Tour & Travel Agent Competition in Indonesia 2014
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Transcript of Tour & Travel Agent Competition in Indonesia 2014
2
A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
3
A. Detail findings
1.1. Popular Brand Index Concept
POPULAR BRAND INDEX (PBI)
Top of Mind
(TOM)
Expansive
Last Used
Future Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
• Top of Mind (TOM) = First brand mentioned by respondents.
• Expansive = Scope and spread of brand.
• Last Used/ Market Share = Total purchase or last used brand in past 3 months.
• Future Intention = Consumer intention to purchase brand.
One of the most important Assets of the company andrepresent identity of a company is the Brand. "Brand or trademarkis a name or symbol that is associated with the product/service andcause psychological meaning/association". In addition, the brandalso as a promotional tools, so that a product with certain brandwould likely gain popularity or awareness in the community levelthat will affect consumer behaviour in the community.
To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community topof mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.
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A. Detail findings
1.2. Popular Brand Index Results (PBI)PBI is obtained by the Internet sampling (Online Panel) and with samples of 1,079 respondents in the W&S
database Indonesia (nusaresearch). The results obtained for Tour & Travel Agent Category with PBI concept is asfollows:
Incidence Rate of Tour & Travel Agent visitor (percentage of Tour & Travel Agent visitor in the last 3 months) is 29%from panel population W&S Group Indonesia.
Panorama Tours is a popular Tour & Travel Agent with PBI 10.1, then Wita
Tour get the second rank of popular with PBI 6.3.
Rank Of Popular
Agent Tour & Travel PBI IR
1 Panorama Tours 10.1
29%
2 Wita Tour 6.3
3 Vayatour 4.1
4 Baraya Travel 4.0
5 Avia Tour 3.8
6 Dwidaya Tour 2.8
7 Antatour 2.8
8 Travelanda 2.7
9 KAHA Tours & Travel 2.6
10 Cipaganti Tour & Travel 2.3
11 Nusantara Tour 1.8
12 Bayu Buana Travel Services 1.4
13 Golden Rama Tour & Travel 1.1
14 Nata Tours 1.0
15 Angkasa Tour & Travel 1.0
16 Shilla Tour 1.0
17 Rotama Tour 0.9
18 Thropy Tour 0.8
19 Panen Tour 0.8
20 Haryono Tour & Travel 0.8
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A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
6
A. Detail findings
2.1. Brand Awareness – Top Of Mind
n Sample : 312
To see the power of Tour & Travel Agent , can bemeasured by the level of knowledge of respondents to theTour & Travel Agent. From the results of the Top of Mind(TOM) or Tour & Travel Agent that remembered the firsttime and that brand comes to mind with spontaneously,5.1% of 312 respondents remember Wita Tour (5.1%) asthe main Tour & Travel Agent, then followed by PanoramaTours (4.2%), Cipaganti Tour & Travel (2.9%), NusantaraTour (2.6%) and Nata Tours (2.2%). When look at thedata, Wita Tour and Panorama tour are quite dominate asTour & Travel Agents which impressed for respondents.
5.1%
4.2%
2.9%
2.6%
2.2%
2.2%
2.2%
2.2%
2.2%
1.9%
Wita Tour
Panorama Tour
Cipaganti Tour & Travel
Nusantara Tour
Vayatour
Avia Tour
Dwidaya Tour
Nata Tours
Angkasa Tour & Travel
Antatour
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A. Detail findings
2.2. Brand Awareness
From the collected data, there is an interesting fact when compare Aided percentage of Baraya Travel (19.2%) withpercentage of Avia Tour (23.4%), and comparison between Dwidaya Tour (14.1%) with Antatour (18.0%). Baraya Travelhas small percentage of Total Awareness but get a better rank of PBI than Avia Tour. Furthermore, Dwidaya Tour hassmall percentage of Total Awareness but get a better rank of PBI than Antatour. Rank of PBI can describe that BarayaTravel and Dwidaya Tour are quite good to build image of their sites. However, if they initiate to increase TotalAwareness, can be assured that in the future they can compete with Panorama Tours and Wita Tour.
n Sample : 312
Panorama
Tour
WitaTour
Vayatour
BarayaTravel
AviaTour
Dwidaya Tour
Antatour
Travelanda
KAHATours
&Travel
Cipaganti
Tour &Travel
Nusantara
Tour
BayuBuanaTravelService
s
GoldenRamaTour &Travel
NataTours
Angkasa Tour
&Travel
ShillaTour
Rotama Tour
ThropyTour
PanenTour
Haryono Tour
&Travel
Aided 42.3% 20.9% 22.1% 19.2% 23.4% 14.1% 18.0% 20.5% 15.1% 2.6% 1.9% 12.2% 11.2% 0.7% 0.6% 6.7% 8.6% 0.6% 9.0% 1.0%
UnAided 8.7% 9.9% 3.5% 1.3% 6.4% 5.1% 3.5% 1.3% 1.6% 4.8% 4.5% 3.8% 4.2% 2.2% 4.5% 1.0% 1.0% 1.0% 1.3% 2.2%
Total Awareness 51.0% 30.8% 25.6% 20.5% 29.8% 19.2% 21.5% 21.8% 16.7% 7.4% 6.4% 16.0% 15.4% 2.9% 5.1% 7.7% 9.6% 1.6% 10.3% 3.2%
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A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
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A. Detail findings
3. Expansive
Expansive is the spread of Tour & TravelAgent that can be seen anywhere, such as ads onTV, billboards, internet ads, etc. In this study,Panorama Tours get the first place with percentage14.4%. Furthermore, Vayatour and Baraya Travelhave same percentage (5.8%), and quite dominatethan Avia Tour (5.4%).
14.4%
2.2%
7.4%
2.9%
5.8%
3.2%
5.8%
4.2%
5.4%
4.5%
n Sample : 312
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A. Detail findings
4. Frequent Visitor
Frequent Visitor/Last Visited is measured fromthe level of the respondents percentage whovisited Tour & Travel Agent in the last 3 months.
Panorama Tours still get the main position(10.6%), and followed by Wita Tour (7.1%). ForBaraya Travel, it has better percentage of frequentvisitor than Vayatour. Meanwhile, Nusatour get intotop 10 frequent visitor.
10.6%
2.2%
7.1%
2.9%
6.7%
2.9%
5.1%
3.2%
4.5%
3.2%
n Sample : 312
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A. Detail findings
5. Future Intention
Future Intention measured by the percentageof respondents to the Tour & Travel Agent whichwill be visited in the future. Future intentionpercentage is measured by the Loyal respondentsand Switched respondents. Dwidaya Tour dan AntaTour have a tight competition in respondent visitortowards Tour & Travel Agent in the future withpercentage 3.2%. A little difference percentagebetween one of Tour & Travel Agent with othersindicate that there is a tight competition inrespondent visitor towards Tour & Travel Agent inthe future.
13.5%
1.9%
6.1%
2.2%
3.8%
2.9%
3.8%
3.2%
3.5%
3.2%
n Sample : 312
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A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
13
A. Detail findings
6. Switching Tour & Travel Agent that will
be visited in future
n Sample : 310* Relative to respondent who switch to another brand
n Sample : 312
From this research, 96.8% of 312 respondents want to visit other Tour &Travel Agent. There is a big possibility that respondent still prefer promotion ineach Tour & Travel Agent. If wee look at comparison between Frequent visitor /Last Visited with Future Intention, the number of visitors of Panorama Toursincrease rapidly with 3.2%. It is quite prosper for Panorama Tours’ business.Meanwhile, for decreasing visitor matter, it happen for KAHA Tours & Travelwith percentage 1.6%, then followed by Avia Tour (1.3%), and Vaya Tour(1.3%).
Loyal
Switch96.8%
3.2%-1.6%
1.0%
-1.3%
-1.0%
3.2%
1.0%
-1.3%
1.0%
-0.6%
-0.3%
KAHA Tours & Travel
Dwidaya Tour
Avia Tour
Baraya Travel
Panorama Tour
Antatour
Vayatour
Wita Tour
Travelanda
Cipaganti Tour &Travel
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A. Detail findings
1. Popular Brand Index
2. Brand Awareness
3. Expansive
4. Frequent Visitor
5. Future Intention
6. Switching
7. General Information
15
A. Detail findings
Ever Used and Conversion Rate
Conversion Rate
Ever Visited Brand
Brand awareness
Top of Mind
Conversion Rate
Ever Visited Brand
Brand awareness
Top of Mind
n Sample : 312
Antatour has quite low percentage of Brand Awareness (21.5%), if compare with the top 5 Tour & Travel Agent. Butits conversion rate is quite high (38.8%). If Antatour can increase Brand Awareness, they can get more visitor.Meanwhile, Panorama Tours is the top Tour & Travel Agent in context of Total Awareness, Expansive, Frequent Visitor, andFuture Intention.
Unit: %*) Conversion Rate = Comparison between Ever Visited Brand with Brand Awareness
40.0
7.7
19.2
2.2
55.3
28.2
51.0
4.2
49.0
15.1
30.8
5.1
43.8
11.2
25.6
2.2
56.3
11.5
20.5
0.0
35.5
10.6
29.8
2.2
38.8
8.3
21.5
1.9
38.2
8.3
21.8
1.3
46.2
7.7
16.7
1.3
26.1
1.9
7.4
2.9
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B. Respondent profile
Monthly Household Income
49.4% 50.6%
Age
n Sample : 312
Gender4.5%
27.2%
23.4%
44.9%
Under 20 years old
20 - 24 years old
25 - 29 years old
30 years old and over
3.8%
5.1%
5.4%
16.3%
18.3%
9.3%
15.1%
11.9%
9.3%
4.8%
.6%
Over IDR 40,000,000
IDR 30,000,001 - IDR 40,000,000
IDR 20,000,001 - IDR 30,000,000
IDR 11,000,001 - IDR 20,000,000
IDR 8,500,001 - IDR 11,000,000
IDR 6,500,001 - IDR 8,500,000
IDR 4,500,001 - IDR 6,500,000
IDR 3,500,001 - IDR 4,500,000
IDR 2,500,001 - IDR 3,500,000
IDR 1,500,001 - IDR 2,500,000
Less than IDR 1,500,000
PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
PT. Nusaresearch» Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480» Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365» Email: [email protected] » Website: http://nusaresearch.com/
The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).