Emerging realm of 360-degree technology to promote tourism destination

Sima Rahimizhian, Ali Ozturen and Mustafa Ilkan

Technology in Society, 2020, vol. 63, issue C

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.

Keywords: 360-Degree video; Technology acceptance; Virtual experience; Intrinsic and extrinsic motivators; TAM (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:63:y:2020:i:c:s0160791x1930747x

DOI: 10.1016/j.techsoc.2020.101411

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