Buying Travel Behaviour Of Nihiwatu Sumba Resort As Communication Strategy

Abstract

The tourism industry is one that needs attention during the pandemic, because there has been a significant decline. Therefore knowing the consumer behaviour of potential consumers will help tourism producers in determining communication programs to be effective in conveying messages. Nihiwatu is a resort in Hoba Wawi, East Nusa Tenggara which has been named by the international magazine Travel + Leisure as the world's best hotel in 2016. The purpose of this study is to be able to see the travel-buying behaviour of Nihiwatu Hotel visitors. The method in this research is descriptive quantitative and uses an online survey. The results of this study indicate that family orientation when visiting becomes dominant, after that the need for rest from daily routines and motivation for traveling becomes the reason for coming. Apart from that, the media for communicating as a reference for consumers are websites and uploads from public figures. Most purchases use the Nihiwatu website itself and E-commerce to get discounts. What is expected before coming is in accordance with the expectations of visitors. Consumers are satisfied with the service they get at Nihiwatu, but it is still not a point that they will make repeat purchases.