TOURISM CONSUMER BEHAVIOR: FORECASTING TOURIST DEMAND AFTER COVID19 PANDEMIC
(1) Universitas Sumatera Utara
(2) Universitas Sumatera Utara
(3) Universitas Islam Negeri Sumatera Utara
(*) Corresponding Author
Abstract
The tourism sector is one of the sectors that has been hardest hit by the Covid-19 pandemic. As one of Indonesia's 10 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 Sumatera (2) forecasting demand of domestic tourist visits to tourist sites in North Sumatra. Methods of data collection through questionnaires, observation, and documentation Data analysis was carried out in descriptive quantitative 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 an increase in tourist visits after the pandemic. The tourism industry must prepare early to meet the demands of tourism consumers who have experienced behavioral changes after the COVID-19 pandemic
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DOI: http://dx.doi.org/10.30998/jabe.v10i3.22399
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