Abstract
Since the travel warning due to the coronavirus disease 2019 pandemic was issued, business actors in the tourism cluster on Lombok Island have experienced business ups and downs. After this pandemic, the number of tourist visits has not reached its target. This research aims to identify the perceived meaning and behavioral patterns of business actors in the tourism cluster on Lombok Island through persistent actions during the pandemic which caused travel warnings. The research method used is a qualitative-phenomenological method with samples randomly taken from various types of businesses in the tourism cluster and analyzed through data coding. The results show that persistence can be achieved if it is combined with resilience, and business actors can uniformly persist by implementing digital media to offer tourism services. This research can be a reference and recommendation basis for tourism business actors in Lombok to use digital media as the main marketing tool.
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