**2.4 Sustainable tourism**

*Tourism*

dictates behaviors, ethics, and protocols in each of our social interaction with the society. Thus, culture is a set of beliefs that are developed from childhood till the rest of our lives. Several value elements then become relatively fixed, whereas other elements could change according to the society's social condition and situation. This process is known as socialization. Further [22] suggests that we should uphold and strengthen different working processes in different regions and respect differences in each organization as a uniqueness that could create competitive advantages. Bali has several local wisdoms sourced from basic principles of Balinese Hinduism teachings and its culture. The local wisdoms consist of Tat Twam Asi (a view that all beings in the world are the same), Ngayah (willingness to work for common interest), Asta Kosala-Kosali (a holy book of Balinese architecture guidance and traditional building layout), Awig-awig (customary rules in banjar level and pakraman village), Yadnya (holy offerings), Tri Hita Karana (three harmonious relationships that cause happiness), Subak (an agricultural irrigation system and organization that has received a recognition from UNESCO as World Culture Heritage in 2012), and many more. Various Balinese local wisdoms become a guide in daily life behaviors. Therefore, the local wisdoms will continue to live and

A tourism destination could use competitive strategies of differentiation strategy, cost leadership strategy, focus strategy, or a combination of the existing strategies [32, 33]. Differentiation strategy is based on product offering that is different to what the competitor is offering in a certain characteristic or quality. Therefore, the product could be sold in higher prices than the competitor and profit will be higher due to decrease in elasticity demand price. Differentiation could be achieved through several ways including: Create a more superior product than competitor based on design, technology, performance, etc.; Offer superior service level; Have access to superior distribution channels; Create a strong brand name through design, innovation, advertisement, frequent flyer program, and so

Cost leadership strategy aims at achieving competitive advantages by reducing cost below the competitors. Therefore, by maintaining low cost, the company (goal) could sell its products or services in lower prices and achieve income realization. The cost leadership strategy potential benefits consist of: It is able to obtain higher profit by charging the same price as competitors or reduce the price below the competitors since costs are lower; It allows to increase sales and market share by reducing prices below those charged by the competitors; It allows to enter new markets by charging price in the lower level than the competitors; It is important for a market where demand is elastic; It creates additional obstacles for new com-

Focus strategy is used when a tourism destination wants to attract a market segment that will canalize its offering. The market segment could be identified through various demographic categories, such as age, income, life style, geography, and so on or through benefits expected, members of the expected target market, and from the travel as well as suitable tourism product and destination. In the selected market segment, differentiation or cost leadership strategies could be applied. The main benefits of focus strategy are: It requires lower resource investment compared to strategy intended to all markets; it allows more specialization and knowledge on served segments; it facilitates new market entry to be cheaper and simpler. It should be noted that the three strategies (Porter) are existed in every

develop as well as sustainable from generations.

on; Specific or superior product promotion.

petitors to enter the industry.

**2.3 Tourism strategies**

**50**

There are four aspects to be achieved in sustainable tourism, namely: environmental aspect, economic aspect, social aspect, and cultural aspect. The four aspects have been clearly scheduled from the start for companies in tourism industry that are based on harmonious management that put forward values of honesty, humanity, and respect to environment. The condition is supported by a fact that natural resources could be exploited intensively in a tourism business. Tourism activities will sometimes have a big impact on environment, ecosystem, economy, society, and culture. Therefore, a holistic balance between the four aspects must be considered to guarantee a short-term as well as long term sustainable development for tourism sector to face climate change. Sustainable development principles must be applied for various tourism activities and operations by determining long term as well as short term strategies and programs. Sustainable tourism could be conceptually defined as a tourism activity development with a balance between the dimensions of environmental, economic, and socio-cultural aspects to guarantee long term sustainability. In other words, sustainable tourism development must achieve sustainable environment, sustainable economy, sustainable society, and sustainable culture. Key elements in tourism regarding environmental sustainable management consist of:

Eco-tourism: Eco-tourism term is initially proposed in the end of 1970s. It is considered as a nature-based tourism and has become a way to protect natural landscape of a certain area. It refers to segment in tourism sector with the main focus is on environmental and ecological preservation; thus, it attracts many tourists as an alternative tourism. It could play an essential role in green growth for developing countries with significant natural abilities since this activity usually require less capital and investment. It could also connect to local communities that could lead the tourism activities and ecosystem preservation operations. Through these activities, ecotourism could provide employment for unskillful workers in rural communities and create export opportunities in remote locations to ensure green economy. Therefore, it must be considered as an appropriate industrial effort to promote economic development in developing countries with capital scarcity yet abundance natural resources.

Low-carbon tourism: Society is increasingly concern about the impact of actions on the world and this planet ability to maintain sustainable development. There is a growing awareness in the tourism industry as well as among the tourists on tourism carbon footprint. Tourism is one of the fastest growing industries in the world; thus, its rapid global expansion brings out environmental, behavior and socio-cultural impacts in many regions. At the same time, more and more tourists need information on tourism package carbon footprint. The same prevails for tourism industry, such as tour operators, travel agents, e-business sales operators, and business travel companies. They increasingly realize the importance of reducing greenhouse gas emission and calculating carbon footprint of their products and services in reliable and automatic ways.

Agro-tourism: Agro-tourism is a tourism activity that refers to activities of visiting farmers who work on their agricultural land. In this case, tourists would likely see the nursery process, planting, harvesting and even agricultural product processing in the context of agribusiness activities.

Alternative tourism: A form of tourism that put natural, social, and societal values first and allow local communities as well as tourists to enjoy positive and beneficial interaction and the experience together.

Behavioral economics: It studies the impact of psychological, social, cognitive, and emotional factors on individual and institutions' economic decisions and its consequences on market prices, profit, and resource allocation.

Political economics: A study on production and trade and its relationship with law, customs, and government as well as income distribution and national wealth.

Circular economics: It utilizes society as a whole through a design of separating consumption from economy based on three principles: design waste and pollution, save products and materials used, and natural system regeneration.

Sustainable society: is a society that is capable of fulfilling their needs without reducing future generation opportunities. There are three measurement used in sustainable society, namely: Environmental prosperity: nature and environment (for example, air quality), climate and energy (for example, reduce in greenhouse gas), and natural resources (for example, biodiversity); Human prosperity: Basic needs (for example, clean water), personal and social development (for example, gender equality), and health (for example, clean water); Economic prosperity: Transition (for example, organic agriculture) and economy (for example, jobs).

Based on the indicators, components should be focused on in tourism development include: population and health: healthy society could offer various healthy foods for guests; accessible tourism: tourism development for disable people; community tourism: a community concept could be applied in tourism. In the community tourism, local communities are responsible for developing initiatives and managing tourism activity schedules. A community-based tourism connects balanced tourism development goals with ecological considerations into the existing business model. Sustainable development concept in community tourism applies to improve people's life quality by protecting the environment and the built environment, to provide high quality experiences for tourists, and optimize local economic benefits.

Sustainable culture: cultural tourism is increasingly being developed as a way to protect ancestral heritage. Natural and cultural heritage should be considered as a base for sustainable tourism. The natural heritage comprises vegetation, flora and fauna, geological and hydrological phenomenon or natural events, such as climate, astrology incidents, and volcano. Likewise, cultural heritage includes living cultures (such as festivals, rituals, education, religion, costume, legend, behavior, habits, music, dance, and culinary), immobile historic monuments (such as parks, gardens, buildings, facilities, and archeological sites), and mobile historic monuments (such as paintings, statues, art works, handicrafts, agricultural tools, industrial machines, and documents/objects). Efforts to protect tourism-related culture could be divided into four tourism categories.

Rural tourism: It emphasizes on healthy activities and proper life with the joy of clean air, fresh water, landscape, culture, and tradition. Therefore, rural tourism has similarity to ecotourism, but its main attraction lies on traditionally managed landscapes and cultures.

Cultural tourism: One of tourisms that utilizes culture as its object. The implementation of cultural-based tourism in Indonesia is indicated by several provinces, namely: Bali and DI (Special Region) of Yogyakarta, especially Yogyakarta City since 2008.

Spiritual tourism: Spiritual tour is one of emerging cultural tourism heritages since more people are trying to develop their own spirituality. In 2007, the UNWTO rates the spiritual tourism as a segment that has a rapid development, although it is not easily framed. The tourism is based on various motivations, traditional religious

**53**

**Table 2.**

Strategic analysis

Formulation Process

Advantage Sources

*Main differences between RBV and MOV.*

*The Light-Up of Dark Bali Tourism: A Qualitative Study*

are maintained in cultural tourism development.

the model of Bali's future tourism development strategy.

**4. Results and discussion**

tourism to alternative health treatment. Heritage integrity: Cultural heritage values

A qualitative approach was used in this study [34]. The 10 largest of each tourism actor as an informant based on recommendations from local governments which consist of travel agencies, accommodation (hotels), restaurants, academics, and tourist villages. Before the interview began to 50 leaders of tourism actors were preceded by a delivery activity through post and email. The letter's content is to ask for his willingness to respond to questions about; how to apply the application of Harmony culture within the company [36]; what are the factors used as an indicator of sustainable tourism [35, 36] and how to have health protocol [37]. Of the 50 informants, only 35 (70%) Who are willing to be interviewed and the other fifteenth (30%) cannot be contacted. Data collection time starts from January to April 2020 with an average interview length of 45 minutes. The Data is collected compared to cultural theories, sustainable tourism, and the Health Protocol [38] and coding using Miles and Huberman [39]. Qualitative results are used to design

The in-depth interview results regarding the implementation of local wisdombased tourism activities in the form of harmonious culture that emphasizes on a harmonious relationship between human being and the Creator (God), between fellow human being, and human being and natural environment are presented in **Table 2**. The main goal of the harmony of relationship or harmonization is the creation of the happiness of life. Happiness is a goal mostly searched by all human being. Happiness in the Balinese people concept is the establishment of a harmonious relationship between God, human being, and the nature or a balance between macrocosm and microcosm nature. The concept brings out cultural values that

recognize a difference in a unity of goal, which is the happiness of life.

**Indicator Market orientation view Resource-based view**

*Outside-in Inside-out*

the needs of its competitive environment

An industrial structure and market

Market position regarding local competitive environment

Basic Principles Adaptation of a company's resources to

is its main success factor.

properties-centered

**Table 3** indicates that harmonious culture is a local wisdom that uphold the harmonious relationship with God, human being, and the nature as the spirit of Balinese tourism. It produces tourism forms of spiritual tourism, cultural tourism, and heritage tourism. These tourisms are the reflection of cultural activities related

> Active search on business environment that allows the best exploitation of a

Gives emphasize on internal diagnosis

A collection of a company's special resources and core competences

company's resources

*DOI: http://dx.doi.org/10.5772/intechopen.93389*

**3. Methodology**

tourism to alternative health treatment. Heritage integrity: Cultural heritage values are maintained in cultural tourism development.
