Investigation of faith experience in virtual tour based on S-O-R paradigm

With the increasing integration of technology into the tourism sector, virtual tours provide an effective and valuable experience that transcends the limitations of time and space for individuals seeking to explore destinations remotely. In this context, the study aims to examine the faith experience in a virtual environment within the framework of the Stimulus-Organism-Response (S-O-R) paradigm. To achieve this objective, a quantitative research method was employed. The Hacı Bektaş Veli Museum—one of the most prominent faith tourism sites in Türkiye—was selected as the research setting. The study population consisted of faith tourists who had participated in at least one faith-based tour. Convenience and snowball sampling techniques were used to recruit participants. Surveys were distributed directly to these individuals and also shared with their acquaintances upon request. A total of 399 valid responses were collected. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that the virtual faith experience has a positive and significant effect on both perceived value and sense of presence. Moreover, sense of presence was found to positively and significantly influence experience sharing, travel intention, and recommendation intention. However, perceived value did not have a significant effect on either experience sharing or travel intention. These findings are expected to provide a valuable theoretical framework for understanding and analyzing faith tourism experiences in virtual environments. Ultimately, the study seeks to contribute to the existing literature on faith tourism and offer a foundation for future research in this field.