PROPOSED MARKETING STRATEGY FOR TOURISM USING VIRTUAL REALITY (VR) DURING COVID-19 (STUDY CASE: LABUAN BAJO)

• Main Author: Claudia Tamarin, Cindy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57605
• Institution: Institut Teknologi Bandung

One of the factors in the development of culture and natural resources in Indonesia is the tourism sector. This is sought to help improve and improve the community's economy by opening up employment opportunities and developing areas that have the potential as tourism objects, one of which is the Komodo National Park in Labuan Bajo. However, due to the outbreak of the SARS-CoV-2 virus or known as Covid-19, the government made a policy to stop economic activity in the tourism sector in order to prevent the spread of the virus by implementing LargeScale Social Restrictions (PSBB). This paper aims to propose a tourism marketing strategy during the Covid-19 period by using Virtual Reality (VR) technology as a market research requirement for TelkomGroup. The method used is External Analysis (PESTEL and Consumer Analysis) and Internal Analysis (STP or Segmentation, Targeting, Positioning and 4P Marketing Mix) using a mixed methods approach. The formulation for the business strategy used is the Business Model Lean Canvas. Qualitative data was obtained from quantitative data analysis, which was obtained by conducting interviews and data surveys with a total of 360 respondents. The results of the study resulted in a proposed marketing strategy for tourism during covid-19 in the form of STP and marketing mix, as well as its implementation through the introduction of Virtual Reality. Therefore, by providing this recommendation, it is hoped that it can be a reference to promote and increase the interest of tourists again in an effort to support the “Pesona Indonesia" program.