A Study on the Perceived Value of Non face-to-face tourism and Consumer Adoption Intention

Abstract

This study aimed to verify whether consumers will perceive and accept LAN-tour, non face-to-face tourism which is a new type of tourism, a virtual world that has been expanded through convergence with ICT, as a tourism activity. To this end, this study applied the value-based adoption model to explore the factors affecting the adoption intention of LAN-tour and added social interaction and spatial presence as perceived benefit factors based on the characteristics of LAN-tour. Through these approaches, this paper sought to provide basic advice on strategic measures for the market expansion of LAN-tour, which has just begun to be introduced, based on the product lifecycle. This study will give a basic data for the establishment and spread of Non-face-to-face tourism products to be newly developed in the future.

Keywords: Lan-tour, Non-face-to-face tourism, Value-based Adoption Model, VAM