Case study of business model adaptation in the travel industry: targeting generation z
This research aims to analyze the adaptation of Travel Hajimena Berkah Jaya's business model in reaching Generation Z, a demographic group heavily influenced by digital technology. Using a descriptive qualitative approach, data was collected through in-depth interviews, direct observation, soci...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Indonesian Institute for Counseling, Education and Therapy (IICET)
2024-12-01
|
| Series: | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| Subjects: | |
| Online Access: | https://jurnal.iicet.org/index.php/jppi/article/view/5007 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832584554394681344 |
|---|---|
| author | Erwin Iriyanto Siagian Nurul Anisa |
| author_facet | Erwin Iriyanto Siagian Nurul Anisa |
| author_sort | Erwin Iriyanto Siagian |
| collection | DOAJ |
| description | This research aims to analyze the adaptation of Travel Hajimena Berkah Jaya's business model in reaching Generation Z, a demographic group heavily influenced by digital technology. Using a descriptive qualitative approach, data was collected through in-depth interviews, direct observation, social media content analysis, and internal company documents. Thematic analysis techniques were used to identify key patterns in the company's business adaptation strategies. The results showed that the most effective strategy was marketing through collaboration with social media influencers, which significantly increased brand visibility and appeal to Generation Z, compared to other strategies such as mobile app development or data-driven service personalization. This strategy allows companies to reach a wide audience quickly and relevantly, according to this generation's preferences. This research provides practical insights for travel industry players to develop business adaptation strategies that are based on technology and market needs. |
| format | Article |
| id | doaj-art-e41d056bb616418c91f7bb09f6d6667b |
| institution | Kabale University |
| issn | 2477-8524 2502-8103 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Indonesian Institute for Counseling, Education and Therapy (IICET) |
| record_format | Article |
| series | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| spelling | doaj-art-e41d056bb616418c91f7bb09f6d6667b2025-01-27T12:46:15ZengIndonesian Institute for Counseling, Education and Therapy (IICET)JPPI (Jurnal Penelitian Pendidikan Indonesia)2477-85242502-81032024-12-0110492894110.29210/0202450072527Case study of business model adaptation in the travel industry: targeting generation zErwin Iriyanto Siagian0Nurul Anisa1LSPR Institute Of Communication & BusinessLSPR Institute Of Communication & BusinessThis research aims to analyze the adaptation of Travel Hajimena Berkah Jaya's business model in reaching Generation Z, a demographic group heavily influenced by digital technology. Using a descriptive qualitative approach, data was collected through in-depth interviews, direct observation, social media content analysis, and internal company documents. Thematic analysis techniques were used to identify key patterns in the company's business adaptation strategies. The results showed that the most effective strategy was marketing through collaboration with social media influencers, which significantly increased brand visibility and appeal to Generation Z, compared to other strategies such as mobile app development or data-driven service personalization. This strategy allows companies to reach a wide audience quickly and relevantly, according to this generation's preferences. This research provides practical insights for travel industry players to develop business adaptation strategies that are based on technology and market needs.https://jurnal.iicet.org/index.php/jppi/article/view/5007generation z, travel industry, digital innovation |
| spellingShingle | Erwin Iriyanto Siagian Nurul Anisa Case study of business model adaptation in the travel industry: targeting generation z JPPI (Jurnal Penelitian Pendidikan Indonesia) generation z, travel industry, digital innovation |
| title | Case study of business model adaptation in the travel industry: targeting generation z |
| title_full | Case study of business model adaptation in the travel industry: targeting generation z |
| title_fullStr | Case study of business model adaptation in the travel industry: targeting generation z |
| title_full_unstemmed | Case study of business model adaptation in the travel industry: targeting generation z |
| title_short | Case study of business model adaptation in the travel industry: targeting generation z |
| title_sort | case study of business model adaptation in the travel industry targeting generation z |
| topic | generation z, travel industry, digital innovation |
| url | https://jurnal.iicet.org/index.php/jppi/article/view/5007 |
| work_keys_str_mv | AT erwiniriyantosiagian casestudyofbusinessmodeladaptationinthetravelindustrytargetinggenerationz AT nurulanisa casestudyofbusinessmodeladaptationinthetravelindustrytargetinggenerationz |