Destination branding model of an ecological tourism village in Bali, Indonesia

Abstract

This paper is focuses on the branding process of ecological tourism village destinations in Bali Indonesia insightful their local indigenous systems. The research findings support and strengthen the concept of developing tourism village through the uniqueness and authenticity of local values, and interpret the reality of their ecotourism. Research uses constructivist paradigm with a qualitative approach. The conclusion shows that the branding destination of the ecological tourism village is constructed based on the Hindu cosmological system with the concept of “Tri Hita Karana” and the brand jargon is “Bali DWE the way to the real of Bali”.