Exploring the Impact of XR Applications on Tourist Experience and Continued Use Intentions at the Zigong Lantern Festival, China
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Abstract
Purpose: This research explores the primary factors influencing tourists' intention to continue using XR applications at the Zigong Lantern Festival in China. Research design, data, and methodology: The research examines seven latent variables: Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Aesthetics, Attitude, Subjective Norm, and Continuance Intention, and explores the relationships between them to determine whether these constructs affect tourists' continuance usage intention of XR applications. A quantitative exploratory approach was adopted, and 500 valid samples were collected through electronic and paper questionnaires distributed via the Wenjuanxing platform, QQ groups, WeChat groups, and on-site surveys to tourists from various locations. A multistage sampling method was employed in this study. Results: Data analysis was conducted through Confirmatory Factor Analysis and Structural Equation Modeling, validating all the proposed hypotheses. Among these, attitude had the most significant direct influence on continuance intention, closely followed by subjective norms. To enhance tourists' willingness to use XR applications at the Zigong Lantern Festival continuously, operators and developers should pay close attention to the factors that significantly influence continuance intention. Conclusions: The findings suggest to refine the business strategies, design concepts, and development content to meet the needs of tourists, thereby bringing greater economic and social value to the Zigong Lantern Festival.
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