관광지 u-Ticket 서비스 수용의도에 관한 연구

Abstract

With the significant development of ICT technology, convergence between everyday life and IT service became one of the inevitable parts of people's life. This study seeks to provide implications that will be helpful to u-Ticket service providers and users in tourist destinations by identifying demand factors of u-Ticket service in tourist destinations, one of the IT convergence services. I referred to Technology Acceptance Model(TAM), which was previous studies on u-Ticket service in tourist destinations and IT-related fields. Among them, I chose the David's TAM model and induced factors that can influence the acceptance of u-Ticket service in tourist destinations. In this process, individual variables such as quality of service, personal innovation, social influence, mobility, connectivity, user-friendless, self-efficacy were induced and they provided opportunities to explore its influences on the acceptance of u-Ticket service in tourist destinations. The study findings are as follows: First, like prior research of the TAM, "Attitude" has a strong influence on "Behavioral Intention to Use." in acceptance of new information technology such as u-Ticket service in tourist destinations. The more people believe u-Ticket service in tourist destinations is convenient, the more they are aware of usefulness of the service. Additionally, convenient and useful service makes people positive about u-Ticket service in tourist destinations, which also spurs Intention to Use. Second, the "Perceived usefulness" affects "Attitude" more than "Perceived use of easy" in making the users positive about u-Ticket service in tourist destinations. This means that to strengthen the effect of the results from using the new information technology service, the high quality of tourism experience is required. Third, mobility, connectivity and self-efficacy are revealed as more influential variables in "Perceived use of easy" than "Perceived usefulness". It can be said that if the u-Ticket service in tourist destinations is actualized in tour sites, the person who has the ability to deal with the new information technology device like "smart phone" shows interests first Lastly, Self-efficacy is proved as more important factors in "Perceived use of easy" than social influence. Similar to "Perceived usefulness", this indicates that as the self-confidence in capability and skill of using information technology is higher, the "Perceived use of easy" becomes higher.