HOS804 Report: Analysis of Bali as a Tourist Destination

This report provides a comprehensive analysis of Bali as a prominent tourist destination. It begins with an executive summary and introduction, outlining the key factors influencing a destination's performance. The report identifies key stakeholders, including the local community, the hotel industry, and the government, and discusses their roles in promoting sustainability. It explores the motivations of tourists visiting Bali, such as serenity, affordability, and social media popularity. The report then delves into the challenges Bali faces, including environmental and social issues, and analyzes competitive destinations like the Maldives, comparing their strengths and weaknesses. Finally, it offers recommendations for Bali to maintain its competitive edge, emphasizing proactive marketing and providing added value to visitors. The report concludes by reiterating the importance of these recommendations for Bali's future success.

Running head: TOURISM DESTINATION
TOURISM DESTINATION
Name of the Student
Name of the University
Author Note

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Executive Summary
There are a large number of factors which have a critical influence on the manner in which a
tourist destination performs. In association with this, it can be understood to be effective to note
that, the stakeholders of the tourist destination would be required to undertake considerate
initiatives to ensure long term success. In line with this, the report aims to outline the different
challenges which the Bali which is the tourist destination may face. Certain recommendations
have been provided which will assist in ensuring that Bali is able to maintain its competitive
positioning in the tourism industry.

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Table of Contents
Introduction......................................................................................................................................3
Key stakeholders responsible for promoting and managing the sustainability of the destination
.....................................................................................................................................................3
Findings...........................................................................................................................................4
Three main motives for tourists to visit this destination..............................................................4
Issues affecting success of destination in attracting the visitors..................................................5
Competitive destinations and analysis.........................................................................................5
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
The tourist destination which has been selected for the purpose of the analysis can be
understood to Bali in Indonesia. Bali is a province of Indonesia and is one of the westernmost of
the Lesser Sunda Islands (Antón, Camarero & Laguna-García, 2017). The island is located east
of the Java and at the west of Lombok which is the province which includes the island of Bali as
well as other small neighboring islands as well. Bali can be understood to be a Hindu majority
province in Indonesia with a population of 83.5% of the population adhering to the Balinese
Hinduism. The Bali can be understood to be the primary tourist destination of Indonesia and
began gaining popularity since the 1980s. The tourism income makes up for more than 80% of
its economy and is known for the developed arts, modern dance, painting, leather, metal working
and music (Rodríguez-Molina, Frías-Jamilena & Castañeda-García, 2015). There are several
international festivals which are held in Bali. As per the data of 2017 and 2018, TripAdvisor
named Bali as the top destination.
Bali is a part of a Triangle of the corals which has a high biodiversity marine life and is
predominant in the fish as well as turtle population. There are a large number of reef building
coral species. It can be stated that this marine population is seven times as much as the entire
Caribbean population. Bali is the home to the Subak irrigation system which can be taken to be a
world Heritage site (Prameswari, Surjandari & Laoh, 2017). The location is also a unified
confirmation of the kingdoms which comprises of the traditional royal Balinese houses. In
association with this, it can be essentially stated that the royal houses, however, do not hold any
importance now.
Key stakeholders responsible for promoting and managing the sustainability of the
destination
The key stakeholders can be taken to be the people responsible for promoting as well
managing the sustainability of Bali as a tourist destination. In association with this, it is effective
to mention that, the stakeholders are as follows:
 The local community: The local community can be understood to be the group of sellers
and daily dwellers in Bali (Pandža Bajs, 2015). These small sellers tend to rely heavily on

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the overall operations of the firm and intend to see to it that they are being able to
maintain the overall sustainability of the enterprise adequately.
 The hotel industry: The hotel industry can also be mentioned to be a very prominent
industry as present in Bali and in consideration of this, it is effective to note that, the
hotel industry has been performing adequately well and in association with this, they are
required to look out for the various opportunities to protect their environment (Satyarini,
Rahmanita & Setarnawat, 2017).
 The Government: The government would be required to see to it that they are being able
to maintain the eco-system of the enterprise adequately so as to see to it that they are
being able to achieve all the associated goals as well as the objectives.
Findings
Three main motives for tourists to visit this destination
All visitors are usually inclined towards visiting a specific location or a tourist destination
due to a variety of reasons which align with their personal motivations and external influencers
as well. Hence, the various motives for which a tourist may visit Bali can be mentioned to be as
follows:
 Serenity: For the serenity of the location. Bali situated in the Indonesian islands, provides
the calmness and tranquility to the different visitors. Due to globalization, the daily life of
an average citizen has become quite busy and in consideration of this, in order to de-
stress it is recommended to them to take regular breaks (Narangajavana et al., 2017). In
association with this, it can be effectively mentioned that, those visitors often tend to
ensure that they are successfully being able to relieve themselves and take time off their
hectic lifestyle.
 Economical: Bali is not a very expensive tourist destination. An average individual
earning above $20000 in a year would be able to afford this place (Oppewal, Huybers &
Crouch, 2015). Moreover, as it is a popular tourist place and the competition between the
various sellers is very stringent, it is effective to note that, the offers are given to the
visitors round the year which further assists in saving the costs of the tourists.

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 Social media popularity: The Bali as social media popularity. Due to this, many visitors
often like to visit Bali due to the reason that they will be able to engage in adequate
popularity. In association with this, the scenic destinations can increase the social media
game of any individual and increase their number of followers as well.
Issues affecting success of destination in attracting the visitors
 Environmental: The environmental issues which may have an influence on the success of
the destination and may act as a barrier in attracting the visitors can be understood to be
the issues like the change in the climate, the change in the water levels and the overall
environment (Gurtner, 2016). Due to climate change and global warming the
environment has been changing considerably and in association with this, it is effective to
note that, the visitors often think twice before visiting such places. Tsunami warnings and
earthquakes are also a common part of Indonesia which prevents the people from visiting
the destination.
 Social issues: The social issues which have a critical influence on the visitor choice to
visit the place can be contributed to the fact that, the place is visited by people from all
around the globe and man conservative visitors may find it very difficult to engage in an
interaction with them (Cole & Browne, 2015). Moreover, pertaining to the overall outfits
as prevalent in the place, the different visitors belonging to the Islamic community may
not feel comfortable. However, this is subject to the ideology.
 Political environment and Economic: There do not exist any political and economic
scenarios which exist in the country and hence, this can be considered to be a favorable
aspect which may influence the performance of the country in the long run.
Competitive destinations and analysis
When compared to Bali, another competitive tourist destination which can be highlighted
can be understood to be the Maldives. The Maldives also known as the Republic of Maldives is a
small island nation situated in the South Asia which is located in the Arabian Sea as present in
the Indian Ocean. The island lies the west of Sri Lanka and India and is about 1000 kilometers
away from the Indian Subcontinent (Manhas, Manrai & Manrai, 2016). The scenic beauty is
very similar to that of the Bali and hence, it is often viewed as the competitor of it. The analysis
of the relative strengths and the weaknesses of the enterprise can be understood to be as follows:

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Strengths
The location is close to the Asian subcontinent and this is the primary reason why the
country has been successful in attracting a large number of international tourists. As the
economic expenses involved in visiting the country is very less, it has to be understood that, the
county is largely visited by a large number of visitors. Moreover, the beauty of the place along
with the villas and hotel industry offers, the place is a safe haven and a tourist`s delight.
Weaknesses
The weaknesses of the country can be mentioned to be the fact that, it is visited by the
Asian visitors only and not visitors from worldwide (Hultman et al., 2015). Moreover, the
popularity of the location has gone down considerably and in association with this, it is critical to
note that, the place was visited by a large number of visitors previously but post 2017 and the
environmental risks associated, the popularity has been brought down effectively.
Recommendations
Therefore, from the analysis as done in this section, it can be assessed that, Bali has
adequate competition from a certain places and hence, it has to undertake initiatives to ensure
success. The initiatives which can be adopted can be mentioned to be as follows:
1. Bali needs to undertake a proactive approach to ensure a larger footfall. In addition to
using the influencers for the marketing procedure, it is effective to understand that, Bali
would be required to run certain contests as well associated tasks which would encourage
the different tourists to visit the destination and thereby increase the popularity of the
place (González-Rodríguez, Martínez-Torres & Toral, 2016).
2. In addition to this, Bali needs to offer the different customers with an added value. In
consideration with this, it can be considered effective to note that, if Bali opens up a large
number of amenities such as theme parks, restaurants, malls and kids activities instead of
the water side activities only, it will successfully be able to engage in a better
performance with respect to the tourist count and hence, all the goals will be achieved
successfully.

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Conclusion
If Bali is able to abide by these recommendations, the destination will be largely
successful in the future. The paper outline the overall analysis of the tourist destination and
assessed a number of factors influencing the operations as well.

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