Utilizing virtual reality as a marketing strategy for Bali tourism destinations: An innovative approach towards sustainable tourism
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Putu Ayu Sita Laksmi 1 * , Putu Eka Wirawan 2 , Ida Bagus Agung Dharmanegara 3 , Tjok Bagus Pemayun 4 , Gideon Gary Peter Massie 3 , Anak Agung Istri Alit Rainanda 3
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1 Faculty of Economics and Business, Warmadewa University, Bali, INDONESIA2 Institute of Tourism and International Business, Bali, INDONESIA3 Management Study Program, Faculty of Economics and Business, Warmadewa University, Bali, INDONESIA4 Bali Provincial Tourism Office, INDONESIA* Corresponding Author

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.

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EUR J SUSTAIN DEV RES, Volume 10, Issue 4, 2026, Article No: em0427

https://doi.org/10.29333/ejosdr/19104

Publication date: 01 Oct 2026

Online publication date: 09 Aug 2026

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