The importance of local culture in the marketing mix during low season in Bali
Abstract
Tourism in Bali has suffered greatly from the impacts of COVID-19. To address this problem, this paper proposes strategies to reinvigorate the sector. Specifically, it aims to determine the appropriate marketing mix for tourism during the low season. Research for the study was conducted with expert focus groups from April 2020 to October 2020. Following analytical hierarchy process analysis, the study finds that the promotion of local culture should play a greater part in the marketing mix. The authors therefore recommend that the regional government reschedule cultural events, such as the Bali Arts Festival, to the low season, as this should attract tourists interested in Bali’s unique local culture. The suggestion that local culture should play a greater role in the marketing mix may be extended to tourism destinations worldwide, as leveraging unique selling points is more cost-effective than strategies based primarily on discounts.
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Author's Biography
Nyoman Gde Dewa Rucika is a seasoned hotelier with 30 years’ leadership experience in the hospitality industry; he has also lectured at the Bali Tourism Polytechnic. He is presently studying for a PhD in tourism at Udayana University.
I. Wayan Ardika is a lecturer in the Faculty of Tourism at Udayana University. He has previously served as Dean of both this faculty and the Faculty of Humanities at Udayana University. His research interests include heritage and cultural tourism, and his work has been published in both books and journals.
A.A.P. Agung Suryawan Wiranatha is the Head of Centre of Excellence in Tourism, Udayana University. His professional interests include tourism, agricultural technology and environmental sciences. He has undertaken extensive tourism research in Indonesia, and given presentations at many tourism workshops and conferences. His work has been published in both books and journals.
Made Budiarsa is Head of the Tourism Doctoral Study Program at Udayana University. His professional interests include food and beverage services and linguistics. He has previously served as Director of Academic Affairs for the Udayana University Postgraduate Programme.
Citation
Dewa Rucika, Nyoman Gde, Ardika, I. Wayan, Suryawan Wiranatha, A.A.P. Agung and Budiarsa, Made (2021, June 1). The importance of local culture in the marketing mix during low season in Bali. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/NESY6637.
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