An integrated approach for the development of a sustainable tourism village in Bali Province, Indonesia

Abstract

The purpose of this study was to elucidate the effects of the government role, community empowerment, green marketing, and corporate social responsibility based on Tri Hita Karana on the sustainability of tourism villages in Bali, Indonesia. Tri Hita Karana is a Balinese wisdom that teaches about harmonious relationships with God, humans, and the environment. The analysis was conducted from January to September 2024. The population consisted of managers from 239 tourism villages in Bali. The sample selection employed a purposive sampling technique, with the criterion of having served as a manager of the tourism village for at least 1 year. Data were collected through structured questionnaires distributed to 190 managers in the Bali province of Indonesia. Smart PLS was employed to analyze sample responses. Path coefficients corroborated the statistically significant effects of government role, green marketing, and corporate social responsibility based on Tri Hita Karana on the sustainability of tourism villages, with a p-value of 0.000, which is significant at the 0.05 level. The findings also demonstrated a significant effect of community empowerment on sustainable tourism villages with a p-value of 0.028. In addition, a government role, community empowerment, green marketing, and corporate social responsibility, based on Tri Hita Karana, lead to the development of a more responsible, inclusive, and sustainable tourism sector, which provides long-term benefits for all parties involved.