Marketing Innovations On Bali Tourism Industry in the New Normal Period

Tourism is a vulnerable sector, and is the worst so far due to the Covid Pandemic -19. This business sector is dominated by 80% of MSEs and millions of livelihoods that are vulnerable to being affected (World Tourism Organisation). The impact of this pandemic is also felt by Tourism in Indonesia, around 13 million direct tourism workers have the potential to lose 6 million jobs until the end of 2020 (Termination of employment, laid off or closed businesses or bankrupt for independent businesses, 32.5 million workers not direct tourism and the creative economy has the potential to lose jobs reaching 15 million jobs by the end of 2020. The Indonesian government has made a New Normal policy that stimulates the tourism industry entrepreneurs to start opening their businesses by implementing health protocols.This pandemic will also change the behaviour of tourists who will later visiting Indonesia, in this case tourists visiting Bali, Tourism Industry entrepreneurs need to consider the right marketing strategy in the new Normal era.

The P4 (Product, Price, Place and promotion) marketing mix concept introduced by Jerome Mc.(1968) is ideally used by tourism industry entrepreneurs when the Covid -19 outbreak did not occur, and while this pandemic is certainly the Marketing Mix concept needs to be innovated again given the change in tourist behaviour (Consumer Behaviour). The first marketing innovation refers to the 4C approach by Philip  Kotler (1999), namely: Consumer, Cost, Convenience, Communication. The 4C concept places more emphasis on consumer needs rather than product orientation. The Second Innovation is Digital marketing such as Website, Social Media, Email, Mobile Applications, Influencer Marketing. In the new normal era, of course in some countries, travel warnings have been issued to their countries not to travel abroad, such as the Governments of Australia and the Netherlands.

 During the new normal market segmentation, the right is local and domestic tourists, considering that air transportation has begun to open to Indonesia, this is also in line with the tagline "In Indonesia Only" and the three priorities of tourism in the New Normal Era, known as CHS (Clean, Health and Safety), from the ministry of tourism and tourism economy. As a tourism entrepreneur it is necessary to provide precise information about the costs to reach his place of business for example information on accessibility and costs incurred not only provide information about the specific price of his product.