Highlighting Cultural Heritage and Culinary for Mas Tourism Village: An Event of Media Promotion
Keywords:
Cultural Heritage; Culinary Tourism; Mas Tourism Village; Media Promotion; Community Empowerment
Abstract
This study explores the potential of Mas Tourism Village, Ubud, Gianyar-Bali by emphasizing its rich cultural heritage and distinctive local culinary traditions as strategic assets for sustainable tourism development. As rural tourism continues to evolve, integrating authentic cultural experiences with gastronomic offerings has become a key approach in attracting diverse tourist segments. The research highlights how community-based cultural events and curated culinary promotions can enhance destination image and visitor engagement. Through qualitative analysis and participatory observation during a media promotion event, this study demonstrates the role of cultural and culinary narratives in strengthening local identity and promoting inclusive economic growth. Findings suggest that well-organized promotional activities not only elevate the visibility of Mas Tourism Village but also contribute to the preservation of intangible cultural assets and support community empowerment. The article concludes with practical recommendations for stakeholders in tourism development to utilize heritage and culinary uniqueness as tools for strategic marketing and sustainable rural tourism initiatives.
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Azzopardi, E., Kenter, J. O., Young, J., Leakey, C., O'Connor, S., Martino, S., ... & Pita, C. (2023). What are heritage values? Integrating natural and cultural heritage into environmental valuation. People and Nature, 5(2), 368-383.
Baysal, D. B., & Bilici, N. S. (2024). Gastronomy for sustainable tourism destination marketing. In Cultural, Gastronomy, and Adventure Tourism Development (pp. 204-219). IGI Global.
Carvalho, I., Ramires, A., & Gama, J. (2022). “Seeing a country with your own eyes”: The impact of immersion experiences in language travel. European Journal of Tourism Research, 32, 3218-3218.
Del Soldato, E., & Massari, S. (2024). Creativity and digital strategies to support food cultural heritage in Mediterranean rural areas. EuroMed Journal of Business, 19(1), 113-137.
Gündüz, C., Rezaei, M., Quaglia, R., & Pironti, M. (2024). Culinary tourism: exploring cultural diplomacy through gastronomy festivals in Turkey and Italy. British Food Journal, 126(7), 2621-2645.
Hardjosoekarto, S., & Lawang, R. M. (2021). The Role of Local Government on Rural Tourism Development: Case Study of Desa Wisata Pujonkidul, Indonesia. International Journal of Sustainable Development & Planning, 16(7).
Hariram, N. P., Mekha, K. B., Suganthan, V., & Sudhakar, K. (2023). Sustainalism: An integrated socio-economic-environmental model to address sustainable development and sustainability. Sustainability, 15(13), 10682.
Hariyadi, B. R., Rokhman, A., Rosyadi, S., Yamin, M., & Runtiko, A. G. (2024). The role of community-based tourism in sustainable tourism village in Indonesia. Revista de Gestao Social e Ambiental, 18(7), 1-24.
Hernández-Rojas, R. D., Huete-Alcocer, N., & Hidalgo-Fernández, A. (2022). Analysis of the impact of traditional gastronomy on loyalty to a world heritage destination. International Journal of Gastronomy and Food Science, 30, 100585.
Jimenez Ruiz, A. E., Bhartiya, S., & Bhatt, V. (Eds.). (2024). Promoting sustainable gastronomy tourism and community development. IGI Global.
Jing, W., & Loang, O. K. (2024). China's Cultural Tourism: Strategies for Authentic Experiences and Enhanced Visitor Satisfaction. International Journal of Business and Technology Management, 6(1), 566-575.
Kastenholz, E., & Gronau, W. (2022). Enhancing competences for co-creating appealing and meaningful cultural heritage experiences in tourism. Journal of Hospitality & Tourism Research, 46(8), 1519-1544.
Khater, M., Ibrahim, O., Al-Salim, F., & Faik, M. (2025). Weaving tales: the impact of storytelling in tourism guides on cultural immersion. Tourism Recreation Research, 1-16.
Mahendra, D. (2024). The impact of tourism on the preservation and transformation of cultural identity in Bali, Indonesia. Studies in Social Science & Humanities, 3(6), 34-41.
Manley, A., Silk, M., Chung, C., Wang, Y. W., & Bailey, R. (2023). Chinese perceptions of overseas cultural heritage: Emotive existential authenticity, exoticism and experiential tourism. Leisure Sciences, 45(3), 240-261.
Mantra, I. B. N. (2024). Cultural and Heritage Tourism. Mega Press Nusantara.
Park, E., Muangasame, K., & Kim, S. (2023). ‘We and our stories’: constructing food experiences in a UNESCO gastronomy city. Tourism Geographies, 25(2-3), 572-593.
Park, E., & Widyanta, A. (2022). Food tourism experience and changing destination foodscape: An exploratory study of an emerging food destination. Tourism Management Perspectives, 42, 100964.
Purnomo, S., Rahayu, E. S., RIANI, A. L., SUMINAH, S., & Udin, U. D. I. N. (2020). Empowerment model for sustainable tourism village in an emerging country. The Journal of Asian Finance, Economics and Business, 7(2), 261-270.
Putra, I., Lozanovska, M., & Fuller, R. J. (2025). The Disordering of Space in the Transformation of the Balinese Traditional House in Tourism Economy.
Rivza, B., Foris, D., Foris, T., Privitera, D., Uljanova, E., & Rivza, P. (2022). Gastronomic heritage: A contributor to sustainable local tourism development. GeoJournal of Tourism and Geosites, 44(4), 1326-1334.
Safari, A., Afriza, L., & Riyanti, A. (2023). Tourism Village Assistance in Purwakarta Regency (Case Study of Indonesian Wanayasa Village). Asian Journal of Business Research Volume, 13(2).
Sari, N. P. S. (2025). Does Globalization of Tourism Serve as a Vector of Homogenization of Practices and Representations?: the Study Case of Bali (Doctoral dissertation, Université d'Angers).
Seeler, S., Schänzel, H., & Lück, M. (2021). Sustainable travel through experienced tourists’ desire for eudaemonia and immersion. Scandinavian Journal of Hospitality and Tourism, 21(5), 494-513.
Sheoran, M. (2025). Gastronomic Tourism: A Handbook. Educohack Press.
Sio, K. P., Fraser, B., & Fredline, L. (2024). A contemporary systematic literature review of gastronomy tourism and destination image. Tourism Recreation Research, 49(2), 312-328.
Sorato, A. (2024). Venetian Culinary Heritage Management: exploring authenticity in the realm of tourism and cultural identity through a visual analysis.
Supartini, N. L., Wirawan, P. E., Wahyu Nirmala, B. P., & Ayu Natih Widhiarini, N. M. (2024). Developing Bali Tourism Through Puri: A Special Interest Tourism Destination. Journal of Computational Analysis & Applications, 33(2).
Suyadnya, I. W., Cahyadi, R., Tirtayani, L. A., & Nuryani, A. F. (2025). Overtourism sensitivity and tourism development in Canggu, Bali. Cogent Social Sciences, 11(1), 2521364.
Utami, D. D., Dhewanto, W., & Lestari, Y. D. (2023). Rural tourism entrepreneurship success factors for sustainable tourism village: Evidence from Indonesia. Cogent Business & Management, 10(1), 2180845.
Widjanarko, W., Lusiana, Y., Istiyanto, S. B., Novianti, W., & Evgenievna, L. N. (2024). Promoting local cuisine on social media: A strategic communication approach. Komunikator, 16(1), 53-66.
Ye, J., Qin, Y., & Wu, H. (2024). Cultural heritage and sustainable tourism: unveiling the positive correlations and economic impacts. Current Psychology, 43(47), 36393-36415.
Published
2025-08-28
How to Cite
Ginaya, G., Sri Widhari, C. I., Wahyu Astuti, N. W., & Ari Pemayun, I. D. G. (2025). Highlighting Cultural Heritage and Culinary for Mas Tourism Village: An Event of Media Promotion. International Journal of Social Science Research and Review, 8(9), 32-42. https://doi.org/10.47814/ijssrr.v8i9.2924
Section
Main Articles
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