本校學位論文庫
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沈思琦
陳晨
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2023
The role of AR quality in influencing people's cultural identity in cultural heritage tourism
The role of AR quality in influencing people's cultural identity in cultural heritage tourism
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Augmented reality ; AR quality ; narrative transportation ; cultural identity ; cultural heritage
公開日期：24/5/2027
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In recent years, many cultural heritage tourist attractions have applied AR technology to present profound cultural stories to tourists in an immersive way, allowing people to travel through time and space and experience the charm of history firsthand. This study aims to deeply analyze the complex relationship between AR content quality, aesthetic quality, system quality and curiosity, narrative transportation, and cultural identity. Although some scholars have suggested that the application of AR technology in the field of cultural heritage may have a profound impact on people's cultural identity, empirical research in related fields is still insufficient.
This research adopts rigorous quantitative research methods, and takes the AR technology exhibition held in memorial archway of Macao's Da Sanba as the site for field research to carefully collect data. Subsequently, we utilized advanced data analysis tools such as SPSS and Smart PLS to comprehensively and meticulously explore the relationship between AR content quality, aesthetic quality, system quality, curiosity, narrative transportation, and cultural identity.
The research results indicate that the quality of AR content, aesthetics, and system not only directly affects the curiosity and narrative transportation
experience of tourists, but also indirectly promotes the formation of cultural identity. This discovery provides valuable reference and inspiration for the application of AR technology in the field of cultural heritage. Looking ahead to the future, we look forward to more research focusing on the adoption of virtual technology in cultural heritage sites, in order to further promote the integration of culture and technology, and contribute more wisdom and strength to the protection and inheritance of precious human cultural heritage.
This research adopts rigorous quantitative research methods, and takes the AR technology exhibition held in memorial archway of Macao's Da Sanba as the site for field research to carefully collect data. Subsequently, we utilized advanced data analysis tools such as SPSS and Smart PLS to comprehensively and meticulously explore the relationship between AR content quality, aesthetic quality, system quality, curiosity, narrative transportation, and cultural identity.
The research results indicate that the quality of AR content, aesthetics, and system not only directly affects the curiosity and narrative transportation
experience of tourists, but also indirectly promotes the formation of cultural identity. This discovery provides valuable reference and inspiration for the application of AR technology in the field of cultural heritage. Looking ahead to the future, we look forward to more research focusing on the adoption of virtual technology in cultural heritage sites, in order to further promote the integration of culture and technology, and contribute more wisdom and strength to the protection and inheritance of precious human cultural heritage.
2024
英文
104
Chapter One Introduction 9
1.1 Research Background . 9
1.2 Research questions 10
1.3 Research objectives 10
1.4 Research content . 11
1.5 Study Significance 12
Chapter Two Literature Review 14
2.1 Cultural tourism . 14
2.2 Sustainable development 14
2.3 Visitors' perception 15
2.4 Authenticity theory . 5
Chapter Three Research Methodology 17
3.1 Hypotheses development 17
3.1.1 The influence of tourist authenticity perception 17
3.1.2 Modulation ofthe popularity perceived by visitors 18
3.1.3 Mediating role of local sense 19
3.2 Research Methods 20
3.3 Research the technical route 20
3.4 Research framework 22
3.5 Measurement 22
3.6 Pilot test 26
Chapter Four Research Finding and Discussion 38
4.1 Empirical analysis 38
4.1.1 Descriptive statistical analysis 38
4.1.2 Analysis of normality .. 40
4.1.3 Correlation analysis 41
4.2 Reliability analysis of research variables 42
4.2.1 Reliability analysis 42
4.2.2 Validity analysis . 43
4.3 Hypothesis testing analysis 47
4.3.1 Description ofthe research relationship 47
4.3.2 Variance inflation factor （VIF） test 48
4.3.3 Direct effect path coefficients 49
4.3.4 Total effect path coefficients 52
4.3.5 Indirect effect path coefficients 53
4.3.6 Regulatory effects path analysis 54
4.4 Analysis of variances 56
4.4.1 Analysis of differences at the age level 56
4.4.2 Analysis of differences at the academic level 57
4.4.3 Analysis of differences at the occupational level . 59
4.4.4 Variance analysis at the income level . 60
4.4.5 Analysis of differences at the gender level 61
Chapter Five Conclusion 63
References 69
1.1 Research Background . 9
1.2 Research questions 10
1.3 Research objectives 10
1.4 Research content . 11
1.5 Study Significance 12
Chapter Two Literature Review 14
2.1 Cultural tourism . 14
2.2 Sustainable development 14
2.3 Visitors' perception 15
2.4 Authenticity theory . 5
Chapter Three Research Methodology 17
3.1 Hypotheses development 17
3.1.1 The influence of tourist authenticity perception 17
3.1.2 Modulation ofthe popularity perceived by visitors 18
3.1.3 Mediating role of local sense 19
3.2 Research Methods 20
3.3 Research the technical route 20
3.4 Research framework 22
3.5 Measurement 22
3.6 Pilot test 26
Chapter Four Research Finding and Discussion 38
4.1 Empirical analysis 38
4.1.1 Descriptive statistical analysis 38
4.1.2 Analysis of normality .. 40
4.1.3 Correlation analysis 41
4.2 Reliability analysis of research variables 42
4.2.1 Reliability analysis 42
4.2.2 Validity analysis . 43
4.3 Hypothesis testing analysis 47
4.3.1 Description ofthe research relationship 47
4.3.2 Variance inflation factor （VIF） test 48
4.3.3 Direct effect path coefficients 49
4.3.4 Total effect path coefficients 52
4.3.5 Indirect effect path coefficients 53
4.3.6 Regulatory effects path analysis 54
4.4 Analysis of variances 56
4.4.1 Analysis of differences at the age level 56
4.4.2 Analysis of differences at the academic level 57
4.4.3 Analysis of differences at the occupational level . 59
4.4.4 Variance analysis at the income level . 60
4.4.5 Analysis of differences at the gender level 61
Chapter Five Conclusion 63
References 69
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Research, 54(2), 318-330. https://doi.org/10.1509/jmr.13.0350
2. Anderson, K. C., & Laverie, D. A. (2022). In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions. Journal of Retailing and Consumer Services, 67, 102977.
3. Appel, M., Gnambs, T., Richter, T., & Green, M. C. (2015). The transportation scale–short form (TS–SF). Media psychology, 18(2), 243-266.
4. Bae, H.-S., Lee, D., & Bae, R. E. (2014). Emotional engagement with the plot and characters: A narrative film on hearing-impaired sexual assault victims. Narrative Inquiry, 24(2), 309-327.
5. Bal, P. M., & Veltkamp, M. (2013). How does fiction reading influence empathy? An experimental investigation on the role of emotional transportation. PloS one, 8(1), e55341.
6. Baumgartner, H., Sujan, M., & Bettman, J. R. (1992). Autobiographical memories, affect, and consumer information processing. Journal of Consumer Psychology, 1(1), 53-82.
7. Berlyne, D. E. (1960). Conflict, arousal, and curiosity.
8. Beswick, D. G., & Tallmadge, G. K. (1971). Reexamination of two learning style studies in the light of the cognitive process theory of curiosity.
9. Boboc, R. G., Băutu, E., Gîrbacia, F., Popovici, N., & Popovici, D.-M. (2022). Augmented reality in cultural heritage: an overview of the last decade of applications. Applied Sciences, 12(19), 9859.
10. Boboc, R. G., Duguleană, M., Voinea, G.-D., Postelnicu, C.-C., Popovici, D.-M., & Carrozzino, M. (2019). Mobile augmented reality for cultural heritage:Following the footsteps of Ovid among different locations in Europe. Sustainability, 11(4), 1167.
11. Calogiuri, G., Keegan, B. J., Birkheim, S. L., Rydgren, T. L., Flaten, O. E., Fröhlich, F., & Litleskare, S. (2022). A mixed-methods exploration of virtual reality as a tool to promote green exercise. Scientific Reports, 12(1), 5715.
12. Camarero, C., & Garrido, M. J. (2012). Fostering innovation in cultural contexts: Market orientation, service orientation, and innovations in museums. Journal of service research, 15(1), 39-58.
13. Castillo, S. S., & Galán, E. (2016). Transmedia narrative and cognitive perception of TVE’s drama series El Ministerio del Tiempo. Revista Latina de Comunicación Social, 71, 508.
14. Chae, M., Kim, J., Kim, H., & Ryu, H. (2002). Information quality for mobile internet services: A theoretical model with empirical validation. Electronic markets, 12(1), 38-46.
15. Chatman, S., & Yaren, Ö. (2009). Öykü ve söylem: Filmde ve kurmacada anlatı yapısı. De Ki Basım Yayım.
16. Chen, C., & Yao, M. Z. (2022). Strategic use of immersive media and narrative message in virtual marketing: Understanding the roles of telepresence and transportation. Psychology & marketing, 39(3), 524-542.
17. Chen, S.-C., Liu, S.-C., Li, S.-H., & Yen, D. C. (2013). Understanding the mediating effects of relationship quality on technology acceptance: an empirical study of e-appointment system. Journal of medical systems, 37, 1-13.
18. Chen, S. C., Liu, S. C., Li, S. H., & Yen, D. C. (2013, Dec). Understanding the Mediating Effects of Relationship Quality on Technology Acceptance: An Empirical Study of E-Appointment System. Journal of Medical Systems, 37(6), Article 9981. https://doi.org/10.1007/s10916-013-9981-0
19. Cheng, K.-H. (2023). An epistemic curiosity-evoking model for immersive virtual reality narrative reading: User experience and the interaction among epistemic
20. curiosity, transportation, and attitudinal learning. Computers & Education, 201, 104814.
21. Chen Z.Z.& Zhang D 陈致中, & 张德. (2009). 中国背景下的组织文化认同度模型建构. 科学与科学技术管理, 30(12), 64-69.
22. Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in mobile commerce. Information & management, 43(8), 950-963.
23. da Silva, A. J. M. (2021). In Quest of a New AR Technology Application to Enhance the Sustainability of Cultural Tourism: The Olive Heritage in Madeira Through
24. the Looking Glass of a ‘Sandbox’Approach. European Journal of Tourism, Hospitality and Recreation, 11(1), 66-76.
25. DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30.
26. Deighton, J., Romer, D., & McQueen, J. (1989). Using drama to persuade. Journal of Consumer research, 16(3), 335-343.
27. Dhar, S., Ordonez, V., & Berg, T. L. (2011). High level describable attributes for predicting aesthetics and interestingness. CVPR 2011,
28. Gerrig, R. (2018). Experiencing narrative worlds. Routledge.
29. Gerrig, R. J., & Bernardo, A. B. (1994). Readers as problem-solvers in the experience of suspense. Poetics, 22(6), 459-472.
30. Graziano, T., & Privitera, D. (2020, 2020/11/01). Cultural heritage, tourist attractiveness and augmented reality: insights from Italy. Journal of Heritage Tourism, 15(6), 666-679. https://doi.org/10.1080/1743873X.2020.1719116
31. Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701.
32. Green, M. C., & Clark, J. L. (2013). Transportation into narrative worlds: implications for entertainment media influences on tobacco use. Addiction, 108(3), 477-484.
33. Green, M. C., Kass, S., Carrey, J., Herzig, B., Feeney, R., & Sabini, J. (2008, 2008/12/23). Transportation Across Media: Repeated Exposure to Print and Film. Media Psychology, 11(4), 512-539.
https://doi.org/10.1080/15213260802492000
34. Han, D.-I., tom Dieck, M. C., & Jung, T. (2018). User experience model for augmented reality applications in urban heritage tourism. Journal of Heritage Tourism, 13(1), 46-61.
35. Han, J., Hyun, E., Kim, M., Cho, H., Kanda, T., & Nomura, T. (2009). The cross-cultural acceptance of tutoring robots with augmented reality services. International Journal of Digital Content Technology and its Applications, 3(2), 95-102.
36. Harris, K., & Reid, D. (2005). The influence of virtual reality play on children's motivation. Canadian journal of occupational therapy, 72(1), 21-29.
37. Hill, K. M., Fombelle, P. W., & Sirianni, N. J. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research, 69(3), 1028-1034.
38. Huntington, S. P. (1993). If not civilizations, what? Paradigms of the post-cold war world. Foreign affairs, 186-194.
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