Road-Development Strategies to Support Self-Drive Tourism (SDT) in Bali Based on SWOT Analysis

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Nicholas Marpaung
Tetsuo Shimizu, Professor


Self-drive tourism (SDT) has become a potential alternative of tourism in Bali, an island that has dozens of tourist attractions scattered all over it. Unfortunately, Bali still has an insufficient integrated system of land transportation. Tourists tend to choose reasonable modes of transportation and drive themselves to reach their desired destinations by land vehicles such as passenger car or motorcycle. Consequently, roads have an important role to connect various tourist attractions and to accommodate tourists’ mobility, especially foreign tourists that have different driving attitude compared to domestic road users. Adjustments need to be made to the existing road development plan in order to maintain the expected tourists’ driving experiences. Therefore, the government needs some feasible strategies for road development as an available option of transportation in Bali Island, particularly in order to support self-drive tourism. One of the common methods to gather the information needed in making decisions related to strategies is SWOT Analysis.  This study uses a qualitative approach that employs the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis method to examine the internal and external factors comprehensively, in terms of road. Internal factors consist of the strengths and weaknesses of the road in Bali Island as tourism destination, and external factor consist of opportunities and threats presented by the road in Bali Island. The adjustment to the driving tourists will be considered in terms of four relations: strengths-opportunities (S-O), weaknesses-opportunities (W-O), strengths-threats (S-T), weakness-threats (W-T). The results of this study show that the strategy in road development is not only focused on conventional road development that relates to the physical road, access, routes and modes of transport but must be adapted to the social aspects that promote and maintain local values. The adjustment of this strategy is expected to provide an overview to the parties who play a role in developing the road to be able to encourage SDT as one of the choices for the development of sustainable tourism in Bali

Keywords: Self-Drive Tourism, Road Development, Adjustment, Decision Support, SWOT Analysis

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How to Cite
Marpaung, N., & Shimizu, T. (2018). Road-Development Strategies to Support Self-Drive Tourism (SDT) in Bali Based on SWOT Analysis. Journal On Tourism & Sustainability, 2(1), 23-33. Retrieved from