Ecotourism Market Segmentation in Bali, Indonesia: Opportunities for Implementing REDD+

Gayoung Choi, Jongmin Kim, Made Yaya Sawitri and Sue Kyoung Lee
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Gayoung Choi: Division of Climate Technology Cooperation, Green Technology Center, Seoul 04554, Korea
Jongmin Kim: Department of Forest Sciences, Seoul National University, Seoul 08826, Korea
Made Yaya Sawitri: Department of Public Administration, Faculty of Social and Political Science, Warmadewa University, Denpasar 80239, Indonesia
Sue Kyoung Lee: Division of Climate Technology Cooperation, Green Technology Center, Seoul 04554, Korea

Land, 2020, vol. 9, issue 6, 1-15

Abstract: Ecotourism has been promoted in many regions of Indonesia as a viable platform for reducing emissions from deforestation and forest degradation in developing countries (REDD+) by providing incentives to local communities for their forest conservation efforts. This study aims to find opportunities for implementing REDD+ in Bali through ecotourism market segmentation analysis, and to provide policy implications to other developing countries under similar circumstances. The results indicate that two clusters—“nature-seeking responsible tourists” and “wellness-seeking responsible tourists”—were selected as Bali’s target clusters. Since both have higher motivation and a more responsible attitude than other clusters, they are capable of not only sustaining a symbiotic relationship between the ecotourism destination and the visitor, but also attracting potential tourists with similar characteristics, ultimately contributing to the sustainable tourism business in the region. In conclusion, building a marketing strategy based on the understanding of the tourists will promote forest conservation effectively, while also playing an important role in REDD+ implementation by bringing sustainable tourism income to the local community.

Keywords: ecotourism; market segmentation; REDD+; Bali Island; responsible tourist; Indonesia (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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