Analysis of Decision Making of Tourists to Choose "Plggoodguide'' as a Tour Service in Palembang, Indonesia


This case study aimed to analyse consumer behaviour, tourist motivation and travel decisions during the COVID-19 pandemic of tourists in the city of Palembang. The need for travel was felt necessary by tourists during the COVID-19 pandemic while still implementing health protocols. Travel innovations were made during this time by identifying behaviour and understanding tourist needs during the pandemic. One is “Plggoodguide”, which provides a short city tour experience and education by visiting several historical buildings on foot. This research was conducted using a quantitative approach with 90 respondents. The process of recording tourist behaviour patterns as consumers was carried out using content analysis sourced from several relevant documents. The results obtained that having a good understanding and sensitivity to the motivation of tourist consumers, will make it easier for producers to identify tourist needs as indicated by purchasing decisions.

Keywords: consumer behaviour, travel motivation, decision making, urban tourism, covid-19 pandemic

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