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Original Research

WANAGIRI HIDDEN HILL RURAL TOURIST ACTIVITIES: A STRATEGY OF DIVERSIFYING BALI TOURIST ATTRACTION ENDEAVOUR FOR RUSSIAN MARKET

GEDE GINAYA 1, NI MADE RAI SUKMAWATI 2, NI PUTU WIWIEK ARY SUSYARINI 3, IDA AYU KADE WERDIKA DAMAYANTI 4, and NYOMAN MASTIANI NADRA 5.

Vol 18, No 01 ( 2023 )   |  DOI: 10.17605/OSF.IO/4HS93   |   Author Affiliation: Tourism Department Politeknik Negeri Bali, Badung-Bali, Indonesia 1,2,3,4,5.   |   Licensing: CC 4.0   |   Pg no: 267-281   |   Published on: 10-01-2023

Abstract

The development of Bali tourism has been a vehicle for diversification in many areas throughout the island. Russian tourists have been demanding such a new supply of tourist attractions as the existence ones have been already shabby. This study is aimed at investigating the role of the rural society in promoting facilities and activities in the rural tourism development. The theory used to undertake this study is SWOT analysis that is the systematic identification of various factors to formulate the strategies used. By applying a descriptive qualitative research, the data was collected through a survey on the tourism rural potential, interviews and literature review. The data that has been classified is analysed by a qualitative descriptive method with an inductive-methodological paradigm, which is setting up the discussion from particular principles to the general in order to obtain a conclusion. The study reveals that the rural community is so proactive and creative in developing a new tourist attraction as a diversification of tourist attraction to provide the demand of Russian visitors in dynamic tourism development in the island of Bali, which is crowned as world’s popular tourist destination.


Keywords

strategy-mix marketing, rural tourism, diversification, Russian market.