Adoption and implementation of an inclusive business integration model in the packaging of the tourist villages in the west of Bali Indonesia

Abstract

This research aims to analyze the application of the inclusive business integration model developed in Cepaka Village for the development of tourism village packaging. The model is intended to guarantee that the growth of tourism villages is both economically advantageous and socially and environmentally sustainable. This study examines the implementation of the model in tourism villages located in the western region of Bali. It assesses the effects of this implementation on the empowerment of the local community, the preservation of cultural heritage, and the economic development of the villages. This study is significant due to Bali’s recognition as a global tourism hotspot, where tourism villages possess immense possibilities but frequently encounter obstacles such as scarce resources, insufficient infrastructure, and the necessity for efficient marketing tactics. This study employs qualitative methods to analyze the effects of incorporating inclusive business practices on the development of tourism villages. Specifically, it investigates the influence on income generation, the equitable distribution of economic advantages among the community, and the preservation of cultural and environmental aspects. A total of 27 key informants, consisting of the chairman, vice chairman, and a member of the village management, were selected from 7 tourism villages in West Bali. The Jembrana Regency Tourism Office organized focus group discussions following a series of comprehensive interviews conducted in stages. Additionally, a crucial source of information was a proficient digital marketing specialist who aided in the process of digitalizing the marketing strategies for tourist villages in West Bali. The study’s findings indicate that the proposed model successfully integrates village economic activities with cultural and environmental aspects, resulting in a distinctive and genuine tourism experience in seven tourist villages in West Bali. The findings of this study are anticipated to offer valuable perspectives for policymakers, tourism professionals, and rural communities on how to maximize the opportunities of tourism villages in a comprehensive and environmentally friendly way. The research emphasizes the significance of adopting digital technology in marketing and distributing village tourism products. It also identifies the opportunities and challenges of implementing inclusive business models in Bali’s tourism village setting.