NHTV International University of Applied SciencesBreda, the Netherlands Field research : Advice stakeholder groups in Raya Pantai Kuta to increase their market position – Bali,Indonesia Master Tourism Destination Management. May 2014 Arsalan Kazemifar-130577 NHTV International University of Applied Sciences Breda, the Netherlands Contents Preface: ................................................................................................................................................... 3 1. Introduction .................................................................................................................................... 4 2. Research Methodology ........................................................................................................................ 6 3. The overall view of assigned area ........................................................................................................ 9 4. A cluster of stakeholders ................................................................................................................... 12 5. The market structure of stakeholders ................................................................................................ 13 6. The challenges and Issues of stakeholders (MLO’s group A) ............................................................... 16 7. Conclusion and Advice to stakeholders in Raya Pantai Kuta area........................................................ 19 References: ........................................................................................................................................... 24 Appendix 1: Observation ....................................................................................................................... 25 Appendix 2: interviews .......................................................................................................................... 28 Appendix 3: Interview structure/Framework ......................................................................................... 29 In order to deliver the goal of research. the Netherlands) which consists of a fieldtrip to three destinations in Asia-Pacific. the task of the third destination in Bali-Indonesia is to advice stakeholders groups to increase their market position in Raya Pantai Kuta area. Therefore. By reading this report. the Netherlands Preface: This report of group 6 is part of phase 2 of the TDM program (Master in Tourism Destination Management at the NHTV university of applied sciences in Breda.NHTV International University of Applied Sciences Breda. have an opportunity to take into account some recommendations of this report in order to enhance their market position. The first Chapter of this report is introduction which consists of an overview of tourism development in Bali and Kuta (the assigned area) and general recent trend in the market. After the first destination in Melbourne and the second destination in Fiji. The second chapter is about the explanation of research project and how the research goal is achievable based on a research plan and research framework. the challenges that the stakeholders group confront are discussed in chapter 6. the aim of research is to present the most effective actions-to be taken by the stakeholder group.in order to achieve an increase in their market position. The third and fourth chapters introduce the contemporary situation of stakeholders and map their position in the assigned area. Stakeholder groups in Raya Pantai Kuta area. a research plan designed and followed to finalize this report during 28 days. After analyzing the domestic and inbound tourism market in Bali and Kuta in chapter 5.In chapter 7. . recommendation and advice regarding the improvement of market position are explained and a model based on one month field research in the assigned area is formed and suggested. In addition. Ghani et al.This democratization lead to more balance between stakeholders in the . Bali tourism industry started in 1960s when Ngurai Rai international airport opened. p. 1998 . Bali moved into rapid tourism development. 2013). Bali facts and travel information guide 2013).In other words. Foreign investment was opened and many business barriers were eliminated to enable capital growth.NHTV International University of Applied Sciences Breda. But. however the number of non-Hindu migrants is increasing from other islands such as Java and Lombok.the opening of foreign airlines to fly direct to Bali made tourism industry more important to the Indonesian economy. the Netherlands 1.. the main languages are Balinese and Bahasa Indonesia. during Suharto’s government. 2013 . Due to the fact that around 9 million people visit this island each year(2013). the democratization process only happened from 2004 when Susilo Bambang Yudhoyono directly elected by the people as the president of Indonesia. 2013).It is also vital to mention that tourism claim 45% of the workforce(Ghani etal. at that moment Bali moved into rapid tourism development (Vickers.95% of the people are balinise hinduism. This development is the story of Indonesian independence that started from 1945 when Sukarno proclaimed independence from Japan followed by the dominant era of Suharto (Ghani et al. Bali’s role as a paradise has been vital for the development of the national economy”.. as Vickers (2012. Introduction 1.1 Tourism development Bali is an island in Indonesia with the population of 4 million people..In 1987.English is the third common language.19) explains “Suharto’s government inherited the idea of bali as a paradise from the dutch and sukarno and used it to boost revenue and restore the bankrupt economy. this terminal is able to handle a capacity of up to 25 million passengers which lead to a good prospect for Bali’s tourism and hotel industry(Bali upgrading its infrastructure for tourism. rapid tourism development is not in line with proper planning. In other words. Vickers.8 million (Bali travel and tourism statistics for 2012 & trend for 2013. nature and beach resort(Belle tourism international consulting. 5 million domestic tourists visited Bali and spent their vacation in this island (Bali travel and tourism statistics for 2012 & trend for 2013. negative impacts of unsustainable and unplanned development has shown itself gradually.The new terminal at the Ngurah Rai international airport was opened in 2013. the number of inbound market had exceeded the government’s target of 2.The heart of Bali is south and the first area which tourism development happened was Kuta area.88 million foreign tourists in 2013. Bali experienced a dramatic fall in the number of arrivals (Putra and Hitchcock. After rapid growth in 1970s. China. was discovered by hippy travelers and wandering surfers from Australia(Bali fact and travel information guide. 2012). With 2. the growth of this market is 13% per year (Bali hotel market overview. 2012). Malaysia and Singapore due to . 2012). In 1960s. 2013). 1. 2010). However. the Netherlands country (Ghani et al. In 2012. From 2004 to 2011. As a result of terrorist attacks and SARS virus in south-east Asia in the very first years of 21st century. 2013). Japan.NHTV International University of Applied Sciences Breda. Bali satisfied from economic benefits. The main inbound markets are Australia. the development agenda was to open up Bali to mass tourism(Cole. 2006).2013 . this island is has again experienced tourism growth in recent years. 2013). However.2 Trends The growth of domestic market is considered as an advantage for Bali tourism industry. 2013).This destination where is located in the south of Bali.The core existing tourism products are culture. Based on the framework of research. 2013). Bali tourism up 9 percent in 2013. This market has solidified its second position for the past three years. Japanese arrivals are on a rebound responding to added flight capacity and more promotions (Bali hotel market overview. In other words. Japan market experienced a decline in 2011 and 2012 because of Tsunami and economic crisis. 2013). The logical order of this process is shown below: . 2012. travelers only spend a short trip (day-trip or one night stay) in these destinations. 2012). Research Methodology: In order to finalize this report a research project conducted. Nusa Dua and Tanjung Benua are in third place(Bali hotel market overview. different research techniques applied to collect data. The arrival number of this market has increased 15. 2006). the Netherlands the geographical advantage of Bali where is relatively close to these main markets (Putra and Hitchcock. Australia is the most important inbound market followed by China and Japan. the findings and information are the result of this process and the answer of each sub-research question. the research goal breaks down into the main research question followed by sub-research questions. Although. 2.09% in the first half of 2013(Bali tourism up 9 percent in 2013. 2012). further step is translating data into information through the process of data analyzing.China market is the second most important inbound market for Bali’s tourism industry. In terms of hotels. the highest occupancy rate goes for Kuta followed by legian and Seminyak and then. Sub-research questions are deemed as small parts of a puzzle which answering each of them helps the researcher to answer the main research question and fulfil the research goal. Hence. Other regions situated in the center or north of the island like Ubud are viewed as add on destinations (Bali hotel market overview.NHTV International University of Applied Sciences Breda. Moreover. the Netherlands Research goal Research goal Main research question Main research question Data Subresearch questions Analysis Information Research techniques and sampling strategies Subresearch questions The research project: combination of deduction and induction research (author illustration) Moreover.NHTV International University of Applied Sciences Breda. 2007). Purposeful sampling strategy mostly used to conduct interview with experts (hotels and resorts junior and senior managers) which sometimes lead to the sub-category of purposeful sampling called snowball strategy. two well-known sampling strategies(probability and purposeful strategies) used to analyze structured interviews with experts and unstructured interviews with tourists and locals (Bailey. the fieldresearcher applied the opportunistic sample interview strategy to have random conversations with tourists and some locals involved in tourism industry in the assigned area. Although probability sampling is associated with quantitative research. . What actions do stakeholders have to take in order to increase their market position? Research area: Along and behind Raya Pantai Kuta between the corner at Hard Rock Hotel and the corner of Jalan Melasti. In other words. Stakeholder perspective: MLO’s (medium size and large tourism organizations) as well as MSEs (micro and small sized enterprises). . all stakeholder groups excluding PO’s (Public Organizations).1 Research Framework Research goal: Advice stakeholder groups to increase their market position in the assigned area Main research question: In what ways can stakeholder groups elaborate their market position in Kuta? Sub-research questions related to the main research question: 1. What challenges regarding market/product do these stakeholders confront? 5. How does the market structure of the stakeholder’s look like? 4.NHTV International University of Applied Sciences Breda. Who are the stakeholders in the assigned area and how these stakeholders can be Clustered? 3. How does the assigned area look like? 2. the Netherlands 2. Conducting this research technique.2 Research techniques: After defining research questions in the previous part. The review of comments and tourist’s opinions regarding to MLO’s (hotels and resorts) facilitates have an overview of the market position of MLO’s and the preferences of tourists.NHTV International University of Applied Sciences Breda. some techniques are modified and then used in order to answer research questions. The overall view of assigned area After the initial observations. Participatory actions and Mystery shopping: this triangulation technique (the combination of three research techniques) was also used to get insight into tourist’s activities as well as the behavior of street vendors and individual tour operators/mini-bus drivers. The analysis and overview of these complicated observations in Raya Panta Kuta neighborhood are shown below: . several other observation techniques carried out by group 6. 3. These techniques are explained briefly below: Expert interviews: in order to find reliable information regarding the development and market trend in the assigned area. also help the researcher to compare the market position of stakeholders from different point of view. Net search: group 6 considered this research typology as an important part of collecting and analyzing information. These observations were done in different time periods to compare the different activities and different actors who are involved in the research area. Other applied techniques are interview with fellow students. the Netherlands 2. visual analysis with observation and desk research which facilitate answering each sub-research question. Own experiences. several semi-structured and structured interviews with the senior managers of MLO’s were held. Moreover. Boss and so on. . stone entertainment center consists of two restaurants and one bar is among this segment.NHTV International University of Applied Sciences Breda. Versace. the Netherlands Hotels and resorts overview (author illustration) The next segment of MLO’s are franchises and famous chain stores (brands) where are mostly located in BeachWalk mall such as Starbucks. . the Netherlands MLOs (Franchises) BeachWalk mall Consists of famous brands and chain stores The stones entertainment center Restaurants : Pizza hut. Mcdonalds.NHTV International University of Applied Sciences Breda. KFC Franchises overview (author illustration) MSE’s overview (author illustration) Due to the fact that the area is characterized and dominated by listed MLO’s includes 4 stars modern hotels and 5 stars luxury resorts as well as franchises. the small number of MSE’s do not play an important role in the tourism development of this area. retail stores and local restaurants Restaurants & Franchises Stakeholders cluster(author Illustration) Based on this clustering. bring me to question number 2. A cluster of stakeholders Answering the question 1. Furthermore. In order to deliver appropriate advice to stakeholders. their strategic decisions have a significant influence on group B stakeholders. On the other hand . services and products offered by group B. enable them to affect the tourism development and market position of the assigned area indirectly. individual tour operators. These stakeholders are large hotels and resorts that directly affect tourism development and market trend in Raya Pantai Kuta area. the quality of offered services and products result in the degree of customer satisfaction. Group B stakeholders are so called following stakeholders that are affected by the market position of Group A stakeholders.NHTV International University of Applied Sciences Breda. In other words. the Netherlands 4. group A stakeholders are leading organizations operating in the area. . clustering them based on a clear and structured framework is essential: Group A Hotels & Resorts MLO’s MSE’s Group B Group B Surfing schools. The market structure of stakeholders The importance of domestic tourism market is considerable not only in Bali but also in the research assigned area. It means that Kuta beach neighborhood (Raya Pantai Kuta) has a significant role in the shaping of tourism market in Bali. Basically. the Netherlands 5. personal communication. 2013. le Coz. domestic arrivals reached a peak of 6 million in 2013(Bali hotel and branded residences update.The growth of middle class Indonesian families as a result of economic development leads to increase in the number of domestic tourists(J. Three regions are among the most important markets for tourism industry in Bali generally and Kuta specifically. BALI TOURISM MARKET Inbound tourism Domestic tourism 30% 70% Bali tourism market (author illustration) After analyzing data. 2014). . The Bali times. While Bali received around 3 million foreign tourist visit. 2014).NHTV International University of Applied Sciences Breda. April 18. it is revealed that the inbound tourism market structure of Bali overlaps the market-share of the assigned area. the upward trend of domestic market spread across different touristic areas of Bali from Kuta to Legian and Seminyak. This chart also demonstrates the importance of Asia-Pacific and south Asia regions in Bali tourism industry (Bali tourism board. Britain. the Netherlands The most important market is Asia Pacific region where 57% of market belong to this area followed by European market (22%) and ASEAN market (12%) in 2013. Malaysia and Singapore where are categorized under ASEAN countries (9 countries in south East Asia) considered as two vital markets for Bali tourism industry (Bali tourism board. Germany. . Holland and Russia. around 70% of the market share belong to 5 countries include France.NHTV International University of Applied Sciences Breda. The following chart illustrates top seven tourism source countries. 2013). Inbound tourism market share (author illustration) Whereas Bali tourism board divide Asian countries into two parts include Asia-Pacific and ASEAN (The Association of Southeast Asian Nations). 2013). Although European market consists of 50 countries. for the purpose of this research is more tangible to consider them as a holistic region due to the geographical advantage of Bali where is relatively close to these main markets. Tandi Bua.979. Bali hotel market overview. D. China market is the second biggest market for Bali tourism industry with 12.65%) between 2012 and 2013. The number of foreign arrivals increased from2. This market increased sharply from 196.388.46 5.79 4. 2013.13% market share.116.000 in 2013(Bali tourism board.88 Japan Malaysia South Korea France Singapore Top 7 inbound tourism market (author illustration) The following chart in the next page illustrates the growth of arrival number from 2010 to 2013 as well as the fluctuation of three main markets.31% growth.000 visitors in 2013. TOP 7 MARKETS Top 7 markets 25. 2012). Australian market with more than 30% of occupancy rate occupied the first place followed by Chinese market as the second biggest inbound tourism market (F.Australia is still the leading market with 826.Loison. this market is experiencing a stagnation stage with only 0. the general manager of Pullman hotel. 2014). .000 visitors in 2010 to 387.000 in 2011).94 3.However.058 in 2010 to 2. the Netherlands In terms of top tourism market in the research area.000 in 2010 to 183. Although Japan as the third biggest market declined significantly (from 246.517 in 2013 excluding December of 2013.NHTV International University of Applied Sciences Breda.493. personal communication. personal communication May 1.863. (2014).13 Australia China 6. 2014.According to F. this market renewed itself and increased to 208.Loison.06 3. In other words. April 29. This market also experienced the highest percentage of growth (24. China market is projected to be the first and most important market for Kuta tourism industry in 2017-2018.284.000 tourists visiting Bali in 2013.465.31 12. the number of foreign arrivals reached its pick in 2013.533. it is necessary to identify their main challenges. Australia and Japan are still among dominant markets in Kuta area. the Netherlands Despite the fact that the number of arrivals from some Asian countries such as Malaysia. At this present time. According to findings in the assigned area. The challenges and Issues of stakeholders (MLO’s group A) In order to provide stakeholders useful recommendations and advice to increase their market position. the high competition among this large number of hotels is considered as a threat for the occupancy rate of these MLO’s and has a potential to adversely affect their market position. Market Trend The number of foreign direct arrival Australia market China market Japan market 3500000 3000000 2500000 2000000 1500000 1000000 500000 0 2010 2011 2012 2013 An overview of Inbound Market trend (author illustration) 6. The main challenges directly affect group A stakeholders (4 and 5 stars hotels and resorts) in Raya Pantai Kuta area. Singapore and South Korea are increasing sharply. In other words. . the unplanned and unsustainable growth of hotels and bedrooms in Bali directly result in decreasing in occupancy rate.NHTV International University of Applied Sciences Breda. The diagram of this categorization is shown below: The classification of competition for Group A MLO’s (author illustration) . 2014). 2014). The identification of competitions facilitates giving the assigned area stakeholders advice to improve their market position. Due to the diversity of Group A MLO’s operating in Bali. 2014).Abramowicz.Although. Hence. personal communication. Personal communication.Sudantia. April 21. personal communication April 16. April 18.NHTV International University of Applied Sciences Breda. According to the latest statistics. the Netherlands 3193 hotels supply their products (rooms) in online booking systems which reflects the high competition in Bali tourism market (J-M. hoteliers in Bali requests the government to limit supply additional rooms since they are concerned about the negative impact of over-supply that already showed itself in the occupancy rate of budget hotels(Bali Hotel and Branded Residential Market Update. the position of stakeholders (hotels and resorts) in the market highly depends upon strategic decisions that they make regarding their products and market. 2014). the occupancy rate of star hotels declined 5% from 63% in December 2013 to 58% in January 2014(Bali Post.Kling. 2013). the number of bedrooms in hotels throughout Bali increased 22% (W. some hotels and resorts follow a conservative strategy in order to keep 60-70 % occupancy rate at this overwhelming market (K. While the visitor arrival number experienced 6% growth. it is also important to divide competition into three main categories. it is noticeable that Raya Pantai Kuta Group A MLO’s compete within this area as well as outside this Kuta beach area.Seminyak and central Kuta. because of a weakness in marketing and creating specific destination image. In terms of location. 2014). It is not exaggeration to say that price competition is the most overwhelming challenge not only for MLO’s group A in the assigned area but also for the rest 4 and 5 stars resorts and hotels in different areas. 2014 . On the other hand. personal communication. The last type of competition discussed in this report is Price competition. the external competition with hotels and resorts in Legian and Seminyak is more feasible because the nature of service and products offered by the Luxury Kuta hotels are different. T. This misunderstanding leaves room for the stakeholders in Seminyak to attract the potential couple and family markets specifically from China and Malaysia. price competition is an external competition spread throughout Legian.NHTV International University of Applied Sciences Breda. Due to the sharp increase in the number of rooms supplied by budget hotels and the distribution of these rooms in online booking systems. The following map shows the competition between these three areas. . What group A stakeholders offer in the research area are luxury and modern service and products to attract young couples and families mostly from domestic market and two biggest inbound market including Australia and China. the stakeholders take an advantage of located besides Kuta beach and accessibility to nightlife area of Kuta.Sumawidana. some luxury resorts in two other competitor areas emphasize on the Balinese culture and promote themselves as more relaxing destination in the hope of attracting more family Australian market. a large number of tourists consider Raya Pantai Kuta as part of the busy and crowded Kuta-Legian district.It has to be mentioned that. April 24.Wijaya. April 15. the stakeholders are highly concerned regarding their position in the market (W. On the other hand. personal communication. However. the Netherlands Firstly. Moreover.NHTV International University of Applied Sciences Breda. destination branding is an influential tool in the success of tourism destination marketing (Leisen 2001. the most effective advice (strategic decision) proposed. According to Qu et al (2011) the cognitive component of a destination image consists of beliefs . Therefore. As a result. perceived images are the basis for the evaluation or selection of a destination. Thus. In the competitive market of Bali the perceived images of a destination (different areas-neighborhoods) play a key role in making a destination unique and distinct in the mind of tourists. Based on the logical order of collecting data followed by analyzing information which already explained in chapter 2 and then analyzed and described in the rest chapters.(author illustration) 7. This report gives advice on how creating a destination image enable the stakeholders to increase their market position. Studies show that destination image is multidimensional construct comprising of cognitive and affective dimensions. destination images influence tourists’ travel decision-making and behavior towards a destination as well as satisfaction levels and recollection of the experience which directly result in return visits. the Netherlands The map of competitive areas in Bali -highlighted circles with blue. Conclusions and Advice to stakeholders in Raya Pantai Kuta area This final chapter suggests some strategic decisions that elaborate the position of the assigned area stakeholders in the competitive tourism market of Bali.2011:466). Park and Petrick 2006) which can be defined as “a way to communicate a destination’s unique identity by differentiating a destination from its competitors” (Qu et al. the reputation of a hotel group and brand is not sufficient to assure the high market position. the Netherlands and knowledge about the physical attribute and the affective component entails feelings toward the surrounding environment.NHTV International University of Applied Sciences Breda. Finally after the consideration of current and future markets and their characteristics the following model is suggested as a framework that guides stakeholders to create a comprehensive and attractive destination image/Brand. The guideline/framework for a cooperation strategy to form a destination image/brand (author illustration) . Moreover. the importance of these markets mentioned in the previous chapter. the advantages of affective component in Kuta beach area is identified to attract defined market. This model is designed based on the characteristic of dominant markets including domestic market and two inbound markets. the Netherlands In order to increase the market position. Singapore and Taiwan. Author illustration . In cognitive component. On the other hand.NHTV International University of Applied Sciences Breda. The composition of this model not only help in creating a holistic destination image for the assigned area but also lead to increasing in the number of repeat visit among dominant markets as well as attracting other important markets such as Japan. The following model examines the positive impact of a current cooperation. Malaysia. It is also vital to mention that the cooperation between group A stakeholders and group B stakeholders has a significant potential in creating this destination image. a cooperation strategy among all Group A stakeholders is suggested which result in the creation of a united destination image. the preference of each market is identified and subsequently a network of physical attributes of the assigned area is created to connect different markets to environmental features. MLO’s (hotels and resorts) have an opportunity to conduct a campaign and promote Raya Panta Kuta area based on this iconic center.NHTV International University of Applied Sciences Breda. other hotels and resorts are also able to follow this pattern (multiple cooperation) which lead to creating a new destination image for Kuta and increasing their market position. BeachWalk mall with the combination of two hotels is an advantages of Kuta area where all other resorts also benefit from this neighbor shopping mall and entertainment center. the Netherlands With 70 million dollar investment in a cooperation between Sheraton Bali Kuta and Harris Resort Kuta Beach. local tour operators and surfing schools ( Group B MSE’s) benefit from the flow of Australian tourists looking for exploring different parts of Bali with buying cheap day trip tours or taking part in sport activities in Kuta beach. Hence. the characteristic of these stakeholders (MSE’s) who are consider about their business and usually have short-term strategies is not different from MSE’s in other areas. At the present time. In addition. On the other hand. The strategic location of hotels and resorts where are positioned besides the Kuta beach and are relatively close to bars and clubs (nightlife) still attract wellestablished Australian market. . The characteristic of this market is slightly different from Asian markets that appeal to the shopping department of Beachwalk center. BeachWalk entertainment center was built around two years ago. In other words.NHTV International University of Applied Sciences Breda. the market position of all stakeholders from the leading MLO’s to following MSE’s would be increased with forming a destination image. This cooperation facilitate the process of creating a united destination image for the assigned area with the consideration of introduced framework model. The impact of creating a destination image (author illustration) . the Netherlands All in all. the influential role of group A stakeholders (hotels and resorts) can be strengthened in the cooperation with group B stakeholders (franchises and international chain restaurants). (2013). (2010): Formulation of a tourism marketing strategy for Indonesia.html Bali tourism up 9 percent in 2013.com/downloads/bali-hotel-branded-residences-2013-11.com/2013/10/bali-upgrading-infrastructure-tourism Belle tourism international consulting. 2014. 2014 from http://www.com/upload_files/1. Retrieved April 20.belletourism. Retrieved May 2. (2012). Annals of Tourism Research. C. Retrieved April 20. A.com Bali tourism board. 2014 from http://issuu.com/2013/02/close-bali-travel-tourism-statistics-2012 Bali upgrading its infrastructure for tourism.mybaliguide. 2014 from http://blog. from www. A political ecology of water equity and tourism: A case study from Bali. (2013). Retrieved May 4.pdf Cole. (2012). 2014 from http://blog.balitourismboard.eturbonews.com/docs/BALI%20TRAVEL%20GUIDE.villa-bali. Retrieved April 27.com/epaper-kmb/docs/bpi_11032014 Bali hotel market overview.2014 from http://www.10_EN_Indonesia_UNWTO_Marketing_Strategy. Retrieved April 19. Retrieved April 18.pd Bali Hotel & Branded Residences Update.NHTV International University of Applied Sciences Breda.org/stat_arrival. Retrieved April 16. (2007). S.c9hotelworks. 2014 from http://www. 2014 from http://www.d). (2013). (2014) : Three potential tourism markets of Bali down. 1221-1241. 39(2). (2013). the Netherlands References: Bailey.knightfrank.resources. 2014 from http://www. (2013). Retrieved April 22. A guide to qualitative field research. Pine Forge Press Bali facts and travel information guide. (n.pdf Bali post.com/print/36592 Bali travel and tourism statistics for 2012 & trend for 2013. .villa-bali. F. The Bali bombings: Tourism crisis management and conflict avoidance. Hyunjung Im. M. L.Y. Park. & Darma Putra. S. B. Hyunjung Kim. 2014 from http://www. Tourism Management 32: 465476 The Bali Times..Bali taste paradise. Retrieved May 2.com/2014/04/14/foreign-tourists-visit-to-baliincrease-by-16-90-percent/ Vickers.participant. 62-76. Mawardi. N.An analysis of Bali tourism cluster. Van Garderen. (2011).. 774-785.: Tuttle Vickers. Reopening Old Wounds: Bali and the Indonesian Killings—A Review Article. Retrieved April 21.90 Percent .. The Journal of Asian Studies. 8(1). H. The Journal of Services Marketing 15:49–66. Appendix 1: Observation This observation is overt. (2006). 57(03). semi structured and non. Leisen. 2006 Qu. N.. New York.hbs. (2012). (2005). H. (1998).. J.J. G. (2014): Foreign Tourists Visit to Bali Increase by 16. A Paradise Created.thebalitimes. A model of destination branding: Integrating the concepts of the branding and destination image. 2014.(2013). A.pdf Hitchcock.. T.isc. Annals of Tourism Research 33 (1): 262–265. general/space Accessibility/infrastructure of the neighborhood? ..edu/pdf/Student_Projects/2013%20Papers/Indonesia_Tourism_2013. A. from http://www. Guideline (topics) 1. Destinations’ Perspectives of Branding. A. the Netherlands Ghani.Y. and Petrick.NHTV International University of Applied Sciences Breda. I.. Bali. (2001) Image Segmentation: The Case of a Tourism Destination. Current Issues in Tourism. Rashdi. I. Weisenberger.. ? It is a one way long street.NHTV International University of Applied Sciences Breda. So. everyone who wants to use vehicles has to go through a different way. the Netherlands It takes 5 minutes walking from Legian intersection (Grandma’s hotel) to the corner of Jalan Melasti. modern. General appearance (old houses. From Pantai Kuta in the corner of Hard rock hotel. have western attributes from starbucks coffee company to Pizza Hot. Several Café’s franchises besides resorts and also in BeachWalk shopping centre. Stone entertainment centre is a combination of two restaurants and one Bar. Nearly all of them. buildings and businesses are located. facilities/objects Accommodations 4 and 5 stars hotels and resorts leisure/culture facilities 3 Surfing schools have office besides some resorts and offer their services (Surf training) on the beach side. As an example. Restaurants and Cafes Hotel’s restaurants are accessible for pedestrians. Due to the high traffic jam. etc. Structure Streets? A whole block. 2. It is a one way street. over-exploited) ? This area is a renewed neighborhood which is surrounded by big and luxury hotels and resorts. On the one side the famous Kuta beach is located and on the other side. it takes even more than 15 minutes to drive there by a car. Hospitality services . 3. Generally. Japanese and Australians Behavior Day: Surfing besides the beach. aggressively try to sell their products(service). relaxing in the resorts.family friendly area Gender Mixed Origin Indonesian. the area is full of Asian and Australian tourists. .Taxi and mini-bus drivers who usually get to gather on the beach side. As an example. General notes : 1. Night: have meal in a bunch of restaurants or spend time in luxury western coffees. Pullman and stone hotels appeal to young couple Australian tourists while Sheraton and Hard rock appeal to Asian tourists and Indonesians.BeachWalk shopping centre capture Asian/Indonesian tourists while Australians are not as interested as Asian tourists in shopping. the Netherlands BeachWalk mall with all famous brands and franchises stores. actors People in the area/type of visitors? (Locals? Tourists?) Resorts: each resort and hotel has a different characteristic and target market. 2. Retails A few local entertainment tour operators. Age of visitors Mostly young couples.NHTV International University of Applied Sciences Breda. It is totally westernized and commercialized neighboorhood where benefit from tropical weather and Kuta beach. 2014 F.April 29. 4. 2014 .Maulan(The assistant of sales manager-Harris resort). 2014 D. Two hotels are under construction.NHTV International University of Applied Sciences Breda. April 24. April 28.Tandi Bua(E-commerce manager of Alam Kul Kul). May 5. the Netherlands 3.Wiriadijaya (Multimedia manager of Hard rock hotel).Loison (The general manager of Pullman Bali hotel) .2014 D. 2014 N. 2014 W.It is still developing. 5.There is a good balance between buildings and open space in this area. May 1.Sumawidana (Director of human resources of Hard rock hotel). April 28. Appendix 2: interviews Arianto(The E-commerce manger of Hard rock hotel). the Netherlands Appendix 3: Interview structure/Framework .NHTV International University of Applied Sciences Breda.