Implementasi Realitas Virtual sebagai Strategi Pemasaran Destinasi dalam Pariwisata Indonesia: Tinjauan Sistematis

Penulis

Kata Kunci:

realitas virtual, pemasaran destinasi, perilaku wisatawan, pengalaman imersif, pariwisata Indonesia

Abstrak

Penelitian ini bertujuan untuk mengkaji implementasi teknologi Realitas Virtual (Virtual Reality/VR) sebagai strategi pemasaran destinasi di Indonesia dan menganalisis dampaknya terhadap niat berkunjung wisatawan. Penelitian menggunakan pendekatan tinjauan literatur sistematis dengan mensintesis temuan dari jurnal tertelaah sejawat yang terindeks Scopus Q1–Q2 dan basis data SINTA 1–2 yang diterbitkan antara 2021 dan 2025, menggunakan model Stimulus-Organism-Response (SOR) dan Technology Acceptance Model (TAM) sebagai kerangka teoretis. Hasil penelitian mengungkapkan bahwa implementasi VR secara signifikan meningkatkan pembentukan citra destinasi dan niat perilaku wisatawan; pengalaman imersif melalui VR secara positif memengaruhi respons kognitif dan afektif yang berujung pada peningkatan niat berkunjung. Studi kasus dari museum, wisata desa, dan taman ekologi di Indonesia menunjukkan efektivitas VR sebagai alat promosi inovatif. Penelitian ini berkontribusi pada literatur pemasaran pariwisata melalui integrasi kerangka SOR dan TAM dalam konteks pariwisata VR Indonesia, sekaligus memberikan rekomendasi praktis bagi pengelola destinasi untuk memanfaatkan teknologi VR secara efektif, dengan menghadirkan analisis komprehensif yang dilengkapi bukti empiris terkini dari publikasi berkualitas tinggi.

Kata kunci: realitas virtual; pemasaran destinasi; perilaku wisatawan; pengalaman imersif; pariwisata Indonesia

Referensi

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Cover Jurnal Destinasi

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Diterbitkan

30-03-2026

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Vol 1 No 01 (2026): DESTINASI: Jurnal Ilmiah Pariwisata & Hospitality

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Original Research Articles

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Cara Mengutip

Implementasi Realitas Virtual sebagai Strategi Pemasaran Destinasi dalam Pariwisata Indonesia: Tinjauan Sistematis. (2026). DESTINASI: Jurnal Ilmiah Pariwisata & Hospitality, 1(01), 92-100. https://jurnaldestinasi.id/index.php/destinasi/article/view/16

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