Dikta Ekonomi

Jurnal Ekonomi dan Bisnis

MARKETING MIX STRATEGIES OF SELECTED

TRAVEL AGENCIES IN MAKATI
Hadiati Fitri
Faculty of Economics
YARSI Universitas

Abstract
Penelitian ini dimaksudkan untuk mengetahui strategi bauran pemasaran dari industri
travelvariable digunakan dalam penelitian ini yang meliputi : produk atau jasa, harga.
agen. Empat
promosi
dan tempat. Untuk mengetahui intensitas strategi kita mendefinisikan tujuan atau objective
dari keempat
variable
dan strategi yang dipakai dalam mencapai tujuannya, kemudian melihat masalah yang
dihadapi dalam pelaksanaan buaran pemasaran itu serta memberikan alternative pemecahan
masalah
untuk memperbaikinya.
Kata kunci : Bauran pemasaran, travel agen.
INTRODUCTION

Volume 2 Nomor 3, Desember 05/

A travel agencies is a place where a

person can secure information, expert
The past decadecounseling,
saw a decline
andinmake
thearrangement to travel
growth of the tourism
industry
by land,
sea or of
airthe
to county.
any point of destination.
The following factors
accounted
for this
Like an
independent
insurance agency, a
decline: slow down
travel
in agent
the economic
represents
activities
many different
of major marketssuppliers
such as theairlines,
United State
and lines, tour
steamship
Europe; series of
operators,
national hotels,
disasterand
which
sightseeing companies.
activate major internal
problems
inimpartially
the
The agencies
staff
recommends
country; worldwide
theinflation
best suited
which
to affected
his clients particular needs.
international travel.
Thus, the agent is primarily a travel counselor
Endowed with natural
for his
resources,
clients, although he is also an agent or
warm people and majestic
broker for
scenic
his supplier.
spots, the He is an agent when
countrys potential
asan
a tourist
in
he has
officialdestination
legal appointment-contract
Asia is not far-fetched.
such as with
The aneed
public
to carrier. Oftentimes he is
their
operation.
It
is
in
the
light
this car rental, tour
coordinate
a broker representingofhotels,
effort
become
Responding
to
major
pivotal
development
is
in
agencies
these
design
believed
the
operations.
important
light
among
role
programs
tothat
in
travel
of
allied
bring
this
not
the
wants
very
this
its
marketing
that
product.
enough
operators,
Marketing
to
in
this
Today,
call,
geared
tourism
forth
agencies
achieve
that
sectors
product
competitive
new
humans
which
study
ato
formal
the
travel
thrust,
travel
atoward
skills
Since
generate
has
industry
are
or
new
the
is
and
travel
knowledge
are
play
sightseeing
its
appointment
undertaken.
satisfied
dimension
agencies
goals.
creature
products
agencys
in
improving
the
are
(Brownell
in
origin
agencies
travel
the
and
this
travel
necessary
and
market.
the
started
with
can
by
in
enthusiasm
survival
sales
companies
contract
George,
It
became
acquiring
the
satisfy
needs
ingredients
but
In and
fact
the
1990
and
now
which
were
given
growth.
past,
:1).
11
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Dikta Ekonomi
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needs, the task

choice
is is
to guided
improvebyproduction
the concept
andof
value and expected
distribution
satisfaction.
efficiency Human
and bring down prices.
society obtains
Second:
these
Thegoods
product
through
concept
the holds that the
medium of exchange,
consumer favors
which means
quality
that
product that are
people become
reasonably
specialist
priced,
in the
andproduction
therefore little
of
particular products
promotional
and effort
trade them
is required.
for other Third: The
things they selling
need. concept
A marketholds
is a that
groupconsumers
of
will not
people who share
buy enough
a need.
of the
Marketing
companys product unless
encompassesthey
those
areactivities
stimulatedthat
through
represent
a substantial
working withselling
the markets,
and promotional
that is, trying
effort.to Fourth: The
actualize potential
marketingexchanges
concept
. hold that the main task of
Marketing becomes
the company
one of
is the
to determine
very
what a chosen
important inset
theofdepartment
the wants, and prefers
customers in
needs,
organization,
andsince
to adapt
it works
the company
closely to
with
delivering the
detailed planning
desired of
satisfaction.
product and distribution
Fifth: the societal
of service goods.
marketing
Forconcept
some business
holds that
likethe main task of
travel agencies
the company
its success
is to rest
generate
entirely
customer
on the
marketing department
satisfaction
which
and has
long-run
to putconsumer
up
and
some financing
societal
schemes,
well-being
among others.
is the The
key to satisfying
success of such organizational
organizations rest
theresponsibilities.
goalsonand
effectiveness
In of
developing
its marketing
a marketing
department.
strategy, the most
The same is
important
true forpart
manyis to develop an effective
organizations
marketing
and in mix.
this case,
A marketing
the travel
mix is a
agency is no
particular
exception.
combination
Marketingof techniques, tactics,
department and
is tasked
resources
withdesigned
the dutytoofachieve the
understanding
objectives
and obtaining
of theinformation
marketing plan,
on
and it covers
marketability
theoffour
the variables
product orover
services
which to
the marketing
insure theirmanager
distribution
has some
anddegree
assimilation
of control:
in product,
the market. price, place, and promotion. The skill of the
However, while
marketing
the different
manager lies
typesinofunderstanding
organizationhow
have
these
marketing
variables
departments
interact, and in spreading
there is no single
the companys
form of organization
marketing efforts
for the
across them
marketing function. Rather itinisthe
saidmost
that
effective
this
way.
is dependent on the organizational form, on
the size of the company itself,
STATEMENT
etc OF PROBLEM
The problem of organization for marketing
departments
What
is
not
is
much
the
profile
felt
today
the
because
travel
management.
conclusions
management
which
focus
Kotler
activities.
philosophies
carrying
the
will
available,
emphasis
presumption
production
favor
led
and
(1997)
out
to
concern
strategies,
What
terms
selected
and
product
is
How
years
respondents
marketing
respect
that
which
the
center
their
Theories
the
mentioned
therefore
concept
do
are
the
that
of:
consumers
the
in
quest
of
the
can
marketing
which
the
to
travel
marketing
on
operation
type
customer
task
all
activities
have
companies
pricing
product,
guide
the
holds
in
strategies
major
for
five
are
managements
organizational
of
their
agencies
of
come
task
information
organization
activities.
affordable
alternate
marketing
satisfaction
that
problems
mix
organization,
is
strategies,
, of
price,
up
of
implement
classification
marketing
of
the
strategies
consumers
and
with
marketing
the
in
central
place
facing
major
respondents
term
and
First,
in
on
the
promotion
mixstrategies
and
of
number
?agencies
the
present
strategies
of
product
the
promotion
Agencies
with
of12in?

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Dikta Ekonomi
Jurnal Ekonomi dan Bisnis

in terms of intermediaries
each variable in
involved
the proceeding
in the distribution of
questions? a service; the distribution sites in service
What the possible
deliveries
solution
are the
to these
tangible
problems
component of the
to improve the marketing mix of travel
service.
agencies ? Promotion. The value of promotion,
THEORITICAL specifically
OF FRAMEWORK advertising of many services, is to
The theoryshow
employed
in this of
study
is
the benefits
purchasing
the services,
based on is
Bells
(Bell,
such
as thePrinciple
outcome of
usingMartin
United Airline.
1999)
which state It
that
is strategic
valuable to
marketing
stress consistent quality and
management efficient,
deals with courteous
understanding
and In most cases,
service.
accepting owners
promotional
and topconcern
managements
of services is similar to
relevant priorities, their vision, and their product.
business missions.
MarketingItsuccess
provides
depends
for anon the
objectives development
analysis of of
thesound
industry
marketing
and mix plan.
competitionOnce
in which
the companys
strength
the company
has decided
upon its
and weaknesspositioning
should be considered,
strategy, itasiswell
ready to begin
as the industrys
opportunities
and mix. The
planningemerging
the details
of marketing
impending threat.
marketing
Without
mix consists
careful and
of everything the firm
periodic updated
of these
factors,
can do analysis
to influence
the demand
for its
there is a high risk that resources will be used
product.
inefficiently.
Product. A key distinction
SIGNIFICANCE
between OF THE STUDY
goods and services
This study
is the
thatinseparability
it hoped, willofbethe
later. To significant
buy is simultaneously
to the management
to use the
of the travel
services; agencies
the customer
considering
must present
their at
marketing
the
service delivery
operation.
site. The
Service
recommendation
organization
may serve as
must manageframe
the availability
of reference of
in their
designing
offering
their strategy,
to smooth demand over time so thatplans,
demandand programs.
matches capacity
This and
study
that
will
thealso
organizations
be valuable in
assets are used
determining
in ways the
thatstrength
will maximize
and weakness
the
of the
return during
marketing
high and
strategies
low seasons.
of the travel agencies.
In the low And
season,
it may
tour
pinpoint
packages
some
at defects which can
appealing prices
open opportunities
are used to attract
for corrective
group or action and
conventions.proper
In demand
direction
season,
forgroup
the improvement.
are
It is
less desirable
alsobecause
hoped that
guests
thewho
study
willwill
pay be
topuseful to
dollar, travel
administration
to Florida and
on their
management
own (Kotler,
of airline
Philip
1984:75)
companies
in
order
to
have
close
net
working
essential
perception
management.
of
companies.
pricing
prices
demand
days
distribution
service
services
Pricing.
Place
prices
week.
as
during
(Distribution).
marketing
which
from
ais
Pricing
roles:
present
finding
place,
determining
four
and
variables
personnel
to
marketing
The
activities.
function
Many
is
also
The
the
consists
different
the
(2)
main
marketing
a(1)
of
capacity
price,
strategy
producer.
important
major
services
activities
marketing
out
tothem
objective
of
to
are
of
aspect
use
the
ofinfluence
the
factor
times
Place
selected
and
Furthermore,
use
implemented
mix
changing
in
management
Scope
extend
perception
lays
because
to
variations
aspect
covers
promotion;
capacity
Rarely
off-peak
such
factors,
of
or
is
in
service
with
two
and
the
travel
to
limited
developing
consumer
as
of
differing
of
also
are
the
Limitation
which
role
day
by
service
of
the
travel
namely:
inthe
agencies
travel
the
marketing
and
or
to
study
service
the
companies
travel
features,
agencies.
to
four
agencies.
of
is
Product,
onStudy
delimited
agency
the
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pricing, promotional
by the Department
activities,
of Tourism.
etc. TheOut of these,
respondentsthe
areresearcher
likewise limited
got 31 respondents
to managers who
and presidents of the travel agencies
cooperated
since
in the survey.
most of these companies do
Statistical
not employTreatment of the Data
marketing staff. The responses to the questionnaires
Method of Research
are tallied, tabulated, and interpreted through
The study used
the use
the of
descriptive
frequency distribution, percentages,
method of research. The descriptive method and t-test.
of research1.isPercentage.
the type which
The looks
data gathered
into
were be
profile, events
organize
that foretell
and presented
and project
using future
the frequency
trends utilizing the
distribution
survey approach.
method with the formula:
The Research instrument
P (%) = n/N x 100
The researcher used the following
Where:
instrument to facilitate the gatheringP of data
=
percentage
1. Questionnaires
n = number of responses falling
under a
The researcher prepared a questionnaire
particular
in
category
check list form which Nseek
= Total
secure
number
uniform
of respondents
responses.
2. Frequency.
The questionnaire
It is actually
is a formthe number of
which seeks responses
to answer to
thea questionnaire
specific question or item in
regarding the marketing mix used by the questionnaire
companies 3. Weighted Mead. The weighted mean is also
2. Interviews computed and the liker scale is used as the
Unstructuredbasis
interviews
for thewere
interpretation
conducted of data. The
among some concept
of the general
of boundary
manager
of numeral
of
is
travel agencies after they answer
arbitrarily
the
presented below
RangeWeigh
Interpretation
questionnaire in order to substantiate the
response in the questionnaire 4.50 - 5.50 5 Most Important or Most
Effective

Sources and Gathering of Data 3.50 - 4.50 4 Very important or very

Effective
The primary sources 2.50
of data
travelor Effective
- 3.50 are
3 Important
agency personnel, using a questionnaire.
1.50 - 2.50 2 Less Important or less
Effective
Secondary data come from documentary
0.50Department
1.50 1 Unimportant
or Less
literature, gathered from the
of
Effective
Tourism, Securities and
Exchange
Review
Related Studies and Literature
Commission (SEC).
Brochures, books,
magazines
and and Studies, the
On related
literature
publication
proved
very
useful
sources
of
researcher
has
viewed
the
writings
of
the
Sample
information.
purposely
selecting
1.
2.
3.
in
The
There
located
accredited
Travel
They
Member
Makati
respondent
Size
were
were
Association)
in
respondent
chosen.
area
of
Chuck
over
variable,
the
of
following
William
Philip
mix
interrelated
Choy
and
52
by
Makati
travel
IATA
marketing
as
travel
four
the
as
Department
Sampling
companies
Y.
and
accredited
(International
Kotler
the
The
Gee,
activities
J,Stanton
area
agencies
of
where
James
companies
authors,
and
agencies
mixture
criteria
marketing
Kevin.B.Rober,
Mix
where
Technique
for
non
were
in
of
C.
found
and
which
his
for
the
Makens
Tourism
affect
IATA
in
of
whose
decision
were:
located
used
this
Airline
mix
the
relevant
view
his
controllable
manager
were
reviews
for
action
in
variables
company
four
views
that
Dexter
intheir
and
has
variables
to
one
the
on
in
or
agencies
or
this
control
J.L.
the
marketing
are
views
the
in
marketing
ideas
travel
study.
four
usually
others.
are
on
14
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Volume 2 Nomor 3, Desember 05/ Dzulqaidah

organization5.toErlinda
achieveB.a Businos
defined made
goal.studies
He
on the
also wrote that four
knowing
P's the
of marketing
market target
as perceived
is
by the
important before deciding on price.
personnel.
Victor T.C. Middleton for his vies on the four
DISCUSSION
variable of the marketing mix
Profile
of the
Martin L. Bell discussed the
four step
in travel Agencies
1. which
Type of Organization
development of marketing strategy
Table 1
related to present studies.
of Business
Organization
Larry J. Rossenberg gives Types
his opinion
the need
Type Number
Percent
to balance between profit
for the
company
Sole Proprietorship 3 9.67 %
and the client's satisfaction in price
Corporation 28 90.33 %
setting.
E. Jerome McCarthy and William
d. Perrault
Total 31 100.00 %
Jr. explain the dependence of price policy
on: by research
Source
objectives, as well as the three methods of
promotional sellingAs shown, a great majority 28 or 90.33
Isabelo T. Crisostomo
views on
percent of gives
travelhis
agencies
is the
corporation and 3
factors to be considered
or 9.67inper
thecent
selection
are sole
of proprietorship
media in promotion
activities.
The predominance
of corporations
Lilia B. Arante
reflect
and the
Julita
essential
Gomez emphasize
need for a travel agencies
that salesman
good knowledge
to should
posses have
a juridical
personality. There are
of the product
advantages
to be more
of being
effective
a corporation.
in his
A
selling works
corporation can only act within the power
Ignacio emphasizes
on mentioned
marketing by law or mentioned by
expressly
management in
thethe
articles
area concerned
of incorporators
with
granted by the
decision andSecurities
policies relating
to marketing
and Exchange
Commission. As a
activities under
corporation,
marketing
theprogram.
travel agency becomes a very
legitimate body to represent its clients
2. the
Number
of Years inhas
Operation
On related studies,
researcher
Table 2
reviewed the writing of the following
Numberrelevant
of Yearstoin Operation
authors, whose finding is found
Years Number Percent
this study.
16.13
5 -5%6
1. Diksotoma Ian Bagus Putra concludes in
7 -6%8
his finding that the travel agency business 19.36
6.45
9- 10
2%
in Indonesia is more profitable where the
Above 1058.06
years
18%
internal rate of return is 90 percent.
Total 31the100.00
2. Sahat P. Siahaan mentions
target%
Source
:IATA.
by
research
market
of
the
travel
agency
was
3. Jose
4.
Gerhard
recruitment
companies
component
tourism
model
having
which
environmental,
distribution
effect
include
for
Travel
2the
70.97
been
personal
The
Von
Conde
International
industry
Adivisions:
strategies.
and
international
great
key
source
Haunschild
IATA
in
agencies
per
channels.
focuses
Association)
the
marketing
characteristic
existence
element
market,
The
been
selling
agencies
majority
cent
to
product,
oftravel
IATA
develop
operating
and
income
his
Travel
are
cites
3.
of
consumer
in
strategies.
tourism
for
(international
multinational
studies
which
58.06
associated
the
agencies
member
Classification
specific
aof
that
Association.
than
of
system
for
IATA
numbers
percent
and
is
the
on
the
and
twenty
more
by
are
agency
the
with
non
classified
of
than
have
Airlines
eight
the
of
22
They
is10
Agencies
or
years.
years
have
15
into
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mainly company
distributing
accounts, since
the product/
it depends
services, in this
on the membership
regardofitmany
has association
been done to find out the
factors that can influence the choice of
place. A majority of travel agencies choose
Table 3of customers as the highest
the number
Classification
Agencies
factors in of
their
selection of place and
Classification
Number
Percent
subsequently followed by urban area,
geographic
and size order.
IATA Member
22 70.97concentration
%
location
Non-IATAThe
9 29.03
% of customers is the primary
Totalconsideration
31 100.00 % taken by the respondents.
to competition, proximity to the market
Source : byDueresearch
is important, like tourist spots areas and
centers
thus flooded with
On thebusiness
other hand,
the are
non-IATA
agencies which number 29.03 per cent aretravel
not agencies.
Table 4
member of International Travel Association.
Selection
They do not belong to any sales association
a of Place
Number
Percent
majority
of their
sales come from immigrants
visa holders
Number
37.84
of28%
There are advantages of being a
customers.
member of the IATA. Since the IATA is an
Urban 36.48
area.
27%
association of airlines, it is the agency that
standardizes the plane fares of the member of
Geographic
16.2212%
which almost all airlines are member.
Since
a
concentration of
travel agency earn mainly from commissions
Market
or discount given to it by the airlines, it is
Size 9.46
order
7%
imperative that a travel agency become a
member of IATA. The travel agencies that are
Total 74 100.00 %
members of the IATA can offer more efficient
Source : by research
and faster services to its customer because
they can deal directly with the airlines.
4. Promotion
A majority of travel agencies use external
The present activities of travel agencies in
promotion
andmix
only
32.26
per cent provide
connection with
marketing
with
regard
internal promotion.
to product, price, place and promotion

Volume 2 Nomor 3, Desember 05/ Dzulqaidah

1. Product / Service
Table 5
The agencies offer five basic services to their
Types and
of Promotion
the
services
are
reservation
2.customers,
3.
ticketing,
acquisition
and
The
from
This
to
respondent
discount
rate
When
the
Price
Place/Distribution
tours
travel
logical
enables
given
decision
airline
Type
to
clients.
(domestic
is
travel
agencies
Number
With
of
is
their
utilized,
brochure
common
the
companies
Total
3is
to
passport,
percent
regard
agencies
made
agencies
select
customers
Percent
Aform
31
and
receive
great
and
to
the
100.00
in
to
international)
of
of
open
the
acquisition
newspaper.
to
selling
use
advertising
gives
majority
advertising,
commissions
travel
and
grant
place
%aofbranch,
the
5billboard
tickets.
percent
discount
for
papers,
of
lowest
of
Very
Source
media
visas
followed
few
are
is
:External
by
theby
research
most
16
Promotion
Internal
67.74
32.26
10
21
%
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Dikta Ekonomi
Jurnal Ekonomi dan Bisnis

engage in magazine and television. The

x
= 4.66
( MI )
Source : by research
cost of advertising is very expensive
particularly television, magazine and
second rank is to competently
newspaper The
advertising.
satisfy Table
the needs,
wants and expectation of
6
the customers
94.67
or most important0,
Advertising
Media
Used
maintain customer loyalty (4.58 or most
Medium
Number Percent
important)
and attract more customers (4.55
Television
2
3.85 %or most important)
To maintain 9customers
is
Newspaper
17.31 loyalty
%
essential for the company in keeping up with
Magazines
7
13.46 %
the competition in industry especially with
Billboard
21 and it
40.38
%
the new comers
is even
difficult or
harder to keep
loyalty rather
Brochure
13 the customer
25.00 %
than to catch them. In general, respondent
Total 52 100.00 %
believe that all the factors mentioned are most
Source : by research
important in achieving the product objectives.
All the four factors are directly aimed at the
Marketing Mix Strategies of the
customers with
and how
to effectively
serve them
Respondents Companies
Respect
to
continue their patronage.
Product, Price, Place and Promotion
With regard to product strategies, the
first rank of the respondents' choice is to offer
Product Strategies.
many form services which provide a certain
Table
7 presents
service
purpose
(4.52 product/
or maximum
effect). The
objectives. company
It shows
thatmany
all types
of theof services. These
offer
components include
in product
objectives
were for the airline,
ticketing, booking
considered as most important. The first rank
acquiring passport and visas, consultation on
in product/service objective is to maintain
how to
get an 94.84
immigration
quality service
strategy
or mostvisa, booking for
hotels,
international
tour and
important, it
is an domestic
importantand
element
in
other
servicesgood
concerning traveling.
maintaining the company
company's
reputation and serves as competitive weapon
Table 8
that can result in increased market share of
the firm.
Product/Service Strategy
Table 7
Interpr
Components
Rank
Product/Service Objective
Components AWM Interpretation
Legend
:more
AWM:
average
: mean
AWM:
Maintain
loyalty
Attract
service
To
the
expec
customers
needs,
tationofthe
customer
quality
wants,
satisfy
and weighted
4.67 Effect)
4.55
4.84
4.58
M I
Volume 2 Nomor 3, Desember 05/ Dzulqaidah 1426
Hompetently
ISSN
1411
- 0776

Rank

etation
AWM

Offer many types

4.52
M E1
x
=
3.96
(Great
of
service
which
Average3142 Weighted
Offer
provide
Offer
of
Legend
wide
insurance
customer
purpose
Mean
services
certain
related
range
4.42
M2.9
E17
32

Dikta Ekonomi
Jurnal Ekonomi dan Bisnis
Legend: AWM: Average Weighted Mean
Source : by research
x

4.17

(Very

Important )

The objective
was rank as follows:
The second
rank is component
to offer wide
Rank first
to maintain
range of customer service,
theisagency
will reasonable
rate
of return
or Most
that
render extra
service
such(4.55
as seeing
to Important),
it that
believe
that this
element
is necessary
the customers
will leave
without
hustle,
it will since it
create
good
chance
in setting
also coordinate
with
tour
agencies
with the price to keep
companies
always so
profitable.
regards to the
problems
of tourist
that these Rank
second
is maximizing
profit
in the
will acted upon
earlier.
Another
strategy
is long run
(4.52 or
most important),
some companies
to offer related
insurance
services which
forgo immediate profit in order to
satisfactorywilling
effect to
considered,
more competitive
market in the
A product penetrate
strategy adapted
by the
future.
other
strategies
are to increase
travel agencies
is toThe
keep
themselves
abreast
market share
(4.32) isasvery
with the competition
by offering
manyimportant), they
believe
thespecific
higher sales
volume
services that
shall that
answer
purposes
a will lead
lower unit cost, and higher long-run profit.
client may to
need.
It can be observed the following price
objectives components were also very
Pricing Strategies
important considered: maximum current
meet
competitors
pricing
With profit;
regard to
pricing
objectives,
theand survival.
companies need some basis in setting up their
Table 10
price. The findings of this matter are
Strategies
presented in table16, which shows the Pricing
mean
values and interpretation expressed.
AWM InterpreRank
It can observed in tableComponents
9 that there
tation
are most components that were considered as
most important, those maximizing profit in
Setting prices
3.39
SE1
the long run and maintain reasonable rate of
close to cost
return.
Table 9
Setting prices
3.32
SE2
Pricing Objectives
lower than the
Components

AWM

Interpre
tation
VI

Rank

other
Competitors

Low cost due

2.58
SE4
to few benefit
offered
Meet competitors
3.97
VI
5
satisfactory
maintain
upon
preference
companies
shows
The
first
their
that
Table
their
with
ranks
existence
effect.
of
all10
the
price
greater
components
present
setting
The
for
inrespondent's
market
the
the
pricing
is
are
Source
setting
market,
quality
share
considered
strategies.
:with
depend
by
price
some
may
image.
research
as
close
18
current
Maximum
pricing.
reasona-ble
Maintain
of
profit
Maximizing
Increase
run
share
in
profit
market
the
rate
4.32
4.52
4.55
4.03
MI
VIpricing
4123strategy
High
benefits
aprices
lot.90
SE
3of It to
Volume 2 Nomor 3, Desember 05/ Dzulqaidah 1426
Hreturn
ISSN
1411
-long
0776
Survival.

3.61