Application of the 4D Development Model in Increase Sale Products in the Tour and Travel Business

This study aims to evaluate the development of tourism packages by the Tour and Travel Business using the 4D development model. The main objective is to develop innovative and attractive products to enhance competitiveness by offering unique tour packages tailored to themes such as cultural, adventure, and business tours. This study uses a qualitative research design with a research and development approach, focusing on the development of tour packages at Aura Aulia Tour and Travel to increase sales. The data analysis techniques used include the data reduction and data presentation stages. The results of this study indicate that the 4D model approach is effective in increasing the competitiveness of the Tour and Travel Business in the tourism market. The company can produce innovative tour packages by considering market needs and consumer preferences, ultimately providing new experiences for consumers and enhancing customer satisfaction, thereby contributing to increased sales and company revenue. Companies can utilize these findings to develop more innovative, efficient, and productive strategies. This can enhance the overall development of tour packages, increase guest satisfaction, and improve the profitability of the travel business.