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I Wayan Suardana, Putu Saroyini Piartrini, Ni Made Ariani, Yohanes Kristianto
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DOI:10.17265/2328-2169/2020.03.005
Udayana University, Bali, Indonesia
This research will concentrate
on the marketing strategy of diving and snorkeling tourism attractions in
several areas, namely, Pemuteran and Tulemben. This study uses a mix method,
which is a combination of quantitative and qualitative analysis. The sample was
determined to be 250 domestic tourists by purposive sampling method. Data
analysis was performed by quantitative descriptive analysis. Data presentation
is presented in tabular form and strengths,
weaknesses, opportunities, and threats (SWOT) analysis. The results showed that
the characteristics of tourists who come to Bali to do diving are grouped into
four categories, namely, “ecotourist”, knowledge motivation (23%), “adventure”, tourists with motivation
to increase their ability/competence (21%), “ego tourists”, tourists with motivation to establish relationships
with relationships (16%),
and “picnickers”, tourists with motivation
to relax and external influence or invite friends (39%). This means that
tourists who dive in Bali are divers with the type of “picnickers” with a young, educated age, beginner certificates
with one to five years
of diving experience. The perception of tourists towards diving tourism in Bali
also shows a positive perception, with an average of 4.2 or very good. This
shows that diving tourism in Bali has a very good market in future development.
The development model with market penetration and product diversification of nyegaragunung
become a positioning model for Bali diving tourism combined with spiritual
activities in the area around diving tourism areas. The nyegaragunung tourism model has become a
combination model for existing tourism products, such as the Menjangan Island
area with the location of Pura Pulau Menjangan, and Tulamben with the Spiritual Yoga Bunutan tourism area.
This combination of products will be able to provide benefits to increasing the
number of tourist visits and the conservation of water areas.
perceived risk,
satisfaction, trust, and intention
Journal of Tourism and Hospitality Management, May-June 2020, Vol. 8, No. 3, 117-129 doi: 10.17265/2328-2169/2020.03.005
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