Abstract
Purpose – For the past decade, cultural resources and tourism have become inextricably linked throughout the world especially in developing countries. This study aims at determining the factors of Bali tourism marketing mix priority for foreign tourist. Design/methodology/approach – The research applied a quantitative method and employed an Analytical Hierarchy Process (AHP) for examining the dominant factors based on data collected from97 foreign tourists who fulfilled the questionnaires.Findings – The findings of the study reveal that marketing mix factors that has the highest value from foreign tourist about Bali tourism is the price factor with a weight of 0.200 followed by product factor (0,160), promotion factor (0,159), people (0,134), physical evidence (0,123), process (0,166), and the last position is placed factor which has a weight of (0,107).
Highlights
Competition in the tourism sector has been quite intense in the Southeast Asia region, given the implementation of the ASEAN Free Trade Area (AFTA) for countries such as Brunei Darussalam, Indonesia, the Philippines, Singapore, Malaysia, and Thailand
From the results of the study, results were obtained that in order to find out the factors that influence foreign tourists on vacation to Bali Island can be reached through seven criteria, namely: (1) Product Factors; (2) Price Factors; (3) Place Factors; (4) Promotion Factors; (5) Process Factors; (6) People Factors; (7) Physical Evidence Factors; Like the determination of criteria, alternatives or used in this study come from studies through books on marketing and tourism literature
Following the phenomenon described in the formulation of the problem, which is about the marketing mix factors, which is a priority for foreign tourists regarding Bali Island tourism, the findings from the results of this study can be concluded with the following explanation: 1. Overall, the marketing mix criteria that should be prioritized by tourism service providers and related regulators in order to increase the number of foreign tourists are the price marketing mix criteria, because based on the calculation results of the expert choice version 11 this criterion gets the highest score of 0.200
Summary
Tourism is one of several sectors that are used as a backbone by the government in obtaining foreign exchange from non-oil and gas income. Tourism is a source of foreign exchange incomes in national development and contributes to creating jobs, increasing the income of the people and the government, enhancing the preservation of the environment and national culture, tightening and strengthening national unity. Competition in the tourism sector has been quite intense in the Southeast Asia region, given the implementation of the ASEAN Free Trade Area (AFTA) for countries such as Brunei Darussalam, Indonesia, the Philippines, Singapore, Malaysia, and Thailand. The average tourist arrivals to Indonesia are always losing compared to Malaysia, Thailand, and Singapore. Indonesia only has more foreign tourist visits than Brunei Darussalam and the Philippines, which since 2002 have implemented AFTA. While Cambodia, Laos, and Vietnam will only implement AFTA in full in 2015 and Myanmar by 2020 has grown into a new competitor
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