| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === Augmented reality has developed rapidly in recent years and has been applied in various fields. Whether it is games, medical, cultural, news, teaching, etc., you can see the abundance of real-world imaging technology. In recent years, the tourism industry has invested a lot of money to develop interactive software, using mobile phones, tablet computers or augmented reality glasses and other vehicles, combined with software technology, making sightseeing more beautiful and deeper. This study frame on the theory of TPB, and introduce the destination image, perception certainty, experience value, to explore the influencing factors of the introduction of augmented reality images on attitudes and behaviors of group package touring.
The results show that destination image has a significant positive impact on attitude and perception certainty. Perceptual certainty significantly positively affects subjective norms and perceived behavioral control. Experience value significantly positively affects attitude and behavioral control perception. Then, attitude, subjective norms and perceptual behavioral control in TPB theory significantly positively influence behavioral intentions. In summary, when importing Augmented Reality, the perception of destination image, perception certainty and experience value of a group package touring will affect the attitude, subjective norms and behavior control perceptions of tourists and tourists’ will intentions to follow the group package touring.
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