نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه شهیدچمران اهواز ، اهواز، ایران.

2 کارشناس ارشد مدیریت بازاریابی، دانشگاه شهید چمران اهواز، اهواز، ایران

3 کارشناس ارشد مدیریت بازرگانی ، دانشگاه شهید چمران اهواز،اهواز، ایران

چکیده

امروزه ظهور فناوری‌های دیجیتال صنعت گردشگری را به طرز چشمگیری تغییر داده است. از جمله این فناوری‌ها واقعیت مجازی (VR) است. با این وجود ، فناوری VR در مقاصد گردشگری در ایران هنوز به‌طور گسترده مورد استفاده قرار نگرفته است. این پژوهش، نگرش و رفتار کاربران ایرانی‌ را نسبت به پذیرش فناوری VR در گردشگری بررسی می‌کند. نمونه پژوهش شامل 260 بازدید‌کننده از سه مقصد مختلف به وسیله فناوری VR است. برای جمع‌آوری داده‌های پژوهش از پرسشنامه آنلاین و روش نمونه‌گیری دردسترس استفاده شد. فرضیه‌های پژوهش با استفاده از نرم افزار Smart-PLS3 مورد آزمایش قرار گرفت.با توجه به این که این پژوهش از اولین مطالعاتی است که عوامل مؤثر بر پذیرش فناوری VR را در میان کاربران ایرانی بررسی می‌کند، نتایج آن می‌تواند برای مدیران و بازاریاب‌های مقاصد گردشگری مفید بوده و آن‌ها را در استفاده از این فناوری به عنوان یک ابزار بازاریابی ترفیعی و تبلیغاتی مؤثر یاری رساند.

کلیدواژه‌ها

عنوان مقاله [English]

Factors affecting the adoption of VR in tourism (According to TAM)

نویسندگان [English]

  • Abdolhadi Darzian Azizi 1
  • niloufar hadianfar 2
  • Aliyeh Maleki 3

1 Assistant Professor of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

2 Master of Marketing Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran

3 Master of Marketing Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran

چکیده [English]

Today the emergence of digital technologies has dramatically changed tourism industry. Among these modern technologies is Virtual Reality (VR). Nevertheless, VR technology has not been extremely used by tourist destinations in Iran, yet. So this study investigates Iranian attitude and behavioral intentions toward adoption VR technology in tourism. The sample of the study totaled 260 visitors from three different destinations by VR technology. Online questionnaire and convenience sampling method were used to collect data research. The research hypotheses were tested using smart PLS3 software. this research is among the first studies investigated Iranian attitude toward using VR, The results can be beneficial for managers and marketers of tourism destinations and help them in utilizing this technology as an effective advertising and promotional marketing tool.

کلیدواژه‌ها [English]

  • TAM
  • Tourism
  • VR
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