IMPLEMENTASI VIRTUAL REALITY DALAM PEMASARAN PARIWISATA: (STUDI PADA TAMAN PINTAR DAN PLAY BOTH)

Farah Diana  Djamil; Agung Sulistyo

doi:10.24076/joism.2023v5i1.1084

Authors

Farah Diana Djamil Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
Agung Sulistyo Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta

DOI:

https://doi.org/10.24076/joism.2023v5i1.1084

Keywords:

Pariwisata, Pemasaran, Perilaku Wisatawan, Virtual Reality

Abstract

Perkembangan teknologi memberikan peluang dalam aktivitas pemasaran pariwisata. Penggunaan virtual reality (VR) menjadi salah satu upaya yang dapat dilakukan. Virtual reality dianggap sebagai cara yang mampu membatasi aktivitas kunjungan. Penelitian ini bertujuan untuk mengungkap perubahan aktivitas nyata menjadi aktivitas virtual berdasarkan pengalaman yang dirasakan. Desain penelitian kualitatif melalui pendekatan studi kasus digunakan pada pengguna layanan VR di museum Taman Pintar dan Play Both Mall Pakuwon. Penelitian ini mampu mengungkap pengalaman seseorang setelah menggunakan layanan VR. Analisa Miles Huberman dikombinasikan dengan metode semi-immersive dan model UTAUT digunakan dalam penelitian ini. Hasil penelitian menemukan jika kesenangan menjadi salah satu faktor pendorong penerimaan teknologi VR. Sedangkan kondisi teknologi, aktivitas sosial dan interaksi yang dilakukan menjadi salah satu penghambat. Meskipun demikian, penggunaan layanan VR mampu menjadi salah satu cara merangsang motivasi pengguna.

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