واقعیت مجازی در گردشگری: تصمیم به سفر بر اساس نظریه انگیزش بیرونی و درونی

امروزه فناوری های واقعیت مجازی، ظرفیت نامحدودی را برای بازدیدهای مجازی گسترده از مقاصد گردشگری واقعی ارائه میدهند. هدف پژوهش، سنجش تاثیرمتغیرهای موثربرتغییرنگرش درتصمیم به سفر با استفاده از واقعیت مجازی است. این پژوهش، یک پژوهش کمی و از نظر هدف، کاربردی است. از حیث نحوه گردآوری داده ها، توصیفی- پیمایشی از نوع همبستگی می باشد. جامعه آماری این پژوهش، کاربران کانال گردشگری هستند که از طریق اینستاگرام به آن هادسترسی پیدا شد. بر طبق رابطه کوکران، حجم نمونه 270 نفر به دست آمد که با توزیع پرسشنامه به صورت آنلاین در جامعه آماری، به پرسشها پاسخ دادهاند. نخست داده های گردآوری شده، تحلیل و در مرحله بعدی با استفاده از فرآیند تحلیل سلسله مراتب فازی، متغیرها رتبه بندی گردید. یافته های پژوهش، نمایانگرآن است که معیارهای انعطاف پذیری، مفید بودن و لذت درک شده، ارتباط مثبت و معناداری با تغییر نگرش دارند. روش سلسله مراتبی فازی نشان داد که متغیر تغییر نگرش در رتبه اول، مفید بودن در رتبه دوم، تصمیم به سفردر رتبه سوم، انعطاف پذیری در رتبه چهارمولذت درک شده در رتبه پنجم قراردارند. نتیجه گرفته میشودارائه دهندگان خدمات گردشگری، باید برای بالا بردن سطح تجربه مجازی گردشگران، مدل های جدیدی درراستای بازاریابی گردشگری ایجاد کنند.

virtual reality in tourism: decision to travel based on extrinsic and intrinsic motivation theory

today, virtual reality technologies offer unlimited potential for extensive virtual visits to real tourist destinations. the aim of the research is to measure the impact of the variables affecting the change of attitude in the decision to travel using virtual reality. this research is quantitative research, and in terms of purpose, it is applied, and in terms of data collection, it is a descriptive-survey of correlation type. the statistical population of this research is the users of the tourism channel. according to the cochran relation, the sample size was 270 people, who answered the questions by distributing the questionnaire online in the statistical community. first, the collected data were analyzed and in the next step, the variables were ranked using the process of fuzzy hierarchy analysis. the research findings indicate that the criteria of flexibility, usefulness, perceived pleasure, a positive and significant relationship with changing attitudes has it. the results obtained in the fuzzy hierarchical method show that the variables of attitude change are first rank, usefulness is second rank, decided to travel is third rank, flexibility is fourth rank, perceived pleasure is fifth rank. it is concluded that tourism service providers should create new models in line with tourism marketing in order to raise the level of virtual experience of tourists. introduction in the development of information and communication technology, the growth of virtual reality technology has attracted attention, especially considering the innovations that are expected from the fifth generation of mobile communications (5g). the fifth generation of mobile communications is an international mobile standard with the aim of commercialization in 2020(lee et al., 2020). tavakli and mora say that despite the move towards virtual tourism, the experiences of tourists in virtual tourism destinations remain relatively unknown. this is especially true if the gender identity and behavior patterns of iranian women in virtual tourism destinations are mentioned (tavakoli, mura, 2015). zhang and colleagues say that although the studies related to virtual tourism have formed a relatively complete theoretical framework, it is not enough to respond to the systematic and comprehensive attitude of tourists and the causes of the attitude towards virtual tourism (zhang et al., 2022). it has also been raised in the field of challenges; although virtual reality provides information about the destination as smart tourism and is very useful, it is slow due to the problems of accepting new technology by tourists (pestek et al., 2020). tan and his colleagues have conducted research under the title; borders are open again! has virtual reality been friend or foe? therefore, in this regard and according to the above, the basic research question is what effect does virtual reality have on the attitude and ultimately the intention to travel in terms of external and internal motivations? previous researches have focused on the role of virtual reality displays in creating a sense of presence and how virtual reality affects destination marketing. to answer this question, a new model in technology development was created in this study. the gap that exists is that in few researches, in terms of investigating the motivation in using virtual reality in tourism, a distinction has been made between internal and external motivations, although leung et al. the technology acceptance model (tam) is a parsimony and should be expanded to include factors that are