STRATEGIC CULTURAL COMMUNICATION IN ACHIEVING  SUSTAINABLE DEVELOPMENT IN BALI, INDONESIA

I Gusti Agung Laksmi Swaryputri; I Putu Hugo Kusuma; Ketut Rahadyan Pracasta  Putra

I Gusti Agung Laksmi Swaryputri
I Putu Hugo Kusuma
Ketut Rahadyan Pracasta Putra

Keywords: Intercultural Communication, Sustainable Tourism, Balinese Culture, Tri Hita Karana, Cultural Preservation

Abstract

Culture serves as a fundamental element shaping the orientation and ethics of sustainable development across social, economic, and environmental dimensions. In the Balinese context, cultural values function not only as a marker of identity but also as a moral compass guiding developmental practices. This research explores how strategic cultural communication contributes to the realization of sustainable development inspired by the local philosophy of Tri Hita Karana, which promotes harmony among humans and God (parahyangan), interpersonal relationships (pawongan), and the natural environment (palemahan). Adopting a qualitative descriptive design, the study collected data through interviews, observations, and document reviews. Participants consisted of traditional figures, tourism stakeholders, and community members involved in culture-based development initiatives within Denpasar and nearby regions. Findings indicate that culturally grounded communication strategies play a vital role in enhancing community participation, raising ecological awareness, and preserving indigenous wisdom in the face of globalization. Rituals, traditional performances, and art-based expressions are found to be effective cultural channels for conveying messages of sustainability. Furthermore, the strategic use of digital media extends communication outreach while maintaining cultural authenticity. The study concludes that the sustainability of Bali’s development relies heavily on the community’s capacity to implement communication approaches rooted in local cultural values. A participatory and culturally respectful communication framework is proven to balance modernization with the preservation of cultural identity.

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