MLO Canggu Avocado Report NO APP

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METHODOLOGY This report has integrated the presence of both primary and secondary data. This was largely done in order to answer the designated research questions. In specific, secondary data was used to help identify the current situation in the Canggu area and gain an overview of the occurring developments of the region. Secondary data was gathered via online sources such as websites, articles, travel blogs, social media, as well as online newspapers. Notably, the use of social media helped to estimate which enterprises to arrange interviews with based on their online popularity and social media activity. To help identify the current situation and occurring developments and serve as a confirmation to the previously unearthed information via desk research, field research was deployed. Primary research included data gathered by the means of formal semi – structured interviews with employees occupying higher hierarchical status in the medium or large enterprise in which they were interviewed. With semi-structured interviews a greater freedom is given in terms of the flow of the conversation by modifying the questions (Paraskevas, 2008, p. 107). What is more, information gained through meetings with representatives of medium and large enterprises organised by the Breda University of Applied Sciences was also used as a means to gain primary data. The combination of these two helped identify the current situation, the occurring developments in the region, along with identification of market segments, trends and challenges present in Canggu. In addition, informal conversations were held with international visitors, as well as local inhabitants in the Canggu area, as a means to help identify the market segments present within the region, their needs and wants, along with their perception of Canggu and their reasons to visit. What is more, participant observation was conducted as a further means to solidify the findings of the previously indicated research methods and gain a clearer perception of the features and attributes of the Canggu area and observe occurring developments and tendencies. Participant observation was conducted while travelling throughout either of the two designated subregions of the research area. Lastly, a focus group consisting of both international visitors and locals of Canggu to further help visualise Canggu’s current situation, the occuring developments and the trends present in the area. Furthermore, participants of the focus group were asked what their desired development of Canggu would consist of, giving also a perspective different from the one held by medium and large enterprises. The gathered qualitative data of this report was analysed by the means of the thematic analysis. The information yielded by field research was divided into several coloured themes, relevant to this report and were used later on used for the purpose of analysis and to answer the research questions. For additional information regarding the interviewed parties of the the formal semi – structured interviews, see Appendix 1. Based on the gathered information and its analysis the most probable future has been identified. 6
SITUATION ANALYSIS GENERAL VIBE A current situation analysis is applied in order to get a better understanding of the area of Canggu and the dynamics emerging within the area. The current situation analysis describes the different parts of Canggu area and its target markets. Also, it will follow a description of the different types of accommodation that can be found, as well as the main trends of the area. First of all, Canggu area is mostly popular for its special vibe (see page 8). The core of this vibe is the unique concepts of all the businesses around the area and the attitude and lifestyle of the current visitors. Although some businesses may have overlapping concepts, they differ. As it was confirmed by interview respondents in tourism related organisations, businesses have to continuously come up with new creative and innovative ideas. Many of the interviewees confirmed the existence of this special vibe by mentioning: “Unique selling point of Canggu - the good food, the vibe and personality, a lot greener and calmer than other touristic areas in South Bali” - Vault “Here is for people who like more nature, surf, more quiet, relaxed and surf. Good restaurants Canggu is a new comer, the new highlight of Bali. Kuta and Seminyak used to be before. Now it's the highlight and also new hotspot for surfers” - The Haven Suites “Canggu is a happy place, the food is amazing, good for culinary lives, opportunities, easy to start a business, a lot of tourists and a nice place to live” - Old man’s manager Moreover, Canggu is popular for two primary reasons. Firstly, for its beaches suitable for advanced surfers. Secondly, the area is also well known for its Instagramable spots. Based on the research conducted, there is a new trend and definition “instagramability”, which definitely is an essential part of the area’s popularity. 7
Page 1 and 2: MLO Canggu The preferable future an
Page 3 and 4: TABLE OF CONTENT EXECUTIVE SUMMARY
Page 5: RESEARCH GOAL AND RESEARCH QUESTION
Page 9 and 10: THE AREA As mentioned before, the r
Page 11 and 12: TRENDS IN THE AREA LIFESTYLE Health
Page 13 and 14: SUSTAINABLE PRACTICES Sustainabilit
Page 15 and 16: CLUSTERING The clustering process o
Page 17 and 18: In addition, the significance of in
Page 19 and 20: CHALLENGES With developments come c
Page 21 and 22: Also, the owner of Panama restauran
Page 23 and 24: Unfortunately, a representative amo
Page 25 and 26: HOW TO KEEP THE BALANCE BETWEEN MAK
Page 27 and 28: BE GREEN Being green is a key eleme
Page 29 and 30: BE SOPHISTICATED V.I.BE #PARTOFTHEV
Page 31 and 32: BE DIFFERENT As mentioned beforehan
Page 33 and 34: AVOCADO TEAM MOMCHIL MAHI SIBBY ISA
Page 35: THANKS. 35

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