Determinants of user behavior in 360º virtual tours: a hybrid analytical approach with PLS-SEM and fsQCA

González-Rodríguez M. R., Díaz-Fernández M., CABER M., ALBAYRAK T.

Journal of Travel and Tourism Marketing, vol.42, no.5, pp.627-644, 2025 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 42 Issue: 5
  • Publication Date: 2025
  • Doi Number: 10.1080/10548408.2024.2436655
  • Journal Name: Journal of Travel and Tourism Marketing
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Index Islamicus, SportDiscus
  • Page Numbers: pp.627-644
  • Keywords: 360º virtual tours, Complexity Theory, fsQCA, information quality, perceived value, recommendation, S-O-R Paradigm, sensation seeking, technology reuse, visit intention
  • Akdeniz University Affiliated: Yes

Abstract

The research aims to deepen the scientific knowledge on the determinants of technology users’ experiences and behaviors related to 360º virtual tours. The multivariable relationships among information quality, other people’s recommendations, sensation-seeking, perceived value, technology raeuse intention, and destination visit intention were examined by adopting a hybrid analytical approach. While the linear relationships based on Stimulus-Organism-Response Paradigm were tested by a variance-based structural equation modelling; unexplored and more complex interactions based on the Complexity Theory were examined by a fuzzy set qualitative comparative analysis. This study provides guidance to tourism authorities in understanding technology users’ virtual tour-based experiences and behaviors.