The Communication of Bali Tourism according to Bureaucrats and Intellectuals in Maintaining the Sustainability of Tri Hita Karana Insight

Abstract

The aim of this research is to know the thoughts of Bali bureaucrats and intellectuals of Bali on tourism communication in maintaining the sustainability of Tri Hita Karana (THK) insight. The method used is postpositivism with the applied theory of reality social construction of Berger and Luckmann. The result of the research shows that the thought of Bali bureaucrats and intellectuals toward the phenomenon of Balinese tourism industry, both acknowledge that THK is an element that must be preserved. The reality construction of Balinese bureaucrats and intellectuals towards the phenomenon of Balinese tourism industry is different. Bureaucrats see that THK is not experiencing distortive threats, while intellectuals view that THK is being in a really distorted position. THK by bureaucrats is constructed as a potential commodity, whereas THK by intellectuals is constructed as an identity (cultural) struggle. According to bureaucrats, communicators are tradition leaders, communicants are tourists and the message content is the universal language of THK as harmonization of all circles. Meanwhile, according to intellectuals, communicator is Bali government, communicants are investor and the message is mass tourism threat.