2D versus 3D videos: a comparison of online city tourism promotion

This study investigated the differences between 2D and 3D city-tourism videos using data derived from mixed methods research and analyzed through the means-end chain technique and the Kano model. Initial qualitative research with 40 one-on-one in-depth interviews established the questionnaire items used in a subsequent survey with 96 respondents. Data collected from the questionnaire survey were used to construct the 2D- and 3D- hybrid-hierarchical-value maps and understand viewers’ visit intention after watching the videos. The 2D- and 3D- hybrid-hierarchical- value maps were compared, and results showed that the ‘panoramic view’ attribute was classified as an attractive quality element and can produce ‘enjoyable’, ‘special’, ‘satisfying’, and ‘attractive’ feelings to viewers and achieve viewers’ ‘excitement’, ‘happiness’, and ‘life enrichment’ values. Thus, if such an attribute is provided by 2D/3D videos, viewers will be highly satisfied. However, viewers would not feel displeased with the video performance if the attribute is insufficient, because such an attribute is not normally expected by viewers. Moreover, this study found that 3D outperforms 2D videos in terms of visit intention. Video producers for city tourism should adopt the panoramic technique and create panoramic views to attract viewers, arouse their visit intention, and increase their satisfaction accordingly.