Hubungan Variabel Pengalaman Virtual terhadap Post-Visit Behavioral Intention Wisatawan di Virtual Immersive Park

Sevilla Maharani, Dr. Mohamad Yusuf, M.A.

2026 | Skripsi | PARIWISATA

Perkembangan teknologi digital telah mendorong inovasi dalam industri pariwisata, salah satunya melalui destinasi wisata berbasis pengalaman virtual seperti Virtual Immersive Park. Sebagai atraksi yang menjadikan pengalaman virtual sebagai produk utama, keberhasilan destinasi tidak hanya ditentukan oleh kualitas teknologi yang digunakan, tetapi juga oleh kemampuannya membentuk perilaku positif wisatawan setelah kunjungan. Penelitian ini bertujuan untuk menganalisis hubungan antara Pengalaman Virtual dan Post-Visit Behavioral Intention pada pengunjung Virtual Immersive Park. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 226 responden yang pernah mencoba wahana di Virtual Immersive Park. Instrumen penelitian mengukur Pengalaman Virtual melalui dimensi immersion, interactivity, presence, dan realism, serta Post-Visit Behavioral Intention yang mencakup revisit intention, preference, dan recommendation. Data dianalisis menggunakan statistik deskriptif, uji korelasi Pearson, independent sample t-test, one-way ANOVA, dan uji lanjut Tukey HSD. Hasil penelitian menunjukkan bahwa Pengalaman Virtual dan Post-Visit Behavioral Intention berada pada kategori tinggi. Seluruh dimensi Pengalaman Virtual memiliki hubungan positif dan signifikan dengan Post-Visit Behavioral Intention, dengan dimensi realism menunjukkan hubungan paling kuat dibandingkan dimensi lainnya. Selain itu, sebagian besar karakteristik responden tidak menunjukkan perbedaan yang signifikan terhadap kedua variabel penelitian. Temuan ini menunjukkan bahwa kualitas Pengalaman Virtual berperan penting dalam membentuk perilaku positif wisatawan setelah kunjungan. Penelitian ini juga memperluas kajian perilaku wisatawan dengan menggunakan konsep Post-Visit Behavioral Intention yang memberikan gambaran lebih komprehensif dibandingkan penggunaan revisit intention sebagai satu-satunya indikator perilaku pascakunjungan.

The rapid development of digital technology has driven innovation in the tourism industry, including the emergence of virtual experience-based attractions such as Virtual Immersive Park. As a destination where virtual experience serves as the core tourism product, its success depends not only on technological quality but also on its ability to foster positive post-visit tourist behavior. This study aims to analyze the relationship between Virtual Experience and Post-Visit Behavioral Intention among visitors to Virtual Immersive Park. A quantitative survey approach was employed involving 226 respondents who had experienced the attraction. The research instrument measured Virtual Experience through the dimensions of immersion, interactivity, presence, and realism, while Post-Visit Behavioral Intention was assessed through revisit intention, preference, and recommendation. Data were analyzed using descriptive statistics, Pearson correlation analysis, independent sample t-test, one-way ANOVA, and Tukey HSD post hoc test. The findings indicate that both Virtual Experience and Post-Visit Behavioral Intention were rated at a high level. All dimensions of Virtual Experience showed positive and significant relationships with Post-Visit Behavioral Intention, with realism demonstrating the strongest relationship among the four dimensions. In addition, most respondent characteristics did not show significant differences in either research variable. These findings suggest that the quality of virtual experience plays an important role in shaping tourists' positive post-visit behavior. This study also extends previous tourism research by employing the concept of Post-Visit Behavioral Intention, providing a more comprehensive understanding of tourist behavior than studies focusing solely on revisit intention.

Kata Kunci : pengalaman virtual, post-visit behavioral intention, wisata berbasis teknologi, immersive tourism