The Influence of Virtual Tours in the Tourism Industry: An Investigation into Consumer Perceptions and Behavior

This study analyzes the impact of virtual tours (VTs) on consumer behavior in the hospitality and tourism sector, comparing the effectiveness of these immersive tools with traditional visualization methods based on static images. The research adopts a theoretical perspective grounded in the Stimulus–Organism–Response (S-O-R) model, examining how the technological properties of interactivity and virtuality influence users’ cognitive and emotional states. From a methodological standpoint, the study employs a quantitative experimental approach based on an A/B test conducted with a sample of 198 participants. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method and the Van Westendorp Price Sensitivity Meter (PSM) to measure willingness to pay (WTP). The empirical results show that the integration of virtual tours generates higher levels of hedonic gratification, utilitarian value, and perceived information. A particularly relevant finding concerns willingness to pay. Contrary to expectations, the group exposed to static images showed a higher optimal price point (€65 compared to €55). This result can be interpreted considering the greater informational transparency provided by virtual tours, thereby limiting the so-called “risk factor” that consumers tend to implicitly incorporate into evaluations based on less comprehensive static images. The study contributes to the literature on digital management and tourism marketing by offering managerial implications for the development of communication and pricing strategies based on value perception and informational transparency.