Extended Marketing Mix as Strategy to Capture the Senior Tourism Markets

Abstract

The destination of Bali Tourism viewed condition product lifecycle tendency almost be on consolidation where at this stage, the sector tourism shows dominance in the economic structure when compared to sectors other in the province of Bali, However, there is a tendency for the dominance of the network to play an international stronger role in the tourist areas or tourism destinations of Bali. Tourist visits still show a fairly positive increase but there has been price competition between similar companies in the tourism industry in the Bali region. The role of the local government began to diminish so that consolidation was needed to carry out reorganization, and balancing the roles and tasks between the sectors public and private. The relationship between the private sector and local government is increasing both the relations Government to Government (G2G), Business to Business (B2B), and Business to Government (B2G). Balistills can be consolidated and it is still possible to carry out segmenting, targeting, and positioning strategies that are following the branding and core products of Bali tourism which is asked for cultural tourism. Where cultural tourism is tourism which is considered the most ideal for the senior tourist market segment, and as a consequence Bali destinations must have the seriousness to redesign the destination marketing mix as an integrated strategy.