Marketing Strategy of Paksebali Tourist Village towards Smart Village Destination as Tourism Icon

I. Wayan Pantiyasa, Denok Lestari

2018

Abstract

The objective of this article was to analyze the marketing aspects and strategies developed by a tourist village in Bali, named Paksebali village. The research was done by observation, interview, documentation, SWOT research questionnaire, and focus group discussion. Data were analyzed with qualitative descriptive and SWOT analysis. The results of this research were, firstly, the market segment was 90% local and only 10% domestic tourists, it did not have revenue target, and business position was still at introduction stage to prospective customers. The product of Paksebali tourist village included tour packages (at introductory stage), food and beverage sales, pre-wedding venue, and tourist attraction of Kali Unda. Paksebali had its own website for its promotion, and very strategic location which was well maintained. Secondly, the product marketing strategy was in the position of growth-oriented strategy. The results included alternative strategies, namely: launching the tour package product immediately by preparing the required components, creatively arranging the restaurant menu, creatively designing a new tourist attraction in Kali Unda, conducting more aggressive promotional activities to schools, government and private institutions, through social media and website, developing links with rafting companies, travel agents, guides, create and other tourist villages. Pricing policies could also be made to attract tourists.

Paper Citation

in Harvard Style

Pantiyasa I. and Lestari D. (2018). Marketing Strategy of Paksebali Tourist Village towards Smart Village Destination as Tourism Icon.In Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-458-9, pages 2041-2049. DOI: 10.5220/0009939020412049

in Bibtex Style

@conference{icri18,
author={I. Wayan Pantiyasa and Denok Lestari},
title={Marketing Strategy of Paksebali Tourist Village towards Smart Village Destination as Tourism Icon},
booktitle={Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,},
year={2018},
pages={2041-2049},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009939020412049},
isbn={978-989-758-458-9},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Recent Innovations - Volume 1: ICRI,
TI - Marketing Strategy of Paksebali Tourist Village towards Smart Village Destination as Tourism Icon
SN - 978-989-758-458-9
AU - Pantiyasa I.
AU - Lestari D.
PY - 2018
SP - 2041
EP - 2049
DO - 10.5220/0009939020412049