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How A 360° virtual tour is more effective than photographs on communication effects: the roles of mental imagery processing and a sense of presence

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  • Xiaohong Wu
  • Ivan Ka Wai Lai

Abstract

The study aims to investigate how a 360° virtual tour is more effective than photographs in strengthening viewers’ attitudes when promoting tourist destinations. The results of a quasi-experiment indicate that a 360° virtual tour led to higher mental imagery processing in the dimensions of quantity, modality, and valence; however, there was no significant difference in the dimension of vividness. These four dimensions of mental imagery have a significant impact on the sense of presence and communication effects (attitude strength and attitude confidence). In addition, a sense of presence mediates the relationship between mental imagery processing and communication effects.

Suggested Citation

  • Xiaohong Wu & Ivan Ka Wai Lai, 2023. "How A 360° virtual tour is more effective than photographs on communication effects: the roles of mental imagery processing and a sense of presence," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(23), pages 3813-3830, December.
    • Handle: RePEc:taf:rcitxx:v:26:y:2023:i:23:p:3813-3830
    DOI: 10.1080/13683500.2022.2148520
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