需要模擬的活動不同時,所需要提供的刺激也不同。再者,根據飽足理論與相似性的概念,一個人對於虛擬體驗與真實體驗的相似程度,會受到從事活動的動機與對活動的涉入程度所影響;有學者指出IVR僅能滿足有限程度的動機,而當一個人認為某活動對他而言相當重要,甚至長期涉入其中,那麼可能更容易覺得實際體驗與虛擬體驗有所不同,且認為實際體驗是無法被取代的。 因此,本研究將透過四個研究來瞭解於何種情況下,在IVR體驗之後,現地造訪意願會下降。研究一欲暸解在虛擬賞景體驗之後,對於造訪不同地點尺度的意願是否有不同效果;研究二欲暸解以不同動機與不同媒體在虛擬參訪藝廊後,對於造訪意願是否有不同效果;研究三則是進一步以虛擬參觀畫展體驗去確認動機、活動持久涉入、感知相似性、造訪意願之關係;研究四則欲瞭解在不同情境下,虛擬自然賞景體驗對於造訪意願的效果是否有所不同。 研究結果顯示:實驗的地點尺度應限縮較有可能發生造訪意願下降的情形,且以單一、特定的活動進行,才能討論虛擬體驗是否與實際體驗相似。再者,IVR的確較2D影片可能更為接近實際體驗,因此對於特定的、非自發性動機的人而言,能夠透過IVR來達成其需求。另外,對於非自發性動機與低活動涉入的人來說,更容易覺得虛擬體驗與真實體驗是相似的,進而降低其造訪意願。最後,在無法外出接觸自然的情境下,IVR體驗能夠暫時滿足其自然賞景的需求,但是在一般正常情境下,人們仍舊傾向實際造訪自然景觀空間。本研究結果如同過去學者所推論的,發現目前IVR體驗主要還是能促進潛在遊客的實際造訪意願,因此觀光遊憩領域仍舊可以把它視為有力的行銷工具;除此之外,較特定的造訪動機如藝術或教育方面也能透過IVR讓學生更便利的獲取藝文知識,進而避免造成稀有脆弱的環境資源或體驗的破壞。最後,本研究也證實對於那些因阻礙而無法造訪之人,IVR能夠提供另一種新的遊覽方式,而在因疫情隔離或類似的狀況下可以成為人們的造訪特定地點暫時替代方案。 In recent years, immersive virtual reality (IVR) has been considered as a tool to promote tourist destinations. It can arouse people's positive attitude towards the destination and promote their willingness to visit. However, some studies have pointed out that because IVR can reproduce a destination realistically, let potential tourists believe they are in the scene. IVR is therefore considered to be able to replace physical visitation. In addition, some studies have suggested that once people think that virtual experience are similar to real experience and also satisfied with the virtual experience, their willingness to visit will decrease. However, at present, there is not enough empirical research in the field of tourism and recreation to discuss the negative impact of the IVR experience on the willingness to visit. Reviewing the current research, most of the study focus on large-scale destinations (such as a country or city), which may include different types of activities and experiences. However, IVR can not simulate all of senses and experiences. So, when different activities need to be simulated, the senses needed to be provided are also different. Furthermore, according to the concepts of satietion theory and similarity, a person define the degree of similarity between virtual experience and a real experience will be affected by the motivation to engage in the activity and the degree of enduring involvement. Some scholars have pointed out that IVR can only meet a part of motivation. Also, when a person thinks that an activity is very important to him, or even involved in it for a long time, it may be easier to think that the virtual experience is different from the actual experience. In this situation, the actual experience is irreplaceable. Therefore, this study want to understand in what circumstances the intention to visit will decline after the IVR experience. Study 1 focuses on different scales of destinations; Study 2 focuses on different motivations and different media; Study 3 further confirm the relationship between motivation, involvement, perceived similarity, and intention to visit; Study 4 wants to understand the effect of the virtual natural viewing experience on the visit intention in different situations. The results show that the scale of destinations should be limited in specific site and single activity. Furthermore, IVR may indeed meet the need of perceived art knowledge. In addition, for people with specific motivation and low involvement, it is easier to feel that the virtual experience is similar to the real experience, thereby reducing their intention to visit. Finally, in situations that is not possible to go out to visit nature, the IVR experience can temporarily meet the needs of natural viewing, but under normal circumstances, people still tend to physically visit the nature. The results of this study, as inferred by past scholars, found that the IVR experience could promote the intention to visit, so it can still be regarded as a powerful marketing tool in the field of tourism and recreation. In addition, it could be a convenient way to gain knowledge, thereby avoiding the destruction on crowded destinations. Finally, this study also confirms that for those who cannot visit due to travel constrain, IVR can temporarily meet the needs of natural viewing. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20665 |
DOI: | 10.6342/NTU202004103 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 園藝暨景觀學系 |
Files in This Item:
File | Size | Format | |
---|---|---|---|
U0001-1908202019473500.pdf Restricted Access | 15.21 MB | Adobe PDF |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.