Peran Virtual Reality Tour Dalam Meningkatkan Minat Kunjungan Wisata Monumen Nasional Melalui Pengalaman Pengguna
DOI:
https://doi.org/10.55338/jeama.v4i3.460Keywords:
virtual reality tour, system quality, content quality, vividness, user experience, niat berkunjung, monumen nasionalAbstract
Monumen Nasional (Monas) merupakan destinasi wisata sejarah di Jakarta. Fluktuasi jumlah pengunjung dan keterbatasan kapasitas serta informasi yang masih terbatas menunjukkan perlunya teknologi yang inovatif. Teknologi Virtual Reality (VR) tour menjadi solusi dalam memberikan pengalaman pra kunjungan yang menarik. Penelitian ini bertujuan untuk menganalisis pengaruh aspek-aspek yang terdapat dalam VR tour (system quality, content quality, serta vividness) terhadap user experience dan niat berkunjung ke Monumen Nasional, serta melihat peran user experience sebagai mediator. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada 118 responden dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa system quality memberikan pengaruh langsung yang signifikan terhadap niat berkunjung (p-value = 0.003), akan tetapi content quality dan vividness tidak berpengaruh secara signifikan. Selain itu, keseluruhan aspek VR tour memiliki pengaruh signifikan terhadap user experience dan user experience memiliki pengaruh signifikan terhadap niat berkunjung. Analisis pengaruh tidak langsung menunjukkan bahwa user experience tidak memberikan pengaruh signifikan sebagai mediator antara indikator-indikator VR tour dan niat berkunjung. Sehingga pengalaman VR tidak cukup kuat menjembatani hubungan kualitas VR tour dengan niat berkunjung ke Monumen Nasional. Temuan ini menunjukkan kualitas sistem VR tour menjadi faktor penting dalam meningkatkan efektivitas VR sebagai alat promosi destinasi wisata sejarah dan teknis VR tour menjadi salah satu yang penting untuk ditingkatkan untuk memaksimalkan pengalaman pengguna dan meningkatkan kunjungan wisatawan secara langsung. Penelitian ini memiliki kontribusi untuk pengembangan strategi promosi di sektor pariwisata dengan teknologi imersif.
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