UNESCO GLOBAL PARK BATUR DEVELOPMENT: A PSYCHOGRAPHIC APPROACH

Abstract

The purpose of this study is to determine the segmentation of tourists visiting Batur Unesco Global Geopark (BUGG) in Bangli Regency, Bali Province. The Psychographics approach is used by using the socio-economic and cultural characteristics of tourists, and motivation as a form of tourist segmentation. The identification of tourist segmentation can be used as an approach to formulate an effective marketing strategy to increase the number of tourist visits to BUGG. This research was conducted by distributing questionnaire data to tourists and conducting FGDs with several related parties to formulate a marketing strategy in accordance with the characteristics of BUGGs that prioritize sustainable tourism. The results show that when viewed based on a psychographics approach, there are several marketing strategies that can be distinguished between local and foreign tourist groups.