Traveloka Explore (Internal Media Content) Sebagai Spasialisasi Traveloka Dalam Menembus Bisnis OTA (Online Travel Agent)

Abstract

This study discusses the spatialization of Traveloka, namely Traveloka Explore. Traveloka spatialization is used as a form of breaking through space and time barriers in the Online Travel Agent business. The purpose of this study is to find out Traveloka's efforts as a new media to compete in the Online Travel Agent business, find out Traveloka as a new media using users as a profit-seeking tool and find out the role of members of the Explore Power Club community towards Traveloka Explore as a spatialization of Traveloka. The method used in this study is a qualitative method by obtaining data through interviews. Interviews were conducted with 7 (seven) informants who are Traveloka Explore managers and members of the Explore Power Club community as Traveloka Explore users. The results of this study indicate that Traveloka Explore as a company spatialization is used as a form of competing and maintaining the Traveloka business. Traveloka has received support in realizing the success of Traveloka Explore through the Explore Power Club community and benefit from the community. Community members also get benefits such as getting Traveloka points, although that doesn't rule out the view of community members that they are used as a medium for Traveloka for branding and company promotion.