Explorative Study of Tourist Behavior in Seeking Information to Travel Planning

Abstract

This study aims to explore the behavior of domestic tourists in seeking information to travel during the COVID-19 pandemic and whether there are significant differences with tourist behavior before the pandemic and what are the best strategies so that they can be helpful in tourism actors in creating and developing digital marketing strategies based on the latest information technology phenomena. This study uses a qualitative paradigm. Data collection techniques used in the study were observation, in-depth interviews, literature study, and documentation. The results of this exploratory research can then be used as a basis for the following research stage, namely descriptive analysis. Online focus group discussions and surveys were conducted to achieve the objectives of this research. Tourist behavior during the COVID-19 pandemic has changed, that tourists will always look for travel information using window shopping or online search through social media and ask personal questions (individuals) in travelling to a tourist destination. The right strategy for tourism actors in developing sustainable digital marketing includes building personal trust to tourists, implementing innovation strategies that involve guests, and mutual integration and collaboration, which are the main keys to the success of tourism actors in creating or developing sustainable digital marketing. The COVID-19 pandemic is an unprecedented and ongoing crisis for the global tourism industry. The key to the recovery of the worldwide tourism industry will be to encourage tourism activities both domestically and internationally.