Investigasi Karakteristik Demografi dan Perilaku Bepergian Wisatawan Domestik di Masa Pandemi COVID-19

Vilar Kusumo Adhi, Janti Gunawan, Nabila Silmina Hakim
Submission Date: 2021-08-13 14:10:35
Accepted Date: 2021-12-22 17:28:09

Abstract


Per Maret 2021, pandemi COVID-19 telah menyebabkan 118 juta korban. Sektor pariwisata global merupakan salah satu sektor yang paling terdampak dari pandemi COVID-19. Situasi serupa terjadi di Indonesia. Wisatawan asing dan wisatawan domestik memiliki kontribusi terhadap sektor pariwisata, namun dalam situasi pandemi COVID-19 ini, wisatawan domestik memainkan peran penting untuk memulihkan ekonomi dan lapangan kerja. Manfaat penelitian ini untuk memberikan rekomendasi strategi marketing bagi para pemangku kepentingan sektor pariwisata berupaya memulihkan industri pariwisata secara aman dan berkelanjutan serta rekomendasi bagi konsumen dalam bepergian di masa pandemi COVID-19. Kuesioner disebarkan secara online dan dengan jumlah responden sebanyak 316. Hasil penelitian menunjukkan mayoritas wisatawan mahasiswa atau pelajar berwisata dengan frekuensi tiga kali pada libur pendek atau cuti, berwisata dengan alasan ingin relaksasi, menggunakan kendaraan pribadi, berwisata bersama keluarga, menyediakan anggaran, dan sering mengunjungi wisata alam selama masa pandemi COVID-19.

Keywords


Bepergian; COVID-19; Strategi Pemasaran; Wisatawan Domestik

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