STRATEGI KOMUNIKASI INTERPERSONAL TOUR LEADER DALAM MENINGKATKAN LOYALITAS WISATAWAN (STUDI KINERJA TOUR LEADER PERMATA TOUR LUBUKLINGGAU)

This study aims to find out how the Interpersonal
Communication Strategy of a Permata Tour
Lubuklinggau Tour Leader with tourist group
participants based on the Marketing mix including
Product, Price, Place, Promotion to increase the
sense of tourist loyalty. This study uses a qualitative
approach, we explore information data in the field
through in-depth interview techniques to 6 (six)
informants based on their own perceptions, in
addition to interviews we also conducted participant
observations and other recorded documentation.
The problem of this research is the extent to which
the Interpersonal Communication Strategy of a
Permata Tour Lubuklinggau Tour Leader regarding
tourists who only use the services of a Permata Tour
travel agency, and we found that there are Tour
Leaders who do not master the interpersonal
communication process well and their goals towards
tourists. Based on these findings, we suggest efforts
to optimize the performance of tour leaders to apply
the basic concept of Hospitality/Excellent Service to
tourists. In addition to these findings, we suggest
that all Tour Leaders in leading a group of tourists
should have carried out a competent test and have a
Tour Leader certification from a tourism institution.
Keywords:
interpersonal communication, tourism, tour leader,
marketing mix, loyalty