MODEL SOCIAL CRM SEBAGAI STRATEGI BISNIS PARIWISATA PROVINSI SUMATERA UTARA

Putri Taqwa, Denny Jean Cross Sihombing, Julius Bata

Abstract


Perkembangan teknologi informasi turut serta merubah paradigma bisnis, product oriented menjadi costumer oriented. Customer Relationship Management (CRM) merupakan strategi bisnis yang mengintegrasikan proses bisnis dengan konsumen, proses bisnis dan teknologi pendukung untuk memperoleh customer retention, selanjutnya berkembangan menjadi Social CRM. Pemerintah sumatera utara dalam hal ini dinas pariwisata, memiliki tanggung jawab untuk memperkenalkan  daerah wisata yang terdapat dalam wilayah sumatera utara. Wisatawan mancanegara (wisman) yang berkunjung di Sumatera Utara  mengalami penurunan sebesar 39,11 persen dibanding yang datang pada bulan Desember 2014 yang mencapai 33.017 orang. Penelitian ini akan fokus pada pemodelan social CRM sehingga terciptanya loyalitas dari wisatawan yang berdampak pada peningkatan kunjungan wisatawan, data diperoleh dari Badan Pusat Statistik (BPS) Sumatera Utara. Model Social CRM yang diusulkan mengolah informasi dari wisatawan dan mengemasnya menjadi pengetahuan. Pengetahuan yang didapat dari social media para wisatawan akan membantu pembuat kebijakan ketika merencanakan program kerja pariwisata sumatera utara.

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