AN ANALYSIS OF PERSONNEL DIFFERENTIATION FACTORS AS A COMPETITIVE STRATEGY IN A TRAVEL BUREAU: CASE STUDY OF TRAVEL MART TTC

Abstract

Studies about trade fair organizers have been neglected among trade fair researchers. Many academic studies focused on exhibition performance from the perspective of exhibitors and visitors, but the role of organizers in trade fair industry were left unexplored. Along with the significant growth of both organizers and trade fair field, This purpose of this study is to investigate the main factors that contribute to the growth of Travel Mart TTC through personnel differentiation method. The object of the research is the organizer and personnel of Travel Mart TTC based on the participants on April 28th – 29th, 2012 in La Grandeur Jakarta with population of 155 and 85 respectively. The survey was done with total participants of 62, which exceeds Slovin formula standard of 7% error margin.By analyzing the underlying factors through participant’s perspectives, the researcher will gain enough information to understand the extent on which these factors affect competitiveness in the setting of Travel Mart. The study adopted the theory of Phillip Kotler on competitive advantage through personnel differentiation using a mixed of quantitative and qualitative case study method, specifically with the instrument of questionnaire and mail interview. The factors used to measure the competitiveness of TTC Mart personnel were: 1) Competence, 2) Courtesy, 3) Credibility, 4) Reliability, 5) Responsiveness, and 6) Communication. Questions were self constructed, tested with validity and reliability and analyzed using frequency data analysis and factor analysis. It was found that the first factor consists of reliability, responsiveness and credibility factors; the second factor with responsiveness factors; while the third factors involves competence and communication factors. This research concluded that main factors from the performance of organizer and personnel that are attributed to the competitive advantage of Travel Mart TTC are reliability of service, eagerness to help with problems, reputation of organizers; followed by the promptness and effectiveness; and lastly the ability to direct and provide helpful resources and clear event information.