The practices of virtual reality marketing in the tourism sector, a case study of Bali, Indonesia

Nyoman Sri Subawa, Ni Wayan Widhiasthini, I. Putu Astawa, Christantius Dwiatmadja and Ni Putu Intan Permatasari

Current Issues in Tourism, 2021, vol. 24, issue 23, 3284-3295

Abstract: The purpose of this research is to analyse the practices of virtual reality marketing in the Bali tourism sector in Indonesia. This is a qualitative and descriptive research with the purposive sampling method used to acquire data on Bali’s tourism components through in-depth interviews, observation, journals, and the Netnographic approach. The result showed hegemony in the practice of virtual reality marketing to tourists and potential consumers, using significant technology. The marketers practice the hegemony of virtual reality marketing on tourists and potential consumers. Tourism capitalism as a chain link in the tourism business can be integrated into marketing through virtual reality. This study acts as a guide to the application of virtual reality marketing and limited to Bali Province, Indonesia. Practically, it acts as a guide to the application of virtual reality marketing, with its social implication as a disconnection to tourism networks.

Date: 2021
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DOI: 10.1080/13683500.2020.1870940

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