The importance of local culture in the marketing mix during low season in Bali

Nyoman Gde Dewa Rucika, I. Wayan Ardika, A.A.P. Agung Suryawan Wiranatha and Made Budiarsa
Additional contact information
Nyoman Gde Dewa Rucika: PhD candidate, Udayana University, Indonesia
I. Wayan Ardika: Lecturer, Udayana University, Indonesia
A.A.P. Agung Suryawan Wiranatha: Head of the Centre of Excellence in Tourism, Udayana University, Indonesia
Made Budiarsa: Head of Tourism Doctoral Study Programme, Udayana University, Indonesia

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 1, 84-92

Abstract: Tourism in Bali has suffered greatly from the impacts of COVID-19. To address this problem, this paper proposes strategies to reinvigorate the sector. Specifically, it aims to determine the appropriate marketing mix for tourism during the low season. Research for the study was conducted with expert focus groups from April 2020 to October 2020. Following analytical hierarchy process analysis, the study finds that the promotion of local culture should play a greater part in the marketing mix. The authors therefore recommend that the regional government reschedule cultural events, such as the Bali Arts Festival, to the low season, as this should attract tourists interested in Bali’s unique local culture. The suggestion that local culture should play a greater role in the marketing mix may be extended to tourism destinations worldwide, as leveraging unique selling points is more cost-effective than strategies based primarily on discounts.

Keywords: local culture; marketing mix; Bali; tourism; low season; analytical hierarchy process (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6428/download/ (application/pdf)
https://hstalks.com/article/6428/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:7:i:1:p:84-92

Access Statistics for this article

More articles in Applied Marketing Analytics: The Peer-Reviewed Journal from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().