Assessing 360-Degree Guided Virtual Tour Video as a Viable Tourism Destination Marketing Tool: An Affective Appraisal Theory Approach

Anderson Ngelambong, Dahlan Abdullah, Nur’Hidayah Che Ahmat, Wan Rusni Wan Ismail, Sri Handajani and Luthfiyah Nurlaela
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Anderson Ngelambong: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
Dahlan Abdullah: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
Nur’Hidayah Che Ahmat: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
Wan Rusni Wan Ismail: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
Sri Handajani: Department of Home Economics, Universitas Negeri Surabaya, Indonesia
Luthfiyah Nurlaela: Department of Home Economics, Universitas Negeri Surabaya, Indonesia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 2, 1718-1729

Abstract: Due to the intense competition, tourism destinations confront greater challenges with marketing, branding, and positioning. Although virtual tours are increasingly viewed as a potential innovative marketing tool to attract tourists worldwide, empirical research in this area is rather limited. The study examines consumers’ affective appraisals of 360-degree video virtual tours of tourism destinations. A qualitative content analysis was employed in which YouTube’s 360-degree guided virtual tour video with 90 comments of 1,087 total words was analyzed. Using the Voyant Tool software, the study found that viewers generally have a positive sentiment toward the 360-degree guided virtual video tourism destination. This positive sentiment indicates the potential success of 360-degree video-guided virtual tourism destinations in providing a satisfying and immersive experience for the audience. Practically, the study offers valuable insights for destination marketing organizations to leverage on a 360-degree guided virtual tour video. Theoretically, the study contributes to the virtual tourism literature by extending the application of affective appraisal theory to the destination marketing domain. Further empirical work is suggested to validate and support the current study’s findings.

Date: 2024
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