悶壞了嗎？虛擬旅遊產品在後疫情時代之應用探討

Abstract

在COVID-19疫情流行下，許多政府實施防疫政策限制了人口的出入，導致了經濟受到影響，而旅遊業首當其衝。面對這些挑戰，Airbnb、Amazon Explore、KLOOK等旅遊網站推出虛擬旅遊來適應這些當前對實體旅行的限制，自疫情以來所提供的線上體驗產品數量增加了十倍以上，可見此產品於全球疫情下發展之規模程度，以及相關研究的及時性和重要性。因此本研究目的為探討虛擬旅遊在臺灣消費者計畫行為以及科技接受度中的表現，將旅遊意願做為行為意圖，並探討虛擬旅遊的市場前景。研究方法為兩階段研究設計。第一階段以文字探勘抓取共169688則虛擬旅遊產品網路評論，經詞頻分析萃取出450個分析單位，並以內容分析法做人工歸類；第二階段除了對第一階段的因素做出權重排序，也使用深度訪談法訪談共8人，經內容分析後將342項分析單位，歸納成9項主題以及51項子類別。研究結果呈現虛擬旅遊吸引消費者的五大因素分別為人員專業、客服、線上特性、體驗行程內容、口碑，以及對應的20項詳細因素。本研究建議虛擬旅遊未來之發展方向為：加強感官的體驗、結合實體的商品、做為實體旅遊的行銷手段。同時也點出了虛擬旅遊對社會的行影響，虛擬旅遊將會刺激產業、降低消費者的旅遊支出、降低實體社交。最後，本研究認為虛擬旅遊未來將可以透過異業結合、提升視訊技術、提升體驗技術來對產品作加值，才能在未來更蓬勃發展。

Under the COVID-19 epidemic, many governments have implemented epidemic prevention policies to restrict the movement of the population. Resulting in the impact on the economy. The tourism industry is the first to bear the brunt. Faced with these challenges, travel sites such as Airbnb, Amazon Explore, and KLOOK have launched virtual tours to adapt to these current restrictions on physical travel. The number of online experience products provided has increased by more than tenfold since the outbreak. Which can see the magnitude of the development, and the timeliness and importance of the relevant research. Therefore, the purpose of this study is to explore the performance of virtual tourism in Taiwanese consumers' Planed Behavior and Technology Acceptance. Take the Travel Intention as the behavioral intention. Exploring the market prospects of virtual tourism. The research method was a two-stage study design. In the first stage, a total of 169,688 online reviews of virtual tourism products were captured by Text Mining. 450 analysis units were extracted through word frequency analysis, and were manually classified by content analysis; Second stage, The In-depth interview is adopted, total of 8 people were interviewed. After content analysis, 342 analysis units were grouped into 9 themes and 51 sub-categories. The research results show that the five major factors that attract consumers to virtual tourism are personnel professional, customer service, online characteristics, experience itinerary content, word of mouth, and 20 corresponding detailed factors. This research suggests that the future development direction of virtual tourism is to strengthen the sensory experience, combine physical products, and use it as a marketing method for physical tourism. At the same time, it also points out the impact of virtual tourism on society. Virtual tourism will stimulate the industry, reduce consumer tourism expenditures, and reduce physical social interaction. Finally, this study believes that in the future, virtual tourism will be able to add value to products through the combination of different industries, improving video technology, and improving experience technology, so that it can develop more vigorously in the future.