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Winduwati, Septia
Universitas Tarumanagara
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Journal : ASPIRATION Journal

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ANALYSIS OF POST-PANDEMIC TOURISM DEVELOPMENT BASED ON RESOURCE MANAGEMENT OF INDONESIAN CREATIVE BUSINESS Winduwati, Septia; Saraswati, Kiky D.H.; Putri, Cahaya R.
ASPIRATION Journal Vol. 6 No. 1 (2025): July Edition of ASPIRATION Journal
Publisher : ASPIKOM Jabodetabek Region

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56353/aspiration.v6i1.100

Abstract

The COVID-19 pandemic has significantly impacted tourism in Indonesia, causing a sharp decline in both foreign and domestic visitors and leading to decreased income for tourism businesses such as hotels, restaurants, and tour guides. Although the vaccination program and government stimulus policies, including tax reductions, have supported gradual recovery, the sector still faces serious challenges such as low tourist arrivals, difficulty in maintaining health protocols, limited capital, dependency on foreign tourists, and inadequate infrastructure. In this context, communication science and industrial psychology play a crucial role in shaping effective communication strategies, human resource management, service innovation, performance measurement, and reputation management to strengthen resilience in post-pandemic tourism. This study contributes to theory development by integrating concepts of Customer Relationship Management (CRM), service innovation behavior, and creative economy theory into the framework of tourism recovery. By doing so, it enriches theoretical discussions on how communication and resource management can drive competitiveness and sustainable value creation in the tourism sector. Practically, the findings highlight that effective CRM implementation through meaningful communication, personalization techniques, and lifecycle management that enhances trust, customer satisfaction, loyalty, and positive word-of-mouth. These insights provide actionable strategies for tourism practitioners to rebuild relationships with customers, maintain long-term engagement, and adapt to post-crisis market dynamics. This qualitative descriptive research involved purposive sampling of tour guides and tourism entrepreneurs in Bali—one of the destinations most affected by the pandemic. Data were collected through in-depth interviews, field observations, and document studies, then analyzed using thematic analysis. To ensure validity and reliability, the study employed triangulation of data sources and member checking. The results demonstrate that CRM is not only an operational tool but also a strategic approach that links theory with practice, offering both academic contributions and practical pathways for strengthening the competitiveness of Indonesian tourism in the post-pandemic era.
Co-Authors Abdul Rijwan Adiwinata, Arcelia Emmanuella Agatha Christy Adriani Aletheia Imanuel Alfira Dittya Raihan Ananta, Della Angel, Valentina Kyrie Angelyn, Felycia Angie Lavenia Aprilia, Elvira Arvin Stephensius Ayu Reni Anisa Buche Christian Sapulette Caroline Caroline Chandra, Surya Charenina, Putri Chery, Nabila Aurellia Christianto, Ivania Ariella Christina Cynthia Dora Moudy Daniel Dwi Fabian Deka Marcella Dhiya Fauziani Hediana Eko Harry Susanto Eldiani Febyola Elvan Eunike Tania Evelyn Natasha Ezra Krisna Farid Rusdi Fasa Bikati Sabka Fauziek, Catherine Febriana Agatha Flavia Veilieta Frank Marco Frans Carlos Yosephin Garcia, Giorgiana Hadi Artomo Hidayatullah, Bagas Syarip Ika Widyani, Agustina Iren Chienita Irena, Lydia Ivan Setiawan Japutra, Josephine Patricia Jaya, Daniel Putra Jesselin Rahardja Jesslyn Jesslyn Jocelin Citra Tanjaya Kusmayani, Zakia Syahlail Kyra, Ancilla Lie, Daniel Lie, David Sugianto Linsye Linori Tanama Lisa Harsono Liu, Hansen Marvhieno Ardhian Dumalang Michelle Angela Michelle Levine Muhammad Fauzan Azhar Muhammad Rakha Rizky Pratama Natalia Natalia Natalia, Dinda Nathali, Gisela Anastasia Paramita, Sinta Pasanea, Debora Natalia Pertiwan, Indah Pinckey Triputra Pinckey Triputra Putri, Cahaya R. Putri, Cahaya Rizka Putri, Edsa Estella Amrikasari Queentania Suherman Randy Wijaya Rani Febriyani Reszki, Ananias Rika Mandasari, Rika Riris Loisa Rodhiah, Rodhiah Roswita Oktavianti Ryan Refael Zabdi Safira Amelia Salsabila, Salsabila Samsunuwiyati Mar’at Sarah Shafira Saraswati, Kiky Dwi Hapsari Sekar Mayang Setyo Riani Setyanto, Yugih Shania, Shania Sharka, Yoliandra Nur Shinta Darmawaty Sofian Arissaputra Tan, Stephanie Tandres, Herliany Tanjaya, Aldrich Tanuja, Vico Tasya Thio Audrey Fransisca Gunawan Valentika Valentika Wahyutristama, Biyan Nugraha Wangi Puspitaningrahayu Wanli Wanli Widyani, Augustina Ika Wijaya, Calvin William William Wulan Purnama Sari Yolanda Octha Verren Young, Cindy