Marketing

Usability

Realm

Destination image

Social psychology

Tourism

Archaeology

Operating system

Degree (music)

Computer science

Acoustics

Destinations

Structural equation modeling

Business

Physics

Intrinsic motivation

Advertising

Psychology

Geography

Consumer behaviour

Technology acceptance model

Human–computer interaction

Machine learning

Adventure

Technology in Society

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.

Emerging realm of 360-degree technology to promote tourism destination