MANAJEMEN STRATEGI DALAM MEMPERTAHANKAN DAYA SAING WISATA RELIGI DI PT. PARAMUDA GOTRAVEL INDONESIA KOTA BANDAR LAMPUNG

Fajar, Nurya Fitri (2026) MANAJEMEN STRATEGI DALAM MEMPERTAHANKAN DAYA SAING WISATA RELIGI DI PT. PARAMUDA GOTRAVEL INDONESIA KOTA BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT This research uses a qualitative descriptive approach. Data were collected through observation, interviews, and documentation involving company leaders and employees. The data were analyzed descriptively to explain service planning, human resource management, product development, marketing strategies, and service control implemented by the company. The results show that PT. Paramuda GoTravel Indonesia applies several management strategies, including developing various travel packages such as regular Umrah and Umrah plus, differentiating services by providing accommodation near the Grand Mosque, utilizing digital media and agent networks for marketing, strengthening company legality as an authorized Umrah Travel Organizer and member of AMPHURI, and conducting regular service evaluation and supervision. 1 2 These strategies contribute to increasing customer trust, expanding market reach, and maintaining the company’s position in the competitive religious tourism industry. This study concludes that integrated and well planned management strategies are crucial in ensuring business sustainability and maintaining the competitiveness of religious travel agencies amid the dynamic pilgrimage travel industry.

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