Analisis perilaku konsumen wisatawan era new normal pada sektor pariwisata di Lampung
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Abstract
Pandemi Covid-19 memberikan dampak besar terhadap sektor pariwisata, sehingga pelaku pemasaran wisata perlu mengambil langkah strategis dalam menghadapi perubahan perilaku wisatawan. Tren pariwisata bergeser ke isu kesehatan, kebersihan, keselamatan, dan keamanan. Penelitian ini bertujuan untuk menggambarkan perilaku berwisata masyarakat Lampung, khususnya generasi milenial dan zilenial di masa new normal, serta mengidentifikasi faktor-faktor yang memengaruhi kunjungan wisata. Penelitian ini menggunakan pendekatan kuantitatif deskriptif melalui survei terhadap 220 responden dengan metode purposive sampling. Data dianalisis menggunakan Uji Cochran Q Test melalui aplikasi IBM SPSS versi 23. Hasil penelitian menunjukkan delapan faktor dominan yang memengaruhi keputusan berwisata, yaitu: lokasi strategis, suasana nyaman, pemandangan indah, rekomendasi destinasi, tempat parkir memadai, kemudahan akses informasi, ketersediaan spot foto, dan fasilitas protokol kesehatan. Implikasinya, pemahaman terhadap faktor-faktor tersebut krusial bagi pengelola destinasi wisata di Lampung untuk merancang strategi pemasaran yang lebih efektif dan relevan dengan preferensi wisatawan pada era kenormalan baru. Penelitian ini merekomendasikan agar pengelola pariwisata fokus pada peningkatan kualitas fasilitas protokol kesehatan, optimalisasi informasi destinasi secara digital, serta pengembangan daya tarik visual dan kenyamanan lokasi untuk menarik kembali minat kunjungan wisatawan, khususnya dari kalangan generasi milenial dan zilenial.
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