Enhancing “Bandros” City Tour Experience Through Digital Media Based on Tour Guide and Gen Z Tourist Perspectives: A Preliminary Study

The tourism sector is a major contributor to Regional Original Income (PAD), with the Bandung Tour on Bus (Bandros) services playing a key role in Bandung. This study aims to explore the challenges faced by both tour guides and tourists during Bandros city tours and provide potential recommendations for enhancing the tourist experience. This study employed semi-structured interviews with tour guides and tourists, as well as distributing questionnaires to the tourists. The results showed that the main constraints of tour guides' perspectives were intercultural communication constraints related to customizing content based on tourists' diverse backgrounds and distracting environments. In addition, tourists highlighted constraints, such as ineffective communication, monotonous content, uninteresting delivery, the need for longer routes, and an unconducive environment. To increase engagement, tourists suggested integrating interactive media with a gamification system to bridge the communication engagement between tour guides and tourists, which could enrich the Bandros tour experience.