The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model

Based on the stimulus–organism–response (S–O–R) theory, this study attempts to investigate how use of 360-degree virtual mountain walking tours can motivate audiences’ intention take a real in mountains. The survey results from 320 samples after watching video reveal positive influence vividness (stimulus) presence, emotional involvement, flow state, and enjoyment (organism), leading tourism (response). This also examines interrelationship between four organism variables explain underlying mechanism travel experience stimulating visit intention. It shows technology helps development nature-based tourism. offers implications for developers develop influential destination marketers promote