This study aims to identify the market segment of Ibis Styles Bali Legian Hotel and to find out the digital marketing strategy through the mobile application in increasing room sales. This study used descriptive qualitative research methods and used primary data through interviews, observations, documentation and questionnaires. The results showed that the market segments at Ibis Styles Bali Legian were mostly FIT (Free Independence Travelers) from the Distribution and inbound segments, and the majority of tourists from Australia. The digital marketing strategy through the mobile application in increasing room sales were through promotion of products and services for brand awareness, strengthening online reputation and traffic growth, through social media, online banners on the landing page, optimization of SEO, SEM and keywords to facilitate searches/browses, collaborate with influencers and travel bloggers as well as provide extra benefits in transactions made through mobile applications. With this strategy, impacting the reservations via mobile applications is dominating the market segment by 85% of the total market and increase the sales from year to year.

As an icon of national tourism, Bali has become a world-top tourist destination. In 2018, Bali gained an award from Trip Advisor as the world’s best tourist destination. It has helped Bali to boost the number of foreign tourist arrival including Chinese. However, the increase visitor of Chinese tourist has caused a dilemma between the quantity and quality tourists as it is shown by the current issue of zero-dollar tour. This article critically analyses discourse on Chinese tourist market segment and its challenges to realise tourism sustainable in Bali. Data were obtained by observation and in-depth interviews with stakeholders and from literature review. Discourse of power/knowledge, deconstruction, and communicative action theories were applied eclectically to undertake this study. The results revealed that a space of discussion to find solution for the problem faced on the discourse of Chinese tourist market segment are needed as this could contribute to realise sustainable tourism development in Bali.

ABSTRACT Purpose: This study aims to analyze the application of marketing mix in this case 7Ps (product, price, place, promotion, people, process, and physical evidence) in increasing the number of meetings at a 5-star hotel located in Kuta area, Bali, Indonesia. Research methods: Data collection was carried out by observation, interviews, documentation, and questionnaires with a total of 150 respondents from professional conference organizers who had held a meeting at the hotel. The analysis technique used in this study is qualitative and quantitative analysis.  Results and discussion: The implementation of the marketing mix applied by the hotel is such as providing a meeting place including facilities and meeting equipment, providing prices following client budgets, promoting using brochures, websites, through sales calls and telemarketing, routinely checking the conditions of the meeting place. The most effective variable influencing the increase in the number of meeting events is by looking at the results of the beta standard coefficient of the largest value, namely the physical evidence variable with the largest value of 0.266 with sig 0.00 which means that the physical evidence variable most effectively influences the number of meetings Implication: The factors causing the ineffectiveness of the variable of the marketing mix based on the results of the interview are less than optimal employee performance and promotions that are carried out less and are less effective in selling meeting packages. Keywords: marketing mix, meeting events, multiple linear analysis regression.

Sustainable tourism has always been a reference in the development of tourism around the world, the awareness of tourism industry actors, local community, and visitors, in supporting tourism development increasingly heavily heard as a discourse to improve the welfare of the community. This research uses the approach of cultural studies and tourism. The specific objectives of this research (1) to know the use of the beach as a tourist attraction and ritual, (2) to determine the impact of beach use on sustainable tourism, (3) create a model of beach use for sustainable tourism. The research method is qualitative interpretive method in accordance with social research. Data collection is obtained through observation and in-depth interviews with Head of Kuta Village (Bendesa Adat) and Head of sub-vilage (Klian adat) that are consisting of 13 subvillage (banjar) that support Kuta Tourism area. For Nusa Dua area, the interview is conducted on three Bendesa Adat (Bualu, Kampial, Peminge) and 12 heads of subvilages. The research results show that (1) the beach utilization in Nusa Dua and Kuta tourist areas is almost the same as tourist attractions and rituals, but some tourism activities are diferent, (2) the impact of utilization of beach viewing of the two regions can be seen from economic, social/cultural, and environmental impacts, (3) Beach utilization models to support sustainable tourism should involve the government of Badung Regency, Desa Adat, and stakeholders to determine the utilization of zonation.

This study discusses strategies in increasing revenue at Grand Inna Kuta with marketing mix. The purpose of this study was to analyze the strengths and weaknesses of the marketing strategies adopted by Grand Inna Kuta. The number of respondents used was 16 respondents, with a purposive sampling data collection technique. The method of primary data collection with a focus group discussion (FGD) method by involving several people from sales and marketing at Grand Inna Kuta. The analysis technique used is the SWOT analysis technique (Strengths, Weaknesses, Opportunities, and Threats). The results showed that 7 internal indicators that become strengths, and 4 internal indicators that become weaknesses. On the other hand, there are 3 external indicators that are opportunities, and there are 3 external indicators that threats. In the SWOT matrix analysis technique, there are 2 strategies were obtained to maximize strength and opportunity there are intensify the promotion to government market, and intensify the room packages based on the current season. Two strategies to maximize strengths to minimize threats which are adjust the room price to make it lower, and focus on the current target market. Two strategies to maximize opportunities by minimizing weaknesses which are rejuvenate or repair the room ambiance, and technology for paying method. Four strategies to minimize challenges and weaknesses contains of increase evaluating of the staff to work by giving rewards, train more about the skill quality for the staff, create support package, and make a promotion on airline.