Virtual Experience, Digital Content terhadap Perilaku Wisatawan dengan Moderasi Authenticity Perception
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Abstract
Perkembangan teknologi digital membawa perubahan signifikan terhadap perilaku wisatawan, termasuk dalam konteks wisata religi. Penelitian ini bertujuan untuk menganalisis pengaruh Virtual Experience dan Digital Content terhadap Perilaku Wisatawan di Galeri Rasulullah Masjid Raya Al-Jabbar Bandung, dengan Authenticity Perception sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif Kausal dengan penyebaran kuesioner kepada 100 responden yang telah berkunjung atau mengakses konten digital Galeri Rasulullah. Data dianalisis menggunakan metode Structural Equation Modeling (SEM–PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian diharapkan menunjukkan bahwa Virtual Experience dan Digital Content berpengaruh positif terhadap Perilaku Wisatawan, dan bahwa Authenticity Perception memperkuat hubungan tersebut. Penelitian ini menegaskan pentingnya pengalaman virtual dan konten digital yang autentik dalam meningkatkan niat berkunjung, kepuasan, serta loyalitas wisatawan religi di era digital. Temuan ini dapat memberikan kontribusi praktis bagi pengelola wisata religi dalam mengembangkan strategi pemasaran digital berbasis keaslian dan spiritualitas, guna menarik minat wisatawan serta memperkuat citra destinasi yang religius dan modern.
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