Preferensi dan Willingness To Pay Wisatawan Terhadap Virtual Reality di Malang Night Paradise Pasca Pandemi

The Covid-19 pandemic caused a decrease in the number of tourist visits and state revenue Indonesian tourism sector was 20.7 billion. sector's contribution to Indonesia's GDP 2021 only 4.2% before 4.7%. Virtual Reality (VR) is an option for traveling during pandemic. This study aims analyze characteristics tourists, willingness pay, factors that influence pay tourists on use VR. sample this 115 respondents who had visited Malang Night Paradise were interested using VR Adventure Land. Data analysed by descriptive analysis, Contingent Valuation Method (CVM): bidding games & open-ended method, multiple linear regression. results showed dominated young people. maximum price are willing IDR 26,772/ticket optimal 19,295/ticket. lower than current ticket price, which 20,000. have positive/negative significant effect value WTP education, monthly income/pocket money, gender, marital status. Therefore, companies can focus increasing product marketing innovation. Keywords: contingent valuation preference, regression, virtual reality,