Pariwisata halal merupakan alternatif wisata Islami untuk memberikan layanan secara khusus kepada wisatawan muslim. Adanya pandemi COVID-19 berdampak pada sektor pariwisata di seluruh dunia. Akan tetapi, adanya potensi untuk meningkatkan peran teknologi dalam pemulihan pariwisata melalui pengembangan virtual tour. Tren penggunaan virtual tour pendukung pariwisata halal kurang diimbangi dengan penelitian yang mendukung. Penelitian ini menggunakan metode Design Science Research dengan mengembangkan virtual tour Sunan Ampel. Lalu dilakukan analisis pengaruh faktor experiential value terhadap virtual tour Sunan Ampel dengan metode Structural Equation Modelling. Terdapat lima fitur utama yang ada pada virtual tour Sunan Ampel, yaitu: profil, hotspot, self-guided tour, escorted tour, dan social sharing. Hasil evaluasi usability meliputi prototipe virtual tour Sunan Ampel telah efektif dengan nilai rata-rata completion rate 92%, efisiensi 74%, dan nilai SUS 84,75%. Penelitian ini mengkonfirmasi faktor flow, interactivity, dan telepresence sebagai technological experience berpengaruh signifikan terhadap nilai hedonis serta faktor flow dan telepresence berpengaruh terhadap nilai utilitarian. Faktor halal-friendly social environment and ambiance dan halal-friendly information and services sebagai halal-friendly experience berpengaruh signifikan terhadap nilai utilitarian dan nilai hedonis. Experiential value dari nilai utilitarian, nilai hedonis, dan religiosity berpengaruh signifikan terhadap niat berkunjung.

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Halal tourism is an alternative trend to provide special services to Muslim tourists. COVID-19 pandemic has impacted the tourism sector. However, there is potential to enhance the role of technology in tourism recovery, through the development of virtual tours. This research uses the Design Science Research method by developing a virtual tour Sunan Ampel and uses Structural Equation Modeling method to analysis the influence of the experiential value factor on the Sunan Ampel virtual tour. There are five main features in the Sunan Ampel virtual tour, namely: profiles, hotspots, self-guided tours, escorted tours, and social sharing. The Sunan Ampel virtual tour prototype has been effective with an average completion rate of 92%, efficiency of 74%, and SUS value of 84.75%. This study confirms that flow, interactivity, and telepresence as a technological experience have a significant effect on hedonic values, flow and telepresence have an effect on utilitarian values. Halal-friendly social environment and ambiance, halal-friendly information and services as halal-friendly experience have a significant effect on utilitarian and hedonic values. Experiential values from utilitarian, hedonic, and religiosity values have a significant effect on visiting intentions.