The influence of 360-degree VR videos on tourism web usage behaviour: the role of web navigability and visual interface design quality

Purpose Using the stimulus–organism–response (SOR) theoretical model, this empirical research aims to examine and validate how tourists’ interactions with 360-degree virtual reality (VR) videos incorporating Web navigability and visual interface design quality (stimulus) on travel websites can make tourists more engaged and then satisfied (organism), which could make them more likely to visit destinations and spread electronic word of mouth (e-WOM) (response). Design/methodology/approach Using the convenience sampling method, 975 responses were collected through a questionnaire. The data were analysed using Smart-PLS 4 software to investigate the hypothesised relationships. Findings The findings demonstrate that 360-degree VR videos significantly create Web user engagement, and Web user engagement is significantly associated with Web user satisfaction. The result shows that Web user engagement and satisfaction impact the intention to visit the tourist destination. Additionally, Web user satisfaction impacts e-WOM. Lastly, navigability and visual interface design quality are significantly moderated between 360-degree VR videos and Web user engagement. Research limitations/implications This research only examined the tourists’ behavioural intentions with 360-degree VR videos during the pre-travel phase. In contrast, future research may investigate how tourists behave with VR during the on-site and post-travel phases. Practical implications Tourism marketers should not only adopt 360-degree VR but also integrate Web navigability and visual interface design to boost Web users’ engagement on tourism websites. Originality/value This study advances the study of VR from the tourists’ psychological perspective. Moreover, the SOR theory has been re-examined from the VR and technology tourism perspectives. It provides a general understanding of the behavioural aspects of tourists in developing countries.