Email this article 
Hide
Show all
Indonesian Ministry of Tourism and Creative Economy promotion strategy during the covid-19 pandemic
Abstract
The COVID-19 pandemic that has occurred throughout the world has caused enormous damage to the world economy, including Indonesia. The Indonesian tourism industry has suffered heavy losses due to restrictions on travel, both domestically and internationally, and the prohibition of mass gatherings. During the pandemic, a series of new policies and rules were made to prevent the transmission of the virus. At the same time, there was an increase in the use of gadgets, social media, and the internet, which caused doubt, fear, and uncertainty for tourists to travel as negative news spreads. Tourism has a negative image that must be improved through a series of innovative programs that provide tourists with health concerns to lower the risk of transmission. Through social media, tourism industry must be keen to see opportunities to bounce back through a series of promotional strategies and innovations in carrying out 'New Normal.' Using descriptive qualitative methods and data triangulation process from an interview, observation, and document analysis, this paper will discuss a series of techniques carried out by Indonesia Ministry Of Tourism and Creative Economy (IMOTCE) during the COVID-19 pandemic. The result found that during pandemic, IMOTCE had multiple key-message delivered through YouTube video in Pesona Indonesia. These key-messages were based on situation and government policy in order to stop COVID-19 outbreak.
Keywords
Full Text:
PDFReferences
Ardiansyah, M. (2020). THE IMPACT OF CORONA VIRUS DISEASE (COVID-19) ON INDONESIA TOURISM. Angewandte Chemie International Edition, 6(11), 951–952., 15(4), 4321–4328.
Azzahrani, M. (2018). Strategi Komunikasi Pemasaran Kementerian Pariwisata Indonesia dalam Pesona Indonesia melalui Youtube Marketing Communication Strategy Ministry of Tourism Indonesia in Pesona Indonesia on Youtube Platform. Jurnal Manajemen Komunikasi, 2(2), 144–161.
Cempaka, D., & Murti, W. (2019). Performing rural heritage for nation branding : a comparative study of Japan and Indonesia. Journal of Heritage Tourism, 0(0), 1–22. https://doi.org/10.1080/1743873X.2019.1617720
Fahrudin, A., Karlinah, S., & Agustin, H. (2020). Efektivitas Video Youtube “Wonderful Indonesia: a Visual Journey” Sebagai Sarana Promosi Pariwisata Indonesia. Mediakom : Jurnal Ilmu Komunikasi, 4(1), 11–24. https://doi.org/10.35760/mkm.2020.v4i1.2492
Hall, C. M., Scott, D., & Gössling, S. (2020). Pandemics, transformations and tourism: be careful what you wish for. Tourism Geographies, 22(3), 577–598. https://doi.org/10.1080/14616688.2020.1759131
Katadata. (n.d.). Pekerja di 3 Sektor Pariwisata Ini Paling Terdampak Covid-19 | Databoks. Retrieved August 20, 2021, from https://databoks.katadata.co.id/datapublish/2020/06/02/pekerja-di-3-sektor-pariwisata-ini-paling-terdampak-covid-19#
Keppres. (2020). Keputusan Presiden Republik Indonesia Nomor 7 Tahun 2020 Tentang Gugus Tugas Percepatan Penanganan Corona Virus Disease 2019 (COVID-19). Keputusan Presiden, 2019(February 2019), 1–13. https://www.hukumonline.com/pusatdata/detail/lt5e785d26406a8/keputusan-presiden-nomor-9-tahun-2020
Ketter, E., & Avraham, E. (2021). #StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of Travel and Tourism Marketing, 1–27. https://doi.org/10.1080/10548408.2021.1921670
Matiza, T. (2020). Post-COVID-19 crisis travel behaviour: towards mitigating the effects of perceived risk. Journal of Tourism Futures, 2012(April). https://doi.org/10.1108/JTF-04-2020-0063
Menteri Keuangan Republik, I. (2020). PMK 44/PMK.03/2020 Tentang Insentif Pajak untuk Wajib Pajak Terdampak Pandemi Corona Virus Disease 2019. 19, 115.
Menteri Pariwisata, I. (2020). Peraturan Menteri Pariwisata No 13 2020, Standard CHSE Pariwisata.
Murti, Desideria C W. (2019). Locating nation in a village : fusion of local and nation voices in Penglipuran Bali , Indonesia Desideria Cempaka Wijaya Murti. 7(2).
Murti, Desideria C W. (2020). Gaze the Struggle of Others : The Representations of Rural Places and People of Indonesia in Tourism Media for Australian Tourists. 6. https://doi.org/10.1177/0196859920901326
Murti, Desideria Cempaka Wijaya, & Ratriyana, I. N. (2021). Parade of diversity: Representations of places and identities of Indonesia through tourism brochures. International Journal of Media and Cultural Politics, 17(2), 139–159. https://doi.org/10.1386/macp_00045_1
Ntanos, S., Asonitou, S., Karydas, D., & Kyriakopoulos, G. (2020). Blockchain Technology: A Case Study from Greek Accountants. https://doi.org/10.1007/978-3-030-36126-6_80
OECD. (2020). Tourism Policy Responses to the coronavirus (COVID-19). Oecd, June, 1–50. https://read.oecd-ilibrary.org/view/?ref=124_124984-7uf8nm95se&Title=Covid-19: Tourism Policy Responses
Pambudi, A. S., Masteriarsa, M. F., Dwifebri, A., Wibowo, C., Amaliyah, I., & Ardana, K. (2020). Strategi Pemulihan Ekonomi Sektor Pariwisata Pasca Covid-19. Majalah Media Perencana, 1(1), 1–21.
Sekretariat Presiden Republik Indonesia. (2009). UNDANG-UNDANG REPUBLIK INDONESIA NOMOR 10.TAHUN 2009 TENTANG KEPARIWISATAAN. Tourism Law, 2009(75), 31–47.
Setiawan, B., Trisdyani, N. L. P., Adnyana, P. P., Adnyana, I. N., Wiweka, K., & Wulandani, H. R. (2018). The Profile and Behaviour of ‘Digital Tourists’ When Making Decisions Concerning Travelling Case Study: Generation Z in South Jakarta. Advances in Research, 17(2), 1–13. https://doi.org/10.9734/air/2018/43872
UNWTO. (2020). TOURISM NEWS 2020 : Worst Year in Tourism History with 1 Billion. World Tourism Organization, October 2020, 2020–2021.
Yeh, S. S. (2021). Tourism recovery strategy against COVID-19 pandemic. Tourism Recreation Research, 46(2), 188–194. https://doi.org/10.1080/02508281.2020.1805933
DOI: https://doi.org/10.26905/jpp.v8i1.8165
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Jurnal Pariwisata Pesona
Jurnal Pariwisata Pesona | ||||
| Editorial Office | ||||
| Address | : | Jl. Bandung No. 1 kota Malang 65113 | ||
| Phone | : | +62341580303 | ||
| Mobile / Whatsapp | : | +62 857-2506-0019 (Dhita Paramita A) | ||
| : | pesona.pariwisata@unmer.ac.id | |||
| Jurnal Pariwisata Pesona has been indexed on: | ||||
    | ||||
Jurnal Pariwisata Pesona is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.