STUDY OF THE INFLUENCE OF VIRTUAL TOUR ON GEN-Z TOURISTS’ INTENTION TO VISIT TOURIST DESTINATIONS IN INDONESIA: A CASE STUDY OF BOROBUDUR TEMPLE
DOI:
https://doi.org/10.31539/f0a2kb02Keywords:
Tur Virtual, Generasi Z, TAM, Realitas VirtualAbstract
This research explores the impact of virtual tours on Generation Z’s intention to visit Borobudur Temple, particularly in the context of the tourism industry’s recovery following the COVID-19 pandemic. By focusing on Gen-Z—known for their strong digital engagement—the study examines how their motivations and perceptions of technology influence their intention to participate in physical tourism after experiencing virtual tours. The research combines elements from Motivation Theory and the Technology Acceptance Model (TAM) to evaluate variables such as perceived usefulness, ease of use, intrinsic motivation, and hedonic value. Quantitative data were gathered from Gen-Z participants who took part in a virtual tour of Borobudur, and the findings reveal significant correlations between these factors and their intention to visit. Notably, perceived usefulness and hedonic value were found to be the strongest predictors of visit intention. The study concludes that virtual tours function not only as informational previews but also as persuasive tools within destination marketing. It emphasizes the need to design immersive and appealing virtual experiences that align with Gen-Z’s preferences, as such content can effectively enhance their interest in visiting destinations in person.
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