OPTIMALISASI KOMUNIKASI STRATEGIS MELALUI MANAJEMEN ACARA MICE: STUDI KASUS DIVISI MICE PT KERETA API PARIWISATA (KAI WISATA)

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.