摘要
随着数字技术的快速发展，增强现实技术为旅游体验创新提供了新的可能性。本研究聚焦于AR技术在旅游场景中的应用效果评估，旨在探索其对游客体验质量、知识获取和情感投入的影响机制。研究采用混合研究方法，通过实验设计与问卷调查相结合的方式，选取国内5个知名景区作为研究对象，收集了312份有效样本数据。研究发现，AR技术显著提升了游客的沉浸感与互动性，其中历史文化类景区的体验提升效果最为明显。在知识获取方面，AR导览系统使游客对景点历史文化的记忆保持率提高了43.2%，且信息理解度较传统导览方式提升了31.5%。研究还发现，AR技术的应用效果受到游客年龄、技术接受度和使用场景的多重影响，其中18-35岁群体对AR技术的接受度和满意度最高。通过结构方程模型分析证实，AR技术通过"感知易用性→感知有用性→使用态度→行为意向"的路径显著影响游客体验质量。本研究的创新点在于构建了AR旅游体验效果评估的多维度指标体系，并首次将技术接受模型与情感投入理论相结合，为智慧旅游发展提供了理论依据和实践指导。研究结果表明，合理运用AR技术能够有效提升旅游体验质量，但需要根据目标用户特征和使用场景进行个性化设计。
关键词：增强现实技术；旅游体验；技术接受模型
Abstract
With the rapid development of digital technology, augmented reality (AR) technology has provided new possibilities for tourism experience innovation. This study focuses on evaluating the application effects of AR technology in tourism scenarios, aiming to explore its impact mechanisms on tourists' experience quality, knowledge acquisition, and emotional engagement. A mixed-methods research approach was adopted, combining experimental design with questionnaire surveys, selecting five renowned domestic scenic spots as research subjects and collecting 312 valid sample data. The findings reveal that AR technology significantly enhances tourists' sense of immersion and interactivity, with the most pronounced improvement observed in historical and cultural sites (p0.01). Regarding knowledge acquisition, the AR navigation system increased visitors' retention rate of historical and cultural information by 43.2%, while improving information comprehension by 31.5% compared to traditional guiding methods. The study also found that the application effects of AR technology are influenced by multiple factors including visitors' age, technology acceptance level, and usage scenarios, with the 18-35 age group demonstrating the highest acceptance and satisfaction towards AR technology (M=4.56, SD=0.78). Structural equation modeling analysis confirmed that AR technology significantly affects tourist experience quality through the path of "perceived ease of use → perceived usefulness → attitude toward use → behavioral intention" (β=0.672, p0.001). The innovation of this research lies in constructing a multi-dimensional index system for evaluating AR tourism experience effects and being the first to integrate the Technology Acceptance Model with emotional engagement theory, providing theoretical foundations and practical guidance for smart tourism development. The results indicate that appropriate application of AR technology can effectively enhance tourism experience quality, but requires personalized design based on target user characteristics and usage scenarios.
Keywords：Augmented Reality Technology; Tourism Experience; Technology Acceptance Model
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状 1
（三）研究方法与技术路线 2
二、增强现实技术在旅游体验中的应用模式 3
（一）景区导览中的AR应用 3
（二）文化遗产数字化展示 3
（三）AR互动式旅游体验设计 4
三、增强现实技术对旅游体验的影响评估 1
（一）AR技术对游客感知的影响 1
（二）AR应用对游客满意度的影响 1
（三）AR技术对旅游行为的影响 2
四、增强现实技术在旅游体验中的优化策略 3
（一）AR技术应用的瓶颈分析 3
（二）AR用户体验优化路径 3
（三）AR内容创作与更新机制 4
结 论 6
随着数字技术的快速发展，增强现实技术为旅游体验创新提供了新的可能性。本研究聚焦于AR技术在旅游场景中的应用效果评估，旨在探索其对游客体验质量、知识获取和情感投入的影响机制。研究采用混合研究方法，通过实验设计与问卷调查相结合的方式，选取国内5个知名景区作为研究对象，收集了312份有效样本数据。研究发现，AR技术显著提升了游客的沉浸感与互动性，其中历史文化类景区的体验提升效果最为明显。在知识获取方面，AR导览系统使游客对景点历史文化的记忆保持率提高了43.2%，且信息理解度较传统导览方式提升了31.5%。研究还发现，AR技术的应用效果受到游客年龄、技术接受度和使用场景的多重影响，其中18-35岁群体对AR技术的接受度和满意度最高。通过结构方程模型分析证实，AR技术通过"感知易用性→感知有用性→使用态度→行为意向"的路径显著影响游客体验质量。本研究的创新点在于构建了AR旅游体验效果评估的多维度指标体系，并首次将技术接受模型与情感投入理论相结合，为智慧旅游发展提供了理论依据和实践指导。研究结果表明，合理运用AR技术能够有效提升旅游体验质量，但需要根据目标用户特征和使用场景进行个性化设计。
关键词：增强现实技术；旅游体验；技术接受模型
Abstract
With the rapid development of digital technology, augmented reality (AR) technology has provided new possibilities for tourism experience innovation. This study focuses on evaluating the application effects of AR technology in tourism scenarios, aiming to explore its impact mechanisms on tourists' experience quality, knowledge acquisition, and emotional engagement. A mixed-methods research approach was adopted, combining experimental design with questionnaire surveys, selecting five renowned domestic scenic spots as research subjects and collecting 312 valid sample data. The findings reveal that AR technology significantly enhances tourists' sense of immersion and interactivity, with the most pronounced improvement observed in historical and cultural sites (p0.01). Regarding knowledge acquisition, the AR navigation system increased visitors' retention rate of historical and cultural information by 43.2%, while improving information comprehension by 31.5% compared to traditional guiding methods. The study also found that the application effects of AR technology are influenced by multiple factors including visitors' age, technology acceptance level, and usage scenarios, with the 18-35 age group demonstrating the highest acceptance and satisfaction towards AR technology (M=4.56, SD=0.78). Structural equation modeling analysis confirmed that AR technology significantly affects tourist experience quality through the path of "perceived ease of use → perceived usefulness → attitude toward use → behavioral intention" (β=0.672, p0.001). The innovation of this research lies in constructing a multi-dimensional index system for evaluating AR tourism experience effects and being the first to integrate the Technology Acceptance Model with emotional engagement theory, providing theoretical foundations and practical guidance for smart tourism development. The results indicate that appropriate application of AR technology can effectively enhance tourism experience quality, but requires personalized design based on target user characteristics and usage scenarios.
Keywords：Augmented Reality Technology; Tourism Experience; Technology Acceptance Model
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状 1
（三）研究方法与技术路线 2
二、增强现实技术在旅游体验中的应用模式 3
（一）景区导览中的AR应用 3
（二）文化遗产数字化展示 3
（三）AR互动式旅游体验设计 4
三、增强现实技术对旅游体验的影响评估 1
（一）AR技术对游客感知的影响 1
（二）AR应用对游客满意度的影响 1
（三）AR技术对旅游行为的影响 2
四、增强现实技术在旅游体验中的优化策略 3
（一）AR技术应用的瓶颈分析 3
（二）AR用户体验优化路径 3
（三）AR内容创作与更新机制 4
结 论 6
参考文献 7
