Tourism Development Strategy and Efforts to Improve Local Genius Commodification of Health as a Wellness Tourism Attraction

摘要

Bali is known to have an established tourism infrastructure. The development of health and wellness tourism arises as a consequence of the development of infrastructure, tourist demand, and well-organized hospitality industry and business environment. Yet, the function of health and wellness tourism management must be re-evaluated. The development of health and wellness tourism in Bali need to involve not only the government but Bali tourism stakeholders to face global competition. This qualitative study begins with data collection through observations, interviews, literature study, and documentations. The results showed ten appropriate strategies to develop health and wellness tourism in Bali, namely (1) knowing the position of Bali's health and wellness tourism in the global market, (2) identifying the position of Bali's health and wellness tourism in the regional market, (3) enhancing the products and services offered, (4) identifying target markets, (5) overcoming potential barriers, (6) knowing the movements of competitors, (7) differentiating from competitors, (8) adjusting company goals with opportunity strategies, (9) taking partnership opportunities, and (10) implementing promotional strategies.