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

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.

Keywords

• ecotourism
• market segmentation
• REDD+
• Bali Island
• responsible tourist
• Indonesia