Exploration of the Advantages of Tourism Branding in Bali, Indonesia

I Gusti Bagus Rai Utama; Christian Tonyjanto; Ni Putu Dyah Krismawintari; Dermawan Waruwu; Ni Nyoman Tri Sukarsih; I Nengah Suardhana

doi:10.26668/businessreview/2023.v8i3.1609

Authors

I Gusti Bagus Rai Utama https://orcid.org/0000-0002-1962-0707
Christian Tonyjanto https://orcid.org/0000-0001-7682-8873
Ni Putu Dyah Krismawintari https://orcid.org/0000-0003-0736-3448
Dermawan Waruwu https://orcid.org/0000-0001-8743-5311
Ni Nyoman Tri Sukarsih https://orcid.org/0000-0002-5609-8612
I Nengah Suardhana https://orcid.org/0000-0001-8752-0698

DOI:

https://doi.org/10.26668/businessreview/2023.v8i3.1609

Keywords:

Tourism Destination, Tourist Attractions, Attractiveness, Branding

Abstract

Purpose: This research tried to find a short-term solution by designing an itinerary model for Bali tourism destinations. This model was believed to be able to help travel entrepreneurs choose the tourism branding to take to their tourist destinations advantages.

Theoretical framework: Destination quality and marketing in the marketing mix, there is a set of marketing tools known as the 4P mix, namely Product, Price, Place, and Promotion, whereas tourism marketing has several additional marketing tools that are broken down or developed from product elements such as attraction, accessibility, convenience, and ancillary, which hereinafter known as 4A + 3P mixture. So the tourism marketing mix includes 3P namely: Price, Place, and Promotion, and added 4A namely Attraction, Accessibility, Amenity, and Ancillary

Design/methodology/approach: This study uses a desk research method by conducting studies and comparisons of several theories and secondary data from a couple of official reports then compared with the development of Bali tourism destinations. The Bali tourism destination consist of 8 regencies namely Badung, Gianyar, Bangli, Klungkung, Karangasem, Tabanan, Jembrana, and Buleleng, and 1 city that namely Denpasar.

Findings: All regencies and cities in Bali, it can be explained that Bali Tourism has branding strength in nature, heritage, and culture. The provincial government must be able to make a joint consensus to determine development priority scales based on the advantages of each region, who is the center of tourism, and who is the supporter of tourism. more importantly, what is the ideal distribution system, and determines the composition of the allocation of tourism's contribution to regional development in the Province of Bali.

Research, Practical & Social implications: All the tourist attractions in all regencies and cities in the Province of Bali, it seems that they have the same category, except for the City of Denpasar. As a result, a joint promotion program through the promotion of the Province of Bali, will be able to become a more effective, and efficient promotion program.

Originality/value: The value of the study is finding the advantages of tourism branding in Bali can be determined in real-time.

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