Published: 2023-08-03
Transforming the Travel Experience: A Dynamic Marketing Approach Kinarya Jaya Tour & Travel
DOI: 10.35870/ijmsit.v3i2.1411
Downloads
Abstract
Kinarya Jaya Tour & Travel is a tourism agency in Surabaya, Indonesia. The company is facing a significant decline in its operations and revenue during the COVID-19 pandemic due to travel restrictions and the closure of tourist attractions. To increase demand and interest in their services, the company needs to implement marketing strategies that are effective and relevant in the current era. To address the identified issues, the company should conduct a thorough evaluation of the current business model and develop a new business model to adapt to the changing government regulations. Different marketing strategies can be combined to create a comprehensive plan. These strategies may include SWOT analysis, Quantitative Strategic Planning Matrix (QSPM), Competitive Profile Matrix (CPM), Strategic Position and Action Evaluation (SPACE), and Business Model Canvas (BMC). Combining these approaches will help Kinarya Jaya Tour & Travel formulate an effective marketing strategy to improve its business performance. In addition, qualitative research methods, such as in-depth interviews, observations, and document studies, can be used to collect data for analysis. The use of triangulation can ensure the accuracy and credibility of the data. By using these strategies and conducting a thorough analysis, Kinarya Jaya Tour & Travel can create a comprehensive marketing plan that aligns with its goals and adapts to the ever-changing landscape of the tourism industry.
Keywords
Business Model Canvas ; Marketing Strategy ; SWOT Analysis ; Tourism Industry
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 3 No. 2 (2023)
-
Section: Articles
-
Published: %750 %e, %2023
-
License: CC BY 4.0
-
Copyright: © 2023 Authors
-
DOI: 10.35870/ijmsit.v3i2.1411
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Satrio Sudarso
Department Management
-
PRAYUDI, Dicki; YULISTRIA, Resti. Penggunaan Matriks SWOT dan Metode QSPM pada Strategi Pemasaran Jasa Wedding Organizer: Studi Kasus pada UMKM Gosimplywedding Sukabumi. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, [S.l.], v. 9, n. 2, p. 224-240, apr. 2020.
-
Evariyanti, P.F, et al., "Analisis Strategi E-Marketing Dalam Upaya Peningkatan Penjualan Travel Agent Online mybaliwisata.com," Journal of Applied Informatics and Computing (JAIC), vol. 3, No. 1, pp. 12-17, 2019.
-
Mafazi, A.dan Widoatmodjo, S, "Analisis Business Model Canvas Tiket.com Dalam Menghadapi Pandemi Covid 19," Jurnal Manajemen Bisnis dan Kewirausahaan, Vol. 7, No. 1,, pp. 80-92, 2023.
-
Hardilawati, W. Laura., " Strategi Bertahan UMKM di Tengah Pandemi Covid-19”. Jurnal Akuntansi Dan Ekonomika, Vol. 10, No. 1,, pp. 89-98, 2020.
-
Setyorini, H, Effendi, M & Santoso, I., “Marketing Strategy Analysis Using SWOT Matrix and QSPM (Case Study: WS Restaurant Soekarno Hatta Malang).”. Industria: Jurnal Teknologi Dan Manajemen Agroindustri Vol. 05, No.1,, pp. 46-53, 2016.
-
Tarigan, H. B., Mahadewi, N. P. E., & Sudana, I. P., “Strategi Pemasaran Paket Wisata PT. UBS Tour & Travel”. Jurnal IPTA I, Vol. 03, No.2,, pp. 86-91, 2015.
-
Wicaksono, A., “Strategi Pemasaran dengan menggunakan Analisis SWOT Tanpa Skala Industri Pada PT X Di Jakarta”. Jurnal Manajemen Industri Dan Logistik, Vol. 01, No.2,, pp. 192-201, 2018.
-
Dewi, L. K. N., & Noer, B. A. “Model Dasar Pengembangan Business Model Canvas ke Balanced Scorecard (Studi Kasus: PT. Boma Bisma Indra)”. Jurnal Sains Dan Seni ITS,, Vol. 6, No.2,, pp. 172-175, 2017.
-
Mitchell, D,W.& Coles, C, B “Business Model Innovation Breakthrough Moves”. Journal of Business Strategy, Vol. 25, No.1,, pp. 16-26, 2004.
-
Singgalen, A, Y, et al, "ANALYSIS OF SOUVENIR AND TRAVEL SERVICES BUSINESS USING BUSINESS MODEL CANVAS AND PIECES METHOD," AdBispreneur : Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, vol. 06, No. 2, pp. 173-187, 2021.
-
M. Munawir and U. Sri Sulistyawati, “Penerapan Strategi Marketing Pada Aisyah Desert and Drinks Menggunakan Landing Page”, JMASIF, vol. 1, no. 2, pp. 76–82, Jan. 2023.
-
Harisudin, M., “Competitive profile matrix sebagai alat analisis strategi pemasaran produk atau jasa”. Jurnal Sepa, Vol. 07, No.2,, pp. 80-84, 2011.
-
Mustika, M., “Penerapan Teknologi Digital Marketing Untuk Meningkatkan Strategi Pemasaran Snack Tiwul”. JSAI (Journal Scientific and Applied Informatics), Vol. 02, No.2,, pp. 165-171, 2019.
-
SETYORINI, Hany; EFFENDI, Mas'ud; SANTOSO, Imam. Analisis Strategi Pemasaran Menggunakan Matriks SWOT dan QSPM (Studi Kasus: Restoran WS Soekarno Hatta Malang). Industria: Jurnal Teknologi dan Manajemen Agroindustri, [S.l.], v. 5, n. 1, p. 46-53, may 2017.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.