BUSINESS PIVOTING TO DOMESTIC DEPARTURE TERMINAL OF I GUSTI NGURAH RAI AIRPORT BALI FOR BUSINESS SUSTAINABILITY: CASE OF DUTY-FREE SHOP

• Main Author: Ramadhani, Mohammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65070
• Institution: Institut Teknologi Bandung

Nearly two years after the COVID-19 pandemic hit all business lines around the world, including the travel retail business, the number of passengers at the international terminal of I Gusti Ngurah Rai airport has not improved, on the contrary, the number of passengers at the domestic terminal has shown a faster improvement where the gap versus pre-pandemic already recovered to -22% in December 2021. Meanwhile at the international terminal, the decline in the number of passengers still reached -100%. PT Travelindo International (“Travelindo”), relies on its business in the international terminal and does not have an operational business in the domestic terminal. This led to a massive decline in sales that reached -84% in 2020 and -100% in 2021. Meanwhile, their competitor which has an operational business in domestic terminals, showed faster improvement. To ensure their business continuity, Travelindo plan to do business pivoting by penetrating to duty-paid market in the domestic departure terminal of I Gusti Ngurah Rai Airport Bali. This study aims to help Travelindo which has lack of knowledge on the market segmentation, target market, characteristic and buying behavior of domestic travelers who passed through domestic departure terminal of I Gusti Ngurah Rai Airport as part of Travelindo’s business pivoting plan.