Decision-Making For Tourism Development In Bali: An Analytic Hierarchy Process Approach

Abstract

Sanur Tourism Area, Bali, is known for its natural beauty and cultural richness, but rapid tourism growth often ignores local values ​​such as Tri Hita Karana. This study aims to develop a quality and sustainable tourism governance strategy by prioritizing these local wisdom values. The research methodology uses a mixed quantitative and qualitative approach, involving focus group discussions (FGD) with local stakeholders and a questionnaire survey to measure the perceptions of the community and industry players. Respondents in this study consisted of 150 local people from Sanur Kaja Village and Sanur Kauh Village, as well as 30 industry players and MSMEs operating in the Sanur Tourism Area. To analyze result data using AHP and SWOT. The study results indicate that implementing Tri Hita Karana values ​​can create a balance between spiritual, social, and environmental aspects of tourism development in Sanur. Focus group discussions (FGD) showed that local communities felt the positive impact of implementing these values ​​in tourism activities. The SWOT analysis identified strengths such as natural beauty and rich local culture and opportunities for increasing awareness of sustainable tourism. However, weaknesses such as inadequate infrastructure and threats from mass tourism were also found. The development priorities determined through the Analytical Hierarchy Process (AHP) emphasize economic, social, and environmental sustainability. This study concludes that integrating Tri Hita Karana values ​​in tourism management can improve the quality and sustainability of the Sanur area. The implication of this study is the need for increased collaboration between government, community, and industry to address infrastructure challenges and ensure sustainable development. This study recommends increased training for local communities and the development of promotional programs that emphasize the uniqueness of Sanur culture to support more inclusive and sustainable tourism.