This study investigates how modern technologies, specifically online reviews, virtual reality (VR), and AI-powered chatbots, influence tourists’ intentions to book rural accommodations and their willingness to pay a deposit in Vietnam, where over 60% of the population resides in rural areas. Despite growing interest in rural tourism, destinations often face challenges related to low digital engagement, information asymmetry, and limited trust from potential visitors. Addressing these barriers, the study applies the Stimulus-Organism-Response (SOR) theoretical framework to examine how these technologies act as external stimuli that enhance internal psychological states, namely tourists’ sense of presence and trust, which in turn drive behavioral outcomes. A quantitative survey was conducted with 425 first-time Vietnamese tourists who had considered rural tourism in their future destinations. Using SPSS and AMOS for data analysis, the study tested a structural model to investigate individual technology use in booking behaviors. The findings confirm that sense of presence and trust significantly mediate the relationship between technological stimuli and tourists’ behavioral intentions. Online reviews emerged as the strongest drive r of trust, underlining the importance of user-generated content in reducing perceived risk. VR technology was found to be particularly effective in generating a strong sense of presence, allowing tourists to visualize and emotionally connect with rural destinations before visiting. AI chatbots supported both presence and trust by offering real-time assistance, personalized information, and interactive engagement, enhancing users' overall experience. The study contributes to tourism literature by validating the SOR model in a rural context and demonstrating the differentiated effects of digital tools on psychological and behavioral responses. From a managerial perspective, the findings provide actionable insights for rural accommodation providers and tourism marketers. Strategic implementation of immersive and interactive technologies can not only increase tourists' trust and emotional engagement but also improve reservation rates and revenue predictability through deposit commitments. For emerging economies like Vietnam, embracing digital transformation in rural tourism offers a viable pathway to enhance destination appeal, attract first-time visitors, and foster sustainable tourism development.
Thai Ngoc PHAM (2025) studied this question.