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The importance of tourism-destination image for Bali tourism development
The tourism sector is a sector that provides the largest revenue contribution for a tourist destination country/region.
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T
he tourism sector is a sector that provides the largest revenue contribution for a tourist destination country/region. This is because the tourism sector is able to grow new industries in the tourism sector. One of the efforts to introduce tourism is to do marketing on various channels, including social media. In the development of the tourism sector, the perception of the image of a destination as an attractive tourist choice plays an important role as a factor attracting tourist visits.
Tourism development is a driving force in economic development in general and has an important role in many countries, including in Indonesia, because tourism is one of the productive sectors that can spur economic growth in a country, such as creating jobs and expanding opportunities to own a good business in the form of providing accommodation facilities, restaurants, souvenir shops and transportation providers.
The development of tourism in a region needs to pay attention to the potential possessed by the area concerned. The more potential that exists in an area, the more feasible the area is to be developed into a tourist destination. Bali has extraordinary potential and natural beauty and several cultural heritage destinations in addition to cultural diversity, which provide a competitive advantage in the global tourism industry. Bali also has various works of art and historical relics that have high artistic value, which are packaged into tourism products. However, apart from Bali's tourism potential, there is still a downward trend in tourist visits. Tourist visits can increase if tourists have the desire to come back willingly and provide recommendations for tourist attractions that have been visited by others.
The image of a tourist destination is an important factor in tourism marketing. Understanding the process of forming a tourist-destination image will help tourism marketers to build or enhance a tourist-destination image, which will facilitate loyal visitors to revisit or recommend to others.
Therefore, it is important to build the image of a tourist destination in the development of Bali tourism to the fullest by understanding preferences and behavior related to tourist trips, especially related to market segmentation and design of effective promotional campaigns and in developing infrastructure, products and services to meet tourist preferences. In supporting tourism development, good management and introduction to the community are needed in an effective and efficient manner.
The development of tourism objects has the aim of increasing people's income and people's welfare, so that in preparing the planning and management of tourism development in the future it should change from an import substitution industry strategy orientation to an industry based on resources and collaboration, by making the most of the resources owned by a tourism object area, to increase the maximum benefit for the local community.
One of the motivations of tourists in visiting tourist attractions is the experience of traveling. Good marketing planning helps tourism businesses and destinations identify customers and competitors and develop strategies to make these businesses and destinations better known. A tourism marketing plan helps managers craft a systematic approach to developing products and services that can meet and satisfy the needs of consumers or tourists so as to provide an unforgettable travel experience.
Sustainable tourism development is a form of tourism's role and participation in supporting Bali's tourism development. In Law Number 10 of 2009 concerning Tourism, it is stated tourism development has the main goal of encouraging community economic equality through increasing business opportunities, as well as in facing the challenges of the nation going forward, both at the local, national and global levels through tourism activities.
It was also emphasized in the Regional Regulation of the Province of Bali Number 10 of 2015 concerning the 2015-2029 Bali Province Regional Tourism Development Master Plan, namely realizing safe, comfortable, attractive tourism destinations by prioritizing the richness and diversity of potential ecofriendly tourist attractions based on Balinese culture inspired by Hinduism, based on Tri Hita Karana. The expected final goal is to increase the contribution of the tourism sector to the resilience of the national economy.
Writer: Yutika Tri Bhuana Dewi, S.H., M.M.
Postgraduate student studying for a Masters of Management, at Warmadewa University
