Volume 18, No. 3, 2021
New Normal In Covid-19 Pandemic Times: Applying Tourism 4.0in Karimunjawa Tourism
Robetmi Jumpakita Pinem , Sari Listyorini and Dinalestari Purbawati
Abstract
Covid-19 outbreaks that hit the world, many negative impacts on the world of Indonesian tourism. According to WHO predictions a pandemic in the Asian region will last long enough. It will worsen the Indonesian tourism sector. Karimunjawa as one of the mainstay tourist destinations in Central Java Province, also be affected. One solution to this problem is the implementation of the tourism 4.0 strategy, through social media influencers, e-WOM and city branding. With the implementation of this strategy, it is hoped that the local government will be able to develop marketing strategies that are relevant to the current digital market and be able to recover from the covid-19 outbreak; Karimunjawa is able to increase the trend of tourist visits in the future; and able to improve the welfare of the population. This research is a mixed method, and uses primary and secondary data. Data will be analyzed quantitatively and qualitatively to be able to get more comprehensive results. The magnitude of Social Media influencer, e-WOM and City Branding on the exogenous latent variable Intention to Visit is indicated by the value of R square (R2), the R square value of 0.93 indicates the contribution of Social Media influencer, E-WOM and City Branding on Intention to Visit of 93.0%, the remaining 7.0% influenced by other factors.
Pages: 258-268
Keywords: tourism, social media influencer, e-WOM, city branding