Strategi Pemasaran Konvensional Travel Agent dalam Mempertahankan Eksistensi di Era Digitalisasi (Studi Pada PT. Mutiara Cemerlang Utama Bali)
DOI:
https://doi.org/10.51713/jotis.2024.4238Keywords:
conventional marketing strategy, digitalization eraAbstract
This research aims to analyze conventional marketing strategies in maintaining existence in the digitalization era. Because almost all lines of life including the tourism industry such as hotels, tourist destinations, restaurants including travel agencies (travel agents) use digitalization strategies in running their business. PT Mutiara Cemerlang Utama Bali is one of the travel agents that still uses conventional marketing strategies, namely Word of Mouth (WOM) and Relationship Marketing Orientation (RMO). This research was conducted with a descriptive qualitative approach. Data collection techniques are done by involving sources of information such as interviews, observation and documentation. The theory used in analyzing is SWOT (Strength, Weakness, Opportunity and Threats), (Rangkuti, 2016). The results obtained from this study that PT Mutiara Cemerlang Utama Bali uses conventional marketing strategies to maintain its existence in the digitalization era. However, it is expected that digital marketing strategies will be combined in the future to increase its existence.
Keywords: existence, conventional, marketing strategy, travel agent
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