CHARTING A STRATEGIC MODEL FOR POST-COVID-19 TOURISM DESTINATION DEVELOPMENT: INSIGHTS FROM RIAU ISLANDS' TOP FOREIGN-TOURIST CITIES, INDONESIA

Abstract

Purpose: The purpose of the research is to evaluate the impact of the COVID-19 pandemic on the tourism industry in the Riau Islands Province, Indonesia, and to reformulate a strategic model for developing tourist destinations, focusing on Batam City and Bintan Island.   Theoretical framework: This study examines the impact of the COVID-19 pandemic on the Riau Islands, Indonesia, focusing on revitalizing the tourism sector. It aims to formulate a strategic model for tourism development by considering market analysis, infrastructure, and government policies to attract more foreign tourists and boost post-pandemic economic recovery.   Design/methodology/approach: This study utilized a Mixed-Methods approach, Concurrent Triangulation Design, and the IFAS EFAS analysis. Data collection methods included questionnaires, interviews, focus group discussions, and observations. Quantitative data analysis involved percentage techniques, while qualitative data analysis followed Miles and Huberman's approach.   Findings: This study identified Asian tourists as the most promising market for tourism in the Riau Islands Province, then highlighted the need for infrastructure improvement, enhancements in government policies to support tourism development, and the formulation of an aggressive growth-focused strategic model.   Research, Practical & Social implications: The research compared Batam City and Bintan Island to develop post-COVID-19 tourism strategies, offering practical insights for policymakers to guide sustainable tourism development, benefiting local communities economically and socially by identifying key market opportunities and strategic directions.   Originality/value: The study enhances existing literature by exploring challenges and opportunities in the tourism industry post-COVID-19 and offers a unique methodological approach, combining quantitative and qualitative methods to analyze the situation comprehensively.