Sustainability of The Staycation Trend: Key Influences in The New Normal Era

Muhamad Bintang Nuswantoro, Filda Rahmiati, Felix Goenadhi, Ketwadee Madden

Abstract


The objective of this study is to examine the factors influencing the rise of staycations during the New Normal era. Key areas of investigation include the role of social media, mental wellbeing, and cost savings. In this analysis, motivational intentions were treated as endogenous variables, while the decision to visit was considered a moderating variable. Data for the study were collected using a quantitative research method through a questionnaire. A total of 155 Indonesian respondents who met the eligibility criteria completed the online survey. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test the proposed hypotheses. The results indicate that social media and mental wellbeing significantly influence motivational intentions, whereas cost savings do not show any such effect. The researcher emphasizes the importance of examining staycation trends given the saturation of the market and suggests that staycations may alleviate the monotony of daily routines.

Keywords


Mental Wellness; Motivational Intentions; Saving Cost; Social Media; Staycation

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DOI: http://dx.doi.org/10.33021/firm.v9i2.5547

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