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Pengaruh Virtual Tour dan Interaktivitas Media Digital terhadap Minat Wisatawan Dengan Brand Image (Studi pada Destinasi Badung Selatan)

Introduction

Pengaruh virtual tour dan interaktivitas media digital terhadap minat wisatawan dengan brand image (studi pada destinasi badung selatan). Cari tahu pengaruh virtual tour & interaktivitas media digital terhadap minat wisatawan dengan brand image sebagai mediasi di Badung Selatan. Strategi promosi digital efektif.

Abstract

This study examines the effect of Virtual Tour and Digital Media Interactivity on Tourist Visit Intention with Brand Image as a mediating variable in the South Badung destination area. The rapid development of digital technology has transformed tourism marketing, enabling destinations to provide immersive pre-visit experiences through virtual tours and interactive media. Using a quantitative approach, data were collected from 170 respondents who had used or accessed virtual tours and digital media related to South Badung. The analysis employed the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique to evaluate both direct and indirect relationships. The findings reveal that virtual tours and digital media interactivity significantly and positively influence brand image, which in turn enhances tourist visit intention. Moreover, brand image partially mediates the effect of virtual tours and digital interactivity on visit intention. These results highlight the strategic importance of high-quality digital experiences in strengthening destination brand image and stimulating actual visits. The study contributes theoretically to digital marketing and tourism literature and provides practical implications for destination managers and local governments in designing effective technology-based promotional strategies.

Review

The study titled "Pengaruh Virtual Tour dan Interaktivitas Media Digital terhadap Minat Wisatawan Dengan Brand Image (Studi pada Destinasi Badung Selatan)" presents a timely and highly relevant investigation into the mechanisms by which digital experiences influence tourist behavior. Focusing on virtual tours and digital media interactivity, the research addresses a critical aspect of modern tourism marketing, particularly given the rapid advancements in digital technology. The explicit inclusion of brand image as a mediating variable offers a nuanced understanding of how these digital touchpoints translate into actual visit intentions, thus making a significant contribution to the literature on digital marketing and destination branding within the tourism sector. Employing a quantitative research design, the authors collected data from 170 respondents who had engaged with virtual tours and digital media pertaining to the South Badung destination. The use of Partial Least Squares–Structural Equation Modeling (PLS-SEM) for analysis is appropriate for evaluating the complex direct and indirect relationships proposed. The findings are clear and robust, indicating that both virtual tours and digital media interactivity significantly and positively impact brand image. This strengthened brand image, in turn, positively influences tourist visit intention. Crucially, the study establishes brand image as a partial mediator in this relationship, providing valuable insights into the cognitive and affective pathways through which digital engagement fosters interest in a destination. The study's strengths lie in its clear conceptual framework, rigorous quantitative analysis, and the practical relevance of its findings. By demonstrating the strategic importance of high-quality digital experiences, the research offers actionable implications for destination managers and local governments, guiding them in developing effective technology-based promotional strategies. While the abstract provides a strong overview, a full paper would benefit from elaborating on the specific types of interactivity examined and potential moderating factors that might influence these relationships. Overall, this paper makes a substantial theoretical contribution by empirically validating the role of digital experiences and brand image in shaping tourist intentions and provides valuable guidance for practical application, making it a valuable addition to the field.

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