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In an obvious departure from conventional wisdom regarding tourism, in the International Journal of Business Innovation and Research shows that domestic travelers in Indonesia prioritize safety over traditional markers of quality, such as service excellence. The study, based on data from 300 tourists across Jakarta, Banten, and West Java, suggests that the post-pandemic traveler is guided less by indulgence and more by psychological comfort and trust in a destination.

The researchers draw on the Theory of Planned Behavior, a social psychology model commonly used to explain how individuals form intentions based on attitudes, social norms, and perceived control. They then examined how a tourist's perception of a destination and the risks associated with a visit to that place are now shaping travel decisions.

The findings indicate a fundamental shift in the Indonesian tourism landscape: travelers are no longer primarily attracted by high-end service offerings. Instead, they favor a strong destination image that encompasses traveler safety, emotional appeal, cultural assets, and perceived value.

Where such positives might encourage travel to a particular tourist spot. Any perceived risk to personal safety and well-being acts as a strong deterrent. Fears regarding health and safety risks, as well as concerns about financial loss or the reliability of infrastructure and local services feed into this deterrent, the research shows. Even destinations with traditionally high service standards are seeing waning interest if they cannot address these apparently new psychological barriers.

One of the most notable demographic findings from the study is the emergence of middle-class women aged 30 to 40 as the most influential segment of the domestic market. For this group, affordability, consistency, and emotional well-being rank higher than novelty or luxury. Their preferences are shaping a broader trend toward more cautious, purpose-driven travel.

Ultimately, the research has implications beyond Indonesia if the same personal risk assessments are being applied to other destinations in South East Asia. For tourism operators and policymakers across the globe, these insights suggest the industry needs to recalibrate its marketing and operational strategies to take into account changes in the attitudes of today's tourists.