PROPOSED NEW BUSINESS MODEL ON VIRTUAL REALITY TOUR BASED ON CUSTOMER SEGMENTATION (CASE STUDY OF PT TELKOM INDONESIA)

• Main Author: Thifany Haidar, Ghina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57283
• Institution: Institut Teknologi Bandung

A virtual reality tour or VR tour is one of the current tourist industry trends. Virtual tours have become widely known since the pandemic, and virtual tours are an alternative to entertainment while at home. With the virtual tour, the vacation felt is unreal because it is only through virtual but virtual tours are safe holidays and follow the health protocol. Nevertheless, the use of VR in Indonesia itself is still relatively minimal. One of the reasons is because the price of VR devices is quite expensive. Seeing the opportunities in the development of VR in Indonesia, PT Telkom has the initiative to develop VR tours with the theme of ten new Balis as a collaboration with the ministry of tourism to promote tourist destinations. However, due to the lack of use of VR in Indonesia, PT Telkom is still unable to determine the right target market for the development of this virtual tour business. This study uses external analysis using PESTEL analysis, competitor analysis, customer analysis, and internal analysis using resource-based analysis and VRIO analysis. Internal and external analysis is carried out to determine the conditions outside and inside the company that can support the development of this business by looking at the opportunities it has and analyzing the resources that can be a competitive advantage owned by the company in running this business. After knowing about the business conditions internally and externally, the next step is a survey of customers. The survey was conducted using an open-ended survey to gain insight from customers on virtual tours. Based on the survey results, the root of the problem lies in the lack of experience they get when using virtual tours because the content such as images and videos received is unclear. From this problem, a solution is made in a business model to develop a virtual tour tailored to the customer's needs using lean business model. In implementing the implementation plan, the author recommends using pirate metrics starting from the awareness of potential customers to how potential customers can invite other potential customers to use this virtual tour.