DAMPAK PANDEMI COVID-19 TERHADAP PERILAKU KONSUMSI PARIWISATA: STUDI EMPIRIS PADA WISATAWAN DOMESTIK INDONESIA

The Covid-19 pandemic has had an impact on all economic sectors, including the tourism industry and its supporting sectors. The pandemic has changed people's views of travel, behavior in choosing tourist destinations, and determining of the tourism consumption decisions. Meanwhile, the sustainability of the tourism industry highly depends on the flow of tourists and the perception of individual tourists. This study identifies the tourist attitudes regarding hygiene and safety factors,identifies the tourist behavior in consuming of the tourism, and identifies tourism potential both during and after the Covid-19 pandemic. This research was conducted using a survey method through an online questionnaire to 353 respondents. Hypotheses testing was done using descriptive statistical technique which is one sample t-test using SPSS. The results show that all hypotheses in this study can be supported.Travelers consider it very important to implement health protocols during thepandemic. The pandemic has not stopped tourists from taking trips, however the tourists tend to postpone their plans to the destinations with high Covid-19 virus infections. They avoid crowded destinations, prefer culinary tours and outdoor attractions near their residential areas, and avoid group trips. Original nature-based tourism objects (ecotourism, maritime, marine) and agriculture-based (agrotourism) that offer privacy and customization are considered potential to be developed during and after the pandemic. Keywords:  Tourist Destinations, Tourism Consumption, Tourist Behaviour, Hygiene and SafetyPandemi Covid-19 berdampak pada seluruh sektor ekonomi, diantaranya industri pariwisata dan pendukungnya. Pandemi mengubah pandangan masyarakat terhadap perjalanan wisata, perilaku dalam pemilihan destinasi wisata, dan penentuan keputusan pengkonsumsiannya. Sementara keberlangsungan industri pariwisata sangat bergantung pada arus wisatawan dan persepsi individu wisatawan. Penelitian ini menganalisis sikap wisatawan terkait faktor kebersihan dan keamanan, menganalisis perilaku wisatawan dalam pengkonsumsian pariwisata, serta melihat potensi pariwisata baik saat pandemi maupun setelah pandemi Covid-19. Penelitian ini dilakukan dengan metode survei melalui kuesioner secara online terhadap 353 responden. Pengujian hipotesis dilakukan dengan teknik statistik deskriptif one sample t-test menggunakan SPSS. Hasil analisis menunjukkan bahwa seluruh hipotesis dalam penelitian ini dapat didukung. Wisatawan menilai sangat penting menerapkan protokol kesehatan pada masa pandemi. Pandemi tidak menghentikan minat wisatawan untuk melakukan perjalanan wisata, namun wisatawan cenderung menunda rencana perjalanan ke destinasi dengan infeksi virus Covid-19 tinggi. Wisatawan menghindari destinasi yang ramai, memilih wisata kuliner dan objek wisata luar ruang  yang lokasinya dekat wilayah tempat tinggal, dan menghindari perjalanan berkelompok. Objek wisata orisinal berbasis alam (ekowisata, maritim, bahari) maupun berbasis pertanian (agrowisata) yang menawarkan privasi dan customisasi dinilai memiliki potensi dikembangkan saat pandemi maupun setelah pandemi Covid-19. Kata Kunci:  Destinasi wisata, konsumsi pariwisata, perilaku wisatawan, kebersihan dan keamana