Local Indigenous Branding: Bali Ecological Tourism Village

Abstract

This article is aimed to understanding the brand construction of an ecological tourist village with local indigenous wisdom. A research was conducted in Banjar Kiadan, a member of Jaringan Ekowisata Desa Bali (Balinese Village Ecotourism Network). A successful brand construction of an ecological tourist village requires the robust and rich connectedness among local indigenous values, which will strengthen the ability of knowledge sharing to create linkage attitude between hosts and guests. Jaringan Ekowisata Desa has created their own brand of “BALI DWE” (Bali Ecological Village Tourism), which reflects the real form of Balinese local indigeous. The brand construction of ecological tourist villages follows the pattern of social construction of BALI DWE by Yayasan Wisnu, JED, and Balinese ecotourism activists. The aforementioned dialectics are at play within a social processes of three simultaneous moments; Externalization, Legitimation of Objectivity, and Internalization.