Destination Management
Introduction
Destination management aims to bring together different stakeholders to achieve a common purpose. Destination management involves understanding the social, cultural, political, technological, and environmental factors. The information is essential in understanding the quality of outcomes of the tourist destination. The unique features of Bali include stunning beaches and magical temples, glorious mountains, gushing sacred rivers, and gorgeous waterfalls. Statistics indicate that in 2019 6.3 million tourists visited Bali generating a revenue of approximately USD 7.8 billion. Bali tourism ministry has been using social media to market the diverse cultural heritage and stunning beaches. Emerging tourism is critical since it helps market the island to different parts of the world. In the future, more films will be shot on the island, making it a global tourist destination. The paper aims to examine destination management in Bali, Indonesia.
Discussion
Destination Resources
Bali is a province in Indonesia and one of the world’s most visited tourist attraction destinations. The strengths of Bali include stunning beaches and magical temples, glorious mountains, gushing sacred rivers, and gorgeous waterfalls. The destination is fit for people who need relaxation and adventure (Gossling & Higham, 2021). Bali has white beaches for relaxation, swimming, diving, and dense jungle treks. Bali’s other features include captivating cultural scenes, lively religious scenes, and endless adventure for natural beauty, culinary scene, and artistic vibes.
Statistics indicate that in 2019 6.3 million tourists visited Bali generating a revenue of approximately USD 7.8 billion. In 2013, the island had 3.2 million visitors showing that the numbers have continued rising over the years (Gossling & Higham, 2021). The industry makes up 80 percent of the economy on the island. The number of tourists has been fluctuating since the Covid-19 pandemic struck. The number of tourists is rising in 2022 as the pandemic continues to abate (Kurniawan et al., 2019). In the past, Bali has experienced a roaring number of tourists worldwide. The tourist destination started attracting tourists in 1920 and has become one of the most popular destinations in South and East Asia. The destination attracts tourists from Japan, Asia, Australia, Taiwan, South Korea, and Malaysia.
Situational Analysis
The social, technological, economic, and political factors have been instrumental in supporting traditional and emerging tourism. Traditional tourism involves leaving a destination to visit a tourist site (Kurniawan et al., 2019). Technological factors include the availability of information on diverse media channels. Bali tourism ministry has been using social media to market the diverse cultural heritage and stunning beaches (Astuti et al., 2019). Sharing the information has critical in attracting tourists from diverse locations such as Japan, Asia, Australia, Taiwan, South Korea, and Malaysia.
Tourists have been visiting the place in droves due to Bali’s affordable cost of living. Tourists with low budgets can visit the place to enjoy the exciting sites. Attracting tourists from diverse locations allows the country to generate 80 percent of the revenue from the tourism sector (Astuti et al., 2019). Statistics indicate that over 30 percent of the population is directly dependent on the tourism sector.
The social factors have contributed to the growth of tourism on the island. One of the social factors is the indigenous religious and cultural trends (Pratiwi et al., 2019). The social trends have been attracting tourists who want to experience the magical temples and the cultural identity of the Bali people. Additionally, the political factors include the peaceful political environment on the island. The island is known for peace and tranquility without violence, looting, or crime incidences. The government strives to manage the political climate to attract tourists (Pratiwi et al., 2019).
Emerging tourism is on the rise in Bali as tourists strive to visit the sites they see in films. Eat Pray Love movie is one film that attracts tourists to Bali. People experience the stunning beaches and the glorious mountains and desire to see them physically (Antara & Prameswari, 2018). The country has embraced emerging tourism since it attracts a specific group of people. Emerging tourism is more competitive compared to traditional tourism. Emerging tourism reaches a wide range of potential customers (Antara & Prameswari, 2018). The majority of the people watching movies such as Eat Pray Love are young people who contribute immensely to the island’s economy.
Overview of Destination Positioning
The destination thrives on two destination positioning strategies, including quality and luxury, and characteristics. The destination prides itself on the quality and luxury of the attraction sites, such as the gorgeous waterfalls, stunning beaches, and glorious mountains (Nurjani & Dwijendra, 2020). The quality of the destination has been a reason for tourists to visit the sites from diverse places in the world. The tourist destination is unique due to the magical temples and the religious practices of the people of Bali. Tourists want to visit the location to experience the temples and learn about their religious beliefs.
Positioning is based on product characteristics associated with a product or brand with specific features beneficial to the customers. For instance, the marketing teams in the tourism industry provide unique tourist sites that people will visit when they come to the island (Nurjani & Dwijendra, 2020). Quality and luxury are assurances for the visitors traveling to Bali.
The positioning strategies provide a competitive advantage compared to traditional tourism. The competitive advantage is effective since it attracts tourists from across the globe. Bali is known for the stunning features that tourists want to experience. Film tourism has been one of the catalysts encouraging more people to visit the island (Kurniawan et al., 2019). Film production companies have been focusing on the unique natural features of the island and the religious patterns and temples on the island. The positioning provides a beautiful combination of natural beauty and magical temples rare in other parts of the world.
The tourist destination shows that it will continue to compete against other global sites today. An Assessment of the island shows that the tremendous growth will continue to make the destination popular. For instance, in 2013, only 3.2 million tourists visited the island, while in 2019, 6.3 million people visited Bali (Astuti et al., 2019). The future is bright for the island due to the unique characteristics and support from emerging tourism. Emerging tourism has been critical to the region’s tourism revenue growth. Film production companies feature unique sites that trigger visitors’ interest (Astuti et al., 2019). Emerging tourism is critical since it helps market the island to different parts of the world. In the future, more films will be shot on the island, making it a global tourist destination.
Emerging Tourism Product Analysis & Market/Visitor Experience Analysis
One of the market demand trends is unique brand experience. Film producers select Bali as a destination to shoot their films since the place has diverse natural features. The natural features trigger exciting feelings among people who visit the location (Gossling & Higham. 2021). Filmmakers focus on the natural features and magical temples to attract the audience’s attention. The island will attract more tourists in the future since it has unique features that are not available in other countries. For instance, due to the rising climate change, deforestation, and occupation of people, many countries will not have natural features (Gossling & Higham. 2021). The stunning beaches and magical temples, glorious mountains, gushing sacred rivers, and gorgeous waterfalls provide a unique selling point.
Visitors worldwide look for serene places they can relax with their families and loved ones. Couples select tranquility as one of the features of their honeymoon or anniversary locations (Astuti et al., 2019). Bali has all the features that individuals and groups look for while traveling. The support from the Indonesian government and the ministry of tourism has been impactful in the island’s growth. The government provides the resources to maintain the tourist sites. The management of the tourist sites helps them maintain an authentic look that provides a unique experience (Astuti et al., 2019). People who are striving to visit the island are assured of the warm welcome from the residents. The residents working in various sectors supporting tourism include transport, hospitality, security, and administration. The services of the residents assure comfort and a quality experience.
Film tourism triggers an urge by potential visitors to explore the world. The filmmakers depict Bali as a part of the world that is unique from other locations. The depiction of the natural features and magical temples trigger a desire to explore the world (Pratiwi et al., 2019). Exploration is one of the tourist experiences that encourage more tourists to visit tourist sites. When people visualize the joy of the actors in the new places, they strive to locate the island and visit the sites (Pratiwi et al., 2019). The majority of the visitors want to experience a new feeling when they visit diverse places in the world. Bali remains a unique place that captivates the world.
The visitor’s experience coupled with emerging tourism can create a robust competitive advantage. Film tourism spreads information to millions of people globally. Marketing the location creates a desire to visit the location. Packaging the information using precise videos increases the desire among people to share it with their families (Nurjani & Dwijendra, 2020). The island has been growing famous due to its unique marketing styles. The majority of the people visiting the island get the information from the films they watch. An individual’s purpose is to visit with their families. Visiting the island as a group creates more revenue for Bali (Nurjani & Dwijendra, 2020). The rising number of tourists and emerging tourism has contributed immensely to revenue growth.
Traditional tourism involves leaving a specific destination to visit a tourist site. Tourists visiting places without specific information prior information are different from those who watch the sites in movies (Antara & Prameswari, 2018). Producers of different movies choose specific locations that will excite viewers’ attention. Creating a sense of excitement is critical for the success of the tourist destination. The focus is to ensure that young people are excited to travel to different places.
Challenging Issues
Emerging tourism poses various challenges that are critical to the success and popularity of a tourist destination. Research shows that emerging tourist destinations continue to command attention globally (Antara & Prameswari, 2018). The tourism board projects that emerging sites will become popular in the future. Despite the optimistic projections, the island and other emerging tourism regions are likely to experience challenges. One of the challenges is the omission in the research studies on tourism. The researchers focus on other tourist destinations in popular countries like the United States, United Kingdom, Australia, and Germany. The omission in the research shows that more people will miss out on the knowledge about the exciting places in Indonesia (Antara & Prameswari, 2018). The challenges can hamper the successive growth of the island in terms of several tourists and the evolving tourism sector. Omission in the research may trigger challenges in relating the tourism industry with other sectors. For instance, one of the central questions has been the relationship between the economy and the rising number of tourists. Indonesia can use the research to boost its economy to compete with the rest of the world in diverse sectors.
Bali has a challenge of unique destinations, making it difficult to compare with other sites. The unique features face the challenge of modernization, climate change, and globalization. The world is likely to experience an extinction of magical temples and tourist sites. The tourism management board in Bali must take precautions to avoid the challenges that can hinder the sustainability of the competitiveness (Astuti et al., 2019). For instance, the destination management concepts are critical in understanding the strengths and challenges of the tourist site. The management of the destination requires data to make evidence-based decisions (Astuti et al., 2019). The decisions will support the implementation of the strategic decisions that will foster the realization of the potential of Bali.
Tourist sites such as Bali should be aware of tourists’ changing tastes and preferences. The focus is to ensure the tourists are satisfied with the services and the components they find in the tourist sites (Astuti et al., 2019). For instance, Bali experiences a shortage of clean water, overcrowding, environmental degradation, and loss of authenticity. The loss of cultural values of the indigenous people is critical for the lack of competitiveness in the market. Tourists appreciate it when they find people with unique characteristics. Research shows that tourists prefer to visit diverse places with exciting history and traditions (Kurniawan et al., 2019). The tourist management should educate the public to preserve the traditions to prevent loss of authenticity which can undermine the tourist destination.
The weakness of emerging tourism is a lack of appropriate exposure to the different clusters of tourists. Emerging tourism is favorable to the young people who appreciate watching movies. The elderly generation, such as retirees, desires to visit different places (Kurniawan et al., 2019). Attracting people from different walks of life is critical for the sustainability of the region’s tourism sector. Other places are posing a competition to Bali, and thus destination management principles are necessary. The principles will help the destination grow strong in revenue and number of visitors (Pratiwi et al., 2019). Destination management in Bali needs to assess the opportunities, strengths, weaknesses, and opportunities to develop a competitive advantage in the tourism sector.
Conclusion
Destination management is a critical component of tourism and the success of tourist sites. The management principles focus on the value of the destination, the marketing methods, and the preference of the tourists. Traditional and emerging tourism is critical in destination management. The objective is to foster quality outcomes such as competitiveness in the region and increase tourism revenue. Attracting people from different walks of life is critical for the sustainability of the region’s tourism sector. The destination thrives on two destination positioning strategies, including quality and luxury, and characteristics. Filmmakers focus on the natural features and magical temples to attract the audience’s attention and trigger their intention to visit the destinations.
References
Antara, M., & Prameswari, Y. A. (2018). Push and pull factors of tourists visit the tourism destination of Bali, Indonesia. Journal of Tourism and Hospitality Management, 6(1), 112-120.
Astuti, N. N. S., Ginaya, G., & Susyarini, N. P. W. A. (2019). Designing Bali tourism model through the implementation of tri hita karana and sad kertih values. International journal of linguistics, literature and culture, 5(1), 12-23.
Gossling, S., & Higham, J. (2021). The low-carbon imperative: Destination management under urgent climate change. Journal of Travel Research, 60(6), 1167-1179.
Kurniawan, F., Adrianto, L., Bengen, D. G., & Prasetyo, L. B. (2019). The social-ecological status of small islands: An Assessment of island tourism destination management in Indonesia. Tourism Management Perspectives, 31, 136-144.
Nurjani, N. P. S., & Dwijendra, N. K. A. (2020). How traditional Balinese houses can adjust and cater for international tourist in the Canggu area, Bali Indonesia. International Journal of Psychosocial Rehabilitation, 24(03).
Pratiwi, D. P. E., Sulatra, I. K., & Candra, K. D. P. (2019). Bali tourism advertisements: a linguistic analysis. International Journal of Linguistics, Literature and Culture, 5(1), 43-53.

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