Investigating the impact of atmospherics and online flow cues on visiting intentions: the case of Jordan' virtual tourist centre
by Tamather Shatnawi; Laila Ashour; Dana Kakeesh
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 11, No. 1, 2020

Abstract: Using the stimulus-organism-response (S-O-R) framework, this study aims to investigate the impact of atmospherics and online flow cues of Jordan virtual tourist centre on visitors' affective and cognitive states, which are assumed to affect their visiting intentions. This is based on the fact that more tourists are getting information directly via the internet to direct their choices of tourism destinations. In order to test our proposed model, an online survey was launched via different social networking means directed towards a convenience sample of non-Jordanians using a snowball technique. Non- Jordanians respondents who agreed to participate in the survey were asked to browse Jordan virtual tourist centre and to live a virtual experience before answering related questions measuring targeted constructs. Analysis of the results supports the research model and shows that both atmospherics and online flow cues experienced by visitors, impact positively their affective and cognitive states, which in turn impact their visit intentions. Affective and cognitive states were impacted upon by atmospherics more than online flow; however, affective state tends to explain more variations in visiting intentions vis-à-vis virtual centres. Implications and recommendations are discussed to develop robust tourist centres capable of attracting tourists' visiting intentions.

Online publication date: Tue, 07-Apr-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com