STRATEGI PENGEMBANGAN DAN UPAYA MEMPERTAHANKAN INDUSTRI KREATIF EVENT ORGANIZER MICE (MEETING, INCENTIVE, CONFERENCE, EXHIBITION) PADA MASA PANDEMI COVID 19 DI KOTA PEKANBARU
Abstract
This research was conducted in the city of Pekanbaru, because the city of Pekanbaru is intensively improving its infrastructure to become a MICE destination city. This study aims to determine the development strategy and efforts to maintain the Event Organizer MICE (Meeting, Incentive, Conference, Exhibition) service industry during the Covid 19 pandemic in Pekanbaru City. The population of this study are MICE business owners in Pekanbaru City. The population in the study amounted to 23 businesses. The samples taken were 3 representatives of the Event Organizer business in Pekanbaru City. The types and sources of data that the author uses in this study are primary data using a questionnaire and secondary which includes EO data obtained from the Pekanbaru City Tourism and Culture Office and the Covid 19 Cluster. The data analysis technique used by the researcher is by using the SWOT analysis method. by using the IFAS matrix, EFAS matrix, IE matrix, SWOT matrix and grand strategy matrix. The SWOT analysis shows the position of the MICE event organizer service industry in Pekanbaru City is in quadrant II, which means the MICE event organizer service industry in Pekanbaru City is experiencing little influence due to the Covid 19 pandemic. maximize the company's internal strengths and opportunities. The type of strategy to grow and build (Growth and Build), to get a suitable strategy, then analyzed further using the Internal-External Matrix, and the result is the position of the MICE event organizer service industry in Pekanbaru City is in the Cell II area, namely with an intensive strategy (market penetration). , market development and product development) or integrative strategies (forward, backward and horizontal integration) can be the most appropriate choice for divisions) during the pandemic.
Keywords: Creative Industry, MICE, Event Organizer, Covid 19, Pekanbaru
Full Text:
PDFRefbacks
- There are currently no refbacks.