COMMUNITY PREFERENCES ANALYSIS OF TOUR PACKAGE PURCHASING CASE STUDY: ADVENTURE TOUR PACKAGE

• Main Author: BOY GULTOM NIM: 14411016, VERY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31467
• Institution: Institut Teknologi Bandung

The Euromonitor Research Institute has conducted a study to 150 million Indonesian consumers by examining the purchase of an online tour package, it was found that there were 10.3 million travel tours made by Indonesian consumers in 2016. It was also found that sales of travel packages increased significantly by 40 percent each year from in 2011 to 2016. The data indicates a great potential for the travel package market in Indonesia. <br /> <br /> <br /> <br /> PT. Marga Tour as one of the travel agent companies in Indonesia has a goal to increase sales of their products. In order to achieve the sales target, Marga Tour needs to make a good product offer strategy, this needs to be balanced with good product design as well. In order to design a good product, PT. Marga Tour needs to know exactly who the intended target market, so that the product design and marketing strategies that are organized are effective. Thus, it is necessary to examine what factors to be considerated in designing adventure tour package product. <br /> <br /> <br /> <br /> In this study, cross-tabulation analysis and multiple linear regression analysis are used to determine the relationship between demographic characteristics variables and other variables that influenced the interest of purchasing adventure tour packages. <br /> <br /> <br /> <br /> The results showed that the duration of the trip, the number of destinations, and the price variables have a significant relationship to the purchase interest, while the age, expenditure/month, and marital status variables have a significant relationship to the selected price of tour packages. The analysis results conclude that PT. Marga Tour should focus on young age groups and offer affordable package price.