Strategi Bersaing Agen Perjalanan Konvensional Di Era Digital: Studi Pada PT. Jasa Nusa Wisata

Abstract

The rise of an application-based travel agent (online travel agent / OTA) such as traveloka, Tiket.com and pegi-pegi not only changes people's lifestyles in scheduling their trips. Furthermore, OTA is even able to disruptive the way business is carried out by conventional travel agents. This has led to increasingly fierce competition in the travel agent industry involving conventional travel agents and application-based travel agents (OTA). This condition needs to be addressed by companies by making continuous innovations to produce products that have added value. In order to continue to innovate, the formulation of a competitive strategy needs to be done in order to map the company's position in the industry which is then followed by the preparation of innovative programs to be able to maintain the company's sustainability in accordance with existing conditions. This research itself is a case study research that aims to formulate alternative competitive strategies using IFE analysis, EFE analysis, and SWOT Matrix analysis combined with IE Matrix. The object of this research is PT. Jasa Nusa Wisata wich is located on the Lombok island. From the results of IE Matrilks analysis it is known that PT. Jasa Nusa Wisata is in quadrant II which means the most appropriate strategy in this position is investment or selective development. Based on this information, ten alternative strategies were then formulated using a SWOT analysis that broadly summarizes investment activities and selective development.