Investigating the impact of atmospherics and online flow cues on visiting intentions: the case of Jordan' virtual tourist centre

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-a-vis virtual centres. Implications and recommendations are discussed to develop robust tourist centres capable of attracting tourists' visiting intentions.