本研究在探討資訊科技所創造出的虛擬化體驗，是否影響顧客在虛擬旅遊的體驗價值，並進而影響顧客對實體旅遊的消費意願，最後來探討虛擬化體驗系統的複雜性對消費意願的影響程度。我們以虛擬紫禁城和虛擬武漢線上景點導覽系統為研究案例，分兩階段模式來分析使用者消費意願．系統使用前，採用計畫行為理論及涉入程度的構面來衡量觀光旅遊之消費意願；系統使用過後，用互動性和生動性來探討虛擬觀光景點之體驗價值的關係，研究結果顯示虛擬紫禁城及虛擬武漢的虛擬體驗皆對實體旅遊之消費意願有所影響。 / This paper aims to study how the experience of tourism virtualization derived from information technology affects not only the customer’s experiential value of virtual tourism, but also intention of traveling in the future. Moreover, we discuss how the complexity of virtual experience systems impacts customer intention. Two on-line tour systems, the virtual Forbidden City and the virtual Wuhan, are utilized in a sequence of experiments for tourism experience. Before using the system, the constructs of Theory of Planned Behavior and Involvement Theory are employed to measure the intention of traveling. After then, two constructs, interactivity and vividness, are adopted to explore how the experiential value of virtual tourism impacts the intention of travelling. Our research results show that experiential values of the virtual Forbidden City and the virtual Wuhan both have impacted the intention of travelling.