ANALISIS PENGARUH PERSEPSI RESIKO DAN HAMBATAN PERJALANAN TERHADAP CITRA DESTINASI DAN IMPLIKASINYA TERHADAP KEINGINAN UNTUK BERKUNJNG WISATAWAN PADA ERA NEW NORMAL

Lucky Radi Rinandiyana, Eddy Jusuf, Nandan Limakrisna

Abstract


Perubahan gaya hidup ditandai oleh pergeseran konsumsi berbasis barang (good based consumption) menjadi konsumsi berbasis pengalaman (experience based consumption). Pariwisata termasuk dalam leisure economy. Sektor ini menjadi salah satu sektor paling terimbas dari pertumbuhan kelas menengah di Indonesia yang memunculkan shifting dalam perilaku. Pariwisata menjadi sektor unggulan, sehingga pemerintah memutuskan pariwisata dijadikan sebagai leading sector. Akan tetapi pada akhir 2019 muncul peristiwa yang membawa dampak besar terhadap pariwisata. Virus baru yang diberi nama Covid-19, membuat dunia memasuki masa pandemi. Pariwisata termasuk yang paling terkena dampaknya. Berbagai hal sudah dilakukan untuk membuat pandemi ini cepat berakhir. Program pengembangan vaksin dan sosialisasi pola hidup baru telah dijalankan. Perubahan akibat pandemi ini tentunya akan memiliki dampak terhadap minat untuk berkunjung ke tempat wisata (intention to visit). Salah satu faktor utama dalam memilih tempat wisata adalah citra dari tempat wisata tersebut (destination image). Image menjadi penting karena ketika seseorang memilih tempat wisata, tempat tersebut harus dapat merepresentasikan dirinya. Pada prosesnya, image akan terbentuk dari beberapa faktor baik yang diinisiasi oleh stakeholder di bidang pariwisata atau pun dari faktor individual orang yang akan melakukan kunjungan wisata. Faktor individual yang diidentifikasi dapat mempengaruhi destination image adalah travel motivation, perceived of enjoyment, perceived risk dan travel constraints.

Keywords


tourism, post-pandemic era, perceived risk, travel constraints destination image, intention to visit

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DOI: http://dx.doi.org/10.25157/mr.v6i1.7434

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