New Normal Attribute Destination Image as Strategy for Tourism Recovery After COVID-19

Authors

DOI:

https://doi.org/10.17509/jithor.v5i2.45073

Keywords:

Tourism, New Normal, Attribute Destination Image, Health Protocol Implementation

Abstract

The purpose of this research is to analyze changing behavior of tourists as an effect of the COVID-19 pandemic. One of the changes in tourist behavior during the COVID-19 pandemic is how tourists perceive the image of a tourist destination they visit during the pandemic. This study will explore more deeply changes in tourist perceptions of the new normal attribute destination image by adding a health protocol implementation dimension as a new dimension in measuring attribute destination image. The survey was conducted on 163 tourists who had already made tourist visits in new normal conditions. To determine the dimensions and measurements of the attribute destination image in new normal conditions, this research data analysis technique uses Confirmatory Factor Analysis (CFA). The results of the study found that the health protocol implementation dimension was able to be part of the measurement of the new normal attribute destination image. Based on the results of this study, every tourist destination needs to consider health protocol implementation so that it can begin to adapt to changing tourist behavior as a result of the impact of the COVID-19 pandemic.

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Published

2022-10-01

Issue

Vol. 5 No. 2 (2022): Journal of Indonesian Tourism, Hospitality and Recreation (October Edition)

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