How a 3D Tour Itinerary Promotion Affect Consumers’ Intention to Purchase a Tour Product?

The past research paid less attention to three-dimensional tour itinerary promotion produced by Google Earth. This study aims to compare the performance (experiential marketing, customer satisfaction and behavioral intentions) between two-dimensional and three-dimensional tour itinerary promotion and prove the value of three-dimensional tour itinerary promotion. At the same time, to understand the respondents’ behavioral intentions after viewing a three-dimensional google earth tour promotion video, the relationships between experiential marketing, customer satisfaction and behavioral intentions are verified. The results showed three-dimensional tour itinerary promotion is better than two-dimensional tour itinerary promotion in the perception of experiential marketing, customer satisfaction and behavioral intentions. Additionally, it demonstrated that experience marketing of three-dimensional tour promotion has a direct and positive affect on behavioral intentions to purchase or recommend a tour product. Also, it was proved that customer satisfaction of three-dimensional tour promotion has a direct and positive affect on behavioral intentions. Conclusions are then drawn and suggestions for future research are offered.