Mengidentifikasi Determinan Keinginan Berkunjung Lagi pada “10 Bali Baru”

Ongky Alex Sander, Michael Christian

Abstract


Pandemi COVID-19 yang berkepanjangan secara global khususnya di Indonesia memberikan dampak yang besar bagi sektor pariwisata, khususnya bagi destinasi-destinasi pada 10 Bali Baru. Kampanye 10 Bali Baru ini merupakan program baru yang mau tidak mau terkena dampak besar akibat COVID-19. Dampak lainnya juag terlihat pada tindakan pengambilan keputusan dalam melakukan wisata pasca pandemic COVID-19. Pemerintah sampai saat ini masih berupaya untuk melakukan serangkaian kebijakan mitigasi bencana untuk menekan angka kasus COVID-19 dan bersiap untuk fokus pada strategi pemulihan pasca COVID-19. Seiring dengan hal ini, pelaku industri pariwisata di tengah keterbatasan yang ada juga dapat melakukan serangkaian strategi untuk mendukung pemerintah. Sebagai upaya membantu pemerintah dalam upaya mitigasi bencana pasca COVID-19, penelitian ini bertujuan untuk menjelaskan determinan keinginan wisatawan untuk melakukan kunjungan wisata pada salah satu destinasi 10 Bali Baru pasca pandemi. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan pemodelan struktural Partial Least Square (PLS-SEM). Sampel acak pada penelitian ini sebanyak 235 wisatwan domestik yang pernah melakukan kunjungan ke salah satu destinasi 10 Bali Baru sebelum pandemi. Hasil penelitian ini menjelaskan bahwa consumer engagement dan destination image saat ini sangat mempengaruhi keinginan wisatawan untuk melakukan kunjungan setelah pandemi berakhir. Rasa cemas untuk melakukan kunjungan perlahan mulai bisa diterima dan dipahami sehingga tidak menjadi faktor pendorong yang mempengaruhi keinginan wisatawan untuk melakukan kunjungan. Pemanfaatan media sosial untuk menguatkan consumer engagement dan destination image dapat dijadikan strategi sebagai upaya mitigasi bencana di tengah keterbatasan sumber daya yang ada. Aspek finansial masyarakat dapat dijadikan faktor lain yang dapat digunakan untuk penelitian berikutnya.


Keywords


Wisata; Media Sosial; Keterikatan; Kecemasan

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DOI: http://dx.doi.org/10.30813/jbam.v14i2.2879

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