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Ecotourism Market Segmentation in Bali, Indonesia: Opportunities for Implementing REDD+

Author

Listed:
  • Gayoung Choi

    (Division of Climate Technology Cooperation, Green Technology Center, Seoul 04554, Korea)

  • Jongmin Kim

    (Department of Forest Sciences, Seoul National University, Seoul 08826, Korea)

  • Made Yaya Sawitri

    (Department of Public Administration, Faculty of Social and Political Science, Warmadewa University, Denpasar 80239, Indonesia)

  • Sue Kyoung Lee

    (Division of Climate Technology Cooperation, Green Technology Center, Seoul 04554, Korea)

Abstract

Ecotourism has been promoted in many regions of Indonesia as a viable platform for reducing emissions from deforestation and forest degradation in developing countries (REDD+) by providing incentives to local communities for their forest conservation efforts. This study aims to find opportunities for implementing REDD+ in Bali through ecotourism market segmentation analysis, and to provide policy implications to other developing countries under similar circumstances. The results indicate that two clusters—“nature-seeking responsible tourists” and “wellness-seeking responsible tourists”—were selected as Bali’s target clusters. Since both have higher motivation and a more responsible attitude than other clusters, they are capable of not only sustaining a symbiotic relationship between the ecotourism destination and the visitor, but also attracting potential tourists with similar characteristics, ultimately contributing to the sustainable tourism business in the region. In conclusion, building a marketing strategy based on the understanding of the tourists will promote forest conservation effectively, while also playing an important role in REDD+ implementation by bringing sustainable tourism income to the local community.

Suggested Citation

  • Gayoung Choi & Jongmin Kim & Made Yaya Sawitri & Sue Kyoung Lee, 2020. "Ecotourism Market Segmentation in Bali, Indonesia: Opportunities for Implementing REDD+," Land, MDPI, vol. 9(6), pages 1-16, June.
    • Handle: RePEc:gam:jlands:v:9:y:2020:i:6:p:186-:d:367774
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    References listed on IDEAS

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    1. Peter Akong Minang & Meine Van Noordwijk & Lalisa A Duguma & Dieudonne Alemagi & Trong Hoan Do & Florence Bernard & Putra Agung & Valentina Robiglio & Delia Catacutan & Suyanto Suyanto & Angel Armas &, 2014. "REDD+ Readiness progress across countries: time for reconsideration," Climate Policy, Taylor & Francis Journals, vol. 14(6), pages 685-708, November.
    2. Adongo, Charles A. & Taale, Francis & Adam, Issahaku, 2018. "Tourists' values and empathic attitude toward sustainable development in tourism," Ecological Economics, Elsevier, vol. 150(C), pages 251-263.
    3. Patrice Ollivaud & Peter Haxton, 2019. "Making the most of tourism in Indonesia to promote sustainable regional development," OECD Economics Department Working Papers 1535, OECD Publishing.
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    Cited by:

    1. Begüm Aydın & Maria D. Alvarez, 2020. "Understanding the Tourists’ Perspective of Sustainability in Cultural Tourist Destinations," Sustainability, MDPI, vol. 12(21), pages 1-17, October.
    2. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2022. "Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain," Sustainability, MDPI, vol. 14(9), pages 1-18, April.

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