메타버스 시대 스마트관광도시 인천의 관광플랫폼(인천e지) 정보공유의도 연구: 확장된 통합기술수용이론(UTAUT2)과 자기결정이론(SDT)의 이론통합적 분석 = Analysis of the Impact of Gender Diversity and Work-Family Reconciliation Policy on Organizational Innovation in Science and Technology Research Institutes:Focusing on the comparison between public and private institutions

다국어 초록 (Multilingual Abstract)

This study aims to evaluate the effectiveness of the tourism platform (Incheon easy AR) in the upcoming Metaverse era. To this end, the influence of the intention to share information was identified through the integration of self-determination theory (SDT) and a modified version of UTAUT2 (the extended unified theory of acceptance and use of technology), which has a high explanatory power in relation to information technology acceptance. To achieve this purpose, a survey was conducted from May 23, 2023, to June 21, 2023, targeting Tourism Platform (Incheon easy AR) users. Data analysis was conducted using SPSS 23.0 and AMOS 23.0, and frequency, factor, correlation, and structural model analyses were performed. As a result of the analysis, all subfactors of the UTAUT2 and SDT, except for economic benefit, had a significant effect on the intention to share information. Based on the results, the limitations are discussed, and plans and implications for the sustainability and revitalization of the Tourism Platform (Incheon easy AR) were presented.

국문 초록 (Abstract)

본 연구는 다가오는 메타버스 시대에 인천e지 관광플랫폼의 효과를 평가하기 위해 정보기술수용과 관련하여 높은 설명력을 가지고 있는 확장된 통합기술수용이론의 수정된 버전과 자기결정이론의 통합을 통해 정보공유의도와의 영향 관계를 규명하는 데 목적이 있다. 이러한 목적을 달성하기 위하여 인천e지 관광플랫폼 이용자를 대상으로 2023년 5월 23일부터 6월 21일 약 1달간 설문조사가 실시되었다. 자료 분석은 SPSS 23.0과 AMOS 23.0을 이용하였고, 빈도분석, 요인분석, 상관관계산출, 구조모형분석 등을 실시하였다. 분석 결과 수정된 UTAUT2의 하위요인과 SDT 중 경제적 혜택을 제외한 요인 모두는 정보공유의도에 유의미한 영향을 미쳤다. 이러한 연구 결과를 바탕으로 한계점을 논의하였고, 인천e지 관광플랫폼의 지속가능성 및 활성화를 위한 방안 및 시사점을 제시하였다.

참고문헌 (Reference)

• 1 "한국형 지역관광추진조직(DMO), 글로컬 지역관광 플랫폼 강원 DMO"
• 2 김현규 ; 정남호 ; 부백, "키오스크 사용 관광객의 기술준비도 성향에 따른 시장세분화 전략" 한국관광연구학회 35 (35): 121-134, 2021
• 3 이혜린 ; 박근수, "자기결정이론을 적용한 시니어 여행교육 모델 정립" (사)한국관광레저학회 32 (32): 371-390, 2020
• 4 심재명, "자기결정이론에 근거한 대학생의 학습동기와 여가동기 : 동기프로파일과 동기의 영향" 관광연구소 28 (28): 51-82, 2016
• 5 "인천시 국내 최초 스마트관광도시로 공식 출범, 국토교통부 Smart City Korea 보도자료"
• 6 "인천광역시 중구 문화 관광"
• 7 "인천e지"
• 8 홍인기 ; 조은혜, "여성 소비자가 인지하는 외식 배달앱의 온라인 구전 품질이 정보 만족과 정보공유 의도에 미치는 영향에 관한 연구" 산업개발연구소 39 (39): 122-133, 2023
• 9 이인엽 ; 한진욱, "스크린골프장 이용의도가 골프장 방문의도에 미치는 영향: 확장된 통합기술수용모델(UTAUT2)을 바탕으로" 한국스포츠산업경영학회 27 (27): 81-96, 2022
• 10 민소라 ; 김진아, "스마트공항의 긍정적 기술 준비도와 통합된 기술수용이론, 정보공유의도의 영향관계" 한국관광진흥학회 10 (10): 47-65, 2022
• 11 박승빈, "스마트 콜롬버스: 빈곤 지역의 모빌리티 증진을 위한 스마트시티조성" 17 : 403-419, 2020
• 12 문정호 ; 정석후 ; 배준호, "스마트 관광시대 도래에 따른 호텔･리조트 고객의 이용태도 연구-확장된 통합기술수용모델(UTAUT2)을 중심으로-" 한국외식산업학회 18 (18): 109-120, 2022
• 13 "서울특별시"
• 14 "대한민국 제 1호 스마트 관광플랫폼 ‘인천e지’ 출시"
• 15 김규미, "뉴 노멀 시대 메타버스 관광 개념화 연구 - 잠재 디리클레 할당(LDA)을 활용한 토픽모델링 분석 -" 한국문화융합학회 45 (45): 747-759, 2023
• 16 정병규, "기술수용 모델의 비교분석 : UTAUT1과 UTAUT2를 중심으로" 사단법인 한국벤처혁신학회 1 (1): 109-121, 2018
• 17 김규미 ; 김남조, "기술기반 셀프서비스(TBSS)에 대한 외식소비자의 이용태도 및 이용의도 분석: 기술준비수용모형(TRAM모형)을 중심으로" (사)한국관광레저학회 31 (31): 237-257, 2019
• 18 왕치현 ; 백승국 ; 박지선, "근대도시 르아브르와 인천의문화브랜딩 전략 연구" 한국프랑스문화학회 (26) : 327-364, 2013
• 19 "개인정보포털"
• 20 Burgess, J., "YouTube: Online video and participatory culture" John Wiley & Sons 2018
• 21 Wasko, M. M., "Why should I share? Examining social capital and knowledge contribution in electronic networks of practice" 35-57, 2005
• 22 Swani, K., "What messages to post? Evaluating t he popularity of social media communications in business versus consumer markets" 62 : 77-87, 2017
• 23 Kim, M. J., "What drives visitor economy crowdfunding? The effect of digital storytelling on unified theory of acceptance and use of technology" 34 : 100638-, 2020
• 24 Narangajavana Kaosiri, Y., "User-generated content sources in social media: A new approach to explore tourist satisfaction" 58 (58): 253-265, 2019
• 25 Palau-Saumell, R., "User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2" 11 (11): 1210-, 2019
• 26 Venkatesh, V., "User acceptance of information technology : Toward a unified view" 425-478, 2003
• 27 Huang, S. L., "Understanding why people share in the sharing economy" 44 (44): 805-825, 2020
• 28 Medeiros, M., "Understanding travel tracking mobile application usage: An integration of self determination theory and UTAUT2" 42 : 100949-, 2022
• 29 Yun, H., "Understanding the use of locationbased service applications: do privacy concerns matter?" 14 (14): 220-230, 2013
• 30 Ozturk, A. B., "Understanding the mobile payment technology acceptance based on valence theory: A case of restaurant transactions" 29 (29): 2027-2049, 2017
• 31 Dedeo lu, B. B., "Understanding the importance that consumers attach to social media sharing(ISMS) : Scale development and validation" 76 : 103954-, 2020
• 32 Shang, L., "Understanding older adults’ intention to share health information on social media : the role of health belief and information processing" 31 (31): 100-122, 2021
• 33 Zhou, T., "Understanding location-based services users’ privacy concern : An elaboration likelihood model perspective" 27 (27): 506-519, 2017
• 34 Taylor, S., "Understanding information technology usage : A test of competing models" 6 (6): 144-176, 1995
• 35 Hsiao, C. C., "Understanding content sharing on the internet: test of a cognitive-affective-conative model" 44 (44): 1289-1306, 2020
• 36 Gupta, A., "Tourist adoption of mapping apps: A UTAUT2 perspective of smart travellers" 23 (23): 145-161, 2017
• 37 Chen, C. J., "Togiveor to receive? Factors influencing members’ knowledge sharing and community promotion in professional virtual communities" 47 (47): 226-236, 2010
• 38 Agarwal, R., "Time flies when you’re having fun:Cognitive absorption and beliefs about information technology usage" 24 (24): 665-694, 2000
• 39 Ajzen, I., "Theory of reasoned action-Theory of planned behavior" 2007 : 67-98, 1988
• 40 Jarvenpaa, S. L., "The use of collaborative electronic media for information sharing: an exploratory study of determinants" 9 (9): 129-154, 2000
• 41 Ajzen, I., "The theory of planned behavior" 50 (50): 179-211, 1991
• 42 Lawler, E. E., "The strategic design of reward systems" 9 (9): 7-16, 1984
• 43 Deci, E. L., "The general causality orientations scale : Self-determination in personality" 19 (19): 109-134, 1985
• 44 Aitken, R., "The four Rs of place branding" 27 (27): 913-933, 2011
• 45 Tavakoli, R., "The evolution of the web and netnography in tourism : A systematic review" 29 : 48-55, 2019
• 46 Tang, Q., "The effect of intrinsic and extrinsic motivations on mobile coupon sharing in social network sites : the role of coupon proneness" 26 (26): 101-119, 2016
• 47 Pencarelli, T., "The digital revolution in the travel and tourism industry" 22 (22): 455-476, 2020
• 48 Davis, F. D., "Technology acceptance model : TAM" Information Seeking Behavior and Technology Adoption 205-219, 1989
• 49 Ma, L., "Social media users’ share intention and subjective well-being: An empirical study based on WeChat" 42 (42): 784-801, 2018
• 50 Huang, X., "Social media use by college students and teachers: An application of UTAUT2" Walden University 2018
• 51 Baggio, R., "Smart tourism destinations : a critical reflection" 11 (11): 407-423, 2020
• 52 Nafrees, A. C. M., "Smart technologies in tourism: A study using systematic review and grounded theory" 4 : 8-13, 2021
• 53 Sun, R., "Sharing news with online friends : A study of network homophily, network size, and news type" 67 : 101763-, 2022
• 54 Xu, F., "Serious games and the gamification of tourism" 60 : 244-256, 2017
• 55 Wu, S., "Self-image congruence, functional congruence, and mobile app intention to use" 1-17, 2020
• 56 Deci, E. L., "Self-determination theory : When mind mediates behavior" 1 (1): 33-43, 1980
• 57 Zhang, K., "Research on the Design and Construction of Sanya Smart Tourism Information Platform Based on Federated Migration Algorithm" 312-318, 2021
• 58 Jadin, T., "Personality traits and knowledge sharing in online communities" 29 (29): 210-216, 2013
• 59 Ehrenberg, A., "Personality and self-esteem as predictors of young people’s technology use" 11 (11): 739-741, 2008
• 60 Hair, J. F., "Multivariate data analysis: Pearson new international edition" Pearson Education Limited Harlow, Essex 2014
• 61 Kuriakose, A., "Modelling the consumer adoption intention towards unified payment interface (UPI): An extended UTAUT2 model with relative advantage, add-on services and promotional benefits" 1-7, 2022
• 62 Nikou, S. A., "Mobile-Based Assessment:Integrating acceptance and motivational factors into a combined model of Self-Determination Theory and Technology Acceptance" 68 : 83-95, 2017
• 63 Zhang, R., "Mobile commerce and consumer privacy concerns" 53 (53): 31-38, 2013
• 64 Buhalis, D., "Mixed reality (MR) for generation Z in cultural heritage tourism towards metaverse" Springer International Publishing 16-27, 2022
• 65 Binkhorst, E., "Marketing of tourism experiences" Routledge 219-235, 2013
• 66 Ryan, R. M., "Intrinsic and extrinsic motivations : Classic definitions and new directions" 25 (25): 54-67, 2000
• 67 Gretzel, U., "Intelligent systems in tourism : A social science perspective" 38 (38): 757-779, 2011
• 68 Thompson, R. L., "Influence of experience on personal computer utilization : Testing a conceptual model" 11 (11): 167-187, 1994
• 69 Okyere-Kwakye, E., "Individual factors and knowledge sharing" 3 (3): 66-72, 2011
• 70 Encalada, L., "Identifying tourist places of interest based on digital imprints:Towards a sustainable smart city" 9 (9): 2317-, 2017
• 71 Lakhani, K. R., "How open source software works: “free” user-to-user assistance" 32 (32): 923-943, 2003
• 72 Burrow, A. L., "How many likes did I get? : Purpose moderates links between positive social media feedback and selfesteem" 69 : 232-236, 2017
• 73 Kummitha, R. K. R., "How do we understand smart cities? An evolutionary perspective" 67 : 43-52, 2017
• 74 Okkonen, A., "Food selfies and impression management: Motivational drivers of food picture sharing on social media" Aalto University 2019
• 75 Davis, F. D., "Extrinsic and intrinsic motivation to use computers in the workplace 1" 22 (22): 1111-1132, 1992
• 76 Huang, Y. C., "Exploring the implications of virtual reality technology in tourism marketing:An integrated research framework" 18 (18): 116-128, 2016
• 77 Sharma, S., "Exploring consumer behavior to purchase travel online in Fiji and Solomon Islands? An extension of the UTAUT framework" 15 (15): 227-247, 2021
• 78 Herrero, Ángel, "Explaining the adoption of social networks sites for sharing user-generated content: A revision of the UTAUT2" 71 : 209-217, 2017
• 79 Rao, B., "Evolution of mobile location-based services" 46 (46): 61-65, 2003
• 80 Hennig-Thurau, T., "Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?" 18 (18): 38-52, 2004
• 81 Moore, G. C., "Development of an instrument to measure the perceptions of adopting an information technology innovation" 2 (2): 192-222, 1991
• 82 Chae, H., "Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands" 69 (69): 3804-3812, 2016
• 83 Lin, T. H., "Continuance intention of Facebook check-in service users: An integrated model" 42 (42): 1745-1760, 2014
• 84 Assaker, G., "Consumer usage of online travel reviews : Expanding the unified theory of acceptance and use of technology 2 model" 26 (26): 149-165, 2020
• 85 Venkatesh, V., "Consumer acceptance and use of information technology : extending the unified theory of acceptance and use of technology" 157-178, 2012
• 86 Neuhofer, B, "Conceptualising technology enhanced destination experiences" 1 (1): 36-46, 2012
• 87 Wang, D., "China’s"smart tourism destination"initiative : A taste of the service-dominant logic" 2 (2): 59-61, 2013
• 88 Lun, T. C., "CONCEPTUAL FRAMEWORK FOR THE DETERMINANTS OF USER SATISFACTION AND ITS EFFECT ON ELECTRONIC WORD-OF-MOUTH ON ONLINE GROCERY" 9 (9): 113-121, 2021
• 89 McWilliam, G., "Building stronger brands through online communities" 41 (41): 43-54, 2000
• 90 Fishbein, M., "Belief, attitude, intention, and behavior:An introduction to theory and research" 1975
• 91 Compeau, D. R., "Application of social cognitive theory to training for computer skills" 6 (6): 118-143, 1995
• 92 Gretzel, U., "Application of smart tourism to cities" 2 (2): 2016
• 93 Li, Xiao, "Application exploration of Daqing smart tourism big data based on association rule mining and machine learning" 25-27, 2022
• 94 Tong, Y., "An empirical study of information contribution to online feedback systems : A motivation perspective" 50 (50): 562-570, 2013
• 95 Cheon, S. H., "A teacher-focused intervention to decrease PE students’ amotivation by increasing need satisfaction and decreasing need frustration" 38 (38): 217-235, 2016
• 96 Datta, A., "A 100 smart cities, a 100 utopias" 5 (5): 49-53, 2015
• 97 "70억 들여 개발한 여행앱 ‘인천e지’ 내국인 1.9%만 안다"