PROPOSED BUSINESS STRATEGY OF NEW-NORMAL RAFTING PACKAGE FOR TOURBANDUNG.COM

• Main Author: Septy Sausan, Yunis
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54751
• Institution: Institut Teknologi Bandung

The tourism industry has been devastated by the Covid-19 pandemic that has occurred, including in Indonesia. As one of the tourism industry businesses, travel agents were also affected and suffered deep losses. In response to this decline, many travel agents have created new strategies to deal with the post-pandemic period known as the New-Normal phase. This strategy is an effort to respond to changing circumstances that can affect the company's financial health. TourBandung.com tries to adapt to the New-Normal situation in order to survive in the tourism industry. While New-Normal started, TourBandung.com provides safe and comfortable tour packages by involving the health protocol as the basis. Furthermore, the company creates a small group package, the special price offered and spread a message that travel in the NewNormal is already safe. One of the packages that are expected to become a pioneer in this NewNormal tour package is the rafting package. During the New-Normal, outdoor tourism without involving the crowd was one of the trends because it is the safest alternatives. After several months, the provision of the New-Normal rafting package could not increase the sales rates. In this study, several approaches are conducted to find the root cause of low sales rates in rafting package. It starts by analyzing the external environments that influence consumers and companies, competitors analysis, determine weaknesses and strengths in the company's marketing mix, and customer analysis. Customer analysis conduct by a survey distributed online to the 213 respondents. Hereafter, the SWOT result can direct to the root cause problem that came from external and internal environment. Based on the finding in root cause analysis, busines strategy that fit with TourBandung’s condition is differentiation strategy such as create dynamic package system, customer service levels, new distribution channels, partnership with other tourism business and conduct new communication strategy.