González Rodríguez, María RosarioDíaz Fernández, María del CarmenCaber, MeltemAlbayrak, Tahir2025-07-072025-07-072025González Rodríguez, M.R., Díaz Fernández, M.d.C., Caber, M. y Albayrak, T. (2025). Determinants of user behavior in 360º virtual tours: a hybrid analytical approach with PLS-SEM and fsQCA. Journal of Travel & Tourism Marketing, 42 (5), 627-644. https://doi.org/10.1080/10548408.2024.2436655.1540-73061054-8408https://hdl.handle.net/11441/175056The research aims to deepen the scientific knowledge on the determinants of technology users’ experiences and behaviors related to 360º virtual tours. The multivariable relationships among information quality, other people’s recommendations, sensation-seeking, perceived value, technology raeuse intention, and destination visit intention were examined by adopting a hybrid analytical approach. While the linear relationships based on Stimulus-Organism-Response Paradigm were tested by a variance-based structural equation modelling; unexplored and more complex interactions based on the Complexity Theory were examined by a fuzzy set qualitative comparative analysis. This study provides guidance to tourism authorities in understanding technology users’ virtual tour-based experiences and behaviors.application/pdf19 p.engAttribution-NonCommercial 4.0 Internationalhttp://creativecommons.org/licenses/by-nc/4.0/360º virtual toursInformation qualitySensation seekingRecommendationPerceived valueTechnology reuseVisit intentionS-O-R ParadigmComplexity TheoryfsQCAinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/embargoedAccesshttps://doi.org/10.1080/10548408.2024.2436655