隨著科技進步，觀光旅遊產業也逐步轉型中。近年來，越來越多的新科技運用在觀光旅遊產業上，而學界也有不少研究針對擴增實境及虛擬實境在觀光產業上的運用，這些新科技的進步為旅遊產業帶來新氣象與新商機。
本研究則針對i-Ride飛行劇院的飛行體驗作研究場域，利用SOR模型來探討透過i-Ride飛行劇院所提供的飛行體驗所帶來的刺激(真實性)、過程(臨場感)及其反應(可回憶性、滿意度及行為意圖)之關聯性。研究透過現場問卷及網路問卷發放，有效樣本共計250份，結構方程式分析結果顯示，真實性對臨場感具有正向顯著關係，而臨場感對可回憶性及滿意度皆具有正向顯著關係，可回憶性對行為意圖具有正向顯著關係，但滿意度對行為意圖該假設不成立。因此，這意味著消費者不是因為對飛行體驗感到滿意才會產生想去造訪影片中的目的地，而是因為在這個飛行體驗當中產生了難忘的回憶才會讓消費者想要去造訪目的地的行為意圖。最後，本研究將針對結果進行討論並且提供相關企業提供管理建議與學者提供未來研究建議。

Technological innovations have tremendous impact on tourism industry. With the emergence and innovation of new technologies, virtual reality (AR) and augmented reality (AR) have been widely used in tourism industry, helping consumers gain more interactive and diversified experience, as well as generating more benefits in tourism industry.
This study developed a theoretical framework including authenticity, presence and affective responses, memorability, satisfaction, and destination behavior intention with visitor’s new technology experience using a stimulus-organism-response (SOR) theory.
Total 250 valid questionnaires are collected. After using Confirmatory Factor Analysis and Structural Equation Modeling of analysis, we found that authenticity has positive effect on presence. Presence has positive effect on both memorability and satisfaction. Memorability has positive effect on destination behavior intention, but satisfaction has not. In other words, visitors’ have memorable experience after their new technology experience, therefore, they would like to visit the destination. Based on the results, we discuss and provide implications for both practitioners and academics.

網站文獻
觀光旅遊的AR進行式，取自https://www.arplanet.com.tw/trends/artrends/sightseeingar/
智威科技官網，https://www.brogent.com/zh-tw
影像技術新革命，迎接3D光場來臨，取自網站https://makerpro.cc/2018/09/3d-light-field-display-technology-revolution/
3D與浸潤式顯示技術與應用，取自網站
https://www.digitimes.com.tw/iot/article.asp?cat=130&id=403706

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