Impact of device, context of use, and content on viewing experience of 360-degree tourism video

With the rapid advancement and development of emerging technologies, more in-depth understanding of user interactions and experiences are needed. In this study, we explored the reactions, impressions, and emotions elicited by a 360-degree video that markets an airport and local attractions for a distant destination. Differences in presence and viewing experiences on a mobile phone and VR headset were examined in two contexts: a semi-public setting and a private setting. Our results showed a preference for the private setting, not only because of distractions present in the semi-public location, but also due to social and cultural anxieties felt by participants. Furthermore, we suggest a set of guidelines that relate to the experiential elements of viewing 360-degree videos that can aid designers and researchers in the creation of unique content and novel services, in which we recommend establishing an emotional connection, providing engagement, guiding viewer attention, encouraging exploration, understanding the appropriate viewing context, and avoiding technical flaws.