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Abstract
This study explores the burgeoning bleisure tourism market in Indonesia, examining the interplay between business and leisure travel. By analyzing consumer behavior, industry trends, and government policies, the research identifies key factors driving bleisure growth and potential areas for development. By analyzing consumer behavior, industry trends, and government policies, the research identifies key factors driving bleisure growth and potential areas for development.This research found that bleisure travel is increasingly popular in Indonesia due to advancements in technology, flexible work arrangements, and a desire for work-life balance. Indonesia's rich cultural heritage, diverse landscapes, and warm hospitality offer unique and compelling bleisure experiences, attracting both domestic and international travelers.
The research focused on understanding the factors influencing bleisure travel in Indonesia, including consumer preferences, industry trends, and government policies. The purpose was to provide insights for policymakers, tourism industry stakeholders, and businesses to leverage the bleisure opportunity and contribute to the country's economic development.
The research will be conducted using a qualitative analysis approach, namely a case study, which emphasizes data collection and analysis with deductive logic. Case study is a research method by closely investigating a program, event, process, or group of individuals. The type of approach in research that examines case studies involves one person, family, group, community, or institution that is carried out intensively, deeply, in detail, and comprehensively. Government initiatives to promote tourism, including visa relaxations and infrastructure improvements, have played a crucial role in fostering bleisure development. The research concludes that Indonesia has a strong potential to capitalize on the bleisure trend by strategically targeting bleisure travelers and providing tailored experiences. Recommendations include developing targeted marketing campaigns, investing in infrastructure, fostering collaboration between the public and private sectors, and prioritizing sustainable tourism practices. By implementing these strategies, Indonesia can enhance its tourism industry and contribute to economic growth. The findings suggest that Indonesia has a strong potential to capitalize on the bleisure trend. By strategically targeting bleisure travelers and providing tailored experiences, the country can enhance its tourism industry and contribute to economic growth.