Laviosing: Virtual Reality (VR) 360 0 Videos as A Marketing Strategy Promotion of Village Tourism

Department of Development Economics, Faculty of Economics and Business, Universitas Negeri Malang, Malang, Indonesia, 65145

^* Corresponding author: nur.anita.fe@um.ac.id

Abstract

360-degree virtual reality (VR) video is used in tourism marketing but is still uncommon in Indonesia. This technology is viewed as an efficient tourism marketing strategy since it provides users with an immersive, enjoyable, and unforgettable experience that cannot be attained through other conventional media. Osing Tourist Village in Banyuwangi Regency is one of the tourist villages that has utilized 360-degree video as a marketing tool. Hence, it is essential to test the marketing effect of deploying VR 360 based on virtual reality and then move to consumers’ tourism-related buy intentions. This study investigates the experiential marketing variables influencing a person’s decision to visit Osing Tourist Village extensively. Sensing, emotion, thought, and action were the factors used in this study. A total of 178 participants aged 20 to 55 years were surveyed. This study used the Partial Least Square (PLS) data analysis technique. The results indicated that the determinant variables of experiential marketing (sense, feel, think, and act) had a considerable and beneficial impact on visitors’ purchase intentions. The ramifications of this study can be utilized as a point of reference for future research so that the use of virtual reality (VR) 360-degree videos can be implemented in many additional Indonesian tourist communities.