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Journal : Journal of Applied Sciences in Travel and Hospitality

Tourism marketing: Channel, factor, and strategy for foreign market share in Badung Regency Ariana, Nyoman; Sutama, I Ketut; Pujaastawa, Ida Bagus Gde; Wiranatha, Agung Suryawan; Yudiastina, I Gusti Bagus Arya; Panca P, Wayan Agung
Journal of Applied Sciences in Travel and Hospitality Vol. 8 No. 1 (2025): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v8i1.1-23

Abstract

Badung Regency, a prominent tourism hub in Bali, Indonesia, attracts a diverse range of international tourists. Effective marketing strategies are essential to enhance its competitiveness and address challenges such as traffic congestion and the need for improved digital marketing. This research aims to identify marketing channels and factors, determine key priorities in tourism marketing development, and formulate marketing strategies for international tourist markets in Badung Regency. The study employed a mixed-methods approach, including a literature review, direct and online observation, document analysis, Focus Group Discussions (FGD) and surveys. Data analysis used Importance Performance Analysis (IPA) and Analytical. Hierarchy Process (AHP) methods, supported by SPSS and Expert Choice software. The study identified eight key marketing factors, i.e., tourism products, pricing, tourism image, digital marketing, tourism services, Networking, competitors, and branding, encompassing 48 indicators. Based on IPA, variables are categorized into four quadrants, with 14 indicators in the top priority quadrant. AHP analysis identified ten top marketing strategies, including improving traffic conditions, enhancing online content marketing, strengthening social media marketing, and standardizing tourist services. These strategies are crucial for addressing issues and enhancing international tourism marketing in Badung. The findings highlight the significance of tailoring. Marketing strategies to improve Badung's competitiveness in the global tourism market. The strategic focus on digital marketing, service quality, and brand management can significantly boost tourist satisfaction and loyalty. This research provides a comprehensive framework for developing effective marketing strategies to enhance Badung's appeal as a premier international tourist destination.
Co-Authors A.A. Putri Cahaya Tyasdela Adrianus Waranei Muntu Agnela Saneta Listiowati Agung Rendra Wijaya Alexander Samuel P.T AMNA HARTATI Amna Hartiati Anak Agung Gde Raka Dalem Anak Agung Gede Rai Giri Natha Anita Gustika Damanik Antonietta Gizela Dethan Ariana, Nyoman Avriella Anggita Ayu Indah Puspa Rini Ayu Putu Sarasdewi Bestari, Ni Made Prasiwi Christine PETR Christine PETR Desya Rachmasari Cahyadewi DEWA AYU ANOM YUARINI Dewa Ayu Candra Dewi Laksmi Dewa Ayu Nyoman Aridayanti Dheanita Sekarini Octanisa DWI PUTRA DARMAWAN Dwiki Firmandiri Natakusumah Eka Kadalora Eli Shylvia Br Tarigan Fenilia Tamaratika Fitri Aprilia Pratiwi Fransiska Fila Hidayana G.P. Ganda Putra Gede Paramananda Jentrasaswin Girsang, Ruth Maida Demona Herry Arianto I A Istri Manik Iswari I Dewa Gede Satria Nugraha, I Gde Pitana, I Gde I Gede Ngurah Primanda S Rahadiarta I Gede Ngurah Primanda S Rahadiarta I Gusti Agung Mirah Sanjiwani I Gusti Ayu Lani Triani I Gusti Ayu Oka Suryawardani I Gusti Bagus Arya Yudiastina I Gusti Kade Heryadi Angligan I Gusti Made Dwi Sapta Nugraha I Gusti Ngurah Aditya Gunawan I Gusti Ngurah Putra Ardinata I Gusti Raka Purbanto I Ketut Rantau I Ketut Satriawan I Ketut Suamba I Ketut Surya Diarta I Ketut Sutama I Komang Deya Pradnyana I Komang Gde Bendesa I Made Adi Wiratama I Made Antara I Made Budiarsa I Made Patera I Made Sukarsa I Nyoman Darma Putra I Nyoman Gede Astina I Nyoman Sudiarta I Nyoman Sukma Arida I Nyoman Sunarta I Putu Angga Suta Pramana Putra I Putu Angga Suta Pramana Putra I Putu Anom I Putu Eka Nila Kencana I Putu Gde Sukaatmadja I Putu Prasista Bestari I Putu Restu Wiana I Putu Sudhyana Mecha I W.G. SEDANA YOGA I Wayan Tika Ida Ayu Karina Putri Ida Ayu Made Dwi Susanti Ida Ayu Mahatma Tuningrat Ida Bagus Gde Pujaastawa Indah Surya Intan Krisdayanti Sinaga Iola Astried Karisma Jaya Pramono Keisa Az-zahra KETUT BUDI SUSRUSA Laksono Trisnantoro Luh Putu Triyanti Ariestiana Dewi Luh Putu Wrasiati M. Sudiana Mahendra Made Anggray Wulan Darini Made Antara Made Antara Mahagangga, IGAO Monica Yohana Putri Wiryokusumo Muhammad Dika Ima Dudin Nadya Kirana A Naila Zulmia Nelman Rumere Ni Kadek Vira Purnama Yanthi Ni Komang Pitryani Diah Marsistha Ni Luh Firdayanti Ni Luh Made Dwi Meliyanti Putri Ni Luh Putu Agustini Karta Ni Made Rai Safitri Ni Made Yuli Widra Yanti Ni Nyoman Widari Ni Putu Lisna Padma Yanti Ni Wayan Ana Pradnya Dewi Ni’matun Nasim Nur Arifin Nur Zaenab Mentari Wirawan Nyoman Darma Putra NYOMAN SEMADI ANTARA Panca P, Wayan Agung Panudiana Kuhn Prasetya Dwitama Pujaastawa, Ida Bagus Gde Putu Yunita Wacana Sari Rahman Rahman Sadyasmara, Cokorda Anom Bayu Shinta Wardhani Sri Mulyani Sri Mulyani Syamsul Alam Paturusi Tien Cathy Patricia Tjok Istri Indriyanti Pemayun Try Ono Siswandi Vera Wati Situmeang Yogi Birrul Walid Sugandi Yogiswari, Ni Made Mas Yudiastina, I Gusti Bagus Arya Zainal Abidin