From Virtual to Reality: How Metaverse and VR Technologies Influence Travel Decisions

Randi Rian Putra; Ika Devi  Perwitasari; Dewi Mahrani Rangkuty; Virdyra Tasril; Sri Handayani; Adinda Silvana Dewi

doi:10.37385/jaets.v6i2.6314

Authors

Randi Rian Putra Faculty of Science and Technology, Universitas Pembangunan Panca Budi, Medan, North Sumatera, Indonesia
Ika Devi Perwitasari Faculty of Science and Technology, Universitas Pembangunan Panca Budi, Medan, North Sumatera, Indonesia
Dewi Mahrani Rangkuty Faculty of Social Sciences, Universitas Pembangunan Panca Budi, Medan, North Sumatera, Indonesia
Virdyra Tasril Faculty of Science and Technology, Universitas Pembangunan Panca Budi, Medan, North Sumatera, Indonesia
Sri Handayani Universitas Pembinaan Masyarakat Indonesia
Adinda Silvana Dewi Universitas Pembangunan Panca Budi

DOI:

https://doi.org/10.37385/jaets.v6i2.6314

Keywords:

Metaverse, Virtual Reality, Tourism Promotion, Lake Toba, Immersive Technology

Abstract

This study investigates the impact of Virtual Reality (VR) and the Metaverse on travel decisions, specifically focusing on lesser-known tourist destinations. The purpose is to understand how immersive digital experiences can influence potential visitors' perceptions and travel intentions. A mixed-methods approach, combining qualitative interviews with tourism stakeholders and quantitative surveys with 500 participants, was used to collect data. The results show that VR and Metaverse experiences significantly enhance user engagement, emotional attachment, and the likelihood of visiting the destination in person. The study's findings offer practical insights for tourism marketing strategies, suggesting that VR and Metaverse platforms can complement traditional marketing approaches. Theoretical implications include contributing to the understanding of digital transformation in tourism, particularly in how immersive technologies shape travel behavior. This research contributes to both theory and practice by highlighting the potential for VR and Metaverse technologies to increase the appeal of lesser-known destinations like Lake Toba.

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