Doctoral Promotion PPIM FEB UI: Restoring the Image of Disaster-Affected Tourism Destinations Through the Use of Destination Story and the Creation of Narrative Engagement
Nino Eka Putra ~ Public Relations FEB UI
DEPOK – (18/8/2022) The Postgraduate Program in Management Science (PPIM), Faculty of Economics and Business, Universitas Indonesia, held an open session for the Doctoral Promotion of Fatimah Abdillah on Thursday (18/8).
The Doctoral Promotion Session was chaired by Prof. Dr. Sylvia Veronica Nalurita Purnama Siregar, with supervisors Prof. Dr. Adi Zakaria Afiff (Promoter), Sri Rahayu Hijrah Hati, Ph.D. (Co-Promoter 1), Dr. Asnan Furinto (Co-Promoter 2). As the examiner team, Prof. Dr. Rustam Didong (Chief Examiner), Daniel Tumpal Hamonangan Aruan, Ph.D., Gita Gayatri, Ph.D., Dr. Hariyadi BS. Sukamdani, and Dr. Rifelly Dewi Astuti.
In this open session, Dr. Fatimah Abdillah raised a dissertation entitled “Restoring the Image of Disaster-Affected Tourism Destinations Through the Use of Destination Story and the Creation of Narrative Engagement”. Promovenda Fatimah Abdillah conducted research by explaining that storytelling is part of a branding technique that can be applied to develop destinations. However, research on the effect of destination stories on dynamic changes in destination image (cognitive and affective) during the Covid-19 crisis is still lacking.
This study aims to determine the role of narrative engagement in building a positive destination image and behavioral intentions during the Covid-19 crisis. Meanwhile, this research uses primary data collected from 769 respondents with specific criteria through a scenario-based survey. There are several stages of analysis at the beginning of the research to develop destination stories. The research used structural equation modeling to analyze the hypothesis.
The results show that authenticity, conciseness, and reversal of destination stories affect the formation of narrative engagement. Destination image mediates the relationship between narrative engagement and behavioral intention. This study provides theoretical and practical contributions to tourism marketing.
The Leadership Council of the open doctoral promotion session decided that Fatimah Abdillah passed with a Very Satisfactory predicate and won the 305th Doctoral Degree in Marketing Management. Congratulations to Dr. Fatimah Abdillah!
