The Impact of Covid-19 Pandemic on Consumer Behavior in Tourism Sector

Abstract

This research aimed to at providing an exploratory description of changes in tourist behavior in at-risk communities and how they affect the marketing strategy undertaken by the tourism industry as a tourism service provider. The research method is carried out with a qualitative approach with an observation method which is indicated by recording tourist behavior patterns as consumers through analysis of the content or message of a document obtained from some secondary data. Documents related to changes in tourist behavior during the Covid-19 pandemic related to statements, news, and research results published in the journal were analyzed based on several theories and relevant literature. The study results showed that the global panic caused by Covid-19 affected travel intentions. The Covid-19 pandemic affected travel habits; people will avoid traveling in groups and being surrounded by people. They will also avoid the risk of traveling without travel insurance. This pandemic has attracted the general public's attention about hygiene and health issues. Due to the economic crisis, tourists will be more careful in spending their money on tourist trips. Tourists refrain from eating out and respect nature more and practice more responsible tourism. This crisis is seen as an opportunity to change their consumption practices. Therefore, it is recommended that tourism managers focus on media strategies, foster a positive image, and stimulate tourism during and after the crisis. In addition, motivating tourists to travel during the pandemic season is an opportunity for managers to raise awareness of the pandemic season by presenting the benefits of travel and its opportunities (attractions, activities, services, etc.). It is also an opportunity for managers to build customer loyalty by changing their perception of travel in the pandemic season.