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The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model

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  • Xiaohong Wu

    (City University of Macau)

  • Ivan Ka Wai Lai

    (City University of Macau)

Abstract

Based on the stimulus–organism–response (S–O–R) theory, this study attempts to investigate how the use of 360-degree virtual mountain walking tours can motivate audiences’ intention to take a real walking in the mountains. The survey results from 320 samples after watching a 360-degree virtual video reveal the positive influence of vividness (stimulus) on presence, emotional involvement, flow state, and enjoyment (organism), leading to the intention to take mountain walking tourism (response). This study also examines the interrelationship between four organism variables to explain the underlying mechanism of 360-degree virtual travel experience in stimulating audiences’ visit intention. It shows how technology helps the development of nature-based tourism. It also offers implications for developers to develop influential 360-degree virtual tourism and destination marketers to promote mountain walking tourism.

Suggested Citation

  • Xiaohong Wu & Ivan Ka Wai Lai, 2022. "The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model," Information Technology & Tourism, Springer, vol. 24(1), pages 85-107, March.
    • Handle: RePEc:spr:infott:v:24:y:2022:i:1:d:10.1007_s40558-021-00218-1
    DOI: 10.1007/s40558-021-00218-1
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    Cited by:

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    3. Biqiang Liu & Anna Kralj & Brent Moyle & Yaoqi Li, 2024. "Developing 360-degree stimuli for virtual tourism research: a five-step mixed measures procedure," Information Technology & Tourism, Springer, vol. 26(3), pages 485-519, September.
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    5. 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.
    6. 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.
    7. Luke Butcher & Billy Sung, 2024. "User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 401-414, July.
    8. Pang, Hua & Ruan, Yang & Zhang, Kaige, 2024. "Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    9. Madelene Blaer, 2023. "Interactive webcam travel: supporting wildlife tourism and conservation during COVID-19 lockdowns," Information Technology & Tourism, Springer, vol. 25(1), pages 47-69, March.

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