Abstract

 
 
 The development of tourism in Bali cannot be separated from the role of artists and the community in preserving Balinese culture and tradition. This paper aims to analyze the role of artists in the preservation of Balinese culture that is associated with the promotion of Bali tourism in overseas through cultural performances which is currently known as marketing 3.0 models. Through research literatures, interviews to sample of participants and qualitative descriptive approach, this paper suggests that artists and society since the colonial era to the present day have taken an important role as tourism promotion ambassador of Bali and Indonesia, where the artists and the community have successfully presented the emotion or the spirit of Bali’s tourism a ractions.
 
 
Highlights
Cultural richness and the unique Eastern civilization of the Nusantara archipelago have been attracting much of the world’s attention since the Dutch colonial period
The exposition raised critics and controversies in over the world, especially for those who against the colonialism, it seems the occasion has left a positive impact on the existence of Balinese culture in the world. This opportunity indirectly became a step forward of tourism promotion through an exhibition and festival that successfully introduced the culture of Nusantara (Indonesia today) especially have open the insight of European to a remote destination with a wealth of cultures and civilizations which worth to be visited and conserved
Festival, carnival or similar activities have been widely held in Indonesia, especially in Bali with the aim to increase the level of direct visits of tourists to rural areas in Bali such as Tanah Lot Festivals, Kedonganan Festival, etc
Summary
Cultural richness and the unique Eastern civilization of the Nusantara archipelago have been attracting much of the world’s attention since the Dutch colonial period. The exposition raised critics and controversies in over the world, especially for those who against the colonialism, it seems the occasion has left a positive impact on the existence of Balinese culture in the world This opportunity indirectly became a step forward of tourism promotion through an exhibition and festival that successfully introduced the culture of Nusantara (Indonesia today) especially have open the insight of European to a remote destination with a wealth of cultures and civilizations which worth to be visited and conserved. According to UNWTO (2012) argued that the global wealth of traditions is one of the principal motivations for travel, with tourists seeking to engage with new cultures and to experience the global variety of performing arts handicrafts, rituals and cuisines This proves that globalization potentially contribute positively to the preservation and the existence of Indonesian culture especially Bali which is becoming more and more popular thanks to the role of artists and Indonesian diaspora. Thanks to the Indonesian diaspora in Europe, Indonesian students and other Indonesian who live and work in Europe so that the annual event is always followed by Indonesian contingent featuring Indonesian traditional costumes, dance and other performing arts (see Photo 2)
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