Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)

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

Authors
I Putu Gede Parma, A.A.N. Yudha Martin Mahardika, M. Rudi Irwansyah
Corresponding Author
I Putu Gede Parma
Available Online 14 December 2020.
DOI
10.2991/aebmr.k.201212.047How to use a DOI?
Keywords
Commodification, Health tourism, Wellness tourism
Abstract

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.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
14 December 2020
ISBN
978-94-6239-297-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201212.047How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - I Putu Gede Parma
AU  - A.A.N. Yudha Martin Mahardika
AU  - M. Rudi Irwansyah
PY  - 2020
DA  - 2020/12/14
TI  - Tourism Development Strategy and Efforts to Improve Local Genius Commodification of Health as a Wellness Tourism Attraction
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 329
EP  - 334
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.047
DO  - 10.2991/aebmr.k.201212.047
ID  - Parma2020
ER  -