가상현실 관광기술 어포던스 : 측정항목 개발 및 실증 검증

목차 (Table of Contents)

• I. Introduction 1
• 1.1 Research Background 1
• 1.2 Research Contents and Questions 4
• 1.2.1 Research Contents 4
• 1.2.2 Research Questions 5
• 1.3 Research Purpose and Significance 6
• 1.3.1 Research Purpose 6
• 1.3.2 Research Significance 7
• 1.4 Research Methods 8
• 1.5 Structure of the Study 9
• II. Theoretical Basis and Literature Review 10
• 2.1 Virtual Reality Tourism 10
• 2.2 The Difference Between Virtual Reality Tourism and Traditional Tourism 12
• 2.3 The Difference Between Virtual Reality Tourism, Digital Tourism, and Smart Tourism 14
• 2.4 Technology Affordance Theory 15
• III. Exploring the Virtual Reality Tourism Technology Affordance Based on Grounded Theory 20
• 3.1 Application Design of Grounded Theory Approach 20
• 3.1.1 Research Purposes Using the Grounded Theory 21
• 3.1.2 Research Design and Data Collection 22
• 3.1.3 Grounded Theory Analysis Strategy 23
• 3.2 Open Coding Analysis of Virtual Reality Tourism Technology Affordance 24
• 3.3 Axial Coding Analysis of Virtual Reality Tourism Technology Affordance 28
• 3.3.1 Axial Coding Analysis of Virtual Reality Tourism Technology Information Affordance 28
• 3.3.2 Axial Coding Analysis of Virtual Reality Tourism Technology Temporal Affordance 29
• 3.3.3 Axial Coding Analysis of Virtual Reality Tourism Technology Spatial Affordance 30
• 3.3.4 Axial Coding Analysis of Virtual Reality Tourism Technology Sensory Affordance 31
• 3.3.5 Axial Coding Analysis of Virtual Reality Tourism Technology Interactive Affordance 32
• 3.3.6 Axial Coding Analysis of Virtual Reality Tourism Technology Navigable Affordance 33
• 3.3.7 Axial Coding Analysis of Virtual Reality Tourism Flow Experience 33
• 3.3.8 Axial Coding Analysis of Virtual Reality Tourism Wow-effect 36
• 3.3.9 Axial Coding Analysis of Virtual Reality Tourism Place Attachment 37
• 3.3.10 Axial Coding Analysis of Virtual Reality Tourism Plan to Revisit 37
• 3.3.11 Axial Coding Analysis of Virtual Reality Tourism Recommendation Intention 38
• 3.3.12 Axial Coding Analysis of Virtual Reality Tourism Actual Destination Visit Intention 39
• 3.4 Selective Coding Analysis of Virtual Reality Tourism Technology Affordance 40
• 3.5 Theoretical Saturation Analysis 42
• IV. Exploring the Virtual Tourism Reality Technology Affordance Scale Design 43
• 4.1 Delphi for an Exploratory Analysis 43
• 4.1.1 Delphi Method 43
• 4.1.2 Questionnaire Design Standards 43
• 4.1.3 Selecting the Delphi Research Participant 45
• 4.1.4 Delphi Method Implementation Process 46
• 4.1.5 Delphi Analyze Result 47
• 4.1.6 Establishment of a Measurement Scale for the Virtual Reality Tourism Technology Affordance 51
• 4.2 Test of Small Samples 53
• 4.2.1 Sample and Data Collection 53
• 4.2.2 Ensuring Convergent and Discriminant Validity 55
• V. Theoretical Model of the Influence Mechanism of Virtual Reality Tourism Technology Affordance on Tourist Behavioral Intention 59
• 5.1 Theoretical Framework and Hypotheses 59
• 5.1.1 Affordances - Psychological Outcomes - Behavioral Outcomes Framework 59
• 5.1.2 The Influence of Virtual Reality Tourism Technology Affordance 60
• 5.1.3 The Impact of Virtual Reality Tourism Technology Affordances on Flow Experience 66
• 5.1.4 The Impact of Virtual Reality Tourism Technology Affordances on Wow-Effect 68
• 5.1.5 The Impact of Flow Experience on Tourist Behavioral Intention 70
• 5.1.6 The Impact of Wow-effect on Tourist Behavioral Intention 72
• 5.1.7 The Mediation Effect of Flow Experience and Wow-Effect 74
• 5.1.8 Research Model 77
• 5.2 Methods 78
• 5.2.1 Sample and Data Collection 78
• 5.2.2 Measures 80
• 5.3 Data Analysis and Results 81
• 5.3.1 Common Method Bias 81
• 5.3.2 Correlation Analysis 84
• 5.3.3 Testing of Reliability and Validity 85
• 5.3.4 Hypothesis Path Test 88
• VI. Conclusion 96
• 6.1 Discussion 96
• 6.2 Theoretical Implications 98
• 6.3 Practical Implications 101
• 6.4 Limitations and Future Research 104
• References 106
• Appendix 122