Cultural Changes and Willingness to Change in Indigenous Peoples of Penglipuran Bali Tourism Village during the Covid-19 Pandemic

Document Type : Research Paper

Authors

1 Universitas Negeri Jakarta

2 Universitas Negeri Semarang

Abstract

Tourist villages, which are economic drivers, especially rural communities, have faced a very difficult situation during the COVID-19 pandemic. The sluggish tourism industry has greatly impacted the income of rural communities that depend on tourists who come. This study aims to understand and explore how the Penglipuran tourism village community survives amid the sluggish tourism industry due to the COVID-19 pandemic. The unit of analysis in this study is the Penglipuran Bali tourism village community which was asked to be included in the Top 100 World Sustainable Destinations. This research uses a qualitative approach with a case study method, both in data collection and analysis. Observations and semi-structured interviews were used to obtain information. The study results found that the indigenous people of the Penglipuran tourism village are willing to change and are adaptive to cultural changes to use technology without eliminating traditional norms to survive in sluggish tourism. The habit can be seen from the activities of indigenous peoples who return to farming, raising livestock, and utilizing social media, e-commerce in marketing tourism villages and local handicrafts.

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Iranian Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 25 April 2022

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