The effect of information presentation modes on tourists’ responses in Internet marketing: the moderating role of emotions

Ching Hsuan Yeh, Yi Shun Wang, Hsien Ta Li, Shuo Yan Lin

Research output: Contribution to journalArticle

11 Citations (Scopus)


In order to enhance our understanding of the effectiveness of information transmission through virtual reality (VR), this study used a modified stimulus–organism–response framework to examine the relationships between information presentation modes (VR versus picture), emotions (pleasure and arousal), and tourists’ responses, namely attention, interest, desire, and action (AIDA) in the context of Internet tourism marketing. Multivariate analysis of variance (MANOVA) and multivariate analysis of covariance (MANCOVA) were employed to analyze data gathered from 184 respondents participating in a factorial experimental design. The results indicated that compared with the picture mode, the VR mode had superior effects on tourists’ responses, but these superior effects were moderated by arousal. High-arousal tourists had stronger AIDA responses in the VR mode than in the picture mode. However, the stronger effects of the VR mode on tourists’ AIDA responses disappeared in the low-arousal group. The findings of this study provide several important theoretical and practical implications for Internet tourism marketing.

Original languageEnglish
Pages (from-to)1018-1032
Number of pages15
JournalJournal of Travel and Tourism Marketing
Issue number8
Publication statusPublished - 2017 Oct 13


All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Marketing

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