Porposed Business Strategy of New-Normal Rafting Package for TourBandung.com
| Main Authors: | Sausan, Yunis Septy; School of Business and Management, Institut Teknologi Bandung, Nasution, Reza Ashari; School of Business and Management, Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4527 |
Daftar Isi:
- The tourism industry has been devastated by the Covid-19 pandemic that has occurred, including in Indonesia. As one of the tourism industry businesses, travel agents were also affected and suffered deep losses. In response to this decline, many travel agents have created new strategies to deal with the post-pandemic period known as the New-Normal phase. TourBandung.com tries to adapt to the New-Normal situation in order to survive in the tourism industry. While New-Normal started, TourBandung.com provides safe and comfortable tour packages by involving the health protocol as the basis. One of the packages that are expected to become a pioneer in this New-Normal tour package is the rafting package. During the New- Normal, outdoor tourism without involving the crowd was one of the trends because it is the safest alternatives. After several months, the provision of the New-Normal rafting package could not increase the sales rates.In this study, several approaches are conducted to find the root cause of low sales rates in rafting package. One of them is consumer analysis method to determine the market condition. Customer analysis conduct by a survey distributed online to the 208 respondents. Hereafter, the findings result can direct to the root cause problem then a solution is created for each issue. Based on the findings, busines strategy such as create superior product, distribution channels, and communication strategies are designed to solve the company's problems. Kata Kunci: Consumer Analysis, Root Cause, Business Strategy