The Mechanism of Virtual Tourism in Directing Visit Intention

There is increasing interest in the use of virtual technology for tourism. Among various virtual tourism’s characteristics, its authenticity and its effect on behavioral intention is often debated. This study utilized the stimulus-organism-response (SOR) model to examine the effects of perceived authenticity and telepresence on visit intention. Data from 148 respondents selected conveniently were analyzed using PLS-SEM, which fully supports the application of the SOR model to explain the effectiveness of virtual tours to direct visit intention. All proposed relationships are found positively significant. Perceived authenticity and telepresence as stimulus to give special reaction by tourists in their tourism activities. Perceived enjoyment and perceived usefulness as organism give responses by tourists in their visit intention. Virtual tourism is one way to travel in the digital era, especially for Gen Z. Tourists can use virtual tourism before making a physical visit as a preference for choosing tourist attractions.