From Bali Beaches to Breathwork: A Comparative Analysis on Yoga Tourism Strategies used by Bali’s Destination Marketing Organizations

Author(s) Information

Brooke R. Findlay, California Polytechnic State University, San Luis ObispoFollow

College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Experience Industry Management Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration

Date

3-2023

Primary Advisor

Kevin Lin, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department

Abstract/Summary

Strategic marketing is crucial for the success of tourist destinations. When potential tourists research a location before visiting, they commonly click through the websites of various Destination Marketing Organizations (DMOs). This paper compares the marketing efforts of two (DMOs), the Bali Tourism Board (BTB) and Wonderful Indonesia, focusing on their use of social media and websites in promoting yoga tourism in Bali. Yoga tourism is an element of wellness tourism that attracts yogis from all over the world to practice yoga in spiritual locations. Bali increasingly grows in numbers of yoga tourists each season and is now a world-renowned yoga destination. In order to find how DMOs have contributed to attracting these tourists, this paper discusses findings that include room for improvement in marketing techniques that will reach more yogis from different countries.

URL: https://digitalcommons.calpoly.edu/expindsp/36