TOUR19020 Destination Marketing

Assessment 2: Bali, Indonesia

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Executive Summary

Bali is a tourist region situated within Indonesia. This report aims to provide a marketing plan for the next two years which will help Bali to overcome its current constraints and challenges and to exploit its opportunities. It is suggested that Bali Tourism moves away from its traditional positioning of targeting younger people looking for a cheap holiday. By maximising the opportunities created by the constraints of not enough capacity for air flights for tourists, a new cruise ship industry can be created which will ultimately attract travellers with a higher spending potential, such as families, older people and
This is essential because of the limited amount of money that is left in the marketing budget compared to other competitors.

Opportunities

There is presently a SARS (severe acute respiratory distress syndrome) epidemic in Phuket, Thailand and this is the main competitive destination to Bali. This disease is very deadly and spreads fast therefore the people who wanted to travel to Thailand have to look for alternatives because of this present situation. This presents a lot of opportunity for Bali to position themselves as a substitute destination for those wanting to go to Thailand or considering between the two. Bali therefore has to exploit this opportunity and it should do this by spending heavily on advertising around the height of the epidemic so as to bring Bali to top of mind in those travellers looking to find an alternative destination.
Bali Tourism can offer people who were booked to go to Thailand a discounted rate on hotels or entertainment if they choose to go to Bali instead of Thailand. This will help promote Bali and Bali tourism in a positive light and will help bring people who would have gone to Thailand over to Bali.

Market segmentation

Whilst the younger Australians continue to flock to the region, there is a need to move away from promoting to this market segment as they do not fit in with the new position that Bali is trying to achieve (Hitchcock & Putra, 2008). Some of the advertising will spill over to