UNINDRAUNINDRA

JABE (Journal of Applied Business and Economic)JABE (Journal of Applied Business and Economic)

Tourism is one of the sectors hardest hit by the Covid-19 pandemic. As one of Indonesias ten priority destinations, North Sumatra also feels the economic impact. After the Covid-19 pandemic, the tourism industry is predicted to experience a surge and change in trends. This study aims to (1) determine the post-pandemic tourist behavior in the cities of North Sumatra and (2) forecast demand for domestic tourist visits to tourist sites in North Sumatra. Methods of data collection through questionnaires, observation, and documentation. Data analysis was carried out descriptively quantitatively with one-way ANOVA and quadratic regression analysis. The sample in this study is 400 people who have been vaccinated. The results of this study are: (1) Consumer behavior after the covid-19 pandemic has changed, namely in terms of health, cleanliness, crowds, travel procedures, touchless technology, and being selective in choosing tour packages, (2) Karo (Brastagi), Prapat (Simalungun), and the west coast of Sumatra (Central Tapanuli) are three tourist locations that are predicted to experience an increase in tourist visits after the pandemic. The tourism industry must prepare early to meet the demands of consumers who have experienced behavioral changes after the COVID-19 pandemic.

The study concludes that consumer behavior has undergone permanent changes even after the COVID-19 pandemic, with increased emphasis on safety, health, and cleanliness.The tourism industry must adapt to these new preferences.Furthermore, Karo, Prapat, and Central Tapanuli are predicted to see a surge in tourist visits, requiring preparation to meet the evolving demands of tourists.

Further research should investigate the long-term impacts of the pandemic on tourist travel patterns, specifically examining the sustainability of the shift towards domestic tourism and the potential for attracting international visitors with enhanced health and safety protocols. Additionally, studies could explore the effectiveness of different marketing strategies in appealing to the new, health-conscious tourist, focusing on digital marketing and personalized travel experiences. Finally, research is needed to assess the economic resilience of tourism-dependent communities in North Sumatra and to develop strategies for diversifying their economies to mitigate future disruptions, potentially through the development of alternative tourism products or support for local entrepreneurship.

  1. Risk and consumer fear of visiting tourist destinations in Brazil during the COVID-19 pandemic | International... inderscienceonline.com/doi/abs/10.1504/IJTP.2024.135432Risk and consumer fear of visiting tourist destinations in Brazil during the COVID 19 pandemic International inderscienceonline doi abs 10 1504 IJTP 2024 135432
  2. WHO Declares COVID-19 a Pandemic | Acta Biomedica Atenei Parmensis. declares covid pandemic acta biomedica... doi.org/10.23750/abm.v91i1.9397WHO Declares COVID 19 a Pandemic Acta Biomedica Atenei Parmensis declares covid pandemic acta biomedica doi 10 23750 abm v91i1 9397
  3. Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif | Jurnal Pendidikan Sains dan Komputer.... doi.org/10.47709/jpsk.v3i01.1953Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif Jurnal Pendidikan Sains dan Komputer doi 10 47709 jpsk v3i01 1953
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