Journal of Economics, Management and Trade

Aims: This study investigates the critical role of safety services—encompassing public safety, healthcare, disaster management, and emergency response—in shaping tourist demand. By employing descriptive qualitative insights into tourists' safety perceptions, the research aims to illuminate how safety influences travel decisions.

Study Design:  This study adopts a descriptive, qualitative, and exploratory study.

Place and Duration of Study: This study was conducted in Bali Province during August 2023.

Methodology: Data were collected using interviews, focus group discussions, and observations. Semi-structured interviews were conducted in key tourist areas such as Kuta Beach and Jimbaran Beach. The participants were 11 international tourists visiting Bali, selected through purposive sampling. Focus group discussions were conducted involving government officers, tourism industry representatives, as well as key community members. Observations were focused on implemented safety measures and perceptions of safety by the tourists and communities in Bali.

Results: Tourists generally perceive Bali as a safe destination. This perceived safety is a major factor in people choosing Bali, alongside affordability and convenience.  However, most tourists are unaware of key safety infrastructure and personnel, such as SAR officers, only noticing them during emergencies. In response, government agencies have implemented strong safety frameworks, including 24/7 SAR alerts, inter-agency coordination, and mandatory safety standards for tourism businesses, such as Disaster Resilient Hotel certification. To maintain safety standards amid growing tourism, Bali must invest in broader outreach programs, community training, and evenly distribute SAR resources, such as in creating clearer safety signage, hiring more safety personnel like lifeguards, and writing multi-lingual safety information.

Conclusion: The comparison between tourist perceptions and government efforts reveals both strength and gaps. While tourists in general feel safe and supported, their limited awareness of SAR systems and emergency procedures suggests a communication deficit. Government institutions have established comprehensive safety frameworks, but their effectiveness depends on visibility, coverage, community involvement, and adequate funding. To bridge this gap, Bali must ensure that safety officers are more visible and accessible, employ effective communication strategies, enact community-based training and outreach programs, and distribute the SAR budget in an equitable way for preventative education programs and drills.