Tri Hita Karana as a Bali Tourism Communication Strategy in Preserving Tourism Cultural Destinations

Abstract

Objective:The aim of this research is to point out that Tri Hita Karana as a Bali tourism communication strategy in preserving tourism cultural destinations. The research background is the dilemmatic phenomenon of the development of the Bali tourism industry, which tends to lead to popular tourism, namely a tourism industry that is oriented towards pragmatic profits by building popular facilities, so that sacred areas that actually become increasingly differentiated.
 Methodology: The research paradigm is constructivism, so the main theory used is Berger and Luckmann's social construction of reality. This type of research is descriptive qualitative, completed by Barthes’s concept of semiotics.
 Results:The result shows that Tri Hita Karana is the most strategic message used for Bali tourism communication management. Overcoming the freedom of foreign cultures and the domination of infrastructure development that does not favor aspects of Balinese differentiation and the insight of Tri Hita Karana is a crisis for destinations that rely on profane means. Therefore, so that Bali is not trapped in the pragmatism of populist culture, the philosophy of Tri Hita Karana must be used as a marketing movement and management of the Bali tourism industry. The research findings are: at first, the concept of Balinese tourism communication as a result of the synthesis of message construction that Bali is open, but elements of transcendentalism must still be understood and implemented by any tourist. Second, the transformation of Bali's tourism industry policies that are more in favor of capitalism, so that the commitment to cultural tourism is unable to keep up with the rate of mass tourism. Third, policy implementation, which has not fully accepted the practical aspects of Tri Hita Karana, cultural tourism orientation, rural nuances and the maintenance of sacred areas.
 Implication:The implications of the research are: 1) the role of the Tri Hita Karana insight strategy as a shining culture, must be used as a guideline for the development of tourism infrastructure and superstructure, as well as the harmonization of Balinese people's life patterns. 2) Tourism communication in conveying Tri Hita Karana's insight, the communicators who must be involved are customary stakeholders and the government, using the universal Tri Hita Karana language, while the communicators are tourists and investors, using popular tourism as a cultural crisis message.