BALI TOURISM DESTINATION BRAND DEVELOPMENT STRATEGY

Abstract Brand for Bali as a tourism destination is intended to improve efficiency and effectiveness of destination marketing to attract tourists. However, how to develop Bali tourism destination brand strategy is still in questions. This article provides development model of Bali tourism destination brand strategy. The research result shows that brand development strategy of Bali tourism destination requires at least 14 key elements as the basis to build Bali as one of the world major tourism destination. The strategy requires the availability of adequate human resources, participation of government, and involvement of tourism industries as well as support of local communities. The accelerators of the strategy are stakeholders’ coordination and the influence of community leaders’ support. One point of possible changes can be started from the improvement of standards, qualifications, and competencies of human resources through the involvement of government. Key words: Bali, brand, destination, strategy, tourism