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Vol. 16, 2021
A new decade
for social changes
ISSN 2668-7798
www.techniumscience.com
9 772668 779000Technium Social Sciences Journal
Vol. 16, 493-502, February, 2021
ISSN: 2668-7798
www.techniumscience.com
The Role of Virtual Reality as a Promotion Tool to Increase
Travel Interest during the Covid-19 Pandemic: A
Phenomenological Approach of Tourist Objects in Jakarta
Iwan Sukoco1, Suparman2, Bambang Hermanto3, Rivani4
1234
Doctoral Program of Business Administration, Faculty of Social and Political
Sciences, University of Padjadjaran , Bandung - INDONESIA
Abstract. This study is aimed at answering the question of how Indonesians are interested in
traveling during a pandemic, and how virtual reality is applied as a promotional tool in order to
attract people to travel. This is a qualitative research with a phenomenological approach. The
data collection was carried out by in-depth interviews with 22 participants who were classified
into 3 categories of ages, namely Gen Z (5-25 years), Gen Y / Millennial (26-40 years), Gen X
(41-55 years). This study proves that conducting tourism promotion using Virtual Reality (VR)
is proven to be effective, as long as it fulfils 4 important elements of VR, namely: virtual world,
which is a content that creates a virtual world in the form of screenplay and script, immersion,
namely the sensation that brings technology users VR feels that it is in a real environment even
though it is fictitious or not real, sensory feedback serves to convey information from the virtual
world to the user's senses. These elements include visual (sight), audio (hearing) and touch,
interactivity, is one of the most important elements in VR because VR simulates a real-world
sensation for its users. and if the simulated virtual world is rigid and there is no interaction, the
resulting sensation is not optimal.
Keywords. A promotional tool, Virtual Reality, the Covid-19 pandemic
1. Introduction
The virtual promotion of tourist destinations is considered an important breakthrough for the
industry as the single strongest milestone currently in maintaining cash flow for tourism
businesses. According to him, the concept of virtual promotion which is still in its early days
will become a pilot project for all tourism stakeholders, both government and business actors.
The program is thought to be a good sampling method because from a promotional perspective
it can be much cheaper. However, it is estimated that stakeholders in the tourism sector will
continue to consider offline promotions, especially after the Covid-19 vaccine is proven
effective and conditions in the tourism industry begin to run normally.
The average movement of domestic tourists from the beginning of the year was still low due to
the impact of the Covid-19 pandemic. The movement of domestic tourists is only 30 percent of
the total under normal conditions or around 78 million people.1 Basically, there is still little
movement of domestic tourists due to uncertainty during the pandemic. The range is 30 percent
1
https://ekonomi.bisnis.com/read/20201126/12/1323164/promosi-destinasi-wisata-virtual-digalakkan-ini-saran-
asita
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of the movement of domestic tourists under normal conditions, which total around 260 million
people.
Figure 1
Data on Foreign Tourist Visits January-March 2019 and 2020
Source: Directorate General of Immigration and BPS (reprocessed by the Center for Data and
Information Systems, Ministry of Tourism and Creative Economy / Tourism and Creative
Economy Agency)
It seems that Indonesia's promotion strategy is starting to seriously look at digital technology,
one of which is through virtual reality technology. This virtual reality tourism promotion
strategy was first used by Indonesia in the Travel Revolution 2018 exchange event which was
held at Marina Bay Sands, Singapore. If usually tourism promotions are carried out with the
help of photos and videos, now Indonesian destinations are presented through 360o Virtual
Reality (VR) videos. Virtual reality tourism also seems to provide a new experience for tourists.
Unlike other products that can be displayed and tried before buying, tourism products can only
be offered through sensory imagery. So videos always play an important role in tourism and
travel promotion, while virtual reality tourism can take promotional videos to a higher level.
Virtual reality tourism invites tourists to enter the travel video that is shown. They are made to
appear in the same dimension as the travel video. Coupled with a supportive virtual
environment, ranging from sensory simulations such as sight, sound, and even touch, will
certainly make tourists feel a different experience.2 However, Indonesia is not the first country
to try to take advantage of this virtual reality tourism promotion strategy. Previously, several
developed countries had initiated steps to use this technology as a promising promotional tool.
In a further level, VR applications can also be developed into personal assistants while traveling.
This application will be installed on the tourist's smartphone which will identify where he is
with GPS technology. If you already know the location of the tourist, this VR assistant will
provide additional information about the destination visited, starting from showing interesting
places around the destination, to information on the closest hotel. Seeing the many conveniences
and benefits provided, virtual reality tourism seems very suitable to be developed in the world
of tourism, including in Indonesia which has so many rich destinations. Currently, the
enthusiasm of world travelers when exploring the experience that is presented when trying this
Virtual Reality Tourism Experience is quite high.
But until now, not many Indonesians are familiar with this virtual tourism, even though they
already have smartphones. However, during the Covid 19 pandemic, the average tourist spot in
Jakarta imposed a 25% limit on the number of visitors. For this reason, different marketing
2
Ibid.
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efforts are needed so that the wider community can continue to enjoy tourism during a
pandemic. One way this is done is by making Virtual Reality technology.
This research was conducted to answer the following questions: (1) What is the interest of
Indonesian citizens in traveling during the pandemic, and (2) How can Virtual Reality be
applied as a promotional tool in order to attract public interest in traveling. The results of this
research will make a major contribution to the central and local governments so that they can
develop new marketing systems with digital technology. The results of this study can also be
used as a reference for tourist site managers to create VR as a reliable promotional tool.
2. Review of Literature
2.1 Definition of Virtual Reality (VR)
Virtual Reality (VR) or virtual reality is a technology that allows users to interact with an
environment that is simulated by a computer (computer simulated environment) [1], an actual
environment that is imitated or truly an environment that only exists in the imagination. The
VR concept refers to the system principles, methods and techniques used to design and create
software products for use by the assistance of some multimedia computer systems with special
device systems [2]. According to [3] Virtual Reality (VR) is a technology that allows users to
interact with an environment that is simulated by a computer (computer-simulated
environment), where an actual environment is imitated or is an environment that only exists in
the imagination. This technology allows a person to simulate a real object using a computer that
is able to generate a three-dimensional atmosphere so as to make the user physically involved.
Virtual reality (VR) according to [4] is a medium of human communication that involves the
experience of space, time, interactivity, and users. Users can access content and feel dynamic
interactivity, which is to feel or be involved in the environmental experience displayed through
an interface [5]. In marketing, VR is a revolution in the field of promotion and sales [6]. Several
businesses in the tourism sector have taken advantage of the VR aspect and have implemented
it in virtual travel [7]. The VR aspect is a marketer's business that will influence the first stage
of the customer journey, the dream phase. VR is a technology that can help marketers to present
travel information in a more real way [8]. A good VR has at least 12 principles, so that it can
be used properly, consisting of: (1) natural engagement (interactions that are close to user
expectations), (2) compatibility with the user's task and domain (virtual environment and the
behavior of each object is similar to the original ), (3) natural expressions of action (providing
freedom for users to interact and explore naturally), (4) Close coordination of action and
representation (real representation without any lag on the display), (5) Realistic feedback
(Feedback from user interactions can be seen quickly and according to user expectations), (6)
Faithful viewpoints (visual representations in the virtual world can adjust the user's normal
perception and changes in point of view by head movements do not cause delay), (7) Navigation
and orientation support (users know where they are in the virtual world they are entering), (8)
Clear entry and exit points (can enter and exit r from the virtual world easily), (9) Consistent
departures (consistency in object representation), (10) Support for learning (the object shown
can provide insight / learning for users), (11) Clear turn-taking (there is a turn in
communicating), (12) Sense of presence (the user's presence in the virtual environment that
they enter should feel real as much as possible) [9].
In marketing, VR is a revolution in the field of promotion and sales [6]. Several businesses in
the tourism sector have taken advantage of the VR aspect and have implemented it in virtual
travel [7]. The VR aspect is a marketer's business that will influence the first stage of the
customer journey, the dream phase. VR is a technology that can help marketers to present travel
information in a more real way [8]. The use of VR in business is very useful, as stated [10]: (1)
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Users can interact with the virtual world easily, just like interacting in the real world, (2) Users
can interact with other users if they are connected to the internet, (3) VR technology uses 3D
graphics, so it will create a real environment. This makes users feel as if they are in the real
world, (4) Users can also do things that cannot be done in the real world, such as flying, (5) VR
technology can also be used in other fields, such as the military and medicine.
Figure 2
Benefits of VR in Business
Users can interact with the virtual world
easily
Benefits of VR in Business
Users can interact with other users if
they are connected to the internet
VR technology uses 3D graphics, so it will
create a real environment.
Users can also do things that cannot be
done in the real world
VR technology can also be used in other
fields, such as the military and medicine
Source : Wordpress, 2015
[11] explained the benefits of VR in the field of tourism is to help customers make the right
decisions. Even though the client may not have decided yet, the picture of the destination being
seen remains in the mind of the client and may lead to the desire to visit the tourist destination
in real life. [12] also explained the benefits of VR in planning and managing tourism activities
as a useful tool for communicating travel plans to appropriate group or community members,
and possibly receiving input from these individuals. VR can also leverage tourism planning and
management through the unique testing capabilities that technology offers.
2.2 The Role of VR in Marketing
According to research from Blippar, marketing strategies through advertising on radio and TV
only get an average of 2.5 seconds of audience attention or involvement. Meanwhile, marketing
through AR and VR technology is able to attract audiences to engage and pay attention for up
to 75 seconds. The difference is very far, as well as the advantages.3 Virtual Reality can
immerse a person in new situations without requiring them to leave the comfort of their home.
This is a unique and valuable opportunity for a marketer. Of course, currently marketing using
Virtual Reality is still very limited. This means that most of the people who enter a VR
experience don't make a purchase. Likewise in the early days of the internet where online
shopping was not something that was commonly done, nowadays e-commerce has become
something very common.
Virtual experiences provide a more effective advertising impact than traditional marketing in
the form of flyers for playgrounds and nature parks. This is in line with the pattern of incentive
travel, which combines business and tourism activities together. Incentive travel is identical to
travel for less attractive business purposes, so it needs to be combined with tourism activities
3
https://monsterar-net.medium.com/strategi-pemasaran-saat-covid-butuh-teknologi-ar-dan-vr-5011edd0c569
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[13]. [14] and [15], the use of VR in tourism is very advantageous because many tourism
products are 'trust goods' that consumers cannot first test and must decide whether to buy or buy
based solely on available descriptive information. 360o video viewing in VR will present an
experience that feels more real and feels like the real thing [16].
As a device, VR may be better known to the public as a supporting tool for console games such
as PlayStation or PC games. It cannot be denied that games are the most powerful medium in
introducing VR to the public. There are at least four marketing advantages that take advantage
of VR. The first is as a means of sharing experiences. It's as simple as hearing the natural beauty
of Bali is not worth feeling it yourself. The second advantage is that it gets 100 percent of the
user's attention. Unlike smartphones or other mediums, VR devices don't allow users to switch
their attention because most of their senses are forced to move in a new reality. Third, the use
of VR makes it easier for users to understand the position and spirit of the brand. The lack of
VR devices that sell well in the market is an obstacle in itself. However, this can be an advantage
for companies who want to use VR as their marketing tool.4
According to research conducted in Germany by Statista, almost 50% of people will use virtual
tourism as their tourist destination. 13% of those surveyed are willing to pay for the VR services
they use. Similar research conducted by Tourism Australia found that nearly 20% of consumers
have used VR to choose tourist destinations and around 25% of tourists say they plan to use VR
in the future. It seems that VR can be the right strategy for imaging tourism destinations during
the Covid 19 pandemic.5
According to [17] currently the use of VR technology can be implemented in the business realm,
including retail and marketing; design and manufacturing; accounting and finance; training and
human resources. One example in retail and marketing, the use of VR technology is used for
the marketing program of a company in Japan to attract potential customers, using a "virtual
kitchen" system. Users (potential consumers) of VR can experience (see and feel) like being in
the kitchen that they want [23].
Four important elements in VR as stated by [18], namely: (1) Virtual World. Virtual World is a
content that creates a virtual world in the form of screenplay or script. (2) Immersion. The
sensation that brings VR technology users to feel they are in a real environment even though
they are fictional or not real. Immersion can be divided into 3 types, namely:
(a) Mental Immersion: Makes the user mentally feel like he is in a real environment.
(b) Physical Immersion: Make the user physically feel the atmosphere around the
environment created by the VR.
(c) Mentally Immersed: Provides the sensation for the user to dissolve in the VR-generated
environment.
(3) Sensory Feedback. Sensory Feedback functions to convey information from the virtual
world to the user's senses. These elements include visual (sight), audio (hearing) and touch, (4)
Interactivity. Interaction is one of the most important elements in VR because VR simulates a
real world sensation for its users and if the simulated virtual world is rigid and there is no
interaction, the resulting sensation will not be optimal.
4
https://dailysocial.id/post/vr-untuk-pemasaran
5
https://www.travelifeindonesia.com/virtual-tourism-strategi-recovery-pariwisata-bali-pasca-covid-19/
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Figure 3
Four Important Elements in VR
4 important elements in
VRVRVR
Sensory
Virtual World Immersion Feedback
Interactivity
Mental Physical Mentally
Immersion Immersion Immersed
Source: Suwiji, 2020
3. Method
This study is a qualitative research approach to the phenomenology. Phenomenology seeks to
understand how humans construct important meanings and concepts in terms of inter-
subjectivity (our understanding of the world is shaped by our relationships with other people).
[19]. Phenomenology assumes that people actively interpret their experiences and try to
understand the world with their personal experiences [20]. According to Husserl,
phenomenology is the study of how people describe something and experience it through their
own senses. In other words, Husserl's phenomenology is an attempt to understand
consciousness as experienced from the perspective of the person experiencing it himself. Its
basic philosophical assumption is that 'we can know what we are experiencing only by the
presence of awareness and meaning that evokes us. Phenomenology is an approach started by
Edmund Husserl and developed by Martin Heidegger to understand or study the experience of
human life. This approach evolved a qualitative research method that matured and matured over
the decades of the twentieth century. The general focus of this research is to examine / examine
the essence or structure of experience into human consciousness [21]. Therefore, this study is
very suitable to use a phenomenological approach because it focuses on the personal
experiences of the informants.
Informants in this study were taken by purposive sampling with a total of 22 people, consisting
of 21 people with an age range: Gen Z (5-25 years), Gen Y / Millennial (26-40 years), Gen X
(41-55 years) . This classification is needed to see the extent of people's interest in continuing
to travel even during the Covid 19 pandemic and what they know about Virtual Reality. In this
study, researchers also interviewed representatives of the Ministry of Tourism and Creative
Economy to get information about tourism promotion efforts with Virtual Reality.
Meanwhile, the stages of the phenomenological analysis as stated by [22] identify five main
stages as follows:
The first is to list the expressions of the participants 'answers or responses by delaying the
researchers' prejudice (bracketing). Each participant's life experience expression is treated
equally (horizontalization). The second is the reduction and elimination of these expressions
which refers to the question whether the expression is the essence of the participant's experience
and whether the expressions can be grouped to be labelled and themed. The third is to create
clusters and write themes for expressions that are consistent and show similarities. The
clustering and labelling of these expressions is a core theme of the participants' life experiences.
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The fourth is validating expressions, labelling expressions and themes by: (1) whether the
expressions are explicit in the interview transcript or participant's diary. (2) If the expressions
are not explicit, do they "work without conflict". If they are not compatible and explicit with
the participant's life experience, then the expressions are discarded. Fifth, namely making
Individual Textural Description (ITD). ITD is made by presenting validated expressions
according to the themes, accompanied by verbatim quotes from interviews and / or participant's
diaries.
4. Result and Discussion
From the results of interviews with 21 informants, consisting of: 7 people from Gen Z (5-25
years), 7 people from Gen Y / Millennial (26-40 years), 7 people from Gen X (41-55 years)
obtained data that This research shows that by 2030, Asia will be home to 57% of the population
aged 26-40 years, or what is popularly known as generation Y or millennial generation. In
China, millennial will reach 333 million, the Philippines 42 million, Vietnam 26 million,
Thailand 19 million, while Indonesia 82 million. In line with that, the Asian tourism market
will also be dominated by millennial tourists. About 40% of tourists travel from the region. Our
tourism market is also predominantly foreign tourists from the Asian region, especially ASEAN
around 30%.
“Currently, 50% of each tourist is a millennial generation. In the next five years,
the development of the millennial tourist market will continue to climb so it
needs the right strategy to embrace millennial from various segments. For
example, American millennial have a motto of work hard play hard, like to travel
long distances or long haul, with large expenses. Chinese tourists are also fairly
high spenders and like to shop, travel by taking tour packages and looking for
popular destinations. The lifestyle of Indonesian millennial has changed a lot."
(EM- Rep of The Ministry of Tourism and Creative Economic).
On the other hand, the presence of millennial causes disruption in the tourism industry, where
old and conventional ways are no longer being glimpsed, replaced by more contemporary
mediums such as digital platforms. Therefore, Indonesian tourism business players need to
immediately anticipate changes in the tourism business model in the digital era or millennial
tourism in which the world market will be dominated by this tourist group. These millennial
travellers have the pleasure of adventure or traveling, but they prefer to use application-based
travel services, not conventional ones. An example is using Virtual Reality technology.
“VR is a new style of marketing media, which allows users to have a better
experience of traveling through videos. It fits perfectly with the world of tourism,
of course. I really support VR tourism and I hope that this VR media will be
further developed in the future. We welcome Virtual Reality Tourism, where this
high-tech feature is presented as a tourism promotion strategy to the global
market," (EM- Rep of The Ministry of Tourism and Creative Economic).
The Ministry of Tourism uses Virtual Reality (VR) Experience technology in the international
exhibition World Travel Market (WTM) held in London, 2-5 November 2015, as a
breakthrough to promote Indonesian tourism at the world level. The promotion of the
Wonderful Indonesia VR Experience is a tourism campaign for Indonesian destinations that
uses virtual reality headset technology and VR card media.
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Basically, virtual reality tourism experience is very helpful for tourism actors. Because what is
presented is an intangible product, so that with this VR technology the consumer or traveller is
given an experience like visiting a destination. This VR technology provides an opportunity for
travellers to feel more “real” to places or destinations that may be difficult to reach. For
example, as if you could interact with animals in exotic places.
When asked about the experiences of informants in VR, it turned out that the millennial
generation had the most experience in what they called virtual tours. They are very familiar
with VR even with this VR, they seem to be brought to a real situation. 360o video viewing in
VR will present an experience that feels more real and feels like the real thing [16]. Meanwhile,
Gen X chooses to preview their tourist destinations before buying. This means that prospective
tourists will only choose their tourist destinations when they have received a sensation and a
complete picture of the tourist locations to be aimed, because this generation usually combines
business with tourism more. Incentive travel is identical to travel for less attractive business
purposes, so it needs to be combined with tourism activities [13].
How can Virtual Reality be implemented as a promotion in order to attract the public's interest
to travel in the country. It is predicted that the COVID-19 pandemic will have a more severe
impact than before. But on the other hand, the existence of the COVID-19 pandemic provides
lessons for many countries. For example, in Jakarta, the enactment of the PSBB (Large-Scale
Social Restrictions) policy due to the COVID-19 pandemic in March made the capital's air
quality better. In India, in the same month, the Himalayan mountain range can be seen very
clearly from a distance of 200 km after being covered by pollution for 30 years. While in Italian
waters, a dolphin was seen swimming along a pier in Cagliria. Previously, dolphins were rarely
seen in this area.
Broadly speaking, the condition of the COVID-19 pandemic has made all destination managers
and tourism business actors do many ways to survive (surviving). As a result of this pandemic,
not a few hotel employees have been temporarily laid off, even laid off (Termination of
Employment). In fact, almost all tourist destinations have closed their businesses. The existence
of the COVID-19 pandemic and this appeal for physical distancing does not mean that tourist
destination managers do nothing. In fact, at this time, it should be a momentum for managers
to rejuvenate destinations and increase human resource capacity. Currently, there are quite a lot
of tourist destinations around Jakarta and Bogor that have implemented VR, including:
(a) Ancol Dreamland. Using the live streaming application on the Instagram application,
the Taman Impian Jaya Ancol area manager held a virtual tour in the form of a video.
Visitors are invited to take a walk in a number of recreational locations in Ancol, such
as Ancol Beach and Ocean Dream Samudra. The video is also accompanied by an
explanation by the guide.
(b) Iheritage.id
This site contains catalogues of museums, culture and nature in audio-visual form and
virtual tours. Visitors only need to access the Iheritage.id site and choose the museum
that they want to visit virtually. Some museums that can be explored using interactive
360o photos include:
The National Museum of the Republic of Indonesia, the Indonesian Presidential
Museum, the Museum of the Asian-African Conference, Indonesian Maritime Museum,
Sri Baduga Museum, Cirebon Kasepuhan, Museum Bank Indonesia
(c) Tourist Train
The subsidiary of PT Kereta Api Indonesia, PT Kereta Api Pariwisata, also conducts
virtual tours to a number of tourist attractions in several cities.
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(d) Bogor Botanical Gardens
The Bogor Botanical Gardens virtual tour is provided by the Indonesian Institute of
Sciences as the manager of the Botanical Gardens. This tour has been available since
last October on the Vtkrb.pddi.lipi.go.id website in the form of audio-visual and
interactive 360o photos. Photos are also equipped with an information button which,
when clicked, will display interesting data and information about the location seen by
visitors.
But unfortunately not all tourist destinations in Jakarta have VR as a promotional tool even
though VR has proven its effectiveness as a tourism marketing tool. Most importantly, if we
want to produce VR, it must meet the criteria of 4 important elements in VR, namely: virtual
world, Immersion, Sensory Feedback and Interactivity [18].
5. Conclusion
The results of this study indicate that doing tourism promotion using VR is proven to be
effective, as long as it fulfils the 4 important elements of VR that must exist, namely: virtual
world, which is a content that creates a virtual world in the form of screenplay and script;
Immersion, a sensation that brings VR technology users to feel they are in a real environment,
even though they are fictitious or not real; Sensory Feedback functions to convey information
from the virtual world to the user's senses. These elements include visual (sight), audio (hearing)
and touch; Interactivity, is one of the most important elements in VR because VR simulates a
real world sensation for its users and if the simulated virtual world is rigid and there is no
interaction, the resulting sensation is not optimal. For further research, the researcher proposes
that research on Virtual Reality is carried out with a different approach.
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[1] https://ekonomi.bisnis.com/read/20201126/12/1323164/promosi-destinasi-wisata-
virtual-digalakkan-ini-saran-asita
[2] https://phinemo.com/aplikasi-virtual-reality-tourism-di-indonesia/
[3] https://monsterar-net.medium.com/strategi-pemasaran-saat-covid-butuh-teknologi-ar-
dan-vr-5011edd0c569
[4] https://dailysocial.id/post/vr-untuk-pemasaran
[5] https://www.travelifeindonesia.com/virtual-tourism-strategi-recovery-pariwisata-bali-
pasca-covid-19/
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