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All Journal Journal of Governance, Taxation, and Auditing International Journal of Multidisciplinary Sciences and Arts
I Ketut Johny Pramanda Putra
Universitas Warmadewa, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Tri Hita Karana as a Basis for Rural Cultural Tourism Marketing Strategy A.A Made Indra Wijaya Kusuma; Putu Ayu Sita Laksmi; Ketut Winda Pratiwi; I Ketut Johny Pramanda Putra; Pande Gde Bagus Naya Primananda
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 3 (2026): International Journal of Multidisciplinary Sciences and Arts, Article July 2026
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i3.7895

Abstract

Culture-oriented tourism plays a vital role in empowering rural economies and safeguarding local wisdom. However, marketing practices in this sector frequently prioritize commercial appeal rather than embodying indigenous cultural values. This study investigates the influence of cultural tourism marketing strategies on rural destination branding, with the Tri Hita Karana (THK) philosophy serving as a mediating variable. Grounded in value-based marketing and cultural sustainability perspectives, this research emphasizes the integration of local wisdom into destination branding as a strategic intangible asset. Data were collected through a structured Likert-scale survey involving 121 tourism stakeholders and community members in Jatiluwih Tourism Village, a UNESCO World Heritage Site in Bali, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that cultural tourism marketing strategies have a significant positive effect on destination branding. Moreover, Tri Hita Karana values significantly mediate this relationship, indicating that marketing strategies aligned with spiritual harmony (Parhyangan), social cohesion (Pawongan), and environmental balance (Palemahan) strengthen destination brand authenticity and credibility. The results contribute theoretically by extending destination marketing and branding literature through the empirical integration of an indigenous philosophical framework into a structural model. Practically, the findings suggest that rural tourism managers and policymakers should embed cultural and spiritual values into marketing communications to enhance sustainable brand identity, visitor trust, and long-term destination resilience. Overall, this study highlights that culturally grounded marketing strategies are essential for developing authentic and sustainable rural tourism destinations in culturally rich regions.
The Effect of Price, Product Variation, and Word of Mouth on Consumer Purchase Decisions at the Cahaya Wirama Store, Selats Branch, Karangasem Ni Luh Ayu Eka Widayanti; I Ketut Johny Pramanda Putra; I Gusti Ayu Athina Wulandari
Journal of Governance, Taxation and Auditing Vol. 4 No. 4 (2026): Journal of Governance, Taxation and Auditing (April - June 2026)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jogta.v4i4.1998

Abstract

This study aims to examine and analyze the effects of price, product variety, and word of mouth on purchasing decisions. This study was conducted at the Cahaya Wirama Store, Selat Branch, Karangasem, with a sample of 170 respondents. All data obtained from the questionnaire distribution were subsequently analyzed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS). The results of the study indicate that (1) Price, product variety, and word of mouth simultaneously have a significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem; (2) Price has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem; (3) Product variety has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem. (4) Word of mouth has a positive and significant effect on consumer purchasing decisions at the Cahaya Wirama Store, Selat Branch, Karangasem.
Co-Authors A.A Made Indra Wijaya Kusuma I Gusti Ayu Athina WULANDARI Ketut Winda Pratiwi Ni Luh Ayu Eka Widayanti Primananda, Pande Gde Bagus Naya Putu Ayu Sita Laksmi