5. CHƯƠNG 5: KẾT LUẬN VÀ HÀM Ý QUẢN TRỊ
5.3. Hạn chế và hướng nghiên cứu tiếp theo
Mặc dù kết quả của nghiên cứu hiện tại cung cấp những đóng góp về mặt lý thuyết cũng như thực tiễn cho lĩnh vực du lịch VR. Tuy nhiên nghiên cứu này có những hạn chế và định hướng nghiên cứu trong tương lai.
Mô hình nghiên cứu hiện tại phần lớn đã thử nghiệm khách du lịch VR là sinh viên Đại Học và nhân viên văn phòng tại Tp.HCM mức độ đại diện chưa cao, các nghiên cứu trong tương lai có thể cần áp dụng ở nhiều vùng miền và các nền văn hoá
khác nhau để có thể khái quát hoá hoặc và xác định xem có sự khác biệt văn hoá nào không. Các nhà nghiên cứu trong tương lai có thể kiểm tra sự khác biệt và tương đồng giữa những người viếng thăm điểm đến được mô tả trong nội dung VR và những người không viếng thăm điểm đến trong du lịch VR bằng cách áp dụng phân tích nhiều nhóm để điều tra tốt hơn về chênh lệch hành vi giữa hai nhóm người tiêu dùng.
Một ứng dụng công nghệ khác có liên quan mật thiết đến VR và rất phù hợp với du lịch là thực tế tăng cường (AR) (Jung và Tom Dieck, 2017; Tussyadiah và cộng sự, 2017). Trong khi VR tạo ra thực tế mô phỏng cho người dùng (thế giới ảo), AR cung cấp một phiên bản thực tế nâng cao bằng cách thêm thông tin kỹ thuật số để tăng cường các yếu tố của môi trường tự nhiên. Trong các trải nghiệm AR, khái niệm về sự hiện diện có liên quan đến cách người dùng cảm nhận các vật thể ảo là một phần của môi trường tự nhiên. Do đó, phương pháp nghiên cứu này đo lường sự hiện diện và kết quả hành vi của nó sẽ không giải thích các trải nghiệm với VR ở cùng mức độ với VR. Hơn nữa các nghiên cứu trong tương lai có thể sử dụng mô hình nghiên cứu này để kiểm tra hành vi của người tiêu dùng sử dụng thực tế tăng cường (AR) so với người tiêu dùng sử dụng VR để các doanh nghiệp liên quan đến du lịch có thể tận dụng cả công nghệ AR và VR trong bối cảnh du lịch.
6. TÀI LIỆU THAM KHẢO DANH MỤC TÀI LIỆU TIẾNG VIỆT
Lê Nhật Hạnh, 2019. Nghiên cứu định lượng với mô hình phương trình cấu trúc theo hướng tiếp cận bình thương nhỏ thất từng phần (PLS-SEM). Nhà xuất bản Kinh Tế TP. Hồ Chí Minh
Nguyễn Đình Thọ, 2011. Phương pháp nghiên cứu khoa học trong kinh doanh. NXB Lao động.
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PHỤ LỤC
PHỤ LỤC 1.1: DÀN BÀI THẢO LUẬN TRỰC TIẾP
Đối tượng thảo luận: Sinh viên Trường Đại Học và Nhân viên văn phòng tại TP.HCM.
Nội dung thảo luận: Thảo luận về khái niệm thực tế ảo (kính VR), sự hiện diện, phản ứng nhận thức, phản ứng cảm xúc, ý định hành vi và các mối quan hệ giữa các khái niệm.
1. Giới thiệu ngắn gọn về mục tiêu nghiên cứu của luận văn, định nghĩa VR, sự hiện diện, phản ứng nhận thức, phản ứng cảm xúc, ý định hành vi.
2. Thảo luận các câu hỏi sau:
Câu 1: Anh/chị đã nghe/sử dụng kính thực tế ảo chưa?
o Nếu đã nghe/sử dụng kính thực tế ảo, anh/chị trình bày sự hiểu biết của mình về kính thực tế ảo
o Nếu đã sử dụng kính thực tế ảo, anh/chị có thấy dễ sử dụng và thú vị không o Nếu chưa thì sau khi trao đổi về khái niệm thực tế ảo, ý kiến của anh/chị về
việc sử dụng kính thực tế ảo để trải nghiệm điểm đến trong du lịch như thế nào?
Câu 2: Anh/chị đã từng du lịch/biết về đảo Maldives chưa?
Câu 3: Anh/chị đã xem video thực tế ảo đảo Maldives chưa?
Câu 4: Bằng những trải nghiệm của bản thân, anh/chị nghĩ như thế nào về việc sử dụng kính thực tế ảo để tiếp thị cho ngành du lịch?
Câu 5: Sau khi xem video 3600 về đảo Malives bằng kính VR, với sự hiểu biết của mình tôi đưa ra các phát biểu sau anh/chị vui lòng cho biết anh/chị có hiểu này không? Nếu đánh giá về cảm nhận theo anh/chị có cần thêm bớt các yếu tố nào không? Tại sao?
Vị trí tự nhận thức của anh/chị sau khi xem video đảo Maldives
1. Khi xem video đảo Maldives tôi có cảm giác rằng mình đang ở giữa đảo chứ không đơn thuần là quan sát
2. Tôi cảm thấy như mình là một phần trong không gian của đảo Maldives