Development of Museum as Tourism Attraction Based on Virtual Digital in Ubud Bali

Tourism is a crucial industry in Indonesia, and it has embraced technological advancements to enhance its operations. Cultural tourism, a favored form of tourism in the country, is keen to keep pace with technology to attract more visitors. Ubud, a prominent cultural tourism destination in Bali known for its art and culture museums, witnessed a decline in museum visits from 2014 to 2019, as reported by the Bali Provincial Tourism Office. This research aims to unlock the potential of museum tourist attractions using digital virtual technology to stimulate local community engagement and tourist interest.The research employs qualitative analysis through case studies, involving interviews with officials or representatives from four art museums in Ubud. The findings from these interviews are subjected to SWOT analysis, and the results are further validated using the AHP method to ensure data consistency. The study reveals that the WT (Weaknesses-Threats) strategy within the SWOT framework is the most effective approach for developing virtualized museum attractions in Ubud. This strategy emphasizes the need to recruit museum staff who understand the concept of virtualized museums and can establish strong connections with museums in the Ubud region. The ultimate product of this strategy would be the creation of an official page on Google Arts and Culture, contributing to the promotion of Ubud's cultural treasures in the digital realm.