Analysis of Virtual Tourism Usage to Encourage Tourist’s Visit Intention in Indonesia: Integrated Models of SOR, TAM, and Flow Theory

Virtual tourism can be an effective promotion tool to attract more visitors to actual destinations. However, the number of virtual tourism users in Indonesia is low. Therefore, this study analyzes the effectiveness of virtual tourism as a promotion tool by integrating models of Stimuli Organism Response (SOR), Technology Acceptance Model (TAM), and flow theory. This study aims to identify the conditions and relationship between information quality, interactivity, focused attention, perceived enjoyment, perceived ease of use, perceived usefulness, virtual tourism satisfaction, and visit intention. This research used a quantitative approach with primary data collection through questionnaires. 353 samples were collected and analyzed using descriptive statistical analysis and multivariate analysis using Structural Equation Modeling (SEM). This study states that virtual tourism services in Indonesia are good based on the score of variables. In addition, all hypothesis are accepted, so the model is effective in measuring virtual tourism usage as a promotion tool. This study recommends that tourism industry developers further optimize virtual tourism services.