The Typology of Wellness Tourism in Bali

Abstract

Bali is becoming world wellness tourism destination. To strengthen its image, it is necessary to investigate the quality and typology of wellness tourism in Bali. The objectives of this research were to identify the tourists' preferences toward wellness tourism products, tourists' perception towards the quality of wellness tourism services and the typology of wellness tourism in Bali. To achieve those objectives, this research made use questionnaires to collect the data from 100 respondents, foreign tourists, which were accidentally sampled. The analysis method applied for this research was descriptive analysis. The results showed that tourist's preferences toward wellness tourism products were shifting from having generic-based treatments to authentic/local-based treatments. The second finding was that tourists were satisfied with the services rendered both by wellness entity that provided generic based treatments and authentic/localbased treatments. The third finding was there were two typologies of wellness tourism in Bali. These were generic-based wellness products and authentic/local-based wellness products. The implications of findings are wellness industry operators need to provide more authentic/local-based products/services. They need to improve the knowledge of their staff/therapists about the authentic/local-based. The government needs to identify all authentic/local-based treatments that are indigenous and compile them in the form of Bali's Wellness Tourism directory so that Bali has a clear brand of wellness tourism.

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