360-Degree Video Marketing: The Role of Emerging Technologies in Tourism Destination Choice

The use of 360-degree videos in marketing plans allows destination marketers to give a virtual adventure to their customers before their actual trip. Combining the motivation theory and Technology Acceptance Model (TAM), a research approach was developed to examine whether 360-degree videos are influential in creating a more positive attitude and influencing users' behavioral intentions towards a destination. To evaluate the relationships between the proposed constructs, structural equation modeling (SEM) was used. An online survey collected data from European participants (n = 598) regarding Hong Kong as a tourism 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 indicate that a 360-degree video effectively attracts customers and influences their attitudes and behaviors. The research includes theoretical, managerial implications, and guidelines for future studies relying on these results.