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

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-depthinterviews 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.


Introduction
Indonesia is an agrarian country with enormous natural resources in the agricultural sector, such as food crops, horticulture, plantations, forestry, fisheries, and the most extensive animal husbandry globally. The agricultural sector has played an essential role in contributing to Indonesia's economic development, which is also experienced by other developing countries [1].
meaning. Statements can be in verbal or nonverbal forms that can be understood by the recipient.
Messages are interpreted with information. Channels and media are communication tools used to divert a message to others from a source or communicator. These media include newspapers, radio, films, television, and the internet. Communication channels of a more general nature can occur without tools or media, for example, in a group of people who do events at home, such as birthday celebrations, art events, and others [16].
Sustainable tourism includes ecotourism as a sub-component. The perceived potential of ecotourism as a viable tool for long-term development is the primary reason why developing countries are now embracing and incorporating it into their economic development and conservation strategies [17].
Ecotourism, also known as alternative tourism, entails visiting natural areas to learn, study, or participate in environmentally friendly activities, i.e., tourism based on the natural experience that helps local communities develop economically and socially. It focuses on learning about and experiencing nature, landscape, flora, fauna, and habitats, as well as cultural artifacts from the area.
Ecotourism is both an expansion and a refinement of the tourism-conservation relationship. It builds on the idea of using tourism to reinforce protection and vice versa, while also deepening the sustainability criteria. It first appeared in the late 1980s, at the start of the sustainable development movement. Early planners saw tourism as something that could and should be planned and managed in advance to help fund conservation and community development [17]. It was supposed to happen in parks and follow in the footsteps of the first national parks' tourism ideas. Beyond the parks, tourism aimed to benefit people in local communities, protect recreation opportunities and scenery, and meet more recent priorities such as biodiversity conservation and ecosystem integrity.
For a large portion of the business world, sustainable development has become a strategic issue. Since then, sustainable development has been an important part of the company's growth strategy [18]. Carbon offsets that allow developed countries to pay for pollution rights and avoid having to reduce their own emissions should not be counted towards contributions to the global climate fund, according to Khor and Ocampo, as well as several developing countries and many civil society organizations.

Research Method
A qualitative research method with a case study approach was used in this study. Qualitative research, according to Creswell, is a method of analyzing the meaning behind individuals or groups in social or human problems [19]. Adrijana Biba Starman defines qualitative research as an interpretive paradigm that emphasizes subjective experiences and their meanings for an individual [20]. To generate an in-depth, multi-faceted understanding of a complex issue in its real-life context, a qualitative research method with a case study approach is used [21]. A case study approach, according to Simons, is an in-depth examination of the complexity and uniqueness of a specific project, policy, institution, program, or system in a "real life" context from multiple perspectives [22]. This study conducted in-depth interviews and documentation using a qualitative research method and a case study approach.

Environmental Communication through Socialization and Counseling to Subak Farmers and Surrounding Communities
The Subak Sembung organization consists of 200 farmers who actively participate and manage this rice field area which produces almost every year. At first, the Denpasar Environmental Agency (BLH) collaborated with the Center for Environmental Education (PPLH) of Udayana University (UnUd), Bali, to accompany them. Through assistance from the government, research institutions, and later NGOs, farmers in Subak Sembung are now not only producing rice, secondary crops, or other agricultural products. Still, they can manage their subak as a tourist spot. With assistance from the government, research institutions, and later NGOs, farmers in Subak Sembung can now produce rice, secondary crops, or other agricultural products. Also, they can manage their subak as a tourist spot. Through socialization, training, and assistance to farmers to preserve the environment, environmental communication is carried out through socialization, saving rice fields, and preventing flooding. The rice fields in Peguyangan include a few green areas that are still maintained in the capital city of Bali Province. Farmers are also provided with organic farming, so that currently, farmers can only use organic fertilizers.
Together with Subak Sembung management, the government also raises agricultural activities, peken carik activities (markets held in rice fields), and religious rituals to have distinctive characteristics to increase public appreciation for subak. The revival of the traits possessed by Subak Sembung has resulted in increased public appreciation because of the emergence of a sense of belonging. The peken carik activity needs to be revived because it provides excellent benefits for farmers in Subak Sembung who trade and visitors who participate in these activities. Early Childhood Education (PAUD), Kindergartens, Elementary Schools, junior high schools will receive education in agriculture through peken carik activities, so it is crucial to develop Subak Sembung as a better tourist attraction in urban areas. Engineering tourist attractions following Subak rules is profitable for Subak Sembung members.
The ecotourism attraction of Subak Sembung in its engineering must be adapted to awig-awig, which aims to maintain all the original cultures and prevent tourism from exploiting agricultural activities. Engineering tourist attractions following Subak Sembung causes harmony between farming and tourism activities. Peken carik presents superior products of rice and organic vegetables that can be picked directly by visitors.
The counseling materials provided relate to innovations regarding the application of correct plant cultivation technology (seeds, seedlings, land management, spacing, fertilization, pest and disease control, and harvesting), packaging techniques, and product marketing. Another aspect discussed is related to Sapta Pesona to support the development of ecotourism.
Counseling and training in developing ecotourism are done in a participatory manner, where members of the farming community are actively involved in every activity. The goal is to ensure the sustainability of their farming and ecotourism development.

Application of Tri Hita Karana Values in Subak Sembung Environmental Communication
The agricultural culture in Subak Sembung that stands out is related to the distribution and allocation of irrigation water, setting a planting schedule, and a series of ritual activities at the subak and farmer levels. Individual, subak, and inter-subak ritual activities are carried out in several subaks in Bali. Ritual activities at Subak Sembung begin with a ceremony of receiving water (mendak toya or magpag toya), making seeds, transplanting/planting, growing rice plants to harvesting. The cultural aspect of subak has been developed long ago and since 2012 has been recognized by UNESCO as a world cultural heritage. Individual farmers perform ritual activities at a small temple located at the intake of the water channel. The social interaction of the farmers in Subak Sembung is beneficial to preserve subak values and a harmonious and environmentally friendly subak environment. The ritual ceremonies in the Subak System are different from other irrigation systems found in regions in Indonesia. Tri Hita Karana values are applied to support sustainable ecotourism, as follows. Table 1. Tri hita karana elemnts and its appllication.

Pawongan
1. Cooperation activities for common interests such as repairing dams, irrigation canals, farming roads, subak halls, and others 2. Conflicts between subak manners are related to subak activities 3. Conflict between subak manners and subak management Palemahan 1. The irrigation canal is cleaned at the time of mendak toya (ritual of searching holy water) before the next rice crop season.

Subak has huts.
The social value developed for ritual activities is togetherness. The farmers will bear all costs for activities. Environmental communication carried out by the Subak Sembung organization includes socialization to the community, educating the Subak and surrounding communities to maintain all the original cultures, and prevent tourism from exploiting agricultural activities. The counseling materials provided relate to innovations regarding the application of correct plant cultivation technology (seeds, seedlings, land management, spacing, fertilization, pest and disease control, and harvesting), packaging techniques, and product marketing. The community is actively involved in having a high sense of belonging to Subak to maintain and care for it.
Environmental communication is also done through the local values of wisdom Tri Hita Karana which is continuous to the community. The unapplied approach to local knowledge results in tiny community ownership of the programs being run. As for the embodiment of the values of Tri Hita Karana, which is done through subak is to maintain and maintain the holy place (temple) in subak, follow ceremonies and religious activities as the embodiment of parahyangan values, gotong royong as a form of pawongan values (interpersonal relationships) and maintain the sustainability of subak (Palemahan). Through local rules that are enforced (Pararem) then these three aspects are implemented with the principle of harmonious and balanced An environmentally-friendly farming system focuses on local natural resources and reducing the chemicals to help farmers' lives and improve the environment to be better in the future.

Conclusion
Environmental communication is a plan and strategy to support the effectiveness of policymaking, public participation, and the environment through the communication process and media products. One of the ecotourism destinations in Bali is Subak Sembung. Subak Sembung is a rice paddy field in Denpasar that operates based on ecotourism. This area still possesses a significant amount of land that might be developed into an ecotourism destination. The environmental communication is organized by Subak, Farmer Organization collaborated with Denpasar Environmental Agency (BLH) in partnership with the Center for Environmental Education (PPLH) Udayana University (Unud), Bali. Through socialization, training, and assistance to farmers to preserve the environment, environmental communication is carried out through socialization, saving rice fields, and preventing flooding.
Environmental communication is also done through the local values of wisdom Tri Hita Karana which is continuous to the community. As for the embodiment of the values of Tri Hita Karana, which is done through subak is to maintain and maintain the holy place (temple) in subak, follow ceremonies and religious activities as the embodiment of parahyangan values, gotong royong as a form of pawongan values (interpersonal relationships) and maintain the sustainability of subak (Palemahan). Through local rules that are enforced (Pararem) then these three aspects are implemented with the principle of harmonious and balanced.