How A 360° virtual tour is more effective than photographs on communication effects: the roles of mental imagery processing and a sense of presence

Xiaohong Wu and Ivan Ka Wai Lai

Current Issues in Tourism, 2023, vol. 26, issue 23, 3813-3830

Abstract: The study aims to investigate how a 360° virtual tour is more effective than photographs in strengthening viewers’ attitudes when promoting tourist destinations. The results of a quasi-experiment indicate that a 360° virtual tour led to higher mental imagery processing in the dimensions of quantity, modality, and valence; however, there was no significant difference in the dimension of vividness. These four dimensions of mental imagery have a significant impact on the sense of presence and communication effects (attitude strength and attitude confidence). In addition, a sense of presence mediates the relationship between mental imagery processing and communication effects.

Date: 2023
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DOI: 10.1080/13683500.2022.2148520

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