UTILIZING VIRTUAL REALITY AS TOURISM MARKETING STRATEGY IN SELECTING DESTINATION: BASIS FOR MARKETING STRATEGY

Abstract

This paper explores the primary applications of virtual reality (VR) in tourism, including its potential to offer substitute tourism experiences. It examines key challenges related to integrating VR into the tourism industry and proposes several directions for future research. The study illustrates various tourism-related uses of VR by describing current and emerging VR technologies, followed by an analysis of these technologies’ impact on visual appeal, entertainment, and user satisfaction. Additionally, it discusses challenges faced by users when employing VR for destination selection. This study employed a quantitative approach with a descriptive research design to investigate the impact of virtual reality (VR) on destination selection. Its purpose is to identify the benefits of VR in tourism marketing, explore how VR can be used as an effective marketing strategy, and examine the challenges that arise when choosing travel destinations through VR. Based on the results, the study concludes that Virtual Reality (VR) assists tourists in selecting travel destinations by providing realistic visual representations. VR offers the convenience of exploring places without physically visiting them, allowing users to feel present in the destination. However, challenges such as technical issues and navigation difficulties were identified. To address these, travel agencies and VR providers should invest in higher storage capacity and improved graphics technology. Based on the findings, the study concludes that virtual reality effectively aids travelers in selecting destinations by providing realistic visual depictions. While users report high levels of entertainment and satisfaction, improvements are needed in navigation, control, and interactive features. The results also highlight how VR enables travelers to experience a sense of presence at a location without physically visiting it, simplifying the decision-making process.