Implementasi Bauran Pemasaran Paket Wisata Pada PT Panca Sari Tour
Keywords:
marketing mix, implementation, tour packagesAbstract
This study aims to determine and describe the implementation of the marketing mix of tour packages carried out by PT Panca Sari Tour in facing the competition of the travel agency industry in Bali, through the types of tour packages offered, the concept of the marketing mix of tour packages applied, and the implementation of the marketing mix consisting of product, price, place, and promotion in marketing its tour packages. This study uses a descriptive qualitative approach, with data collection techniques being non-participant observation, semi-structured interviews, literature studies, and documentation. As for the data analysis technique using qualitative descriptive analysis. The results of the study show that there are various tour packages offered by PT Panca Sari Tour, with One Day Trip Nusa Penida being one of the most popular packages. In addition, the marketing mix concept used in marketing PT Panca Sari Tour is the 4P concept, namely product by offering various tour packages tailored to consumer needs and demands, price by determining prices based on package types, facilities, number of participants, market segments, consumer needs, and market conditions, place by having a physical office and online media, and promotion by using online and offline promotions. The implementation of the 4P marketing mix at PT Panca Sari Tour has been carried out across all elements and can be said to be running well, but not yet fully optimal. Thus, it can be concluded that PT Panca Sari Tour has implemented a marketing mix that includes product, price, place, and promotions in its tour package marketing activities.
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