11/19/2023 0 Comments Lantern light festival 2018It has been proved that study drives travel ( Crompton, 1979 Mannell and Iso-Ahola, 1987 Prentice et al., 1998), and people’s desire for knowledge to decide where they go and what they do there ( Crompton and McKay, 1997). It is believed that cultural heritage tourism is the best way to make people know more about the ICH, which can not only attract people to travel ( Deacon, 2004 Rodzi et al., 2013 Masoud et al., 2019) but also disseminate local culture during festivals ( tom Dieck et al., 2018 Li, 2020). Lanterns were included in China’s Intangible Cultural Heritage Safeguarding List ( China Intangible Cultural Heritage Website, 2018), leading to more attention to the traditional Lantern Festivals. Governments should be committed to raising the awareness of people, especially young people about ICH and its significance ( UNESCO, 2003). The protection and sustainability of intangible cultural heritage (ICH) is a major issue in the world ( Anderson and Gerbing, 1988 Gössling, 2018 Lu et al., 2019 Tian et al., 2020). Besides, the interaction of the AR system improves visitors’ learning motivation, which shows the combination of AR technology with ICH tourism helps improve cultural awareness. Therefore, visitors are satisfied with innovative and interesting technology learning experiences, enhancing learning interest and results. The result shows that knowledge and understanding (KU), attitudes and values (AV), activity, behavior, and progression (ABP), and enjoyment, inspiration, and creativity (EIC) from GLOs have a positive effect on technology acceptance and actual use (AU). There is a total of 200 questionnaires collected in the end. Respondents are visitors participating in the AR lantern exhibition in Taiwan, which is designed by the author. A questionnaire and observation are used. Then, primary variables of the technology acceptance model (TAM) are combined with generic learning outcomes (GLOs) to integrate ICH, education, and technology to expand TAM, building a new model to study the ICH learning experience. In this study, AR is used for ICH lantern exhibition to discuss the learning experience in lantern tourism and the relationship between technology acceptance and satisfaction from the perspective of visitors, as well as evaluate what AR has on improving visitors’ awareness and learning experience. In recent years, the involvement of digital technology in traditional lantern design and shows has contributed to the protection, inheritance, and promotion of ICH, there remains less research on using augmented reality (AR) with ICH tourism. Visitors play an important role in the promotion and sustainable development of intangible cultural heritage (ICH). The lantern exhibition at the Lantern Festival is an important traditional festival in Taiwan.
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