Proposed Marketing Strategy to Enhance Brand Awareness for Wisata Murah Indonesia

ABSTRACT: Tourism is one of the industries most impacted by the COVID-19 pandemic. As the virus recedes, the tourism industry is experiencing a revival, resulting in increased competition. Nevertheless, numerous businesses are unable to regain their prepandemic positions. Wisata Murah Indonesia is among the companies facing this situation due to the company's lack of brand awareness. This research aims to raise awareness and develop a new marketing strategy for Wisata Murah Indonesia in order to boost revenue. This research uses two methods of analysis, namely the qualitative method and the quantitative method to conduct internal and external analysis. The outcomes were then used as the foundation for a SWOT analysis, which was followed by a TOWS analysis and a QSPM analysis to identify possible implementation strategies. This analysis results in a new business strategy to increase revenue at Wisata Murah Indonesia is to create affordable, trend-based special tour packages and to add passport and visa-making services so that customers are attracted by the convenience of travel. Additionally, raise awareness by conducting online and offline promotions. Online promotions include collaborating with influencers and adding new marketing channels, namely TikTok and YouTube. Offline promotion is by making tour packages with special prices or discounts for offline purchases, such as at the Travel Fair. Wisata Murah Indonesia can also improve their brand reputation to increase customer loyalty and potential customers