Studi Pengaruh Virtual Tour Terhadap Intensi Wisatawan Gen-Z Untuk Berkunjung Ke Destinasi Wisata Di Indonesia: Studi Kasus Candi Borobudur

Anshori, Muhammad Syarifuddin (2025) Studi Pengaruh Virtual Tour Terhadap Intensi Wisatawan Gen-Z Untuk Berkunjung Ke Destinasi Wisata Di Indonesia: Studi Kasus Candi Borobudur. Masters thesis, Institut Sepuluh Nopember Surabaya.

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Abstract

Sektor pariwisata Indonesia mengalami dampak signifikan akibat pandemi COVID-19, ditandai dengan penurunan drastis jumlah kunjungan wisatawan, termasuk di Candi Borobudur. Munculnya teknologi virtual tour menawarkan potensi besar untuk memulihkan sektor pariwisata. Namun, meskipun ketersediaan dan inovasi platform virtual tour semakin meningkat, masih belum jelas bagaimana pengalaman tur virtual mempengaruhi niat perilaku Generasi Z (Gen-Z) untuk mengunjungi destinasi wisata yang sebenarnya. Bila penelitian sebelumnya telah mengeksplorasi kepuasan dan respons emosional, masih terbatas penelitian yang komprehensif meneliti bagaimana Gen-Z, sebagai penduduk asli digital, menanggapi tur virtual dalam hal motivasi dan penerimaan teknologi. Penelitian ini bertujuan untuk menganalisis pengaruh virtual tour terhadap intensi kunjungan wisatawan Generasi Z (Gen-Z) di Candi Borobudur. Dengan mengadopsi pendekatan gabungan antara teori motivasi dan Technology Acceptance Model (TAM), penelitian ini mengkaji faktor-faktor yang mempengaruhi penerimaan wisatawan terhadap virtual tour dan bagaimana hal ini berdampak pada niat mereka untuk mengunjungi destinasi secara langsung. Hasil penelitian ini memberikan kontribusi kelayakan bagi pengembangan strategi pemasaran pariwisata yang lebih efektif dimana virtual tour yang ada dapat diterima generasi muda.
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Indonesia's tourism sector has been significantly impacted by the COVID-19 pandemic, marked by a drastic decline in the number of tourist visits, including to Borobudur Temple. The emergence of virtual tour technology offers great potential to restore the tourism sector. However, despite the increasing availability and innovation of virtual tour platforms, it remains unclear how virtual tour experiences influence Generation Z’s (Gen-Z’s) behavioral intention to visit actual tourist destinations. While earlier studies have explored satisfaction and emotional responses, there is only limited research that has comprehensively examined how Gen-Z, as digital natives, respond to virtual tours in terms of motivation and technology acceptance. This study aims to analyze the effect of virtual tours on the visit intention of Generation Z (Gen-Z) tourists to Borobudur Temple. By adopting a combined approach between motivation theory and the Technology Acceptance Model (TAM), this study examines the factors that influence tourists' acceptance of virtual tours and how this impacts their intention to visit the destination in person. The results of this study provide a feasibility contribution to the development of a more effective tourism marketing strategy where the existing virtual tours can be accepted by the younger generation

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Virtual Tour, Gen-Z, TAM,
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. N Fine Arts > N Visual arts (General) For photography, see TR > N7433.8 Virtual reality
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Syarifuddin Anshori
Date Deposited:	21 Jul 2025 02:12
Last Modified:	21 Jul 2025 02:12
URI:	http://repository.its.ac.id/id/eprint/120140

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