Strategi Komunikasi Agensi Wisata Menghadapi Regulasi
DOI:
https://doi.org/10.29313/bcscm.v6i2.25312Keywords:
Strategi komunikasi, Perubahan regulasi, Agensi perjalanan wisataAbstract
Abstrak. Perubahan regulasi pariwisata di Jawa Barat, khususnya Surat Edaran Nomor 43/PK.03.04/Kesra mengenai kegiatan study tour pada satuan pendidikan, berdampak pada operasional dan komunikasi agen perjalanan wisata. Penelitian ini bertujuan mengkaji dan menganalisis strategi komunikasi HD Holiday Tour & Travel dalam menghadapi perubahan regulasi melalui tahap riset, perencanaan, implementasi, evaluasi, serta pelaporan dan tindak lanjut. Penelitian berlandaskan paradigma positivistik, menggunakan metode kuantitatif dengan pendekatan kuasi-kualitatif. Data diperoleh melalui wawancara mendalam terhadap tiga informan yang dipilih secara purposive, observasi Instagram perusahaan, dan analisis dokumen. Data dianalisis melalui reduksi, penyajian, penarikan simpulan, verifikasi, dan triangulasi data. Hasil penelitian menunjukkan bahwa tahap riset memanfaatkan jaringan industri, media, asosiasi, dan surat edaran perencanaan berfokus pada kepatuhan regulasi, penyelesaian masalah klien, dan diversifikasi pasar; implementasi dilakukan melalui pertemuan, telepon, WhatsApp, serta koordinasi vendor evaluasi didasarkan pada penerimaan solusi, keberlanjutan hubungan, dan reputasi sedangkan pelaporan telah dilakukan secara bulanan, tetapi dokumentasi kasus operasional belum sistematis. Penelitian merekomendasikan pedoman pesan tertulis, indikator evaluasi, dokumentasi kasus, dan penguatan fungsi edukasi Instagram.
Abstract. Tourism regulatory changes in West Java, particularly Circular Letter Number 43/PK.03.04/Kesra concerning study tours in educational institutions, affect the operations and communication of travel agencies. This study aims to examine and analyze HD Holiday Tour & Travel's communication strategy in responding to regulatory change through the stages of research, planning, implementation, evaluation, and reporting and follow-up. The study is grounded in a positivist paradigm and applies a quantitative method with a quasi-qualitative approach. Data were collected through in-depth interviews with three purposively selected informants, observation of the company's Instagram account, and document analysis. Data were analyzed through reduction, display, conclusion drawing, verification, and source triangulation. The findings show that research relied on industry networks, media, associations, and official circulars; planning focused on regulatory compliance, client problem solving, and market diversification; implementation used meetings, telephone calls, WhatsApp, and vendor coordination; evaluation was based on solution acceptance, relationship continuity, and reputation; and monthly reporting was conducted, although operational case documentation remained unsystematic. The study recommends written message guidelines, evaluation indicators, structured case documentation, and a stronger educational function for Instagram.
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