Bridging the Seasonal Gap: Virtual Tours, Sense of Presence, and Visit Intention in a Dam-Dependent Destination

Abstract

Background and Objectives: Seasonality poses a significant structural problem for nature-based tourism destinations, especially in developing countries. Regions reliant on hydrological conditions frequently encounter significant variations in tourist numbers, causing economic instability during off-peak periods. Traditional marketing instruments, like static websites, inadequately close the psychological gap between travelers and destinations when physical access is strictly prohibited. Addressing a critical research gap, this study examines the effectiveness of 360-degree Virtual Tours not merely as a pre-trip planning tool, but as a strategic substitute during forced seasonal closures. Utilizing the S-O-R framework, this study aims to empirically assess the impact of immersive media on potential tourists' Sense of Presence, Destination Image, and Visit Intention in Tha Pla District.

Methodology: This study employed a quantitative, quasi-experimental pre-test/post-test control group design to isolate causal effects. The sample consisted of 80 participants recruited via strict inclusion and exclusion criteria, randomly assigned to an experimental group (n = 40, interactive 360-degree virtual tour) or a control group (n = 40, static website). The virtual tour utilized 13K ultra-high-resolution panoramas, while the static site provided identical text with 2D images. Data analysis used a one-way analysis of covariance (ANCOVA) controlling for baseline variables, and a formal serial mediation analysis (PROCESS macro, Model 6) to test the theoretical pathways.  

Results: The virtual tour group reported a substantially higher Sense of Presence (M = 4.38) compared to the static website control group (M = 2.07). The ANCOVA results confirmed significantly higher post-intervention scores for Destination Image (F(1, 75) = 241.41, p < .001, ηp2 = .756) and Visit Intention (F(1, 75) = 181.50, p < .001, ηp2 = .699), demonstrating a large effect size. Furthermore, formal mediation testing confirmed that Sense of Presence and Destination Image act as full serial mediators between media richness and visit intention, proving the psychological mechanism of the S-O-R framework.

Discussions: The findings robustly validate the integration of the S-O-R model with media richness theory within the novel context of seasonal tourism. The significant disparity in results confirms that "Sense of Presence" acts as a pivotal organismic mediator, translating the technological affordances of VR into positive marketing outcomes. Unlike static media, which failed to overcome the "out-of-sight" barrier, the virtual tour successfully triggered the “substitution effect,” proving that digital immersion can satisfy the psychological need for travel when physical access is constrained. Overcoming seasonality requires not just information dissemination, but the strategic creation of a "telepresent" experience to maintain cognitive and affective bonds.

Conclusions: This research establishes that 360-degree virtual tours are a vital strategic asset for destination resilience, validating the substitution effect. By decoupling destination marketing from hydrological cycles, destination marketing organizations (DMOs) can sustain tourist interest during off-peak periods. Investing in immersive digital assets provides a high-ROI mechanism to overcome the "out-of-sight" barrier, ensuring continuous engagement and long-term sustainability for peripheral tourism communities facing severe seasonal fluctuations. Future research should expand this framework across diverse geographical contexts to further establish VR as a standard crisis management tool.