Media Effects Research Lab - Research Archive
Virtually Explore the World: How Modality of Viewing Photos in Google Maps Affects Destination Images and Travel Intentions
Student Researcher(s)
Yaqi Gong (Masters Candidate);
Jiyoon Kim (Ph.D Candidate);
Youzhen Su (Ph.D Candidate);
Faculty Supervisor
INTRODUCTION
Travel information search online can greatly influence prospective tourists’ perceptions and behavioral intentions towards the destinations. Web-based geographic information systems (WebGIS) have become one of the most prevalent information sources when prospective tourists search for information online. Google Maps, as the leading product among all WebGIS, provides visual information about a place in various formats such as static photos and 360º view photos. However, no research has examined the potential effects and mechanisms of modalities of photo viewing on Google Maps on users’ psychological and behavioral outcomes.
RESEARCH QUESTION / HYPOTHESES
Controlling Google Maps use, what are the relationships between viewing modality, presence-related cognitive heuristics (sense of being-there and perceived interaction), destination image, and willingness to travel?
METHOD
We conducted a 2 (modality: static photos versus 360° view photos) × 2 (type of tourist attractions: natural versus cultural/historical) between-subject factorial experiment. There were 264 participants recruited from MTurk, Facebook, and Reddit. They were randomly assigned to one of the experimental conditions and then completed a questionnaire measuring the sense of being-there, perceived interaction, destination image, and willingness to travel.
RESULTS
First, modality in Google Maps indirectly influenced individuals’ destination image and willingness to travel to the tourist attractions they viewed through sense of being-there. That is, viewing 360° view photos elicited a higher sense of being-there, which led to a greater affective and cognitive image toward the places they viewed and heightened their willingness to travel than viewing static photos of the same tourist attractions.
Second, modality marginally influenced viewers’ perceived interaction, however, individuals’ perceived interaction did not mediate the relationship between modality and destination image and traveling intention.
Lastly, the results illustrated that the types of tourist attractions made no difference in one’s sense of being-there, perceived interaction, destination image, and willingness to travel to those destinations.
CONCLUSIONS/DISCUSSION
Consistent with previous studies, we found the main effects of modality that lead to psychological outcomes for users by triggering cognitive heuristics. The mediation effects revealed an important role of heuristic cues in shaping individuals’ attitudinal and behavioral responses to different modalities of photo viewing in Google Maps.
The findings regarding the stronger effects of the richer modality in Google Maps support the MAIN model and add empirical evidence. Furthermore, in virtual traveling, the sense of being there is important. Our data also suggests a range of practical implications for Destination Marketing Organization (DMO) and the real estate industry and the theoretical implications for the psychology of communication technology.
For more details regarding the study contact
Dr. S. Shyam Sundar by e-mail at sss12@psu.edu or by telephone at (814) 865-2173