擴增實境在近年來快速發展，並被應用在各領域，無論是遊戲、醫療、文創、新聞以及教學等，都可以看到擴增實境影像技術的蹤影。觀光產業更是在近年來投入許多經費開發互動式軟體，利用手機、平板電腦或擴增實境眼鏡等載具，結合軟體技術，使得觀光變得更好看、更有深度。本研究以計畫行為理論為架構，加入目的地意象、知覺確定性及體驗價值，探討導入擴增實境影像對跟團旅遊之態度及行為的影響因素。
研究結果顯示，目的地意象對於態度及知覺確定性有顯著正向影響；知覺確定性顯著正向影響主觀規範及行為控制知覺；體驗價值會顯著正向影響態度及行為控制知覺；同時，計畫行為理論中的態度、主觀規範及行為控制知覺皆顯著正向影響行為意圖。總結來說，在導入擴增實境影像時，跟團旅遊的遊客對於目的地意象、知覺確定性及體驗價值的認知會影響遊客對跟團旅遊的態度、主觀規範及行為控制知覺，進而影響遊客對跟團旅遊的行為意圖。

Augmented reality has developed rapidly in recent years and has been applied in various fields. Whether it is games, medical, cultural, news, teaching, etc., you can see the abundance of real-world imaging technology. In recent years, the tourism industry has invested a lot of money to develop interactive software, using mobile phones, tablet computers or augmented reality glasses and other vehicles, combined with software technology, making sightseeing more beautiful and deeper. This study frame on the theory of TPB, and introduce the destination image, perception certainty, experience value, to explore the influencing factors of the introduction of augmented reality images on attitudes and behaviors of group package touring.
The results show that destination image has a significant positive impact on attitude and perception certainty. Perceptual certainty significantly positively affects subjective norms and perceived behavioral control. Experience value significantly positively affects attitude and behavioral control perception. Then, attitude, subjective norms and perceptual behavioral control in TPB theory significantly positively influence behavioral intentions. In summary, when importing Augmented Reality, the perception of destination image, perception certainty and experience value of a group package touring will affect the attitude, subjective norms and behavior control perceptions of tourists and tourists’ will intentions to follow the group package touring.

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