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Scirj, Volume IV
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Scirj Volume IV, Issue III, March 2016 Edition
ISSN: 2201-2796

MARKETING STRATEGY MODEL OF KINTAMANI ECOTOURISM, KINTAMANI SUB-DISTRICT

Anak Agung Putu Agung , Made Tamba

Abstract: The objectives of this research was to design model the optimal marketing strategy to increase the number of tourist visits to Kintamani ecotourism, Bangli Regency, Bali Province. On the basis of marketing strategy, Kintamani ecotourism obtained the promising result through better management on ecotourism, promotion, individual characteristics that influence the tourist visit, tourist impressions and decision to visit the place. In addition, to increase the number of tourists who visit Kintamani ecotourism, the attention of Batur customary village community leaders and Tourism Agency of Bangli Regency as the manager of Kintamani ecotourism must be fully given. The environmental factors like comfortable, cool and fresh air, pleasant conditions as well as clean and safe environment are the major factors that influence the decision of visiting Kintamani ecotourism. The safe environment also needs to be controlled with a greater effort of Kintamani ecotourism management. It is the factor that influences the tourist visit. Safety should also be put into priority by the village security officer. The most influencing factor of decision making is driven primarily by personal motivations, namely the encouragement of family, friends, neighbors, acquaintances as the effective promotion. Their experience of visiting the object is also the significant factor. The awareness on the individual need is the second factor that influences the decision-making. It is driven primarily by their social needs, especially self-esteem, recognition and social status as well as the individual condition concerning employment, economic ability and lifestyle. Evaluation of post-visit is the third influencing factor to the decision-making of visit certain places, which consists of an evaluation of the tourist attractions, the price, the accommodations, the souvenir, the access to reach the place, clean environment and safety.

Reference this Paper: MARKETING STRATEGY MODEL OF KINTAMANI ECOTOURISM, KINTAMANI SUB-DISTRICT by Anak Agung Putu Agung , Made Tamba published at: "Scientific Research Journal (Scirj), Volume IV, Issue III, March 2016 Edition, Page 22-29 ".

Search Terms: ecotourism, attributes, promotion, consumer image, decision-making visit

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