Designing The Marketing Mix through Competitive Profile Matrix and Importance-Performance Analysis Case Study of a Travel Agent in Yogyakarta

Rinawiyanti, Esti Dwi and Surjani, Rosita Meitha and Nugroho, Adi Setyo (2025) Designing The Marketing Mix through Competitive Profile Matrix and Importance-Performance Analysis Case Study of a Travel Agent in Yogyakarta. In: Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025), 12 - 15 May, 2025, University of Banking, Ho Chi Minh City, Vietnam.

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Abstract

XY Tour operates as a travel agency in Yogyakarta. The pandemic and its associated travel restrictions affected XY Tour's operations, including a decline in Yogyakarta tourism. Care must be taken while dealing with post-pandemic circumstances that boost tourism. This study aims to design an appropriate marketing mix to strengthen XY Tour's competitive edge. This study employs qualitative and quantitative methods through interviews and surveys. Data from 100 respondents were processed using the Competitive Profile Matrix (CPM) and Importance-Performance Analysis (IPA). CPM generates six critical success factors from the XY Tour whereas IPA generates six variables in Quadrant I. According to survey results, this study provides several suggestions, including segmenting customer based on consumer behavior, targeting new demographic segment, expanding an online and social media presence, and creating unique backpacker trip package. In terms of the marketing mix, this study suggests a number of recommendations, such as creating culinary and themed tour packages, introducing cost-based pricing, enhancing social media management and efficacy, providing customer service training, hiring new staff with social media management expertise, utilizing Chatbots, and incorporating cultural identity into assets. These recommendations can guide XY Tour to maintain its operations and boost its competitive edge in the travel sector.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	e-ISSN: 3047-857X
Uncontrolled Keywords:	tourism, tour package, physical evidence
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	Ester Sri W. 196039
Date Deposited:	12 Jun 2025 08:54
Last Modified:	12 Jun 2025 08:55
URI:	http://repository.ubaya.ac.id/id/eprint/48676

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