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Emerging realm of 360-degree technology to promote tourism destination

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  • Rahimizhian, Sima
  • Ozturen, Ali
  • Ilkan, Mustafa

Abstract

Emerging technologies are leading the travel industry to vital changes. The use of 360-degree videos in marketing plans allows destination marketers to give their customers a virtual adventure before their actual trip. By integrating the motivation theory and Technology Acceptance Model (TAM), a research model was extended to investigate whether 360-degree videos are influential in producing a more positive attitude and shaping consumers' behavioral intentions towards a destination. Structural equation modeling (SEM) was applied to test the relationships between the proposed constructs. Data was collected from European respondents (n = 598) via an online survey regarding Hong Kong as a tourist destination. The results revealed that both intrinsic and extrinsic motivators influence tourists’ satisfaction with a 360-degree experience of the destination that indirectly affects their visit and electronic word of mouth (eWOM) intentions through behavioral involvement. Overall, the findings reflected that a 360-degree video is a beneficial tool in attracting consumers and shaping their attitudes and intentions. The theoretical and managerial implications of findings, as well as recommendations for future research, are addressed.

Suggested Citation

  • Rahimizhian, Sima & Ozturen, Ali & Ilkan, Mustafa, 2020. "Emerging realm of 360-degree technology to promote tourism destination," Technology in Society, Elsevier, vol. 63(C).
  • Handle: RePEc:eee:teinso:v:63:y:2020:i:c:s0160791x1930747x
    DOI: 10.1016/j.techsoc.2020.101411
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    3. Thi Bich Thuy Nguyen & Thi Bich Ngoc Le & Ngoc Tuan Chau, 2023. "How VR Technological Features Prompt Tourists’ Visiting Intention: An Integrated Approach," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    4. Junwei Chen & Xiaohong Wu & Ivan Ka Wai Lai, 2023. "A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022)," SAGE Open, , vol. 13(3), pages 21582440231, August.
    5. Yang, Ting & Lai, Ivan Ka Wai & Fan, Zhao Bin & Mo, Qing Min, 2021. "The impact of a 360° virtual tour on the reduction of psychological stress caused by COVID-19," Technology in Society, Elsevier, vol. 64(C).
    6. Hoang, Sinh Duc & Dey, Sandeep Kumar & Tučková, Zuzana & Pham, Tien Phat, 2023. "Harnessing the power of virtual reality: Enhancing telepresence and inspiring sustainable travel intentions in the tourism industry," Technology in Society, Elsevier, vol. 75(C).
    7. Longstreet, Phil & Valacich, Joseph & Wells, John, 2021. "Towards an understanding of online visual aesthetics: An instantiation of the composition perspective," Technology in Society, Elsevier, vol. 65(C).
    8. Chenyujing Yang & Shaocong Yan & Jingyu Wang & Yongji Xue, 2022. "Flow Experiences and Virtual Tourism: The Role of Technological Acceptance and Technological Readiness," Sustainability, MDPI, vol. 14(9), pages 1-17, April.
    9. Yuan Li & Jiaqi Liang & Jingxiong Huang & Mengsheng Yang & Runyan Li & Huanxia Bai, 2022. "Would You Accept Virtual Tourism? The Impact of COVID-19 Risk Perception on Technology Acceptance from a Comparative Perspective," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    10. Anderson Ngelambong & Dahlan Abdullah & Nur’Hidayah Che Ahmat & Wan Rusni Wan Ismail & Sri Handajani & Luthfiyah Nurlaela, 2024. "Assessing 360-Degree Guided Virtual Tour Video as a Viable Tourism Destination Marketing Tool: An Affective Appraisal Theory Approach," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 1718-1729, February.

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