Destination Marketing, Bali
TOUR19020 Destination Marketing
Assessment 2: Bali, Indonesia
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Executive Summary
Bali is a tourist region situated within Indonesia. This report aims to provide a marketing plan for the next two years which will help Bali to overcome its current constraints and challenges and to exploit its opportunities. It is suggested that Bali Tourism moves away from its traditional positioning of targeting younger people looking for a cheap holiday. By maximising the opportunities created by the constraints of not enough capacity for air flights for tourists, a new cruise ship industry can be created which will ultimately attract travellers with a higher spending potential, such as families, older people and wedding/honeymooners.
It has also been suggested in this report that a lack of increased funds within the marketing budget means that there is more opportunity to utilise free or cheaper alternatives to marketing such as social media channels. If emphasis is placed on this channel, there is more capacity to use an integrated marketing approach coupled with the other channels to capture tourists who may have been deciding between competitive destinations.
It is envisaged that Bali can capture these new market segments which will be drawn to the newer attractions on the island, moving away from the advertisement of the traditional Kuta tourist area and advertising ‘Brand Bali’ by showcasing the whole island and its culture. If this can be achieved, people will see Bali as the preferable destination and this will help Bali Tourism to prosper in the next two years.
Table of Contents
Introduction 4
Overcoming constraints 4
Overcoming competitive challenges 5
Opportunities 5
Market segmentation 6
Positioning 8
Advertising 9
Media channels utilised 10
Conclusion 13
References 14
Introduction
Bali is a tropical island
Assessment 2: Bali, Indonesia
[pic]
Executive Summary
Bali is a tourist region situated within Indonesia. This report aims to provide a marketing plan for the next two years which will help Bali to overcome its current constraints and challenges and to exploit its opportunities. It is suggested that Bali Tourism moves away from its traditional positioning of targeting younger people looking for a cheap holiday. By maximising the opportunities created by the constraints of not enough capacity for air flights for tourists, a new cruise ship industry can be created which will ultimately attract travellers with a higher spending potential, such as families, older people and wedding/honeymooners.
It has also been suggested in this report that a lack of increased funds within the marketing budget means that there is more opportunity to utilise free or cheaper alternatives to marketing such as social media channels. If emphasis is placed on this channel, there is more capacity to use an integrated marketing approach coupled with the other channels to capture tourists who may have been deciding between competitive destinations.
It is envisaged that Bali can capture these new market segments which will be drawn to the newer attractions on the island, moving away from the advertisement of the traditional Kuta tourist area and advertising ‘Brand Bali’ by showcasing the whole island and its culture. If this can be achieved, people will see Bali as the preferable destination and this will help Bali Tourism to prosper in the next two years.
Table of Contents
Introduction 4
Overcoming constraints 4
Overcoming competitive challenges 5
Opportunities 5
Market segmentation 6
Positioning 8
Advertising 9
Media channels utilised 10
Conclusion 13
References 14
Introduction
Bali is a tropical island
References: Airasia, 2012, http://www.qantas.com.au, last accessed 01/08/2012 Bali Tourism Board, 2012, http://www.balitourismboard.org/stat_arrival.html, last accessed 01/12/2012 Cave, J., Brown, K., 2012, “Island tourism”, International Journal of Culture, Tourism and Hospitality Research, Vol. 6, Issue 2, pp.17-26 Collinson, L., 2012, “Is Bali doing as well as it should be?”, Foreign Correspondant, ABC Network, 15th May 2012 Jetstar, 2012, http://www.qantas.com.au, last accessed 13/09/2012 Johnson, E., 2011, "The power of brands in the destination economy (destination marketing)", Strategic Direction, Vol Leiper, N., Lamont, M., 2011, “The better mousetrap fallacy: A case study of the Bali Pathfinder tourist map”, Journal of Vacation Marketing, Vol. 17, no. 2, pp. 95-103 Malaysia Tourism, 2012, http://www.tourism.gov.my, last accessed 12/09/2012 Munar, A., 2011, "Tourist-created content: rethinking destination branding", International Journal of Culture, Tourism and Hospitality Research, Vol. 5, Issue 3, pp. 291 – 305 Pike, S Roy Morgan, 2012, http://www.roymorgan.com/products/values-segments, last accessed 14/09/2012 Saraniemi, S., 2010, "Destination brand identity development and value system", Tourism Review, Vol