Strategi Komunikasi Pemasaran Biro Perjalanan Wisata Pasca Pandemi COVID-19

Abstract

The Travel Agency business is one of the businesses affected by the COVID-19 pandemic because of the regulations that limit people's activities to gather. In its efforts to deal with the pandemic, it requires a marketing communication strategy, one of which is JawaXplore. Analyzed using the SOSTAC theory (Situation, Objectives, Strategy, Tactic, Action, Control), this research aims to find out what kind of marketing communication strategy JawaXplore has carried out in the aftermath of the COVID-19 pandemic. This research uses descriptive qualitative methodology. The purpose of the strategy created is a stable position and avoid losses, and also foster a sense of trust in prospective clients. Marketing communication activities through the @jawaxplore Instagram account are carried out by utilizing various existing features, such as uploading photos and videos in feeds, instagram stories, instagram story highlights, reels, IG TV, IG Ads, and insights.