Analysis of Tourism Market at Peripheral Areas in Badung, Bali

Aims: This paper addressed the characteristics of the tourism market to provide consideration to the development of local community-based tourism products in peripheral areas in Badung, Bali, Indonesia.

Study Design: Survey.

Place and Duration of Study: Pangsan Tourist Village. The study conducted between June and August 2019.

Methodology: Data collected by a visitor survey. The questionnaire employed a structured question to respondents at one time. The questions are related to the characteristics of the respondents. Respondents are tourists visiting peripheral areas and determined by purposive sampling. The number of respondents was 100 tourists. Then the collected data analyzed descriptively to interpret the appropriate market for tourism products of peripheral areas.

Results: Tourists in the peripheral areas in Badung dominated by foreign from Europe. More than 80% of tourists come from France, Holland, Germany, England, and Italy. These countries are the main markets. Apart, the source of the tourism market potentially arrives from Australia and China. On the demographic facet, the tourism market is dominated by adults. Jobs related are professionals, managerial, and civil servants who have a solid urban routine every day. In addition, most tourists have high education levels. These characteristics are coherent with tourism products in the peripheral areas. The results also represent that the market has an average night holiday is 20 nights. However, most of the leisure time spent visiting and staying in centers of tourism. These circumstances indicate the dominance of the tourism center and contribute to the lack of community participation in tourism development in the peripheral areas.

Conclusion: To promote participation it is important to maintain the suitability between the products and the tourism market. Another consideration is increasing the quality and diversification of attractions; partnerships between tourism actors in peripheral areas with tourism centers; and attracting local and domestic tourists.