The use of 360-degree virtual tours to promote mountain walking tourism: stimulus–organism–response model

Based on the stimulus–organism–response (S–O–R) theory, this study attempts to investigate how the use of 360-degree virtual mountain walking tours can motivate audiences’ intention to take a real walking in the mountains. The survey results from 320 samples after watching a 360-degree virtual video reveal the positive influence of vividness (stimulus) on presence, emotional involvement, flow state, and enjoyment (organism), leading to the intention to take mountain walking tourism (response). This study also examines the interrelationship between four organism variables to explain the underlying mechanism of 360-degree virtual travel experience in stimulating audiences’ visit intention. It shows how technology helps the development of nature-based tourism. It also offers implications for developers to develop influential 360-degree virtual tourism and destination marketers to promote mountain walking tourism.