摘要
This research will concentrate on the marketing strategy of diving and snorkeling tourism attractions in several areas,namely,Pemuteran and Tulemben.This study uses a mix method,which is a combination of quantitative and qualitative analysis.The sample was determined to be 250 domestic tourists by purposive sampling method.Data analysis was performed by quantitative descriptive analysis.Data presentation is presented in tabular form and strengths,weaknesses,opportunities,and threats(SWOT)analysis.The results showed that the characteristics of tourists who come to Bali to do diving are grouped into four categories,namely,“ecotourist”,knowledge motivation(23%),“adventure”,tourists with motivation to increase their ability/competence(21%),“ego tourists”,tourists with motivation to establish relationships with relationships(16%),and“picnickers”,tourists with motivation to relax and external influence or invite friends(39%).This means that tourists who dive in Bali are divers with the type of“picnickers”with a young,educated age,beginner certificates with one to five years of diving experience.The perception of tourists towards diving tourism in Bali also shows a positive perception,with an average of 4.2 or very good.This shows that diving tourism in Bali has a very good market in future development.The development model with market penetration and product diversification of nyegaragunung become a positioning model for Bali diving tourism combined with spiritual activities in the area around diving tourism areas.The nyegaragunung tourism model has become a combination model for existing tourism products,such as the Menjangan Island area with the location of Pura Pulau Menjangan,and Tulamben with the Spiritual Yoga Bunutan tourism area.This combination of products will be able to provide benefits to increasing the number of tourist visits and the conservation of water areas.
