Implementation Model of the Tri Hita Karana Concept in the Media Promotion of Tourism in Bali, Indonesia

Abstract

The Tri Hita Karana (THK) concept has not been widely used in promoting tourism in Bali, even though the THK concept can be applied in promotional media. The promotional media will have a distinctiveness or selfhood among the existing promotional media. With the development of science and technology and the increasing influence of tourism today, the THK concept is gradually being ignored and even forgotten, replaced by other concepts that come from outside, which are not necessarily suitable for use in Bali, especially in the process of promoting Bali for the benefit of tourism. In connection with this issue, this paper intends to provide an understanding of three main points: (1) the THK concept, (2) promotional media, and (3) tips for designing tourism promotion media based on the THK concept. This research uses the semiotic method. The semiotic method is a qualitative interpretive, a method that focuses on the sign and text as the object of study and how the researcher interprets and understands the code behind the character and reader. The THK concept in promoting Bali tourism can be applied in promotional media in logos, brochures, leaflets, flyers, billboards, newspaper advertisements, television advertisements, flight magazines, and stickers. The promotional media contains illustrations, text, colors, and typography that contain messages to persuade people and have their own identity. The meaning of natural harmony can form a local Balinese identity; this concept has been applied by Balinese people, especially in every context of everyday people's cultural life.