The Working of Research on Experience Dimension of MR Products in Chinese Cultural Tourism
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The aim of this study is : (1) to assess the actual impact of Yangzhou Ancient Canal's MR experiential products on Chinese cultural tourism; (2) to systematically investigate the key factors that influence visitors' experience dimensions when using MR cultural tourism products. During the research process, we carefully selected 203 tourists and 6 industry experts as research participants, and collected data through questionnaire surveys and expert interviews as two research methods. An online questionnaire platform system was utilized for data collection. In the data analysis stage, we employed structural equation modeling to validate the proposed hypothesis model on factors influencing visitors' experience with MR products in cultural tourism. Additionally, online SPSS software was used for analyzing the results of questionnaire surveys.
Through this study, we have accomplished the following outcomes: (1) validated the positive impact of immersion, emotion, learning, and interaction on the experience of MR cultural tourism products; (2) derived design strategies for cultural tourism products based on empirical data; (3) developed an evaluation model for assessing the experience of MR cultural tourism products; (4) provided recommendations for future design decisions to facilitate the further advancement and application of MR technology in the field of cultural tourism.
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