JOGJA WAJAR ANYAR SEBAGAI UPAYA PEMULIHAN SEKTOR PARIWISATA PADA MASA PANDEMI COVID-19 DI KOTA YOGYAKARTA

This study aims to analyze the movement of city branding in the recovery of the tourism sector during the COVID-19 pandemic in the city of Yogyakarta. The background of this research is that in the new normal era, the Yogyakarta City government and the Yogyakarta Indonesian Hotel and Restaurant Association (PHRI) carried out an official re-branding as an effort to restore tourism with the term or tagline "Jogja Wajar Anyar". In order to analyze the branding, this research is assessed through the tourism sector recovery strategy. This research uses qualitative research and case study approach. The data sources of this research were obtained through interviews, questionnaires/questionnaires, and library data in the form of data obtained from literature, such as books, articles, scientific papers, online news media platforms, government documents and related government websites. The results of this study are: (1) The creation of tourism innovations such as virtual tourism, and sport tourism, as well as the contribution of education in the health sector. (2) The main obstacles in the implementation of tourism during the COVID-19 pandemic are the low public awareness of the implementation of health protocols, and the restrictions on community activities.