Understanding how virtual 360-degree videos generate behavioral intention to visit projected destinations

Existing virtual reality (VR) tourism research tends to emphasize VR headsets due to a higher level of immersion. However, there is a lack of discussion over the latent impact that virtual 360-degree videos as a basic form of virtual technology can exert as a more cost effective and accessible marketing instrument. This study explores the factors influencing consumers’ behavioral intention to visit a destination after viewing a destination projected virtually on a 360-degree video. Virtual 360-degree video can offer omnidirectional clips to viewers. This non-headset technology has the potential to build a destination image and induce an intention to visit in its audience. This study surveys 201 participants to examine the influence of storytelling, authenticity, informativeness, telepresence, immersion, and joy on the behavioral intention to visit a projected destination, as an extension of the hedonic-motivation system adoption model (HMSAM). The findings offer insights into the associations among the different latent variables, and whether telepresence, immersion, and joy induce direct and positive effects on behavioral intention to travel. The findings contribute to the theoretical literature and have implications for tourism practitioners who are considering adopting virtual 360-degree videos as marketing instruments for a competitive advantage.