بررسی قصد استفاده از واقعیت افزوده در برنامه‏های تلفن‏های همراه در گردشگری مبتنی بر ‌نظریهٔ یکپارچه پذیرش و استفاده از فنّاوری (UTAUT)، نگرش و دانش فنّاورانه دربارهٔ واقعیت افزوده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، مدیریت بازرگانی، دانشگاه خوارزمی، تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشگاه خوارزمی، تهران، ایران

10.22034/jtd.2023.390064.2753

چکیده

امروزه واقعیت افزوده از عوامل مهم به‏کارگرفته‌شده در صنعت گردشگری است. در جهان، صنعت گردشگری از واقعیت افزوده برای جذب کاربران به جاذبه‏های گردشگری استفاده می‏کند. درواقع، قصد استفاده از واقعیت افزوده در تلفن‏های همراه در صنعت گردشگری به میزان دانش افراد و نگرش کاربران و همچنین پذیرش و استفاده از فنّاوری بستگی دارد. در ایران، هنوز این برنامه‏ها نتوانسته‌اند جایگاه خود را پیدا کنند و کاربرد چندانی ندارند. همچنین، ایران به‌منزلهٔ مقصد گردشگری دارای کاستی‏هایی در زمینهٔ معرفی و برندسازی مقصد است. ازاین‌رو، هدف پژوهش حاضر بررسی تأثیر ‌نظریهٔ یکپارچهٔ پذیرش و استفاده از فنّاوری و همچنین نگرش و دانش فنّاورانه در ‌قصد استفاده از واقعیت افزودهٔ در برنامه‏های تلفن‏‏های همراه در گردشگری است. جامعهٔ آماری پژوهش حاضر را کاربران برنامه‏های واقعیت افزودهٔ تلفن‏های همراه در صنعت گردشگری ایران تشکیل داده‏اند که تعدادشان نامحدود است. نمونه‏گیری به روش غیراحتمالی دردسترس انجام شده و حجم نمونه نیز طبق فرمول کلاین به ‏دست آمده است که برابر با 216 نفر است. ابزار گردآوری داده‏ها پرسش‌نامهٔ آنلاین است. برای تجزیه‌وتحلیل داده‏ها از آزمون معادلات ساختاری استفاده شده است. نتایج پژوهش نشان داد که دو عامل (انتظار از عملکرد و انتظار از تلاش) از چهار عامل اصلی ‌نظریهٔ پذیرش فنّاوری تأثیر مثبت و معنادار و دو عامل نیز (نفوذ اجتماعی و شرایط تسهیل‏کننده) تأثیر منفی در قصد استفاده از برنامه‏های واقعیت افزودهٔ تلفن همراه داشته‏اند. از طرفی، تأثیر نگرش به واقعیت افزوده و دانش کافی دربارهٔ آن تأثیر مثبت و معناداری در قصد استفاده از برنامه‏های واقعیت افزودهٔ تلفن همراه دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating The Factors Of Augmented Reality Of Mobile Phone Applications In Tourism Based On The Unified Theory Of Acceptance And The Use Of Technology (UTAUT) And The Attitude Of Using Augmented Reality And Technological Knowledge

نویسندگان [English]

  • Payam Partovinia 1
  • Soheila Khoddami 2
1 MA, Business Administration, Department of Business Administration, Kharazmi University, Tehran. Iran.
2 Associate Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده [English]

Today, augmented reality is one of the critical factors used in the tourism industry. In the world, the tourism industry uses augmented reality to attract users to tourist attractions. The intention to use augmented reality in mobile phones in the tourism industry depends on people's knowledge level, the users' attitudes, and the acceptance and use of technology. In Iran, the maturity of the application of these programs is at a low level, and Iran, as a tourist destination, needs to improve in introducing and branding the destination. Therefore, the research aims to investigate the impact of the integrated theory of technology acceptance and use, as well as the attitude and technological knowledge to use tourism augmented reality programs on mobile phones. The present research is based on a statistical population consisting of Iranian users of mobile augmented reality tourism applications, the size of which is Unlimited. The sample was taken using non-probability sampling and the sample size was determined using the Kline formula, resulting in a sample size of 216 individuals. The data collection tool is a questionnaire. A structural equation test was used to analyze the data. The results of the research showed that two factors (expectation of performance and expectation of effort) from the four main factors of technology acceptance theory have a positive and meaningful effect, and two factors (social influence and facilitating conditions) have a negative effect on the intention to use the program. have mobile phone augmented reality. On the other hand, the effect of knowledge and attitude towards augmented reality positively and significantly affects the intention to use mobile phone augmented reality programs.

کلیدواژه‌ها [English]

  • Augmented reality
  • Mobile phone applications in tourism
  • UTAUT
  • Attitude
  • Technological knowledge

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