Abstract
Destination marketing organizations are increasingly offering virtual tour in destination promotion. However, little attention has been paid to the potential impact of virtual tours on destination image both from the industry and academic perspectives. The purpose of this paper is to review previous researches and elaborate the relationship between the virtual tour experience and tourists' destination image. Propositions are developed to emphasize the impact of virtual tour. During the virtual tour, response speed, ease of use, content, tourist's knowledge positively impact on destination image while prior similar virtual experience negatively impact on destination image.
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