Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Travel and Leisure
Anas Pattaray
Tour and Travel Business Study Program, Politeknik Pariwisata Lombok
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Marketing Strategies and Challenges in Conventional Travel Agency : Case Study: Classic Tour & Travel Surayyal Hizmi; Ida Ayu Yadnya Sari Dewi Utami Pidada; Baiq Lerin Oksantiya Andini; Anas Pattaray
J-TRUE: Journal of Travel and Leisure Vol. 2 No. 1 (2025): J-TRUE: Journal of Travel and Leisure
Publisher : Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jtrue.v2i1.2024

Abstract

Competition in Indonesia's tourism industry is increasingly competitive, especially with the dominance of Online Travel Agent (OTA) platforms that are shifting the role of conventional travel agents. This research aims to analyse the marketing strategies and challenges faced by Classic Tour & Travel as a conventional travel agent amidst the fast-changing digital landscape. The research method used is a qualitative case study approach with data collection techniques through in-depth interviews with key informants. The results showed that Classic Tour & Travel implements various marketing strategies, including direct selling, participation in travel marts, limited digital marketing, as well as the use of conventional promotional media such as brochures and pamphlets. The main constraints faced include limitations in technology adoption, non-digital-ready human resources, and competitive pressure from OTAs with more efficient cost structures. This study confirms the importance of strengthening relational strategies, tourism product innovation, and contextual and adaptive marketing approaches for the survival of conventional travel agents. The findings are relevant for industry players, academics, and policy makers in designing strategies to strengthen the competitiveness of the locally-based tourism sector.
Co-Authors Baiq Lerin Oksantiya Andini Ida Ayu Yadnya Sari Dewi Utami Pidada Surayyal Hizmi