PROPOSED DIGITAL MARKETING STRATEGY FOR ONLINE TRAVEL AGENCY (CASE: TOURISMWAVE)

• Main Author: Amalia 29115127, Sinta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24310
• Institution: Institut Teknologi Bandung

Tourism industry has been growing rapidly recently from the increase of tourists <br /> <br /> <br /> <br /> visiting Indonesia every year. Java Island is the most visited place by both local and <br /> <br /> <br /> <br /> international tourists since it has the most destination choices to be explored. Tourists <br /> <br /> <br /> <br /> who intend to have vacation looks for information regarding the destination via <br /> <br /> <br /> <br /> internet, social media specifically. Tourismwave is a sub business unit created by PT. <br /> <br /> <br /> <br /> Mediawave Interactive that focuses on tourism industry. Tourismwave is an online <br /> <br /> <br /> <br /> travel agency that offers products such as tour package, flight ticket and hotel. As a <br /> <br /> <br /> <br /> new player in online travel agency, Tourismwave is having obstacle regarding the <br /> <br /> <br /> <br /> low intention of tourists in using online travel agency. <br /> <br /> <br /> <br /> <br /> This research uses internal and external environment analysis to create digital <br /> <br /> <br /> <br /> marketing strategy. Internal analysis focuses on STP (Segmenting Targeting, and <br /> <br /> <br /> <br /> Positioning), marketing mix known as 7P marketing and consumer analysis. External <br /> <br /> <br /> <br /> analysis is conducted by using on PESTEL (Politics, Economy, Social and Culture, <br /> <br /> <br /> <br /> Technology, Environment, and Legal), Porter Five Forces and competitor analysis. In <br /> <br /> <br /> <br /> this research, primary data was collected by spreading questionnaire to the <br /> <br /> <br /> <br /> respondents who have experience having vacation in Java Island. <br /> <br /> <br /> <br /> <br /> The roots of the problems stated that product attributes, promotions, physical <br /> <br /> <br /> <br /> evidence, and process are not suited with the consumer's expectation. According to <br /> <br /> <br /> <br /> the existing problems, six alternative solutions is given to Tourismwave. Those are <br /> <br /> <br /> <br /> social media advertisement strategy, search engine marketing, product differentiation, <br /> <br /> <br /> <br /> innovation, utilizing information source to increase people's trust, and influencer <br /> <br /> <br /> <br /> marketing in travelling field. <br /> <br /> <br /> <br /> <br /> From six of alternative solutions, there are four which were proposed and chosen by <br /> <br /> <br /> <br /> the author, those are social media advertisement, search engine marketing, influencer <br /> <br /> <br /> <br /> marketing in traveling field and products differentiation. Author chose three <br /> <br /> <br /> <br /> strategies by considering the lack of consumer's awareness and consumer's <br /> <br /> <br /> <br /> importance. Using these three alternative solutions are expected to solve the problems <br /> <br /> <br /> <br /> faced by the company to increase tourists' desire in using online travel agency. <br />