FN ISI Export Format VR 1.0 PT J TI How to Build a Destination Back Innovatively Using Phygital Marketing and Innovative Pricing? AF Kasamira, Kresentia Kynalungan AU Kasamira, KK AB Tourism has been severely impacted by the unprecedented Covid-19 virus, causing impacts on global economies, livelihoods and public services (UNWTO, 2020). This has led to a crucial quest to find solutions to the current situation and to make the tourism industry more resilient long-term. The implementation of phygital marketing combined with an innovative pricing method (i.e., Pay-What-You-Want) can be regarded as potential innovative way to deal with the current pandemic crisis. A scenario-based experiment incorporated in online survey was conducted to examine the influence of phygital initiatives towards tourists’ intention to visit a destination and towards trust. Other than contributing to the existing literature, this thesis has implications for tourism destination officials (e.g., tourism suppliers, DMOs), as these entities have the necessary means to implement the actions needed to rebuild destinations innovatively. Moreover, suggestions for future research are provided. ER