ANALYSIS OF TOURIST PREFERENCES IN CHOOSING HOTEL POST PANDEMIC

• Main Author: Atsilia Qurbah, Hardina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75139
• Institution: Institut Teknologi Bandung

The spread of the COVID-19 virus in Indonesia has had a negative impact on various sectors. The tourism sector, especially the hotel industry, experienced a decline in hotel occupancy rates. This impact was caused by the government implementing a large-scale peace policy (PSBB) and enforcing the implementation of community activities (PPKM) which restricted movement to travel. This gives a dilemmatic decision in the tourism sector, especially hospitality. The COVID-19 pandemic situation requires hotels to quickly adapt in providing consumers with a sense of security and security. Based on the background, the hotel environment during the COVID-19 pandemic has the potential to spread the virus, so it has a high urgency to adapt. One approach to hotel conditions is to analyze the factors that influence consumer preferences. This research aims to analyze and identify factors that can influence tourist preferences in choosing hotels in Bandung after the pandemic. Based on changes in tourist behavior after the pandemic, tourists have new preferences as a back up for the hotel in providing a sense of security and comfort as a guarantee for consumers when traveling during a health crisis such as COVID-19. This study uses quantitative methods to test certain hypotheses. The data collection technique used a Google form questionnaire with a total of 104 respondents and the data analysis method used multiple linear regression analysis. The results of the research as proof of the hypothesis conclude that the variables of location and accessibility, price and interior design have no significant effect on tourist preferences in choosing hotels in Bandung after the pandemic. The variable that has a significant influence on consumer preferences is Brand Image.