Examining Turkish travellers’ non-immersive virtual heritage tour experiences through stimulus–organism–response model

Abstract

Purpose This study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions (continuance and travel intention) within the stimulus–organism–response model. Design/methodology/approach A questionnaire was designed to survey Turkish travellers (n = 275) participating in a virtual tour. A structural equation modelling method was used to estimate the model and test the research hypotheses. Findings Research findings revealed that four out of six hypotheses were supported. Based on the study outputs, authenticity and sense of presence impact overall travellers’ satisfaction. Furthermore, satisfaction influences continuance intention and travel intention. Originality/value The study presents a pioneering effort to investigate tourists’ non-immersive virtual heritage tour experiences in a developing destination context through a theoretical framework.