Digital Marketing and Cross-Cultural Service Adaptation for Chinese Tourists: A Case Study of Abi Bali Resort & Villa Jimbaran

Abstract

The rapid recovery of Bali tourism after the COVID-19 pandemic has encouraged the return of Chinese tourists as one of the largest international market segments. This development creates both opportunities and challenges for hospitality businesses, particularly independent hotels that must adapt to changing tourist behavior and digital travel trends. This study examines how Abi Bali Resort & Villa Jimbaran develops marketing strategies and service adaptation to attract Chinese tourists. A qualitative case study approach was employed through interviews, observations, and documentation. The collected data were analyzed using SWOT analysis supported by IFAS and EFAS matrices to identify the hotel’s strategic position. The findings indicate that the hotel benefits from strengths such as its private villa concept, peaceful environment, and competitive pricing, which are considered attractive for Chinese tourists seeking comfort and privacy. However, several limitations remain, including the absence of Mandarin-speaking staff, limited use of Chinese digital payment systems, and insufficient exposure on Chinese social media platforms. The SWOT analysis places the hotel in Quadrant I, indicating strong growth potential through aggressive marketing strategies. The study emphasizes that adapting to Chinese digital ecosystems and improving cross-cultural services are essential components in enhancing hospitality competitiveness in Bali