The importance of local culture in the marketing mix during low season in Bali

Tourism in Bali has suffered greatly from the impacts of COVID-19. To address this problem, this paper proposes strategies to reinvigorate the sector. Specifically, it aims to determine the appropriate marketing mix for tourism during the low season. Research for the study was conducted with expert focus groups from April 2020 to October 2020. Following analytical hierarchy process analysis, the study finds that the promotion of local culture should play a greater part in the marketing mix. The authors therefore recommend that the regional government reschedule cultural events, such as the Bali Arts Festival, to the low season, as this should attract tourists interested in Bali’s unique local culture. The suggestion that local culture should play a greater role in the marketing mix may be extended to tourism destinations worldwide, as leveraging unique selling points is more cost-effective than strategies based primarily on discounts.