PROPOSED MARKETING STRATEGY FOR TOUR AND TRAVEL COMPANY (CASE STUDY OF FLANEUR TOUR)

• Main Author: Hermita, Cinthia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68577
• Institution: Institut Teknologi Bandung

K-pop is getting popular day by day and K-pop fans are now spread all over the world. It leads K-pop fans desire to experience things related to K-pop, such as meeting their favourite idols, visiting any places regarding K-pop, and attending concerts. There is an opportunity to develop a tour company in particular for K-pop fans. Flaneur Tour is a tour and travel company that offers tour services for K-pop fans to do fangirling. This research aims to describe the appropriate marketing strategy to run Flaneur Tour based. Internal and external resources were used for the analysis. Segmenting, Targeting, and Positioning (STP) and 7Ps marketing mix analysis are used to complete internal analysis. Moreover, the external analysis uses Porter's Five Forces and tourism motivation analysis which are contain Push-Pull factors and Maslow’s hierarchy of needs analysis. As the K-pop fans are the target market, the proposed strategy is generated through 7Ps of marketing mix based on Push-Pull factors which examine internal and external motivation of K-pop fans since the origin and primary driver of tourist behaviour is tourism motivation and its affects purchasing decisions. This study used a quantitative research methodology and a convenience sampling technique. A survey that had been completed by 1.220 K-pop fans was used to collect the data. Most of the respondents came from Jakarta and Bandung who were female and aged 16 to 21 years old. The questionnaire contains statements regarding marketing mix based on the Push-Pull factors. The result shows that majority of respondents has high motivation related to internal and external motivation on the dimensions of marketing mix, namely people, price, physical evidence, and promotion for internal motivation and physical evidence, people, product, price, process, and promotion for external motivation. As a result, the proposed marketing strategy for Flaneur Tour includes launching tour packages and additional features, offering discounts, varying price ranges, selling through online, managing interesting content, traveling with influencers, promoting through ads, splitting payments into two payments, providing reservation status updates, evaluations, as well as displaying activities and testimonials on social media. Moreover, hiring a tour guide who loves K-pop is also a strategy of Flaneur Tour.