Environmental communication on ecotourism development: a case study of Subak Sembung, Bali

¹ Universitas Muhammadiyah Yogyakarta, Department of Communication Studies, 55183 Yogyakarta, Indonesia
² Universitas Muhammadiyah Yogyakarta, Department of International Relations, 55183 Yogyakarta, Indonesia

^* Corresponding author: yenirosilawati@umy.ac.id

Abstract

Ecotourism is a particular interest in tourism and often becomes the antithesis of mass tourism. Ecotourism development has several benefits: increased agricultural activities, product processing, Subak income, tourism awareness of Sapta Pesona and entrepreneurship, and recreational opportunities for the community. One of the ecotourism destinations in Bali is Subak Sembung. This paper analyzed the environmental communication conducted for the communities to promote Subak Sembung, Bali, as an ecotourism destination. This study utilized a qualitative research method with a case study approach. The findings were obtained from in-depth-interviews and documentation. Environmental communication itself is a plan and strategy through the communication process and media products to support policymaking, public participation, and its implementation in the environment. The results showed that environmental communication was carried out in Subak Sembung through socializing, counseling initiated by Subak Sembung, and collaborating with the local government. The communication environment also applied Tri Hita Karana (THK) values in Subak to sustain and promote Subak as ecotourism. The THK guides human behaviors in three critical relationships in their lives: the relationship between humans (pawongan), the environment (palemahan), and with God (parahyangan). Balance and harmony in these relationships are essential to achieve sustainability.