Strategi Pemasaran Konvensional Travel Agent Nagra Tour Dalam Mempertahankan Eksistensi di Era Digitalisasi

Abstract

This research focuses on the Conventional Marketing Strategy of Travel Agent Nagra Tour in Maintaining Existence in the Digitalization Era. Researchers found the phenomenon of tourism which began to penetrate into the digital era through various means platforms, especially in carrying out digital marketing, there is a shift in existence between conventional media and digital media in the field of tourism marketing, one of which is in the tourism sector travel agent as a travel agency that carries out conventional marketing strategies that must compete with a travel agent who takes advantage platform digital. This study aims to determine the conventional marketing strategy implemented by travel agent Nagra Tour in maintaining its existence in the digitalization era. The research method used is descriptive qualitative with data collection techniques in the form of observation, interviews, and documentation. The theory used is SWOT analysis according to Rangkuti (2016: 10) which consists of four indicators, namely strength, weakness, opportunity, and threat. The research results obtained from this study are the implementation of conventional marketing strategies carried out by travel agent Nagra Tour can compete in the digitalization era and can maintain its existence even though there are many of them travel agents who have undergone digital transformation. This includes the strategies implemented by travel agent Nagra Tour, namely prioritizing good service and performance so that a positive impression arises on service users travel agent Nagra Tour, which then recommends to the public to use the services of travel agent Nagra Tour, therefore one conventional marketing strategy is word of mouth (WOM) plays an important role in maintaining existence travel agent Nagra Tour.