Developing Digital Nomads as a New Market Segment and Their Role in the Local Digital Ecosystem
Unknown authors
Abstract
Despite the large population of digital nomads in Bali, there is little awareness of their lifestyle, and they often have a bad reputation.Viewing them as mere tourists rather than as a new market segment is a loss of opportunity.Digital nomads' travel habits, spending, and accommodation choices are all different from those of traditional tourists.They feel insecure about the legal gray area in which they operate.There is room for improvement for Bali to maintain its top position as a digital nomad destination.In this qualitative research, semi-structured interviews were conducted with 24 informants, consisting of digital nomads, remote workers, government officials and affiliates, and young local professionals.An observation and immersion in five popular coworking spaces in Bali were done as well to give a better understanding of the working life in a digital nomad's natural environment.This study highlights digital nomads as a new market segment and the potential role they could play in the local digital ecosystem through knowledge transfer.The result shows that there is: 1. a willingness to share know-how among digital nomads and young local professionals; 2. a lack of coordination to realise the integration of digital nomads into the local digital ecosystem; 3. cultural challenges to overcome; and 4. legal status uncertainties in Indonesia.Through thematic analysis, a theoretical propositional path model emerged.The path illustrates the causal relationship between variables, illustrating how digital nomads are connected to the digital ecosystem in Bali and how various factors can make the connection stronger or weaker.