Analysis of Coastal Ecotourism Market Characteristics in the Lovina Area, Bali

Coastal ecotourism has emerged as a strategic sector for sustainable regional development, yet its success depends on aligning tourism practices with visitor expectations and ecological preservation. This study analyzes the characteristics of the coastal ecotourism market in Lovina, Buleleng Regency, Bali, an area renowned for dolphin attractions and coastal landscapes. A qualitative case study approach was applied through in-depth interviews, field observations, and descriptive analysis to capture tourists’ motivations, expectations, and preferences. The findings reveal that the primary motivation for visiting Lovina is to observe dolphins in their natural habitat, complemented by the appeal of its coastal environment. Tourists expect sustainable environmental management, adequate facilities, and meaningful engagement with local guides. Preferences highlight tranquil and authentic destinations offering diverse activities, alongside accommodations and culinary services that adopt sustainability principles. The study concludes that understanding these dimensions is essential for developing sustainable ecotourism strategies. The implications emphasize the need for integrated management and active stakeholder collaboration to position Lovina as a leading coastal ecotourism destination in Bali, while safeguarding environmental integrity and enhancing community participation.