Research On The Effect Of Educational Communication In Cultural Tourism Supported By MAR Technology

In the new era,as President Xi Jinping has repeatedly stressed the need to strengthen cultural confidence,cultural confidence is inseparable from cultural education and inheritance;The cultural tourism that contains teaching in pleasure is exactly the popular type of tourism.The development of culture,tourism and education shows a more integrated trend.The innovation of science and technology is a more significant engine for the integration of culture,tourism and education.MAR-Mobile Augmented Reality,based on the mobile terminal,can overlap the virtual digital information in the real world,so as to give a description of the real environment.The Horizon Report,a wind vane of education informatization has been predicted many times in recent years that AR technology is a new technology that can promote education.Because of mobility,MAR technology is the main trend of AR technology development.This paper mainly focuses on three issues:(1)How to use MAR technology to optimize the educational communication process of cultural tourism education?(2)What are the factors that influence the willingness of tourists to use MAR cultural tourism education communication app?(3)What is the communication effect of cultural tourism education supported by MAR technology?The Main contributions are as follows:(1)The model of MAR-supported cultural tourism educational communication process is constructed,which purpose is to provide guidance and suggestions for the design and promotion of MAR applications in the future.The present situation of educational communication in cultural tourism is investigated,analyzed and summarized;It seeks the support and inspiration of the communication theory and the theory of the educational optimization to optimize the elements of the process of the cultural tourism education communication,such as the educational communication relation,the educational environment,the educational content,the educational strategy;This paper analyzes the highlights of design and referential significance of the more advanced MAR application cases in foreign countries.The optimization strategy of MAR technology to these factors is put forward;MAR-supported cultural tourism education communication process model is constructed.(2)The design and practice of MAR cultural tourism educational communication application program are explored;which purpose is to provide a concrete solution for similar future development efforts.Emotional design method should be used in MAR cultural tourism educational communication application.Based on the theoretical support,case inspiration and the optimization strategy of MAR technology on the elements of the process of cultural tourism education and communication,it compares the characteristics of different MAR development toolkits,select the development toolkits according to the research requirements,and present the method to build an Android-based MAR application development environment.In the development of digital content,the paper puts forward the existing achievements of using cultural digitization,which is the model of exhibit obtained by 3D scanner in this paper and creative embedding of digital content-video embedding for the role of virtual interpretation in this article;The development process of digital content is illustrated in detail.It combines tourism link,education link and game mechanism so as to achieve the goal of education;The final design and development complete the MAR cultural tourism education communication application program which consists of three modules: navigation,guide and souvenir with the Ancient kiln culture scenic spot as the example,and the experiment is carried out on the mobile terminal and the experimental results are given.(3)Eight influencing factors of tourists' intention to use MAR application were found,including trust,information quality,interest,convenience,perceived ease of use,perceived usefulness,attitude and perceived comparative advantage.Based on these factors,Suggestions on the design and promotion of MAR application in cultural tourism educational communication in the future were put forward.Based on the technology acceptance model and the relevant theory,and using the MAR cultural tourism educational communication application program,the thesis constructs a hypothesis model on the influencing factors that affects the behavioral intention;A questionnaire with 32 questions was designed;Reliability,validity and hypothesis of the questionnaire are tested with the help of SPSS-22,Excel2010,SMARTPLS2.0,from which the total eight factors that affect the behavior intention of tourists who use MAR applications,including trust,information quality,interest,convenience conditions,perceived ease of use,perceived usefulness,attitude and perceived comparative advantage are found.Based on this,some suggestions are provided for the design,development and promotion of the MAR application for the education and communication of cultural tourism in the future.(4)The evaluation research on the educational communication effect of MAR cultural tourism educational communication application program is conducted,which purpose is to provide feedback information for the cultural tourism education communication project and to judge its overall value and effect.Using the MAR cultural tourism education communication application program developed in this research,the experiment of educational communication effect evaluation is designed.The experimental results show that in some cultural attractions with a lack of interpreters,relatively simple decoration,relatively plain cultural content and less experiential activities,whether tourists use MAR cultural tourism education communication application has significant differences in terms of tourists' cognitive understanding,emotional stimulation and ability improvement.Therefore,the optimization support of MAR technology for the communication of culture,tourism and education is confirmed.The research work and achievements of this paper will promote cultural,tourism,education,science and technology integration development,promote the confidence of the national culture and cultural identity,rich cultural tourism education in the cultivation of communication products,lighten the burden of work culture tour guide or the narrator or education institutions and promote the transformation and support cultural scenic spot of MAR technology adoption decisions,support,MAR cultural tourism education spread application design and development has laid a certain theoretical and practical basis.