Development of local wisdom-based ecotourism traditional houses in the digital age

Abstract

Background:  Bali's tourism industry has experienced rapid growth following the COVID-19 pandemic. Tourists visit tourist attractions to enjoy the various activities available, seeking new and unique experiences and the opportunity to interact directly with local communities. Bali's destinations offer tropical natural beauty and warm temperatures. Natural tourist attractions have become an alternative for tourists who want to travel far from mass tourism at a particular attraction. The implementation of ecotourism in Bali, especially in Badung Regency, cannot be separated from the activities of the Balinese people, who are steeped in tradition and culture, in line with ecotourism principles: fostering environmental awareness, cultural appreciation, and respect. The development of ecotourism in Sembung Village must also align with current technological developments, as tourists have begun shifting from conventional to digital-era tourism. This study aims to analyze the development of ecotourism in Sembung Village, Mengwi District, while preserving the philosophical values of traditional Balinese houses within a digital ecosystem that avoids excessive commodification. Methods: This study uses a qualitative research approach to understand why and how the potential of traditional Balinese houses can be developed into a sustainable ecotourism model. Findings: The development of traditional house-based ecotourism in Sembung Village in the digital era is at the crossroads of conservation through commercialization and authenticity versus modernization. Conclusion: The key differentiator (strategic strength) of Sembung Village lies in the philosophical authenticity of its traditional houses, which modern resorts cannot replicate. The development strategy should focus on Digital Narrative-Based Marketing that uses in-depth storytelling to attract the sustainable tourism market segment that values ethics and education. Technology becomes a bridge to narrate philosophy, not just a tool for mass promotion. The most appropriate sustainable tourism model is the Education-Homestay model, managed through the Village-Owned Enterprise (BUMDes). Novelty/Originality of this article: This research bridges the research gap by offering a development model in Sembung Village, where digital technology is not only used for promotion but also as an educational tool to preserve the philosophy of traditional houses.