創新科技對觀光產業的影響與應用‐以AR/VR為例

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題名:	創新科技對觀光產業的影響與應用‐以AR/VR為例 Influence and Application of Innovative Technology on Tourism Industry -The Augmented Reality(AR)& The VirtualReality(VR) as an Example
作者:	鄭乃禎
貢獻者:	觀光事業學系觀光休閒事業碩士在職專班
關鍵詞:	擴增實境虛擬實境創新擴散理論創新抵制理論鑽石模型理論 Augmented Reality Virtual Reality Innovation Diffusion Theory Innovation resistance Diamond Model
日期:	2022
上傳時間:	2023-03-14 11:23:17 (UTC+8)
摘要:	台灣觀光產業已經達到成熟，而要如何持續保持現有的旅客並且吸引更多潛在旅客是一個很重要的課題。近年來，擴增實境Augmented Reality(AR)和虛擬實境Virtual Reality(VR)的技術及其應用從各個角度受到越來越多的關注。儘管對於AR/VR的技術及不同目的之應用的研究數量激增；但是，AR/VR創新科技的實際應用在旅遊行業卻是被忽略的領域。本研究以文獻回顧及專家訪談，對AR/VR創新科技應用於觀光旅遊產業的實際案例有所描繪；同時採用創新擴散與創新抵制理論，解釋AR/VR創新科技在旅遊行業受到侷限的原因；最後，用鑽石模型理論分析，對台灣觀光旅遊業者及政府相關單位提出實際可行的建議。本研究發現：擴增實境Augmented Reality (AR)和虛擬實境Virtual Reality (VR)的創新科技是一種激發真實旅行和提升體驗的技術。AR/VR提供新的體驗價值方式，增進旅遊動機，為觀光旅遊行業長期保持競爭力。最後，本研究根據結果提出建議方案以及未來研究方向之建議。 Taiwan's tourism industry has reached maturity, and how to continue to maintain existing passengers and attract more potential tourists is a very important issue. In recent years, augmented reality Augmented Reality (AR) and virtual reality Virtual Reality (VR) technologies and applications have received increasing attention from various angles. Although the number of AR/VR technologies and applications for different purposes has increased dramatically, the practical applications of AR/VR innovation technologies are neglected in the tourism industry. In this study, literature reviews and expert interviews were used to describe the real case of AR/VR innovation technology applied to the tourism industry. At the same time, innovation diffusion and innovation resistance theory were used to explain why AR/VR innovation technology was limited in the tourism industry. Finally, with the theoretical analysis of the diamond model, practical suggestions are made for the Taiwan tourism industry and relevant government agencies. The study found that: Augmented Reality (AR) and virtual reality Virtual Reality (VR) are technologies that inspire real travel and enhance the experience. AR/VR provides a new way of experiencing value and enhances tourism motives, so as to maintain long-term competitiveness for the tourism industry. Finally, this study proposes suggestions based on the results and recommendations for research.
顯示於類別:	[觀光事業學系暨研究所 ] 博碩士論文

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