Tinjauan Strategi Pemasaran Paket Wisata Danau Toba pada PT Elegant Tour And Travel

Abstract

The increasingly competitive tourism industry demands that travel agencies implement effective marketing strategies to attract tourists and maintain their competitiveness. The increase in tourist visits to Lake Toba, a national priority destination, presents both opportunities and challenges for PT Elegant Tour and Travel in marketing competitive tour packages. This study aims to identify the implementation of Lake Toba tour package marketing strategies based on the 7P Marketing Mix concept, analyze the supporting and inhibiting factors of this marketing strategy, and formulate appropriate alternative marketing strategies for the company. This study used a qualitative method with a descriptive approach. The results show that PT Elegant Tour and Travel has implemented a marketing strategy based on the 7P Marketing Mix elements, which include product, price, place, promotion, people, process, and physical evidence. Supporting factors for this marketing strategy include product excellence, quality human resources, utilization of digital marketing, appropriate market segmentation, and good customer relationships. Meanwhile, inhibiting factors include high industry competition, limited promotional budgets, changes in consumer behavior, lack of product innovation, and external factors in the business environment. This study concludes that the company's marketing strategy has been running well, but needs to be optimized through strengthening digital marketing, tourism product innovation, improving human resource quality, and expanding collaborations to enhance its competitiveness.