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Identifying the Relationships among Visitors‘ U-tourism Service Experiences on Site, Satisfaction, and Attitude Change of the Smart Phone Application, U-SEUM, at the Suwon Hwaseong Museum

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(9), pp.295-313
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

SEOHO UM 1 Yun, Ja-yon 2 KIM, Jaewon 2

1경기대학교
2경기대학교 일반대학원 여가관광개발학과

Accredited

ABSTRACT

With the availability of technology, heritage sites, such as museums, have been increasing developing smart phone applications as a tool to provide more enjoyable and educational experiences for visitors. The Suwon Hwaseong museum, located at the UNESCO world heritage site, recently introduced the U-SEUM service – an Android smart-phone application which functions with a Location Based System (LBS). To assess its impact, a total of 221 valid reponses were collected to measure visitor experiences to identify the relationships amongst visitation variables including on-site experience, satisfaction and changed attitudes toward the U-SEUM. Five dimensions of the U-SEUM experience were extracted by through exploratory factor analysis. Path analysis with AMOS package showd that fun and education were significant antecedents to satisfaction of the U-SEUM while fun and novelty as well as satisfaction were significant antecedents to changed attitudes toward the U-SEUM. Togetherness was not significant to either satisfaction or changed attitude while fun was significant to both satisfaction and changed attitude toward U-SEUM. The experiential dimensions of the U-SEUM need to refined and confirmed by further research, involving the applicability of smart phone applications in heritage tourism.

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