Mixed-Strategies of Marketing in BBTF: Seller Persuasion Towards Prospective Buyers

Objective - This paper examines the performance of the Bali & Beyond Travel Fair (BBTF) 2018, an event whereby buyers and sellers meet to negotiate on travel and tourism businesses at the Bali Nusa Dua Convention Centre (BNDCC). The study also explains the marketing strategies being used, through the perspective of the 7 Ps. Furthermore, the paper presents an authentic account of how marketing and tourism services (tour events) are actually initiated and performed. Methodology/Technique - The data of the study is in the form of travel business correspondences, tour itineraries, the circular event of the travel fair, in-depth interviews with stakeholders, and the writer's observational notes. The analysis was conducted by applying a descriptive qualitative research, focusing on the 7 Ps of marketing strategy. Findings - The study reveals that the travel fair plays an important role in attracting buyers to purchase products offered. Novelty - The study shows that sellers must use events such as this as a marketing model and a powerful tool when reviewing strategic options and selecting the best future direction of their company. Type of Paper: Empirical. Keywords: Marketing Mix-strategies; BBTF; Sellers; Buyers; Sustainability. JEL Classification: M30, M31, M39.