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Open AccessArticle

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

1
Division of Climate Technology Cooperation, Green Technology Center, Seoul 04554, Korea
2
Department of Forest Sciences, Seoul National University, Seoul 08826, Korea
3
Department of Public Administration, Faculty of Social and Political Science, Warmadewa University, Denpasar 80239, Indonesia
*
Author to whom correspondence should be addressed.
Land 2020, 9(6), 186; https://doi.org/10.3390/land9060186
Received: 23 April 2020 / Revised: 29 May 2020 / Accepted: 2 June 2020 / Published: 5 June 2020
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. View Full-Text
Keywords: ecotourism; market segmentation; REDD+; Bali Island; responsible tourist; Indonesia ecotourism; market segmentation; REDD+; Bali Island; responsible tourist; Indonesia
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MDPI and ACS Style

Choi, G.; Kim, J.; Sawitri, M.Y.; Lee, S.K. Ecotourism Market Segmentation in Bali, Indonesia: Opportunities for Implementing REDD+. Land 2020, 9, 186.

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