Yan Shaomin, Yu Xiaofan, Zhang Zongdeng, Gan Li
School of Art & Design, Beijing Institute of Graphic Communication, China.
Center for Postdoctoral Programme, Central Academy of Fine Arts, China.
Heliyon. 2024 Jul 31;10(15):e35500. doi: 10.1016/j.heliyon.2024.e35500. eCollection 2024 Aug 15.
The integration of information technology, particularly the Internet, with the tourism industry has laid a solid foundation for the widespread popularity of online tourism. Online tourism offers numerous advantages such as being unconstrained by time, space, and region, having low costs, and providing strong interactive features, making it increasingly popular worldwide. Nevertheless, not all individuals are willing to adopt online tourism, and the factors and mechanisms that influence online tourism require further investigation. This study aims to examine the factors that influence the intention to adopt online tourism by integrating the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the Generic Learning Outcomes (GLOs). Using the Yunyou Dunhuang Online Program (), the current study invited tourists to participate in the online tourism experience, and collected 536 pieces of data. The results of structural equation modeling reveal that: attitude toward using and perceived usefulness positively predict behavioral intention to use; perceived ease of use, perceived usefulness, and subjective norm significantly and positively predict attitude toward using; perceived ease of use significantly and positively predicted perceived usefulness, while knowledge and understanding, activity, behavior, and progression had no significant effect on perceived usefulness; knowledge and understanding positively predicted perceived ease of use, while activity, behavior, and progression had no significant effect on perceived ease of use. This study explores the factors influencing online tourism adoption intention in a comprehensive way. The findings hold practical significance for the design of online tourism programs for intangible cultural heritage, providing theoretical guidance for cultural heritage and development.
信息技术，尤其是互联网与旅游业的融合，为在线旅游的广泛普及奠定了坚实基础。在线旅游具有诸多优势，如不受时间、空间和地域限制，成本低，互动性强，在全球范围内越来越受欢迎。然而，并非所有人都愿意采用在线旅游，影响在线旅游的因素和机制尚需进一步研究。本研究旨在通过整合技术接受模型（TAM）、计划行为理论（TPB）和通用学习成果（GLOs）来考察影响采用在线旅游意愿的因素。本研究以“云游敦煌”在线项目为例，邀请游客参与在线旅游体验，收集了536份数据。结构方程模型的结果表明：使用态度和感知有用性正向预测使用行为意向；感知易用性、感知有用性和主观规范显著正向预测使用态度；感知易用性显著正向预测感知有用性，而知识与理解、活动、行为和进展对感知有用性无显著影响；知识与理解正向预测感知易用性，而活动、行为和进展对感知易用性无显著影响。本研究全面探讨了影响在线旅游采用意愿的因素。研究结果对非物质文化遗产在线旅游项目的设计具有现实意义，为文化遗产保护与发展提供了理论指导。
