Identifying the response factors in the formation of a sense of presence and a destination image from a 360-degree virtual tour

There is a trend for destination marketers to create a 360-degree virtual video to promote their tourist spots. This study examines how the response factors to a 360-degree virtual tour develop a sense of presence and form a destination image. Data were collected from 375 individuals after they had been sightseeing with a 360-degree virtual video of Dinghu Mountain in China. The results of the survey indicate that the viewers' mental imagery and engagement in response to the video influence the formation of a sense of presence, a cognitive image, and an affective image of the destination. Although the immersion in response influences the formation of a sense of presence and a cognitive image, it does not show a significant effect on the affective image. Moreover, the sense of presence, the cognitive image, and the affective image developed through the 360-degree virtual tour affect the viewers' feelings towards the destination. This study contributes to an understanding of the mechanism of the formation of the destination image from the psychological responses to this ‘visiting’ experience. It also provides destination marketers with valuable information regarding the design of 360-degree virtual tours for target marketing. • Immersion, mental imagery, and engagement are response factors of 360 tours. • These three factors influence the generation of a sense of presence. • These three factors influence the formation of the cognitive destination image. • Only mental imagery and engagement influence affective destination image. • Presence, cognitive image, and affective image influence overall destination image.