Marketing Strategy Of Tour Packages Through Online In Travel Sumedang

Abstract

Marketing strategy is a very important part of the implementation of the company's overall
strategy, especially in conditions of very tight competitors. Business competition in the tourism
services sector is currently quite tight. Mulia Tour & Travel is a company engaged in the tourism
industry, especially in the travel agency sector. In carrying out its business activities, it cannot be
separated from the increasingly competitive market conditions which are marked by the
proliferation of similar businesses in Sumedang Regency. Therefore a good and appropriate
marketing strategy is needed, which is one of the ways that greatly determines the business in the
tourism services sector so that business activities can continue. This research uses a descriptive
type of research with a qualitative approach which aims to identify, describe and explain the actual
situation related to the marketing strategy carried out by Mulia Tour & Travel. Methods of data
collection using interviews, observation and documents. The data analysis used consisted of the
data reduction stage, data presentation and conclusion drawing. The results showed that the Mulia
Tour & Travel service company used a marketing mix strategy including product, price, place,
promotion, human resources, physical evidence and the process of running its service business
through online media. Suggestions from this research are better package travel packages, increase
tour package bookings, increase promotion through the website, expand the collaboration network
off line