Abstract
The development of the tourism industry in the south of Bali tend to be uncontrolled and opened an opportunity for other development of alternative tourism destination in other regions of Bali such as Singaraja. One of destination with natural and cultural tourism attraction is Ambengan Village. In the increase of tourist demand, the community needs to do some innovations and development of tourism product. Furthermore, it requires to prioritize the existing market segmentation and reaching the other one. It necessary due to the existing product has some weaknesses compared to tourism product attributes. The objective of this research is to discover the tourist’s profile and their perception of ecotourism product in Ambengan Village with qualitative and quantitative method. To obtain the data, the research instruments used were questionnaire to 100 mixes of domestic and international tourist, interview guidelines to government, village chief, local community, and checklist observation. Majority of the tourist were satisfied with natural attraction been offered, informative local people, and safety atmosphere surrounding area. The local community has been aware of tourism potential in their village. They are in the state of euphoria level. However it wasn't completed with other supported attributes such as accommodation; restaurant; accessibility; route direction; moneychanger and souvenir shop. Government needs to allocate more budgets in supervising the community to develop tourism potential. The data obtained also assists them practically to create marketing strategy and guidance of ecotourism product in Ambengan Village.
Highlights
Tourism has been trusted as one of the potential and eco-friendly industries in many countries
The choice of the location of this research is based on several considerations, which are among others: a) The location is one of the tourist attractions that offer potential ecotourism products, because it has natural resources that are still maintained authenticity; b) Profile and perception data of tourists on the constituent elements of ecotourism products in Ambengan Village can be implemented in a practical scope as supporting data in planning marketing strategies, especially in determining market segments and targets
Ambengan Village has been established as a tourist village since 2015 based on the Regent’s Decree, because the natural potential indicated is capable of being an attraction of its own ecotourism
Summary
Tourism has been trusted as one of the potential and eco-friendly industries in many countries. By looking at international tourism trends that are getting better, it is not surprising if the government in the previous Era, until now the presidential administration of Joko Widodo (2016-2019) supports this industry as the 4th priority program from 8 to be developed in a country with 35% natural potential, 60% culture, and 5% man-made. This potential certainly gives the government confidence through the tourism ministry to determine the target of tourist visits in 2019, with details of 20 million international tourists (an increase of more than 100% since 2014), and 275 million domestic tourists. The program was sharpened through the acceleration of 25 national tourism strategic areas and 10 priority tourism destinations (Yahya, 2016)
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