Research On Intention To Continuous Use Of Virtual Tourism Products

With the development of science and technology,virtual tourism products based on Internet virtual reality technology are also developing rapidly.The key to the success of the development of virtual tourism products is closely related to the willingness of tourists to continue using the products.Combing through the existing achievements,it is found that the academic research on virtual tourism is mainly on the technical level.In contrast,tourists’ virtual experience and willingness to continue using virtual tourism products have not received due attention.In this study,based on previous studies,from the perspective of product supply and tourist demand,based on the unified theory of technology acceptance and use and the information system success model(D&M model),the author introduced the external variable of social presence according to the characteristics of virtual tourism products,and selected the most representative and popular Palace Museum in Beijing as the study case.The theoretical model of tourists’ willingness to continue using virtual tourism products is constructed comprehensively,and the research hypothesis is made.In the research process,SPSS and AMOS were used to complete data processing and correlation analysis.Through empirical analysis,the following conclusions are reached: The system quality of virtual tourism products in Beijing Palace Museum is the related factor of tourists’ effort expectation,performance expectation and social presence;The information quality of virtual tourism products in Beijing Palace Museum significantly affects the performance expectation and social presence of visitors;Tourists’ performance expectation,social presence,social influence and other factors positively affect their intention to continue using.Service quality had no effect on performance expectation and social presence.Based on the above conclusions,after thinking and analysis,the author further puts forward concrete and feasible suggestions and countermeasures from the aspects of product supply,tourist demand and social environment,and points out directions for virtual tourism product developers to improve product design and product operation,and enhance tourists’ willingness to continue using.