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

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...

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Detalles Bibliográficos
Autores principales: Wu, Xiaohong, Lai, Ivan Ka Wai
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2021
Materias:
Original Research
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8638227/
http://dx.doi.org/10.1007/s40558-021-00218-1
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author Wu, Xiaohong
Lai, Ivan Ka Wai
author_facet Wu, Xiaohong
Lai, Ivan Ka Wai
author_sort Wu, Xiaohong
collection PubMed
description 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.
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spelling pubmed-86382272021-12-03 The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model Wu, Xiaohong Lai, Ivan Ka Wai Inf Technol Tourism Original Research 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. Springer Berlin Heidelberg 2021-12-02 2022 /pmc/articles/PMC8638227/ http://dx.doi.org/10.1007/s40558-021-00218-1 Text en © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2021 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Original Research
Wu, Xiaohong
Lai, Ivan Ka Wai
The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title_full The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title_fullStr The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title_full_unstemmed The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title_short The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
title_sort use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model
topic Original Research
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8638227/
http://dx.doi.org/10.1007/s40558-021-00218-1
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