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Abstrak
Yoga teachers have entered the fourth industrial revolution (FIR) in Bali tourism. FIR use digital technology to introduce products on yoga practices. This FIR has developed speed, accuracy, and measurement on developing products. In the other hand, yoga teachers have very limited time on yoga teaching, because yoga is understood as a physical form, even though yoga is a spiritual process. The trend 5.0 industrial revolution promotes spiritual aspects on competition, but yoga practice in Bali tourism is only physical form of yoga. This gap between expectations and reality raises the problems those are discussed in this article about yoga marketing in FIR. The concept of 4.0 industrial revolution, and product planning theory are used on approaching these problems. The study was conducted at the Ubud Tourism Area-Gianyar. Data collection is done by in-depth interviews and questionnaires. These data are analyzed qualitatively supported by descriptive statistical analysis. This article comes from a study conducted one year from July 2018 to July 2019. The data indicates that yoga teachers understand that FIR approach is the key to success, therefore they build networks by targeting women and netizen as a consumer and marketer according the 4.0 marketing strategy. Women and netizen targeted by providing discounts for women inbound tourists group.
Yoga teachers have entered the fourth industrial revolution (FIR) in Bali tourism. FIR use digital technology to introduce products on yoga practices. This FIR has developed speed, accuracy, and measurement on developing products. In the other hand, yoga teachers have very limited time on yoga teaching, because yoga is understood as a physical form, even though yoga is a spiritual process. The trend 5.0 industrial revolution promotes spiritual aspects on competition, but yoga practice in Bali tourism is only physical form of yoga. This gap between expectations and reality raises the problems those are discussed in this article about yoga marketing in FIR. The concept of 4.0 industrial revolution, and product planning theory are used on approaching these problems. The study was conducted at the Ubud Tourism Area-Gianyar. Data collection is done by in-depth interviews and questionnaires. These data are analyzed qualitatively supported by descriptive statistical analysis. This article comes from a study conducted one year from July 2018 to July 2019. The data indicates that yoga teachers understand that FIR approach is the key to success, therefore they build networks by targeting women and netizen as a consumer and marketer according the 4.0 marketing strategy. Women and netizen targeted by providing discounts for women inbound tourists group.
Keywords
Yoga Tourism, Marketing Strategy, FIR
Yoga Tourism, Marketing Strategy, FIR
Jenis Repostori
Prosiding
Prosiding
Nama Jurnal
ISSN
Tanggal Terbit
26 November 2020
26 November 2020
Volume
ISSUE
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http://ic.aspikom.org/wp/
http://ic.aspikom.org/wp/
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