Examining the impact of media type and perceived Interactivity on Virtual Tour Intentions: empirical evidence using S-O-R framework

Virtual reality (VR) is transforming how tourists perceive and connect with destinations, making it essential to evaluate the effectiveness of VR media. This study compares the effectiveness of different virtual tour output devices, i.e. media types - media 1: 2D video on a smartphone; media 2: 360° video on a smartphone; media 3: 360° video with HMD (head-mounted display) - in shaping tourists’ virtual tourism experiences and examines how the media-induced varied levels of perceived interactivity influence tourist intentions. Data collected from 470 Indian tourists shows that media 3 delivers significantly superior virtual tourism experiences. The stimulus-organism-response (S-O-R) framework was tested, and the results showed that perceived interactivity enhances total immersion, imagination, and curiosity. Furthermore, virtual destination emotion has emerged as a strong critical factor driving both virtual and actual visit intentions. The implications highlight VR’s strategic potential to inspire tourists and boost real-world visitations.