ANALISIS CUSTOMER STAYCATION EXPERIENCE DI ERA PEMULIHAN PANDEMI COVID-19 (Studi Analisis Isi pada Online Review Tamu Resort di Yogyakarta)

• Main Author: Rizka Yulianti Ajizah, (-) (Author)
• Format: Book
• Published: 2022-08-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/87626/1/S_MPP_1703029_Title.pdf; http://repository.upi.edu/87626/2/S_MPP_1703029_Chapter1.pdf; http://repository.upi.edu/87626/3/S_MPP_1703029_Chapter2.pdf; http://repository.upi.edu/87626/4/S_MPP_1703029_Chapter3.pdf; http://repository.upi.edu/87626/5/S_MPP_1703029_Chapter4.pdf; http://repository.upi.edu/87626/6/S_MPP_1703029_Chapter5.pdf; http://repository.upi.edu/87626/7/S_MPP_1703029_Appendix.pdf
• Keywords: GT Manners and customs; L Education (General)

Penelitian dilatarbelakangi oleh fenomena pemulihan pandemi Covid-19 yang menghadirkan perubahan besar dalam industri pariwisata yaitu pergeseran preferensi pelanggan dalam berwisata yang ditandai dengan munculnya inovasi dan tren terbaru, salah satunya tren staycation. Dalam memahami kondisi pasar yang berubah, perlu dilakukan penelitian terbaru dalam bidang pariwisata dan perhotelan, yaitu dapat dilakukan dengan menganalisis pengalaman pelanggan. Penelitian ini bertujuan untuk memahami pengalaman staycation pelanggan di masa pemulihan pandemi Covid-19 melalui konstruksi ulasan positif dan negatif pelanggan. Penelitian menggunakan metode analisis isi kualitatif dengan sumber data berupa 71 ulasan tekstual yang diperoleh dari dokumentasi ulasan pelanggan daring di halaman web Tripadvisor. Dengan berlandaskan teori dua faktor Herzberg, penelitian ini menemukan determinan kepuasan dan ketidakpuasan pelanggan dikonstruksi oleh atribut yang berbeda. Pada akhirnya, penelitian ini menghasilkan output berupa gambaran pengalaman pelanggan di masa pemulihan pandemi, yang dapat digunakan pemasar untuk memahami keinginan pelanggan agar dapat menciptakan nilai dalam lingkungan bisnis yang semakin kompetitif di era pemulihan pandemi Covid-19. The research was motivated by the Covid-19 pandemic recovery phenomenon which brought a massive change in the tourism industry in the form of a shift in customer travelling preferences which is marked by the emergence of the latest innovations and trends, such as staycation trends. To understand the different market conditions, it is important to do the latest research in the field of tourism and hospitality, which can be done by analyzing customer experience. This study aims to understand the customer staycation experience during the recovery period of the Covid-19 pandemic through the construction of positive and negative reviews. This study using a qualitative content analysis method with data sources in the form of 71 textual reviews obtained from online customer review documentation on the Tripadvisor web page. Based on Herzberg's two-factor theory, this study finds that the determinants of customer satisfaction and disatisfaction are constructed by different attributes. The final result, this research produces output in the form of a description of customer experiences during the pandemic recovery period, which marketers can used to understand customer desires in order to create value in an increasingly competitive business environment in the Covid-19 pandemic recovery era.