{"id":1303,"date":"2017-10-27T17:54:24","date_gmt":"2017-10-27T10:54:24","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=1303"},"modified":"2017-10-27T17:54:24","modified_gmt":"2017-10-27T10:54:24","slug":"online-travel-agent-sebagai-faktor-pendukung-dan-penghambat-strategi-komunikasi-pemasaran-public-relations-hotel","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2017\/10\/online-travel-agent-sebagai-faktor-pendukung-dan-penghambat-strategi-komunikasi-pemasaran-public-relations-hotel\/","title":{"rendered":"Online Travel Agent sebagai faktor pendukung dan penghambat strategi komunikasi pemasaran Public Relations Hotel"},"content":{"rendered":"<p style=\"text-align: justify\">\n<p style=\"text-align: justify\"><strong><em>Nisrin Husna, S.Ikom., M.Ikom<\/em><\/strong><\/p>\n<p style=\"text-align: justify\">\n<p style=\"text-align: justify\">Menjamurnya <em>Online Travel Agent<\/em> di indonesia memberikan kemudahan bagi para <em>traveller<\/em> untuk merencanakan liburan mereka. Mulai kemudahan memilih transportasi yang tepat hingga pilihan hunian selama liburan. <em>Online Travel Agent<\/em> pada dasarnya memiliki lingkup bisnis yang sama seperti agen travel konvensional. Pembedanya, <em>Online Travel Agent<\/em> membuka layanan berbasis digital, dimana transaksi pencarian informasi, pemesanan, dan pembayaran dilakukan dalam jagad maya. <em>Online Travel Agent<\/em> ini sendiri terbagi menjadi tiga macam, yaitu\u00a0<em>booking<\/em>\u00a0<em>online<\/em>,\u00a0<em>travel<\/em>\u00a0<em>review<\/em>, dan\u00a0<em>online<\/em>\u00a0<em>aggregator<\/em>.\u00a0<em>Booking<\/em>\u00a0<em>online<\/em>\u00a0menyediakan layanan untuk memesan akomodasi perjalanan, sementara\u00a0<em>travel<\/em>\u00a0<em>review<\/em>\u00a0merupakan penyedia ulasan kualitas atau pengalaman konsumen. Sedangkan <em>Online Aggregator<\/em>\u00a0menggabungkan konsep keduanya dan berperan menjadi agen travel yang serba lengkap.\u00a0<em>Online aggregator<\/em>\u00a0menyediakan informasi berbagai pilihan akomodasi, membandingkan antar harga, dan secara langsung juga dapat melakukan pemesanan tiket transportasi maupun kamar hotel.<\/p>\n<p style=\"text-align: justify\">Berbagai wacana kemudahan dan keunggulan yang ditawarkan <em>Online Travel Agent<\/em> bagi konsumen berbanding lurus dengan meningkatnya tantangan yang dihadapi oleh Public Relations hotel. Erwinda Monica, Public Relations Hotel Santika Premiere Malang mengemukakan bahwa <em>review Online Travel Agent<\/em> kini sedang menjadi fokus utama managemen, karna testimoni konsumen di <em>Online Travel Agent<\/em> bisa menjadi alat komunikasi pemasaran paling efektif\u00a0 mengalahkan <em>advertising, direct marketing, sales promotion<\/em> maupun <em>personal selling<\/em>, namun di sisi lain juga bisa menjadi faktor utama penghambat strategi komunikasi pemasaran hotel. Dua sisi ini harus dihadapi karena\u00a0 konsumen yang melakukan <em>booking<\/em> kamar melalui Online Travel Agent memiliki akses penuh untuk memberikan <em>review <\/em>terhadap hotel pilihan sesuai dengan pengalaman yang konsumen rasakan. Artinya, baik pengalaman positif maupun negatif dapat mereka sampaikan sebagai testimoni tanpa terkecuali. Hasil <em>rate<\/em> dan <em>review<\/em> tersebut, kemudian digunakan oleh beberapa <em>Online Travel Agent<\/em> seperti Traveloka, Agoda, Booking.com, dan Trip Advisor untuk menentukan ranking hotel di <em>Online Travel Agent<\/em> mereka. Kondisi inilah yang tentu harus menjadi perhatian Public Relations secara cermat dan cepat. Cermat dalam membaca dan menentukan langkah yang tepat, dan cepat dalam merespon <em>review<\/em> konsumen, terlebih bagi testimoni negatif atau bernada ketidakpuasan, agar <em>Online Travel Agent<\/em> tetap menjadi bagian dari faktor pendukung strategi komunikasi pemasaran Hotel bukan malah menjadi faktor penghambatnya.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nisrin Husna, S.Ikom., M.Ikom Menjamurnya Online Travel Agent di indonesia memberikan kemudahan bagi para traveller untuk merencanakan liburan mereka. Mulai kemudahan memilih transportasi yang tepat hingga pilihan hunian selama liburan. Online Travel Agent pada dasarnya memiliki lingkup bisnis yang sama seperti agen travel konvensional. Pembedanya, Online Travel Agent membuka layanan berbasis digital, dimana transaksi pencarian [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[122,127],"tags":[],"class_list":["post-1303","post","type-post","status-publish","format-standard","hentry","category-articles","category-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Online Travel Agent sebagai faktor pendukung dan penghambat strategi komunikasi pemasaran Public Relations Hotel | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, 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