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The aims of this paper are to analyze business performance and competitiveness of SMEs in Bali from the perspective of human resource competency and market orientation. This research was conducted with 100 owners of SMEs of wood craft in Bali. The data were collected through interview, observation, questionnaire, and documentation, then analyzed using the following techniques: (1) descriptive statistic; and (2) structure equation models. The results of the analysis show that: (1) the business performance and competitiveness of SMEs are categorized as fair; (2) Human resource competency has a positive and significant effect on market orientation and business performance of SMEs; (3) business performance has a positive and significant effect on the competitiveness of SMEs; (4) market orientation has a positive and significant effect on the business performance and competitiveness of SMEs. The relevant suggestions for this study are (1) improving HR managerial skills by participating in training; (2) improving product quality by minimizing costs through innovation; (3) Empowering the government to play a role in helping SMEs to open market access.

Saat ini, ada banyak Online Travel Agent (OTA) yang beroperasi menjadi biro perjalanan konvensional (offline travel agent). Hal ini menimbulkan persaingan yang semakin ketat antar travel agent. Penelitian ini membahas strategi bersaing antara konvensional travel agent dan OTA dengan menggunakan pendekatan SWOT. Penelitian ini dilakukan di MG Bedbank yang merupakan unit usaha PT Mitra Global Holiday Bali yang merupakan travel agent konvensional. Objek dalam penelitian ini adalah strategi bersaing yang sebaiknya diambil oleh MG Bedbank dalam bersaing dengan OTA. Pengumpulan data dalam penelitian ini dilakukan dengan wawancara, observasi langsung, dan kuesioner. Data dianalisis dengan menggunakan analisis SWOT (Strength, Weakness, Opportunity dan Threat). Hasil penelitian dengan menggunakan analisis SWOT memperoleh hasil analisis faktor internal (IFAS-Internal Factor Analysis) adalah 3,00 dan untuk analisis faktor eksternal (EFAS-External Factor Analysis) adalah 3,49. Strategi alternatif yang dapat digunakan berdasarkan analisis SWOT adalah strategi SO (Strengths-Opportunities) yaitu: (1) memperluas pangsa pasar; (2) mengembangkan dan meningkatkan produk atau jasa yang dimiliki perusahaan; dan (3) mempertahankan dan meningkatkan pelayanan kepada mitra bisnis. Kata-kata kunci: manajemen strategi, strategi kompetitif, analisis SWOT, online travel agent Abstract. Nowadays, there are many Online Travel Agents (OTA) becoming competitors for the conventional travel agency (offline travel agent). This raises the issue of competition amongs them. This study discusses the strategy of konventional travel agent to compete with OTA using SWOT approaches. This research was conducted in MG Bedbank which is a business unit of PT Mitra Global Holiday Bali as a conventional travel agent. The object in this research is MG Bedbank's competitive strategy in competing with OTA. Technique of collecting data that were used in this research are interview, direct observation, and questionnaire. The data were analyzed using SWOT analysis. SWOT analysis consists of strengths, weaknesses, opportunities and threats shows the result of internal factor analysis (IFAS) was obtained 3.00, and for the external factor analysis (EFAS) was obtained 3.49. The alternative strategy that can be used based on SWOT analysis is the SO (Strengths-Opportunities) strategy which are: (1) expanding market share; (2) develoving and improving the products or services owned by the company; and (3) maintaining and improving services to business partners.