Identifikasi Klaster Pemanfaatan Augmented Reality dalam Pengembangan Pariwisata di Indonesia

Chiara Yobelin; Hasan Mujtaba; Catharina Aprilia Hellyani; Anna Triwijayati

doi:10.59603/ebisman.v4i2.1367

Authors

Chiara Yobelin Universitas Ma Chung
Hasan Mujtaba Universitas Ma Chung
Catharina Aprilia Hellyani Universitas Ma Chung
Anna Triwijayati Universitas Ma Chung

DOI:

https://doi.org/10.59603/ebisman.v4i2.1367

Keywords:

Augmented Reality, Digital Tourism, Digital Transformation, Tourism Clusters, Tourist Destinations

Abstract

The rapid development of digital technology has transformed the tourism industry through the implementation of Augmented Reality (AR), which provides more interactive, educational, and immersive tourism experiences. In Indonesia, the adoption of AR has become increasingly important to address the unequal distribution of tourist visits, which remain heavily concentrated in a few destinations, particularly Bali. This study aims to identify the clusters of AR utilization in Indonesian tourism development and analyze their potential contributions to destination promotion, cultural heritage preservation, and tourism competitiveness. The study employed a Systematic Literature Review (SLR) approach based on the PRISMA guidelines. Data were collected from reputable national and international scientific publications discussing AR implementation in tourism, cultural heritage, and travel industries between 2014 and 2025. The findings reveal that AR utilization in Indonesia can be categorized into five major clusters: the Bali Tourism Corridor Cluster, the Jakarta Metropolitan Cluster, the West Java Cluster, the East Java Cluster, and the Eastern Indonesia Cluster. Various AR implementations in destinations such as the Bongal Historical Site, Tana Toraja, Langsa City, and Lawang Sewu demonstrate the technology’s ability to enhance visitor experiences, strengthen historical and cultural education, and support destination marketing strategies. Furthermore, technology readiness and human resource competence were identified as the most influential factors affecting successful AR adoption. The findings suggest that AR has significant strategic potential to expand destination exposure, reduce disparities in tourist distribution across regions, and support the sustainable digital transformation of Indonesia’s tourism sector.

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