The Impact of Marketing with 360-Degree Videos on Tourist Willingness to Travel During the Covid-19 Pandemic

DOI

10.2991/978-2-494069-73-2_13How to use a DOI?

Keywords

360-degree video; Technology Acceptance; COVID-19 pandemic; Virtual experience

Abstract

The Covid-19 pandemic has spread fear and panic throughout the population, causing the tourism business to suffer. Foreign and domestic tourist arrivals have decreased due to the Covid-19 pandemic. This research aims to interpret and offer a summary of the impact of 360-degree video marketing (virtual reality) on travel intentions and eWOW intentions during the Covid-19 pandemic using motivation theory and the Technology Acceptance Model (TAM). Using data acquired from 213 respondents via an online survey, Structural Equation Modeling (SEM) was used to investigate the relationship between the proposed constructs. The online survey included six tourist destinations: Safari Park, Bandung City, Jogjakarta City, Bromo, Raja Ampat, and Bali. Through behavioral involvement, the results of this research show that using video 360 has a beneficial influence on visit intentions and electronic word of mouth (eWOM) intentions. Tourists’ plans to visit, on the other hand, have no positive impact on eWOM. Furthermore, we discovered that travel concern due to the Covid-19 pandemic moderated the connection between behavioral engagement and tourist visit intentions. It demonstrates visitors’ willingness to travel during the COVID-19 pandemic and tourists requesting information about their travel plans that are affected by the COVID-19 pandemic condition. Overall, the adoption of TAM with 360-degree video and its impact on behavioral intentions in the context of virtual tourism is demonstrated in this research.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rifai Dwi Prasetio
AU  - Sri Rahayu Hijrah Hati
PY  - 2022
DA  - 2022/12/26
TI  - The Impact of Marketing with 360-Degree Videos on Tourist Willingness to Travel During the Covid-19 Pandemic
BT  - Proceedings of the International Academic Conference on Tourism (INTACT) "Post Pandemic Tourism: Trends and Future Directions" (INTACT 2022)
PB  - Atlantis Press
SP  - 166
EP  - 188
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-73-2_13
DO  - 10.2991/978-2-494069-73-2_13
ID  - Prasetio2022
ER  -