Tourism Marketing Strategy in Facing Tourism Challenges and Opportunities in Badung Regency, Bali

Penulis

  • Ni Luh Ayu Rai Saridarmini Ayu Dinas Pariwisata Kabupaten Badung, Bali
  • Ni Nyoman Yuliastari Dinas Pariwisata Kabupaten Badung, Bali
  • Ayu Sri Rachmayuni Dinas Pariwisata Kabupaten Badung, Bali
  • Ida Ayu Dyana Prawerti Dinas Pariwisata Kabupaten Badung, Bali
  • I Gusti Ngurah Putu Dedy Wirawan Dinas Pariwisata Kabupaten Badung, Bali

DOI:

https://doi.org/10.29303/intour.v2i2.922

Kata Kunci:

Marketing Strategy, Challenge Opportunity, SWOT,

Abstrak

As the Heart of Bali Tourism, Badung Regency plays an important role in the development of Tourism in Bali Province. To ensure sustainable Badung Regency Tourism, real steps must be taken immediately in overcoming the negative impacts caused by Tourism itself.

The formulation of marketing strategies was obtained from the implementation of FGD (Focus Group Discussion) which was attended by tourism stakeholders and related agencies within the Badung Regency government. The data was analyzed using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).

  The use of digital platforms, besides being considered effective and efficient in promoting tourist attractions in Badung Regency, can also be used as a medium to socialize Do's and Don'ts related to what tourists can and should not do during their visits in Badung Regency in particular and Bali Island in general, so that negative impacts and problems caused by the tourism sector can be minimized.  Good coordination and collaboration between tourism stakeholders and local governments are also important factors that must always be maintained and are expected to be able to overcome problems that arise in the community due to the adverse effects of tourism. Badung Regency must continue to improve itself in improving the safety and comfort of tourists, so that it can strengthen its position as a Regency that dominates the favorite destination of domestic and foreign tourists visiting Bali Island.

Referensi

Imigrasi Kelas I Bandar Udara I Gusti Ngurah Rai/Dinas Pariwisata. 2022. Kunjungan Wisatawan Mancanegara

Hani, Trivena, 2017, Persepsi Wisatawan Terhadap Mepantigan Sebagai Pariwisata Alternatif di Pondok Mepantigan di Gianyar Bali, Skripsi, Sekolah Tinggi Pariwisata Bali Internasional.

Sunaryo, Bambang, 2013, Kebijakan Pembangunan Destinasi Pariwisata: Konsep dan aplikasina di Indonesia,Gaya Media, Yogjakarta.

Tim Peneliti PUPAR Udayana, 2022, Kajian Strategi Pengembangan Pemasaran Pariwisata Pangsa Pasar Domestik Pasca Pandemi Covid-19: Lembaga Peneltian dan Pengabdian kepada Masyarakat (LPPM) Universitas Udayana

Wahab, Salah. 2003. Manajemen Kepariwisataan. Jakarta: Pradnya Paramitha.

Diterbitkan

2023-12-02

Cara Mengutip

Ayu, N. L. A. R. S., Ni Nyoman Yuliastari, Ayu Sri Rachmayuni, Ida Ayu Dyana Prawerti, & I Gusti Ngurah Putu Dedy Wirawan. (2023). Tourism Marketing Strategy in Facing Tourism Challenges and Opportunities in Badung Regency, Bali . Jurnal Internasional Riset Bisnis Pariwisata, 2(2), 111–117. https://doi.org/10.29303/intour.v2i2.922