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All Journal Jurnal Kajian Bali Journal of Applied Sciences in Travel and Hospitality
Agung Suryawan Wiranatha
Centre of Excellence in Tourism, Udayana University, Indonesia
Religion Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Priority of Criteria for Agritourism Development in Bali Agung Suryawan Wiranatha; I Gusti Ayu Oka Suryawardani; Christine PETR; I Putu Eka Nila Kencana
Jurnal Kajian Bali (Journal of Bali Studies) Vol 14 No 1 (2024): ARTICULATING IDENTITY
Publisher : Pusat Kajian Bali Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JKB.2024.v14.i01.p11

Abstract

Agritourism in Bali has not been developed optimally yet. As a basis for development of agritourism, the criteria should be determined and priorities among criteria need to be set. The objectives of this research were: (i) to identify criteria for agritourism development; and (ii) to analyze the priorities for selected criteria according to the agritourism stakeholders in Bali. This research implemented Analytic Hierarchy Process (AHP) method which involved 20 key informants representing agritourism stakeholders. The finding was the priority criteria for agritourism development in Bali, namely: (1) Attractions, followed by (2) Local Community Involvement, (3) Ancillary Services, (4) Marketing, (5) Amenities, and (6) Accessibility. This kind of research has not been undertaken previously in Bali. It contributes to academic and practical implications, particularly in agritourism development planning in Bali, in which development of agritourism should be focused on the diversification of agritourism attractions supported by professional management and community participation.
Tourism marketing: Channel, factor, and strategy for foreign market share in Badung Regency Nyoman Ariana; I Ketut Sutama; Ida Bagus Gde Pujaastawa; Agung Suryawan Wiranatha; I Gusti Bagus Arya Yudiastina; Wayan Agung Panca P
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 Christine PETR I Gusti Ayu Oka Suryawardani I Gusti Bagus Arya Yudiastina I Ketut Sutama I Putu Eka Nila Kencana Ida Bagus Gde Pujaastawa Nyoman Ariana Wayan Agung Panca P