<![CDATA[This study aims to analyze the perception of tourists on the impact of hotel and villa construction in Petulu Village, Ubud, Bali. Petulu Village is known as a cultural and ecotourism tourism destination with the main attraction of the Kokan bird habitat. However, the increasing number of tourists is driving rapid accommodation development, causing changes in the landscape, culture, and environment. The research uses a qualitative approach through interviews, observations, and documentation involving domestic and foreign tourists as well as local community leaders. The results show that the construction of hotels and villas has a double impact: it positively improves facilities and comfort for tourists, but negatively causes a shift in cultural identity, ecological changes, and mismatch of expectations due to inaccurate tourism information. This research emphasizes the importance of information management, development regulations, and empowerment of local communities so that tourism in Petulu Village remains sustainable.]]>
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