THE ROLE OF INTERCULTURAL COMMUNICATION IN PROMOTING SUSTAINABLE TOURISM BASED ON BALINESE CULTURE
Abstrak
Bali is widely recognized as Indonesia’s leading destination for cultural tourism, where local traditions and spiritual values serve as the foundation of development. However, the rapid growth of global tourism has created both opportunities and challenges for maintaining the authenticity of Balinese culture. This article examines the crucial role of intercultural communication in promoting sustainable tourism that aligns with the cultural philosophy of Tri Hita Karana, which emphasizes harmony among humans, nature, and God. Through effective intercultural dialogue, tourism actors—including the government, local communities, and international visitors—can build mutual understanding, minimize cultural conflict, and enhance cooperation in managing tourism activities. Intercultural communication enables the transfer of cultural meanings, helping tourists appreciate Balinese values while empowering local communities to participate actively in decision-making processes. Furthermore, communication practices rooted in local wisdom contribute to the protection of sacred spaces, environmental preservation, and the strengthening of cultural identity in the face of globalization. The study emphasizes that sustainable tourism in Bali should not merely focus on economic gain but must integrate cultural and environmental dimensions through participatory and culturally sensitive communication strategies. In conclusion, the success of tourism development in Bali depends on how well communication bridges the gap between cultural preservation and modernization, ensuring that tourism remains respectful, inclusive, and aligned with the essence of Balinese heritage.
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