以科技接受模式與創新擴散理論探討虛擬實境頭戴式顯示器於觀光旅遊產業業者使用之意向

2019年底出現嚴重特殊傳染性肺炎(COVID-19)擴散至全球以來，觀光旅遊業成了受衝擊最嚴重的產業，造成諸多活動無法執行進而轉向遠距連線等網路虛擬作業方式實施，現在的科技發展已能讓人們使用虛擬實境進行沉浸式體驗。而服務創新是提高旅遊競爭力的重要手段之一，透過虛擬實境(VR)實現服務創新，是一個具潛力的策略，在觀光旅遊產業面向上，業者又能從這些趨勢發展中，能否因提供服務創新、以新時代的科技運用為產業帶來商機。故本研究欲分析探討智慧穿戴裝置—虛擬實境頭戴式顯示器(VR)在台灣觀光旅遊業業者的使用意向。本研究結合科技接受模式與創新擴散理論此二理論於同一模型中，希望從多個角度分析新科技的推動，用半結構式深度訪談邀請8名觀光旅遊業業者進行訪問。研究發現：業者認為VR可當旅遊前置作業進行行前體驗或穿插於旅途之中，亦可成為員工訓練以及業務行銷推廣之工具，而成本則為每個業者考量使用意向之最大因素，且其具備真實性及沉浸式感受能使人有身歷其境之感受，卻無法取代有形旅遊，具備多樣相對優勢與創新價值，認為VR必為未來發展之趨勢。最後透過研究結果之分析，針對產、官、學三方面提出結論與建議。

關鍵字

科技接受模式；創新擴散理論；虛擬實境；頭戴顯示器

並列摘要

Since COVID-19 spread worldwide in late 2019, the tourism industry has been the most severely impacted industry, causing many activities to be impossible to perform and instead turn to networked virtual operations such as remote connections. Service innovation is one of the most important tools to improve tourism competitiveness, and service innovation through virtual reality is a potential strategy. Therefore, this study aims to analyze the usage intention of smart wearable device, Virtual Reality head-mounted display, in Taiwan's tourism industry. This study combines the technology acceptance model and innovation diffusion theory in the same model, hoping to analyze the promotion of new technologies from multiple perspectives. The study found that VR can be used as a pre-travel experience or interspersed in the journey, as well as a tool for staff training and business marketing, while cost is the most important factor for each industry to consider. The study also shows that VR is the trend of future development. Finally, through the analysis of the research results, we propose conclusions and recommendations for the industry, government, and academia.