Dampak Keterlibatan dalam Virtual Tourism terhadap Niat Menggunakan Virtual Tourism dan Motivation for Real World Travel di Kalangan Generasi Z di Indonesia

Heni Krisnatalia; Hendarajaya Hendarajaya; Arya Bintang Aryasa; Dharu Aji Wicaksono

doi:10.35906/jurman.v11i1.2056

Dampak Keterlibatan dalam Virtual Tourism terhadap Niat Menggunakan Virtual Tourism dan Motivation for Real World Travel di Kalangan Generasi Z di Indonesia

Heni Krisnatalia, Hendarajaya Hendarajaya, Arya Bintang Aryasa, Dharu Aji Wicaksono

Abstract

Abstract

This study aims to examine the impact of virtual tourism engagement on the intention to use virtual tourism and the motivation for real-world travel among Generation Z in Indonesia. The background of this research stems from the growing popularity of virtual tourism as an alternative solution for planning and experiencing tourism digitally, particularly among tech-savvy generations. A quantitative approach was employed, with data collected through an online survey involving 30 respondents who are university students in Semarang City. Data analysis was conducted using path analysis techniques and the assistance of SPSS version 22 software. The results indicate a significant relationship between virtual tourism engagement and the intention to use virtual tourism, as well as a direct relationship between virtual tourism engagement and motivation for real-world travel. Furthermore, the intention to use virtual tourism was also found to influence the motivation to undertake real-world travel. These findings enhance the understanding of how digital experiences through virtual tourism can stimulate interest and desire to travel physically. The implications of this study are relevant for tourism industry stakeholders, virtual tourism developers, and destination marketers in designing more effective strategies to attract travelers, particularly from Generation Z. This research also contributes theoretically to the development of technology-based tourist behavior studies.

Keywords: Virtual Tourism Engagement, Intention to Use Virtual Tourism, Real-World Travel Motivation, Generation Z

Abstrak

Penelitian ini bertujuan untuk mengkaji dampak keterlibatan dalam virtual tourism terhadap intensi penggunaan virtual tourism dan motivasi perjalanan nyata pada Generasi Z di Indonesia. Latar belakang penelitian ini didasarkan pada meningkatnya popularitas virtual tourism sebagai solusi alternatif dalam merencanakan dan merasakan pengalaman wisata secara digital, terutama di kalangan generasi yang sangat akrab dengan teknologi. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan pengumpulan data melalui survei online terhadap 30 responden yang merupakan mahasiswa di Kota Semarang. Analisis data dilakukan dengan menggunakan teknik analisis jalur dan bantuan perangkat lunak SPSS versi 22. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara keterlibatan virtual tourism dengan intensi penggunaan virtual tourism, serta hubungan langsung antara keterlibatan virtual tourism dengan motivasi perjalanan nyata. Selain itu, intensi penggunaan virtual tourism juga terbukti berpengaruh terhadap motivasi untuk melakukan perjalanan di dunia nyata. Temuan ini memperkuat pemahaman mengenai bagaimana pengalaman digital melalui virtual tourism dapat mendorong minat dan keinginan untuk melakukan perjalanan fisik secara nyata. Implikasi dari penelitian ini penting bagi para pelaku industri pariwisata, pengembang teknologi virtual tourism, dan pemasar destinasi untuk menyusun strategi yang lebih efektif dalam menarik minat wisatawan, khususnya dari kalangan Generasi Z. Penelitian ini juga memberikan kontribusi teoritis dalam pengembangan kajian perilaku wisatawan berbasis teknologi.

Kata Kunci: Keterlibatan Virtual Tourism, Intensi Penggunaan Virtual Tourism, Motivasi Perjalanan Nyata, Generasi Z

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