Create Successful Content Media as Crisis Mitigation in Tourism Industry During Covid-19 Pandemic

Janette Maria Pinariya, Wulan Yulianti, Jane Mitha, Past Novel Larasaty


Every year the Indonesian tourism industry continues to be managed optimally until finally, it can play a role in the country's foreign exchange earnings. Bank Indonesia (BI) stressed the importance of the tourism sector for the Indonesian economy as it succeeded in becoming the second major foreign exchange earner. However, with the Covid-19 pandemic casting a shadow on tourism industry, even online travel management that has utilized technology is experiencing a crisis. This study uses a descriptive qualitative research approach by collecting data through observation, book documentation and interviews to examine the effect of Covid-19 pandemic on tourism industry. This study found that in a crisis situation, it is very important for tourism industry to create successful content as crisis mitigation in tourism industry during the   Covid-19 pandemic. It is also necessary to conduct the four stages as framework of a human driven process (facilitated by technology) to close the gap. The essential insights into the importance of mitigating the perceived risk factors currently influencing tourism, particularly within the short to medium term, hence providing tourism marketers impetus to seek to address the current evolving consumer trend(s) related to the Covid-19 pandemic. It is really important that the message reflects empathy for what had happened.

Full Text:



Anggit, I. (2019). BI: Pariwisata Bisa Jadi Penyumbang Devisa Terbesar Kedua. Retrieved May 2, 2020, from CNBC Indonesia website:

Burhanuddin, C. I., Abdi, M.N. (2020). Ancaman Krisis Ekonomi Global dari Dampak Penyebaran Virus Covid-19 (Covid-19). AkMen 17(1), 90-98.

Camilleri, M. A. (2016). Market Segmentation, Targeting and Positioning. Strategic Marketing Management in Asia, 179–207.

Chenchen, X., Die, H., Yurong, Z., & Zhenqiang, X. (2020). The Impact of Tik Tok Video Marketing on Tourist Destination Image Cognition and Tourism Intention.

Dissertori, K. (2017). Tourism providers ‘ reactions to decreased demand following a crisis The impact of the Swine Flu on the tourism market : a panel data approach.

Dwinanda, R. (2018). Indonesia, world’s ninth-fastest growing tourism sector. Retrieved May 2, 2020, from Republika website:

Fearn-Banks, K. (2009). Crisis Communications - A Casebook Approach (Third Edit). Retrieved from

Forum, W. E. (2019). The Travel and Tourism Competitiveness Report 2019. Retrieved from

Haque, A., Anis, Z., & Ulfy, M. A. (2020). The Movement Control Order (MCO) for COVID-19 Crisis and its Impact on Tourism and Hospitality Sector in Malaysia. International Tourism and Hospitality Journal, 0–7.

Jamal, T., & Budke, C. (2020). Tourism in a world with pandemics: local-global responsibility and action. Journal of Tourism Futures, 6(2), 181-188.

Kartikawangi, D. (2018). Kearifan Lokal dalam Implementasi Cause Related Marketing untuk Keberlanjutan Bisnis. Jurnal ASPIKOM, 3(5), 874-890.

BPS (2020) Monthly visits of foreign tourists 2019 vs 2020. Received from

LIEB, R. (2012). Content Marketing - Think Like a Publisher - How to and in Social Media (First Edit). Retrieved from

Mira, R., Maryani, E., & Agustina, A. (2020). Media Use and Gratification Sought by the Public During the Covid-19virus Outbreak in Indonesia: A National Survey. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 5(1), 111-124.

Manaf, A. A. A., Alallan, Y. K. A. (2017). Examining the effectiveness of animated cartoon as brand awareness in TV advertisement: Evidence from survey in Malaysia and Jordan. International Journal of Business and Society, 18(3), 427–438.

Mc Kinsey & Company. (2020). COVID-19-Facts-and-Insights-April-3. Retrieved from functions/risk/our insights/covid 19 implications for business/covid 19 march 30/Covid-19-facts-and-insights-april-3.ashx

Odden, L. (2012). Optimize: How To Attract and Engage More Customers By Integrating Social Media and Content Marketing. Retrieved from

Oisina, I. V., & Sugianto, A. S. (2017). The Identification of Persuasive Message Campaign “Wonderful Indonesia 2015.” Jurnal ASPIKOM, 3(3), 520.

Parvin, G.A., Ahsan, R., Rahman, M.H, Abedin M.A. (2020). Novel Covid-19 Virus (COVID-19) Pandemic: The Role of Printing Media in Asian Countries. Frontier in Communication. doi: 10.3389/fcomm.2020.557593

Peters, J. (2020). Visit people Tourism Recovery after disaster.

Porcu, L., Del Barrio-García, S., & Kitchen, P. J. (2012). How integrated marketing communications (IMC) works? a theoretical review and an analysis of its main drivers and effects. Communication and Society, 25(1), 313–348.

Pulizzi, R. R. J. (2011). Managing Content Marketing: The Real- World Guide for Creating Passionate Subscribers to Your Brand (Robert Rose; Joe Pulizzi, Ed.). Cleveland Ohio: CMI Books division of Z Squared Media.

Putra, K. D. C., Putra, I. K. M., & Kencanawati, A. A. A. M. (2019). Communicating CSR on Tourism Industry; a Preliminary Case Study of Bali. Jurnal ASPIKOM, 3(6), 1182-1199.

Robie, R. (2020). The SARS Pandemic and its Impact on the Hospitality Industry for Crisis Mitigation. Hospitality Graduate Student Scholarship. 7.

Ranasinghe, R., Karunarathne, C., Nawarathna, D., & Gamage, S. (2020). Tourism After Covid-19: Impact of Covid 19 Pandemic and Way Tourism After Covid-19 : Impact of Covid 19 Pandemic and Way Forward for Tourism, Hotel and Mice. (April), 0–19.

Senbeto, D. L., & Hon, A. H. Y. (2020). The impacts of social and economic crises on tourist behaviour and expenditure: an evolutionary approach. Current Issues in Tourism, 23(6), 740–755.

Sensortower. (2020). Top Apps Worldwide for October 2020 by Download. Reveived from :

Strielkowski, W. (2020). International Tourism and COVID-19 : Recovery Strategies for Tourism International Tourism and COVID-19 : (March).

Tiktok (2020). Trevel content in Tiktok. Reveived from

West, R., & Turner, L. H. (2010). Introducing Communication Theory - Analysis and Application. In M. Ryan (Ed.), McGraw-Hill. Retrieved from

Yin, R. K. (2011). Robert K. Yin PhD - Qualitative Research from Start to Finish (2010, The Guilford Press).pdf. Retrieved from

Yuswohady;, Fatahullah, F., Rachmania, A., & Hanifah, I. (2020). Consumer Behavior New Normal After COVID-19. Retrieved from



Article Metrics:

Abstract Views - 884

PDF Downloads - 726


  • There are currently no refbacks.

Copyright (c) 2020 Janette Maria Pinariya, Wulan Yulianti, Jane Mitha, Past Novel Larasaty

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by:
Google Scholar  

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (JKISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia

Contact Person : Prof. Dr. Rajab Ritonga, M.Si

Email :

Whatsapp : +62811133471

View My Stats