Communicating cleanliness, health, safety, and environmental sustainability policy during Covid-19

  • Santi Isnaini Universitas Airlangga
  • Erna Setijaningrum Universitas Airlangga
  • Ruth Christien Pniel Angelia Universitas Airlangga
Abstract views: 184 , PDF downloads: 145
Keywords: public communication, policies, CHSE


One of the key strategies for tourism and hospitality recovery post-Covid-19 is communicating the Cleanliness, Health, Safety, and Environmental Sustainability (CHSE) policy. CHSE policy ensures that tourism actors and tourists conduct a new tourism culture that coalesced with the global pandemic. Therefore, the current study offers a study case reviewing the communication of CHSE policy in Bromo Tengger Semeru (BTS) tourist areas. BTS is designated as one of the Indonesian government's national tourism strategic areas or New Bali with priority status. We reviewed published tourism and hospitality literature pandemic-related articles to meet our research objectives and conducted in-depth interviews with BTS community leaders. Based on the results, we identified that the communication of CHSE policy in the BTS area applies an ideation communication strategy, emphasising instructional, directional, and non-directional communication patterns. These communication patterns are implemented through the three categories of policy instruments that consider the people's cognitive, emotional, and social aspects of the BTS.


Alamsjah, M. I. (2016, September 22). Paparan Kementerian Pariwisata RI Untuk KIDi Ke-6 2016.

Andariesta, D. T., & Wasesa, M. (2022). Machine learning models for predicting international tourist arrivals in Indonesia during the COVID-19 pandemic: a multisource Internet data approach. Journal of Tourism Futures.

Badan Perlindungan Konsumen Nasional. (2020). Pariwisata Nasional Dalam Masa Pandemi.

Bambang Ismoyo. (2021). Sandiaga: Dulu Pariwisata RI Hanya Bersandar Kepada Bali, Sekarang Punya 10 Destinasi Prioritas. Tribunnews.Com.

Blackstock, K. (2005). A critical look at community based tourism. Community Development Journal, 40(1), 39–49.

Briñol, P., Petty, R. E., Durso, G. R. O., & Rucker, D. D. (2017). Power and Persuasion: Processes by Which Perceived Power Can Influence Evaluative Judgments. Review of General Psychology, 21(3), 223–241.

Chen, S., Law, R., & Zhang, M. (2021). Review of research on tourism-related diseases. Asia Pacific Journal of Tourism Research, 26(1), 44–58.

Cresswell, J. W. (2018). Research Design, Qualitative, Quantitative and Mixed Method Approaches (Vol. 5). Sage Publications, Inc.

Dube, K., Nhamo, G., & Chikodzi, D. (2021). COVID-19 cripples global restaurant and hospitality industry. Current Issues in Tourism, 24(11), 1487–1490.

Faeni, D. P., Puspitaningtyas Faeni, R., Alden Riyadh, H., & Yuliansyah, Y. (2022). The COVID-19 pandemic impact on the global tourism industry SMEs: a human capital development perspective. Review of International Business and Strategy.

Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20.

Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication, 1(1), 3–35.

Handani, N. D., Riswanto, A. L., & Kim, H.-S. (2022). A Study of Inbound Travelers Experience and Satisfaction at Quarantine Hotels in Indonesia during the COVID-19 Pandemic. Information, 13(5), 254.

Hertz-Palmor, N., Moore, T. M., Gothelf, D., DiDomenico, G. E., Dekel, I., Greenberg, D. M., Brown, L. A., Matalon, N., Visoki, E., White, L. K., Himes, M. M., Schwartz-Lifshitz, M., Gross, R., Gur, R. C., Gur, R. E., Pessach, I. M., & Barzilay, R. (2021). Association among income loss, financial strain and depressive symptoms during COVID-19: Evidence from two longitudinal studies. Journal of Affective Disorders, 291, 1–8.

Howlett, M., & Rayner, J. (1995). Do ideas matter? Policy network configurations and resistance to policy change in the Canadian forest sector. Canadian public administration, 38(3), 382-410.

Japutra, A., & Situmorang, R. (2021). The repercussions and challenges of COVID-19 in the hotel industry: Potential strategies from a case study of Indonesia. International Journal of Hospitality Management, 95, 102890.

Kaushal, V., & Srivastava, S. (2021). Hospitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from India. International Journal of Hospitality Management, 92, 102707.

Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif. (2020). Panduan Pelaksanaan Kebersihan, Kesehatan, Keselamatan, dan Kelestarian Lingkungan untuk Sektor Ekonomi Kreatif. Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif.

Konarasinghe, K. M. U. B. (2020). Modeling COVID -19 Epidemic of India and Brazil. Journal of New Frontiers in Healthcare and Biological Sciences , 1(1), 26–42.

McKee, H. A., & Porter, J. E. (2017). Professional Communication and Network Interaction: A Rhetorical and Ethical Approach (Routledge Studies in Rhetoric and Communication Book 33) (1st ed.). Routledge.

Muktiyo, W., Wiryanta, M. J. I., Anggraeni, S. D., Nuroctaviani, E., & Octama, C. I. (2020). Komunikasi Stunting: Strategi dan Aksi. Dalam: Muktiyo W, penyunting. Atasi Stunting, Cara Dunia Melawan Kemiskinan. Edisi ke-1. Jakarta: Direktorat Infokom PMK, Ditjen Informasi dan Komunikasi Publik.

Neuman, W. L. (2013). Social Research Methods: Pearson New International Edition : Qualitative and Quantitative Approaches (7th ed.). Pearson.

Nicola, M., Alsafi, Z., Sohrabi, C., Kerwan, A., Al-Jabir, A., Iosifidis, C., Agha, M., & Agha, R. (2020). The socio-economic implications of the coronavirus pandemic (COVID-19): A review. International Journal of Surgery, 78, 185–193.

Novianti, E., Endayana, C., Lusiana, E., Wulung, S. R. P., & Desiana, R. (2021). Persuasive Communication: Disaster Literacy in Tourism Areas. Review of International Geographical Education Online, 11(4), 1203–1210.

Ntounis, N., Parker, C., Skinner, H., Steadman, C., & Warnaby, G. (2022). Tourism and Hospitality industry resilience during the Covid-19 pandemic: Evidence from England. Current Issues in Tourism, 25(1), 46–59.

O’Keefe, D. J. (2015). Persuasion Theory and Research (3rd ed.). SAGE Publications, Inc.

Osterrieder, A., Cuman, G., Pan-Ngum, W., Cheah, P. K., Cheah, P.-K., Peerawaranun, P., Silan, M., Orazem, M., Perkovic, K., Groselj, U., Schneiders, M. L., Poomchaichote, T., Waithira, N., Asarath, S., Naemiratch, B., Ruangkajorn, S., Skof, L., Kulpijit, N., Mackworth-Young, C. R. S., … Cheah, P. Y. (2021). Economic and social impacts of COVID-19 and public health measures: results from an anonymous online survey in Thailand, Malaysia, the UK, Italy and Slovenia. BMJ Open, 11(7), e046863.

Pasanchay, K., & Schott, C. (2021). Community-based tourism homestays’ capacity to advance the Sustainable Development Goals: A holistic sustainable livelihood perspective. Tourism Management Perspectives, 37, 100784.

Perloff, R. M. (2020). The Dynamics of Persuasion: Communication and Attitudes in the Twenty-First Century (7th ed.). Routledge.

Pflugfelder, E. H. (2016). Communicating Mobility and Technology: A Material Rhetoric for Persuasive Transportation (Routledge Studies in Technical Communication, Rhetoric, and Culture) (1st ed.). Routledge.

Ramadhian, N. (2021, October 5). Wisata Bromo Tutup Lagi, 4 Kabupaten Penyangga Masuk PPKM Level 3. Kompas.Com.

Rivera, M. A. (2020). Hitting the reset button for hospitality research in times of crisis: Covid19 and beyond. International Journal of Hospitality Management, 87, 102528.

Salem, I. E., Elbaz, A. M., Elkhwesky, Z., & Ghazi, K. M. (2021). The COVID-19 pandemic: The mitigating role of government and hotel support of hotel employees in Egypt. Tourism Management, 85, 104305.

Schott, C., & Nhem, S. (2018). Paths to the market: analysing tourism distribution channels for community-based tourism. Tourism Recreation Research, 43(3), 356–371.

Setiyorini, H., Chen, T., & Pryce, J. (2022). Learning from the COVID-19 Pandemic: Media Representations of Responsible Coffee Tourism Practices in Indonesia. In Community Empowerment, Sustainable Cities, and Transformative Economies (pp. 315–336). Springer Nature Singapore.

Shahzalal, M., & Font, X. (2018). Influencing altruistic tourist behaviour: Persuasive communication to affect attitudes and self-efficacy beliefs. International Journal of Tourism Research, 20(3), 326–334.

Shin, H., & Kang, J. (2020). Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. International Journal of Hospitality Management, 91, 102664.

Škare, M., Soriano, D. R., & Porada-Rochoń, M. (2021). Impact of COVID-19 on the travel and tourism industry. Technological Forecasting and Social Change, 163, 120469.

Srivastava, A., & Kumar, V. (2021). Hotel attributes and overall customer satisfaction: What did COVID-19 change? Tourism Management Perspectives, 40, 100867.

Stiff, J. B., & Mongeau, P. A. (2016). Persuasive Communication (3rd ed.). The Guilford Press.

Supriatna, E. (2020). WABAH CORONA VIRUS DISEASE (COVID 19) DALAM PANDANGAN ISLAM. SALAM: Jurnal Sosial Dan Budaya Syar-i, 7(6).

Suryani, Y., & Rinaldy, R. (2021). Pandemic Impact of Covid-19 on Social - Economic Conditions in West Sumatera. JEJAK, 14(2), 384–397.

UNWTO. (2020). Healing Solutions for Tourism Challenge.

WTTC. (2021a). Indonesia 2021 Annual Research: Key Highlights.

WTTC. (2021b). Travel & Tourism Economic Impact: World Travel & Tourism Council (WTTC).

Yin, R. K. (2013). Case Study Research: Design and Methods (Applied Social Research Methods) (5th ed.). SAGE Publications, Inc.

Yu, M., Li, Z., Yu, Z., He, J., & Zhou, J. (2021). Communication related health crisis on social media: a case of COVID-19 outbreak. Current Issues in Tourism, 24(19), 2699–2705.

How to Cite
Isnaini, S., Setijaningrum, E., & Angelia, R. C. P. (2022). Communicating cleanliness, health, safety, and environmental sustainability policy during Covid-19. Jurnal Studi Komunikasi, 6(3), 841 - 858.