Extended Reality Boosts the Development of Tourism: the Relationship between Tourist Experience, Perceived Value and Behavior Intention in Red Tourism

摘要: The advent of extended reality (XR) in red tourism is revamping tourist experience. Compare to tour guide service in other-directed travel, the influence of XR technology in self-directed travel on perceived value and behavior intention needs further research. This paper constructs a conceptual model based on the relationship between tourist experience, perceived value and behavior intention. Basic data in the memorial hall in a memorial park dedicated to the Battle of the Xiangjiang River during the Long March were obtained through questionnaire survey. After collecting the data, this paper uses structural equation model to verify the hypotheses. As a result of this analysis, the present study offers the following conclusions: First, self-directed tourist experience has positive influence on knowledge value and experience value. Second,other-directed tourist experience has positive influence on knowledge value and sentimental value. Third, experience value, self-directed tourist experience and other-directed tourist experience has positive influence on behavior intention.