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• W3086912102 startingPage "101411" @default.
• W3086912102 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." @default.
• W3086912102 created "2020-09-21" @default.
• W3086912102 creator A5041258801 @default.
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• W3086912102 date "2020-11-01" @default.
• W3086912102 modified "2023-09-30" @default.
• W3086912102 title "Emerging realm of 360-degree technology to promote tourism destination" @default.
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• W3086912102 doi "https://doi.org/10.1016/j.techsoc.2020.101411" @default.
• W3086912102 hasPublicationYear "2020" @default.
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