360° VR’s influence on ecotourism intentions: sensory marketing, immersion, enjoyment, and expectations of the attraction’s uniqueness

Abstract

In the blooming landscape of virtual environments and phygital marketing, 360-degree virtual reality (VR) video has appeared as a powerful tool in ecotourism, allowing traveller to explore attractions in an authentic and immersive way. On the basis of in the Stimulus-Organism-Response (SOR) framework, this study aims to clarify the effects of 360-degree VR videos (Stimulus) on immersion and enjoyment (Organism), with expectations of the destination’s uniqueness, ultimately influencing tourists’ intentions to visit ecotourism spots (Response). A surveyed sample of 610 tourists living in Vietnam is analysed using SPSS and SmartPLS tools. The results indicate that 360-degree video significantly affects tourists’ emotions (enjoyment and immersion); Those who viewed the 360-degree VR video expressed a strong desire to visit the eco-destinations in the video. In addition, expectations of the attraction's uniqueness also moderate the impact of Organism on Response, which is a novelty of this research. Based on the results, the authors will propose managerial implications for ecotourism attractions, including the production of high-quality 360-degree VR content to promote conservation awareness, support local communities, sustainable branding, and amplifying expectations of attraction uniqueness. Finally, the limitations of this study also provide future research directions related to expanding the research model or context.