Abstract:
This study examines how the MICE Division of PT Kereta Api Pariwisata (KAI Wisata) leverages event
management as a strategic communication platform to strengthen corporate image and stakeholder
relationships. Using a qualitative single-case design, data were gathered through participant
observation during an internship (2023–2024), field notes, internal and public documents, and informal
staff discussions. Analysis followed the Miles–Huberman interactive model, with triangulation,
member checks, and an audit trail to support trustworthiness. Findings indicate: (1) corporate values
are consistently embedded in flagship events (e.g., KAI Xynergy Expo; ASEAN Railway CEOs
Conference), generating immersive brand experiences; (2) digital promotion via Instagram/TikTok
effectively amplifies audience reach; (3) operational bottlenecks—irregular timelines, key-staff
absences, ad-hoc technical changes, connectivity issues, and delayed documentation—undercut
message consistency; (4) two-way symmetrical communication with vendors and sponsors is present
but requires more systematic procedures; and (5) distinctive rail-tourism offerings (e.g., Panoramic,
Dining on Train) differentiate the brand and nurture goodwill. The study recommends standardizing
coordination protocols, adopting digital project-management and post-event evaluation routines, and
integrating content calendars and analytics for continuous improvement. Overall, MICE functions as
an experiential communication vehicle for KAI Wisata; its effectiveness depends on disciplined
internal–external coordination and purposeful digital integration.
