Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia

  • Endah Murwani Multimedia Nusantara University
  • Rismi Juliadi Multimedia Nusantara University
  • Agustinus Rusdianto Berto Multimedia Nusantara University
  • Rustono Farady Marta Bunda Mulia University
Keywords: Audiences Satisfaction, Motives, Uses Gratifications Theory, Virtual Tour

Abstract

The tourism sector is one of the industries affected by the COVID-19 pandemic. Therefore, the Indonesian Ministry of Tourism and Creative Economy is developing a virtual tour innovation through the "360° Virtual Destinasi Indonesia" program. This research utilizes the Uses and Gratification Theory, which aims to determine the gratification sought and obtained in accessing the "360° Virtual Destinasi Indonesia". Typologies of needs types used are cognitive, affective, personal, and social integration dimensions. This research is explanative research with a survey method. The data were measured by comparing the average Gratification Sought (GS) and Gratification Obtained (GO), and then collected through an online questionnaire to 200 respondents who have accessed the "360° Virtual Destinasi Indonesia" program, using  non probability sampling. Data were analyzed using paired t samples test. The results showed that the "360° Virtual Destinasi Indonesia" program fulfills cognitive and personal integration needs. On the other hand, the program does not provide satisfaction on the affective and social integration dimensions. The contribution of this research is it develops the uses and gratification theory in virtual reality and evaluation materials for the Indonesian Ministry of Tourism and Creative Economy.

Downloads

Download data is not yet available.

Author Biographies

Endah Murwani, Multimedia Nusantara University

Endah Murwani is a lecturer at the Department of Communication Science, Multimedia Nusantara University. The track record of his research can be traced through SINTA ID: 5986741 Scopus Author ID: 57196020844

Rismi Juliadi, Multimedia Nusantara University

Rismi Juliadi is a lecturer at the Department of Communication Science, Universitas Multimedia Nusantara. The track record of his research can be traced via SINTA ID: 6700723

Agustinus Rusdianto Berto, Multimedia Nusantara University

Communication Science

Rustono Farady Marta, Bunda Mulia University

Rustono Farady Marta is a lecturer of Master’s Degree of Communication Science Department at Universitas Bunda Mulia. His research track record can be traced through SINTA ID: 259075, Scopus Author ID: 57211404689, Web of Science (WoS) Researcher ID: X-1554-2019

References

Aditya, N. R. (2020). Virtual Tour Peluang Baru Pariwisata di Era New Normal. https://travel.kompas.com/read/2020/05/09/210800427/virtual-tour-peluang-baru-pariwisata-di-era-new-normal?page=all

Aurindo, M. J., & Machado, C. (2020). Unveiling Madeira’s Destination Image and Representations through Virtual Museum of Tourism (MUVITUR). European Journal of Tourism, Hospitality and Recreation, 10(1), 93.105.doi:10.2478/ejthr-2020-0008

Asaad, M., Glassman, G. E., & Allam, O. (2021). Virtual Rotations During COVID-19: An Opportunity for Enhancing Diversity. Journal of Surgical Research, 260, 516-519. doi:10.1016/j.jss.2020.11.071

Bensa, C. P. (2015). Tipologi Komunikasi Virtual: Studi Kasus Pada Facebook Parenting Indonesia. Ultimacomm: Jurnal Ilmu Komunikasi, 7(1), 41-66. doi:10.31937/ultimacomm.v7i1.422

CNNIndonesia. (2020). Wishnutama Taksir Virus Corona Rugikan Pariwisata Rp54,6T. https://www.cnnindonesia.com/ekonomi/20200207160645-92-472662/wishnutama-taksir-virus-corona-rugikan-pariwisata-ri-rp546-t

Dewi, A. (2020). Virtual Tour, Jadi Pilihan Wisata di Era New Normal. https://traveling.bisnis.com/read/20200605/361/1249166/virtual-tour-jadi-pilihan-wisata-di-era-new-normal

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Universitas Diponegoro.

Griffin, E., Ledbetter, Andrew & Sparks, Glenn (2015). A First Look at Communication Theory (9th ed.). New York, US: McGraw-Hill.

Ilhan, I., & Çeltek, E. (2016). Mobile Marketing: Usage of Augmented Reality in Tourism. Gaziantep University Journal of Social Sciences, 15(2), 581-599. doi:10.21547/jss.256721

Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective. Telematics and Informatics, 53(January 2020), 101376.https://doi.org/10.1016/j.tele.2020.101376

Kemenparekraf. (2020). 360 Destinasi Indonesia dan Online Museum. https://pedulicovid19.kemenparekraf.go.id/360-destinasi-indonesia-dan-online-museum/

Kim, M. J., Lee, C.-K., & Preis, M. W. (2020). The Impact of Innovation and Gratification on Authentic Experience, Subjective Well-being, and Behavioral Intention in Tourism Virtual Reality: The Moderating Role of Technology Readiness. Telematics and Informatics, 49(101349), 1-16. doi:10.1016/j.tele.2020.101349.

Lin, H.-F., & Chen, C.-H. (2017). Combining the Technology Acceptance Model and Uses and Gratifications Theory to Examine the Usage Behavior of an Augmented Reality Tour-sharing Application. Symmetry, 9(7), 1-22.doi:10.3390/sym9070113.

Loureiro, S. M., Guerreiro, J., & Ali, F. (2020). 20 Years of Research on Virtual Reality and Augmented Reality in Tourism Context: A Text-mining Approach. Tourism Management, 77, 1-21. doi:10.1016/j.tourman.2019.104028.

Luvena, F., Maureen, V., & Lesmana, F. (2019). Uses and Gratifications of Genta Magazines Among Petra Christian University Student. Bricolage, 5(1), 1-102. doi:10.30813/bricolage.v5i01.1739.

Malhotra, N.K., Nunan,D., & Birks, D.F. (2017). Marketing Research : An Applied Approach (5th Edition). Harlow : Pearson Education Limited.

Marta, R. F. (2013). Analisis Perbedaan Kepuasan Pembaca Tabloid Gratis Surabaya Shopping Media dan Iklan Pos di Surabaya. Nirmana, 15(1), 46-59. doi:10.9744/nirmana.15.1.45-60

Monggilo, Z. M. (2016). Kajian Literatur tentang Tipologi Perilaku Berinternet Generasi Muda Indonesia. Jurnal Imu Komunikasi, 13(1), 31-48. doi:10.24002/jik.v13i1.599.

Murwani, E. (2017). Literasi Budaya Partisipatif Penggunaan Media Baru pada Siswa SMA di DKI Jakarta. Jurnal Ilmu Komunikasi, 15(1), 48-59. doi:10.31315/jik.v15i1.2154

Nisfiannoor, M. (2013). Pendekatan Statistika Modern: 1Aplikasi dengan Software SPSS dan E-views. Salemba Empat.

Santoso, S. (2014). Statistik Multivariat Edisi Revisi. PT Elex Media Komputindo.

Tribuntravel.com. (2020). Kemenparekraf Hadirkan Destinasi Indonesia dan Museum Yang Bisa Dinikmati Secara Virtual. Kemenparekraf Hadirkan Destinasi Indonesia dan Museum Yang Bisa Dinikmati Secara Virtual

Triyono, L. (2020, Juli 13). Pandemi Covid-19 Lumpuhkan Pariwisata. Retrieved from voaindonesia.com:https://www.voaindonesia.com/a/pandemi-covid-19-lumpuhkan-pariwisata-/5501168.html.

Voronkova, L. (2018). Virtual Tourism: on the Way To the Digital Economy. IOP Conference Series Materials Science and Engineering. 463 (042096), pp. 1-5. Vladivostok: IOP Publishing. doi:10.1088/1757-899X/463/4/042096

West, R., & Turner, L. . (2018). Introducing Communication Theory (6th Ed). McGraw-Hill.

Widiarini, A. D. (2020). Obati Rindu Wisatawan, Kemenparekraf dan Traval.co. https://travel.kompas.com/read/2020/11/06/164800427/obati-rindu-wisatawan-kemenparekraf-dan-traval.co-gelar-wisata-virtual

Yang, T., Lai, I. K., Fan, Z. B., & Mo, Q. M. (2021). The Impact of a 360° Virtual Tour on the Reduction of Psychological Stress Caused by COVID-19. Technology in Society, 64, 1-11. doi:10.1016/j.techsoc.2020.101514

Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2019). VR the World: Investigating the Effectiveness of Virtual Reality for Destination Marketing through Presence, Emotion, and Intention. e-Review of Tourism Research, 17(3), 368-384. Retrieved from https://journals.tdl.org/ertr/index.php/ertr/article/view/522

Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). VR the World: Experimenting with Emotion and Presence for Tourism Marketing. Journal of Hospitality and Tourism Management, 46, 160-171. doi:10.1016/j.jhtm.2020.11.009

Zarzuela, M. M., Pernas, F. J., Calzón, S. M., Ortega, D. G., & Rodríguez, M. A. (2013). Educational Tourism Through a Virtual Reality Platform. Procedia Computer Science. 25, pp. 382-388. Elsevier. Retrieved from https://www.sciencedirect.com/science/article/pii/S1877050913012520

Published
2021-09-30
How to Cite
MurwaniE., JuliadiR., Rusdianto BertoA., & Farady MartaR. (2021). Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia. Jurnal Penyuluhan, 17(2), 289-299. https://doi.org/10.25015/17202134602