IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04210603.html
   My bibliography  Save this paper

Destination Marketing Strategy in Bali Through Optimizing the Potential of Local Products

Author

Listed:
  • I Gusti Ayu Oka Suryawardani
  • Agung Suryawan Wiranatha
  • Christine Petr

    (UBS - Université de Bretagne Sud, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This study was designed to study destination marketing strategy in Bali through optimizing the potential of local products. Seventy nine of hotel managers were interviewed based on cluster sampling method to gain their point of view. The results show that destination must build their images around unique attributes that provide them sustainable competitive advantage including its attraction which should be designed to meet the needs of the target market and should be served by local products. The results also show that hotel managers thought that foreign tourists always preferred imported products, meanwhile previous statistical results indicate that foreign tourists significantly look for local products. There is a need to encourage hotel managers to change their perception and attitude about local and imported products. In fact, hoteliers expressed willingness to use local products as long as these meet the quality standard. As tourism involves four types of activities, namely something to see, something to do, something to buy, something to learn, destination product development could be focused in the above activities through offering foreign tourist, such as to stay in hotels, homestays or villas owned by Balinese; to eat in restaurants owned by Balinese by choosing the authentic local foods that are using local meat, seafood and vegetables, exotic local fruits and beverages; and to buy products that are produced by the Balinese. By promoting vacation on the real Balinese atmosphere such as stay in accommodations owned by the Balinese supported by the authenticity of local Balinese foods, fruits and beverages, these will strengthen the local economy, so the benefit of tourism development can be more beneficial to the local Balinese. The results suggests that destination management related to improvement of service and hospitality are really important through improvement of human resource by giving training to their employees, educate consumers, and manage consumer expectations. Physical evidence can be easily associated with the product by the customer. This includes the atmosphere of the service operation and any tangible evidence used to market the product. Marketing through authenticity is precise approach for success in destination marketing of Bali tourism. Destination marketing strategy should then be focussed on promoting the physical evidences of the authenticity of the local products and excellent services offered to the visitors as well as participation of stakeholders in developing authenticity of local products at reasonable price which will differentiate the destination distinctively.

Suggested Citation

  • I Gusti Ayu Oka Suryawardani & Agung Suryawan Wiranatha & Christine Petr, 2014. "Destination Marketing Strategy in Bali Through Optimizing the Potential of Local Products," Post-Print hal-04210603, HAL.
  • Handle: RePEc:hal:journl:hal-04210603
    Note: View the original document on HAL open archive server: https://hal.science/hal-04210603v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04210603v1/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    2. Jackie Clarke, 2002. "A synthesis of activity towards the implementation of sustainable tourism: ecotourism in a different context," International Journal of Sustainable Development, Inderscience Enterprises Ltd, vol. 5(3), pages 232-250.
    3. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    2. Maria Rosaria Napolitano & Alessandro De Nisco, 2017. "Cultural heritage: the missing “link” in the place marketing literature “chain”," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(2), pages 101-106, May.
    3. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    4. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    5. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    6. Tamás Gyulavári & Erzsébet Malota, 2018. "Do Perceived Culture Personality Traits Lead to a More Favourable Rating of Countries as Tourist Destinations?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(1), pages 77-91.
    7. Suter, Mariana Bassi & Borini, Felipe Mendes & Floriani, Dinorá Eliete & da Silva, Dirceu & Polo, Edison, 2018. "Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective," Journal of Business Research, Elsevier, vol. 84(C), pages 46-58.
    8. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    9. Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Moschik, Nicole, 2020. "Are consumers' minds or hearts guiding country of origin effects? Conditioning roles of need for cognition and need for affect," Journal of Business Research, Elsevier, vol. 108(C), pages 487-495.
    10. Kilduff, Kerry & Núñez Tabales, Julia M., 2016. "Country Branding and its effect on the consumer in the global market," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    11. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(11), pages 30-44, November.
    12. Lee, Richard & Lockshin, Larry, 2011. "Halo effects of tourists’ destination image on domestic product perceptions," Australasian marketing journal, Elsevier, vol. 19(1), pages 7-13.
    13. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    14. Ryu, Jay Sang & L'Espoir Decosta, J.N. Patrick & Andéhn, Mikael, 2016. "From branded exports to traveler imports: Building destination image on the factory floor in South Korea," Tourism Management, Elsevier, vol. 52(C), pages 298-309.
    15. Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
    16. Blankson, Charles & Iyer, Pramod & Owusu-Frimpong, Nana & Nwankwo, Sonny & Hinson, Robert, 2020. "Positioning strategies of foreign and indigenous firms in an African cultural milieu," Journal of Business Research, Elsevier, vol. 119(C), pages 627-638.
    17. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2022. "How Are Destination Image and Travel Intention Influenced by Misleading Media Coverage? Consequences of COVID-19 Outbreak in China," Vision, , vol. 26(1), pages 80-89, March.
    18. Giraldi, Janaina de Moura Engracia, 2016. "Evaluation of the impact of Brazil's sustainability on the behavioral intentions of stakeholders toward the country," Evaluation and Program Planning, Elsevier, vol. 54(C), pages 135-143.
    19. Peter Magnusson & Stanford A. Westjohn & Nancy J. Sirianni, 2019. "Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 318-338, April.
    20. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04210603. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.