Investigation of the technology effects of online travel media on virtual travel experience and behavioral intention

Youngjoon Choi, Benjamin Hickerson, Jinsoo Lee

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

Abstract

This study investigates technology affordances of online travel media determining ways of presenting pictorial information and creating the spatial structure of a destination: modality and navigability. To examine the impacts of technology affordances on virtual travel experience, a 2 (modality: still pictures versus panoramic pictures) × 2 (navigability: absence versus presence) between-subjects experiment was conducted with 213 participants. This study found significant effects of modality and navigability on affective and cognitive dimensions of virtual travel experience. Scrutinizing the mediating role of virtual travel experience, the findings explain the psychological mechanism of how modality and navigability influence tourists’ behavioral intention.

Original languageEnglish
Pages (from-to)320-335
Number of pages16
JournalJournal of Travel and Tourism Marketing
Volume35
Issue number3
DOIs
StatePublished - 24 Mar 2018

Keywords

  • Modality
  • behavioral intention
  • navigability
  • virtual travel experience
  • visual image

Fingerprint

Dive into the research topics of 'Investigation of the technology effects of online travel media on virtual travel experience and behavioral intention'. Together they form a unique fingerprint.

Cite this