The Effect of Nation Branding “Thoughtful Indonesia” upon the Decision Process of International Tourists to Visit Indonesia in New Normal Era / amid the Covid-19 Pandemic
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 10, Pages 3362-3373
AbstractThe tourism sector is one of the sectors that has suffered the most losses due to the Covid-19 pandemic, namely the impact on travel supply and demand. Travel restrictions and flight cancellations and reduced flight frequencies have significantly reduced the supply of both domestic and international tour packages and trips amidst the continuing decline in demand. This poses additional downside risks in the context of a weaker world economy, geopolitical, social and trade unrest, and unequal performance among the travel markets. In an effort to reach and increase the target of foreign-tourist visits to Indonesia and compete with other countries, the government is more aggressively promoting the “Wonderful Indonesia” nation branding in order to be able to compete with other countries, and provide a better perception for foreign tourists; a good perception affects the number of tourist visits. However, during the COVID-19 Pandemic, the Government issued a new nation brand, namely “Thoughtful Indonesia” which will become a nation branding for Indonesian tourism during the COVID-19 period. This study aims to analyze the effect of nation branding "Thoughtful Indonesia" on the decision to visit Indonesia during the new normal period or after COVID-19 pandemic. This research uses descriptive and verification types of research. The sampling technique used in this research was probability sampling. Based on the research and analysis and hypothesis testing, it is concluded that nation branding has a positive effect on visiting decisions.
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