The psychological premise of spatial presence in 360° virtual tours: the role of the spatial situation in first-time and repeat users

Purpose This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual tours by constructing the spatial situation. This study further tests the difference between first-time and repeat users in building a spatial presence. Design/methodology/approach Systematic sampling was applied to collect data. Valid data from 355 participants were analysed using partial least squares structural equation modelling. Findings The results show that other than the direct effect of engagement on spatial presence, the spatial situation partially mediates the effects on the spatial presence of two passive responses. Through comparative analysis of the three models, this study confirms that the two-step model provides a better fit for the data. For repeat users, the spatial situation is the major source of spatial presence. Practical implications The results offer suggestions for destination marketers to develop effective virtual tours to induce the spatial presence of repeat users and first users. Originality/value This study contributes a two-step model for researchers to consider the mediating role of the spatial situation in further studies in the context of virtual reality (VR) tourism. This study also helps researchers design their future VR research in tourism by elucidating the roles of passive and active psychological responses in determining spatial presence.