지역이벤트 분야 내 소비자들의 신정보매체 기술수용의도에 관한 연구

The municipalities that have recently lost their growth engines are trying to revitalize local economy based on tourism, especially the meetings, incentives, conferences, and exhibitions (MICE) industry, and promote local events in common. In particular, as the fourth industrial revolution technologies such as VR and AR are being applied to local event industries, there is a need to study the actual reaction of tourists embracing these technologies. aTherefore, in this study, we tried to grasp the acceptance intention of fourth industrial revolution tehcnologies of local event participants. The survey was conducted for a total offorty-two days from April 02, 2018 to May 14, 2018, and 281 (87.8%) out of 320 total survey questionnaires were used for the analysis. Based on the Technology Acceptance Model, the hypotheses were constructed and the results of the Multi Regression Analysis are as follows. First, the technical characteristics and the system quality of the fourth industrial revolution technology have positive effects on the usefulness and ease of the individual. Also, the self-efficacy, innovation, and social influences have a positive (+) effect on usability and usefulness, but innovation has no significant effect on ease. In addition, the causality of ease, usefulness, and intention to use was found to be in a positive (+) state, confirming the context with previous studies. This research has academic significance in carrying out researches related to the events and the recently applied fourth industrial revolution technology, and it is meaningful that the information provided has a greater impact than the quality of the system itself.