Analysis of Tourist Consumer Behavior in the Covid-19 Pandemic Era (Case Study of Tourism in West Nusa Tenggara)

Abstract

This study aims to analyze the behavior of tourist consumers in the era of the Covid-19 pandemic, by taking the case of West Nusa Tenggara Tourism, as one of Indonesia's ten priority tourist destinations. Fears of exposure and the imposition of large-scale social restrictions have made tourists, both domestic and foreign, cancel their trips. The economic downturn in the midst of the threat of the spread of the pandemic, which is not yet known when it will end, is a challenge for the community to adapt to existing conditions. Now, economic activities are re-opening by implementing health protocols to prevent and control the spread of the virus. Restoring the trust of tourists is very much needed, amidst the anxiety and need for travel. This research was conducted using a qualitative approach to analyze consumer behavior, identify behaviors that can change the tourism industry to understand its needs. The process of recording the behavior patterns of tourists as consumers during the Covid-19 pandemic was carried out by using content analysis sourced from several relevant documents. Through the analysis of tourist consumer behavior in the Covid-19 pandemic era, the results show that having a good understanding and sensitivity to the motivation of tourist consumers will make it easier for producers to identify tourist needs as indicated by purchasing decisions as a reflection of consumer behavior.