ABSTRACT
The Jakarta City Tour Bus is one of the strategies of the DKI Jakarta Provincial Government to support the tourism sector. However, in recent years there has been little interest in running the Jakarta City Tour Bus. The lack of some service attributes of the Jakarta City Tour Bus performance and the new phase of adjustment during the Covid-19 pandemic are factors causing the decrease in the number of Jakarta City Tour Bus users since 2019. This study aims to formulate strategies to improve the use of the Jakarta City Tour Bus in the post-pandemic Covid-19 based on user preferences. The analytical method used in this research study is Importance-Performance Analysis (IPA) to formulate strategies for improving the use of Jakarta City Tour Bus in post-pandemic Covid-19. The results showed that there were 11 service attributes of the Jakarta City Tour Bus which had a low level of performance but had a high level of importance. Then, there are strategies to improve the use of Jakarta City Tour Bus which is divided into 2 (two) categories, including the strategies for improving the use of Jakarta City Tour Bus in normal and new normal situations.