旅遊產業是台灣重要產業，而服務創新則是提高台灣旅遊競爭力的重要手段。 過去研究顯示目的地的旅遊意象是影響觀光客行為意向的關鍵因素，透過擴增實境 （AR）實現服務創新，是一個具潛力的策略。本研究整合旅遊意象與體驗價值的概 念，提出服務科技創新對旅遊行為的影響評估模式。並以AR 技術建構一自拍服務系 統，實際提供遊客體驗並評估其影響。結果顯示AR 系統帶來的「遠距臨場感」顯著 影響觀光客的「體驗價值」，並進一步影響對目的地的「旅遊意象」，繼而影響觀光 客的「行為意向」。本研究也發現初訪與重遊遊客對AR 系統的體驗認知並沒有顯著 差異。本研究將體驗價值的來源拓展至旅遊地現場的AR 服務體驗，並依據結果提出 實務意涵與未來研究建議。

The tourism industry is one of the important service industries in Taiwan, and service innovation has become an important strategy to improve the competence of that industry. The literature shows that the destination image is a critical factor in tourist decisions, and experiential value could influence the formation of destination images, and thus to influence the visitor decisions. Augmented reality (AR) is an emerging technology which has high potential to the application of tourism services. This study proposed a framework to evaluate the influence of tourists’ experiential value on the tourism image and the behavioral intentions. This study developed an AR service system and placed in a scenic spot to collected users’ perceptions after their usage of the service system. The data were analyzed with a structural equation model to measure the causality of variables. Findings of the research includes: 1. Telepresence has a significant positive influence on user’s Experiential Value. 2. Experiential Value has a significant positive influence on tourism image. 3. Tourism image has a significant positive influence on behavioral intentions. 4. The impact of the AR service to the formation of experiential values and destination images are not different for visitors with different previous experience of the destination. This study also discussed the implications of the research findings.