Utilizing virtual reality as a marketing strategy for Bali tourism destinations: An innovative approach towards sustainable tourism

Abstract

This study aims to analyze the use of Virtual Reality (VR) as an innovative marketing strategy to support sustainable tourism in Bali with an emphasis on environmental conservation. Using a hermeneutic qualitative approach, data was collected from 20 participants consisting of tourists, industry players, government representatives, and local communities (five individuals each) selected based on their experience and direct involvement in the digital tourism ecosystem. The research findings indicate that VR can create immersive experiences that deepen cultural understanding while mitigating physical pressures on vulnerable destinations, such as coral reefs, through virtual simulations. Based on coded participant responses, the use of this technology increases environmental appreciation and increases booking conversion effectiveness for businesses. However, its implementation remains hampered by high development costs, low digital literacy, and the risk of cultural distortion. This study concludes the importance of multi-sector collaboration and a participatory approach involving local communities in producing authentic VR content. The implication is that it is necessary to develop cultural-environmental content guidelines, digital literacy training, and incentives for MSMEs to adopt this sustainable technology.