Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia

  • Endah Murwani Multimedia Nusantara University
  • Rismi Juliadi Multimedia Nusantara University
  • Agustinus Rusdianto Berto Multimedia Nusantara University
  • Rustono Farady Marta Bunda Mulia University
Keywords: Audiences Satisfaction, Motives, Uses Gratifications Theory, Virtual Tour


The tourism sector is one of the industries affected by the COVID-19 pandemic. Therefore, the Indonesian Ministry of Tourism and Creative Economy is developing a virtual tour innovation through the "360° Virtual Destinasi Indonesia" program. This research utilizes the Uses and Gratification Theory, which aims to determine the gratification sought and obtained in accessing the "360° Virtual Destinasi Indonesia". Typologies of needs types used are cognitive, affective, personal, and social integration dimensions. This research is explanative research with a survey method. The data were measured by comparing the average Gratification Sought (GS) and Gratification Obtained (GO), and then collected through an online questionnaire to 200 respondents who have accessed the "360° Virtual Destinasi Indonesia" program, using  non probability sampling. Data were analyzed using paired t samples test. The results showed that the "360° Virtual Destinasi Indonesia" program fulfills cognitive and personal integration needs. On the other hand, the program does not provide satisfaction on the affective and social integration dimensions. The contribution of this research is it develops the uses and gratification theory in virtual reality and evaluation materials for the Indonesian Ministry of Tourism and Creative Economy.


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Author Biographies

Endah Murwani, Multimedia Nusantara University

Endah Murwani is a lecturer at the Department of Communication Science, Multimedia Nusantara University. The track record of his research can be traced through SINTA ID: 5986741 Scopus Author ID: 57196020844

Rismi Juliadi, Multimedia Nusantara University

Rismi Juliadi is a lecturer at the Department of Communication Science, Universitas Multimedia Nusantara. The track record of his research can be traced via SINTA ID: 6700723

Agustinus Rusdianto Berto, Multimedia Nusantara University

Communication Science

Rustono Farady Marta, Bunda Mulia University

Rustono Farady Marta is a lecturer of Master’s Degree of Communication Science Department at Universitas Bunda Mulia. His research track record can be traced through SINTA ID: 259075, Scopus Author ID: 57211404689, Web of Science (WoS) Researcher ID: X-1554-2019


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How to Cite
MurwaniE., JuliadiR., Rusdianto BertoA., & Farady MartaR. (2021). Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia. Jurnal Penyuluhan, 17(2), 289-299.