Soil and Agriculture Museum Communication Strategies Utilizing Virtual Tour During Pandemic

The pandemic situation and the implementation of Large-Scale Social Restriction policies mean that museums as educational tourism destinations must close their services. The Soil and Agriculture Museum is taking steps to utilize technology in its management through virtual tour. This research aims to determine virtual tour technology as a communication strategy used in serving visitors. This research was conducted using a qualitative approach with the case study method. The theory used in this research is John Middleton's Communication Strategy which explains the interaction process within an organization to achieve its goals. Research data was obtained from interviews, observation, documentation, and literature study. The research results show that virtual tour are a successful communication strategy carried out by The Soil and Agriculture Museum by facilitating museum visits using the Zoom application and social media to promote it so that people are more interested in visiting.