Tinjauan Penerapan Promotion Mix Dalam Penjualan Tour Package PT. Komodo Impian Wisata Labuan Bajo Nusa Tenggara Timur = Review Of Promotion Mix Implementation In Tour Package Sales Of PT. Komodo Impain Wisata Labuan Bajo Nusa Tenggara Timur

Itu, Theresia (2021) Tinjauan Penerapan Promotion Mix Dalam Penjualan Tour Package PT. Komodo Impian Wisata Labuan Bajo Nusa Tenggara Timur = Review Of Promotion Mix Implementation In Tour Package Sales Of PT. Komodo Impain Wisata Labuan Bajo Nusa Tenggara Timur. Diploma thesis, Universitas pelita Harapan.

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Abstract

Biro Perjalanan Wisata merupakan salah satu komponen industri pariwisata yang berkembang signifikan sejalan dengan berkembangnya industri pariwisata. PT. Komodo Impian Wisata ialah salah satu biro perjalanan wisata yang terletak di Labuan Bajo. Dalam kegiatan promosinya perusahaan menggunakan elemen bauran promosi dalam rangka meningkatkan penjualan paket wisata. Laporan magang ini disusun untuk mengetahui dan memahami pelaksanaan bauran promosi dalam meningkatkan penjualan paket wisata dengan menggunakan pendekatan kualitatif. Hasil tinjauan menunjukkan bahwa penerapan bauran promosi belum maksimal karena tidak mencapai target penjualan yang telah disusun serta jangkauan pasar yang sempit. Kendala biaya kegiatan promosi yang kurang terarah dan penggunaan elemen bauran promosi yang terbatas menjadi kendala yang menghambat pemaksimalan penerapan bauran promosi. Penggunaan media sosial yang lebih aktif dengan memperbaharui berbagai kegiatan tamu selama perjalanan, menggunakan lebih banyak lagi elemen sosial media serta menggunakan elemen bauran promosi lainnya yang dapat menunjang kegiatan promosi merupakan solusi yang diberikan untuk mengatasi permasalahan tersebut./ Travel agency is one of the tourism industry components wich is growing significantly in line with the development of tourism industry. PT. Komodo Impian Wisata is a travel agency located in Labuan Bajo. In its promotionalactivities, the company uses elements of promotion mix in order to increase sales of tour packages. This internship report is made to find out and understand the implementation of the promotional mix in increasing sales of tour packages using a qualitative approach. The results of the review show that is not optimal because it does not reach the sales target that has been prepared and the market reach is narrow. The constraints of the cost of promotional activities that are less focused and the limited use of promotion mix elements are obstacles that hinder maximizing the application of the promotional mix. The more active use of social media by updating various guest activities during the trip, using more social media interactive elements and using other promotion mix elements that can support promotional mix activities are the solutions provided to overcome these problems.

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