Bali Travel Newspaper Vol. II No. 34

”THK Awa rd the ca s & re A fo r

t of Bali, piri e s ture. th o f n a n

n” is focuss tatio in i d re ple and conserv g on c c eo ati o p

Vol. II, No. 34  May 25 - June 10 , 2012

IDR 4,000

© gus primarta

ISSN 2252-3537

Publisher : Wisnu Wardana Address : Jl. Melati 43 Denpasar, Bali-Indonesia Phone/fax (0361) 227610 Email : info@www-balitravelnews.com Licence/SIUPK : 0094 / 22-09 / PK / I / 2011 ISSN : 2252-3537

More Info See Page II

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COVER STORY

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No. 34 l May 25 - June 10, 2012

An annual cultural event in Bali will be held at Bali Art Centre, Jalan (Road) Nusa Indah Denpasar. The event, the Bali Arts Festival, is a full month of daily performances, handicraft exhibitions and other related cultural and commercial activities.

Its offerings of dance and music from remote mountain slopes, forgotten or recently revived village dances, food and offering contests, classical palace dances, stars of

Balinese stage, odd musical performances, “kreasi baru” (new creations) from the dance schools of Denpasar, as well as contemporary choreography and dance companies from other islands and from abroad.

The Bali Arts Festival is a cultural event of the year since 1978. This year festival will be held from June 11 to July 9, 2012. The President of Republic of Indonesia, Susilo Bambang Yudhoyono will officially open this event on

Monday (June 11). The opening ceremony will follow by the Opening Parade of the 34th Bali Arts Festival 2012, from Jalan Moh. Yamin (Renon) to Jalan Raya Puputan from 02:00 – 04:00 pm. In the evening (07:30 – 10:00 pm) a colossal Balinese mime dance drama will performed at the Open Stage Ardha Candra, Bali Art Centre.

The History Since Balinese accepted tourism as their main economic income, the Balinese put it: “Tourism should be for Bali instead of Bali for tourism.” In time, the idea becomes national policy, as part of a larger reaping of regional cultures for national purposes.

The policy owes much to the former Director General of Culture (1968-1978) and Governor of Bali (1978-1988), Ida Bagus Mantra, an Indian-educated Balinese. It led, on the one side, to the creation of enclave resorts such as Nusa Dua to limit the direct impact of tourism, and on the other, to a long haul cultural policy aimed at nurturing and preserving the traditional agrarian culture while adapting it to the demands of modernity, and in particular of “cultural tourism”.

At the village level, local music groups, dances and other cultural events were inventoried, then supported by a series of contests at the district and regency level. The ensuing competition energized the cultural life of villages, whose “young blood” was already being drained to the city by the process of economic change and urbanization.

Schools of dance and art were created, in particular the Kokar conservatory and the STSI School of Dance and Music. Beside research, these schools replaced the traditional master/ disciple relationship by modern methods of teaching; standardized the dance movements, produced new types of Balinese dances for tourism and modern village entertainment.

Most important, it enabled former students to return to the villages as teachers, where they diffused, beside the creed of cultural resilience and renewal, new dances and standardized versions of old ones.

of classical Balinese stories - Ramayana, Mahabharata, Sutasoma, Panji - have thus been turned into “colossal” Sendratari Ballets.

Many of the performances are held at the amphitheater which can hold up to 6,000 spectators, in a temple-like stage.

The main challenge to the Arts Festival is obviously economic in nature. As village life is increasingly feeling the strains of monetary considerations, dancers, musicians and others cannot be expected to continue participating simply for the sake and the pleasure of it. As costs soar, new sources of financing have to be found. The obvious answer is the private sector and in particular the tourism industry.

The greater task then is to convince the hotels, travel agencies and tourist guides to be more participatory in the Arts Festival rather than to their own sponsored events.

Each year, the Bali Arts Festival, beside the classical dances of the island, such as the legong, gambuh, kecak, barong, baris, mask dances and the like, is based on the theme around which new “dance choreography” is produced and old village dances and activities revived. Over the years, the whole range

Considering the pride the Balinese have in their culture and the adaptability and dynamic they have always demonstrated this little hurdle can be overcome. Trust the Balinese.

They will eventually succeed to transform their tradition into a modern, Balinese culture of their own. v BTNewspaper/*/BPonline

Hindu Leaders of the World to Echo Peace in Bali

of the world Hindu leaders would be set out in the Bali Charter signed by all delegates of the World Hindu Summit 2012.

World Hindu Summit 2012 Until Saturday (Jun 12), five countries have registered and confirmed their participation in the World Hindu Summit (WHS) 2012 in Bali. The five countries are India, Malaysia, USA, Australia and Nepal. Meanwhile, some other countries such as German, Belgium, Russia, the Maldives and Sri Lanka will send their representatives from Hindu organizations.

“They totally amount to 200 participants,” said KG Dharma Putra, Chairman of the WHS Organizing Committee to Bali Travel Newspaper on Friday (May 18).

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Chief Editor : Wisnu Wardana; Publicist: Jan Hendrik Peters, KG. Dharma Putra, Journalists/ contributors: Torsten Thierbach, Gung Man, Krisna; Marketing : Made Yudha ; Secretariate : Dewi ; Address : Jl. Melati 43 Denpasar, Bali-Indonesia ; Phone/ fax: (0361) 227610 Email : info@ www-balitravelnews.com ; Jakarta : Bambang Hermawan, Villa Pamulang Mas, Blok C9/4, Pamulang, Tangerang Selatan ; Yogyakarta : Titah Pratyaksa (083 1190 19410); Bank : BPD Bali KCP. Kamboja No. 0370115000510 A/N Biro Promosi & Pengembangan Pariwisata Budaya.

He said that 50 international participants had enrolled, while the remaining participants were from Indonesia. Delegates of Indonesia were from Hindu Dharma Council of Indonesia (PHDI) of all provinces across Indonesia.

Besides, there were also participants from various Hindu organizations throughout Indonesia.

While in Bali, all participants will discuss the ‘Bali Charter’ focusing on the theme ‘Harmony and World Peace.’ If the Bali Charter could be signed, it was expected to become an important milestone for the role of Hinduism throughout the world in reducing a variety of ‘tensions’ taking place lately.

Activities of the World Hindu Summit would be centered in the Wiswa Sabha Building, Renon, for two days (Jun 9-10). On Sunday afternoon (Jun 10), the delegates would be received by the Regent of Tabanan at Tanah Lot, then Monday (Jun 11) all delegates will attend the opening ceremony and watch the Parade of Bali Arts Festival (BAF) that would be officially opened by the President of the RI, Susilo Bambang Yudhoyono, at Renon. “Delegates of the WHS are expected to be honorary spectators on that day,” said Dharma Putra.

He said the busiest agenda would happen on Tuesday (Jun 12). All delegates would perform prayers (pilgrimage) to Besakih Temple and accepted by the Regent of Karangasem in the mother temple of Bali. Afterward, they would make a visit to Ubud Palace and accepted by the Regent of Gianyar. Meanwhile, in the afternoon they would proceed to Taman Ayun Temple and would be received by the Regent of Badung.

The period of June 9-12, 2012 would become a new moment for Hindus due to the implementation of the World Hindu Summit (WHS) which would be attended by the Hindu leaders of the world. It was revealed in a press conference held by the WHS Committee on Monday (May 14) in the office of the Bali Cultural Agency.

WHS would be held in the series with the 34th Bali Arts Festival (BAF) and it became the revitalization of the meeting in 1993 which was also attended by Hindu leaders in the Art Center. Then, the Hindu Dharma Council of Indonesia (PHDI) followed up to the formation of WHS held in Bali. “Actually, we’d like to create peace and echo the world peace through the Hindu leaders of the world,” said KG. Dharma Putra serving as Chairman of the WHS Committee, while adding that the theme of the event would be “Harmony, a Peace for the World, Bali Indonesia.”

According to Dharma Putra, Hinduism needed to implement their ideas for peace of mind. Manifestation of the peace statement

The four-day gathering would be filled with a variety of activities, ranging from presentations by delegates of the world Hindu leaders in the office of the Governor of Bali, prayers en masse (pilgrimage) to major temples in Bali, such as Tanah Lot, Besakih and Taman Ayun up to the opening session of the 34th Bali Arts Festival. “With the support of all parties, we expect this event could run smoothly for the common interest,” he said.

The press conference held recently was attended by Chairman of the Dharma Adyaksa, Ida Pedanda Sebali Tianyar Arimbawa, Chairman of the Gandhi Ashram Bali, Indra Udayana and the Head of the Bali Cultural Agency, I Ketut Suastika. On that occasion, the Head of Bali Culture Agency, on behalf of the Bali Government welcomed the implementation of the World Hindu Summit and the government would facilitate all the events that had been compiled. “We also urge all people to be steadfast and committed to realizing the brotherhood,” said Ketut Suastika. v BTNewspaper/Krisna

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No. 34 l May 25 - June 10, 2012

Bali Dynasty Resort’s Supports an Aspiring Artist The Bali Dynasty Resort has recently committed to supporting a young aspiring artist from a small remote hamlet in North Eastern Bali which the resort previously sponsored his school back in 2000. I Wayan Lias is a young and very talented artist from Cegi and wanted to continue his education at the Fine Art Faculty at the University UNDIKSHA in Singaraja, for a degree in Fine Arts.

Lias was invited on his birthday to celebrate in Golden Lotus and share with the management team of the Bali Dynasty Resort and the East Bali Poverty Project his experience at University so far.

“I can only hope to give back in the way that the Bali Dynasty Resort have done for me to the next young generation in my village and I will never forget the Bali Dynasty Resort graciousness,” Lias said.

Lias is one of the students who stands out amongst other young artists and is an excellent painter. At his home in Cegi he works in a little studio which he built himself and shares his experience and expertise with other villagers interested in Art.

The Bali Dynasty Charity Effort has been so successful due to the ongoing support of guests and business partners and suppliers in supporting various initiatives to raise funds for this good cause and enabling those less fortunate and who are not directly benefiting from tourism some hope for the future.

A selection of Lias’ art will be displayed in the Resort as well as being posted on the hotels website.

The paintings are for sale and 50% of the money raised will directly go to supporting his education.

After his graduation he will go back to the village to teach the knowledge he gained during his study to the community for the betterment of his community, especially for the younger generation.

The Bali Dynasty Resort, through the Bali Dynasty Charity effort established in 2000 has supported the integrated education projects of the East Bali Poverty Project initially supporting Cegi and Pengalusan schools and now fully supporting just Pengalusan. The program concentrates on educating 60 or so children in the basics of reading and writing, mathematics, arts and crafts, health, hygiene and organic farming with the objective that they become self sufficient in the long term. Since 2000, the Dynasty has raised over 2 billion Rupiah in aid making the Bali Dynasty Resort one of the leading sponsors of the East Bali Poverty Project. v

Seen in the pictures of Wayan Lias with Robert Kelsall, General Manager of Bali Dynasty Resort showing off some of his latest exhibits at the Bali Dynasty Resort.

Raymond Hoogendorp

Performing Live Modern Art Painting at BALI NIKSOMA One of the in-house guests of Bali Niksoma Boutique Beach Resort, Mr Raymond Hoogendorp (Amsterdam 1973), a real multitalented Dutch artist performed a live modern art painting at the lawn garden of Bali Niksoma on Tuesday (8 May).

Since he was 8 years old, Raymond has been drawing and painting. At the age of 13, he held his first exposition and many would follow. His abstract work shows happiness and is very colourful. The own style he created during his years can be acknowledged directly. Raymond uses a lot of relief in his work.

Recent expositions were held in: The Arsenaal, Sotheby’s Aids Art auction, Orange - Babies Miljonairfair, Jan van de Togt Museum, Hospital Amstelveen and the international famous Rijksmuseum. He has won several international prizes with his work.

Besides his painting artwork Raymond is also active with glass art. The first two pieces of his newest series glass objects plus a painting were bought on an auction of Sotheby’s by Uri Geller, the spoon artist.

Raymond is also known as the “father” of the world-famous character “Flub”. ”Flub the Fish” lives in “Wonder Upper Under Land” and lives there with its dozens of friends, funny, educational adventures. v BTNewspaper/PR

Agro-tourism for Sustainability of SUBAK Institution in Bali (3)

By Wayan Windia

turn back the potential of local knowledge (Appadurai, 1993). Local knowledge is built through the depth of synergy noble cultural values such as religiosity, harmony, togetherness, and balance, have all been developed on the basis of spirituality.

Subak Wisdoms As mentioned earlier, that as an institution subak has socio-cultural character. As an institution that socio-cultural character, Subak have wisdom or local intelligence (Norken, et al, 2007; Windia, 2008a and 2008b). Mentioned that, the identity of traditional Balinese Subak as an organization has the nature of the socio-cultural or socio-religious unique, superior, and rich local wisdom. Local knowledge with a variety of intelligence-owned, is part of the culture.

Local knowledge in the organization of local uniqueness Subak is based on the philosophy of Tri Hita Karana. The philosophy of Tri Hita Karana is the cornerstone of Subak, which is the philosophy which holds that welfare will be obtained when there is harmony between man and God (Parhyangan), with a neighbor (Pawongan), and with the environment (Palemahan). Implementation of this philosophy

on the activities subak appreciated universal (Arif, 1999). The essence of local wisdom of Tri Hita Karana contain a high commitment to the preservation of nature, harmony, togetherness, and the balance, for sustainable welfare.

In the long stretch of agrarian culture, Subak organization has grown and built a structural and functional solid network. Entanglement farmers with an attachment subak four dimensions; Parhyangan, Pawongan, Palemahan and emotional (Geertz, 1959).

Socialization and enculturation local wisdom has penetrated Subak members across regions, across sectors, and across generations, and grow and be recognized as a collective representation of the Balinese people.

In the midst of the hustle and bustle of the breadth of the impact of secular modernization, and globalization, the public tends to

III

Various foreign researchers have reported on the diversity of local knowledge covered in traditional organizations subak. Foreign researchers such as Graders with study area Jembrana (1984), Geertz to study the location of Tabanan, Badung and Klungkung (1959), Lansing with the region of Bangli (1991) has uncovered and reported on progress with various local wisdom Subak. Local researchers such as Bagus (1971), Sutawan (1989 and 1991), Sushila (1987), Geriya (1985), Pitana (1993), Windia (2006), and Norken, et al (2007) has enriched and strengthened the existence of subak wisdom that exists within the organization.

Local wisdom as part of the culture according to the anthropologist has the form, function, meaning, and the ethos within.

Overall local wisdom contained in the categorical Subak organization consists of: the wisdom of religious, cultural, ecological, institutional, economic, legal, the technological, and security. Furthermore, it should be mentioned that, society and culture of Bali moving the dynamic and changing. In the last decade the dynamics or faster, bigger, and accelerating. The factors that drive the dynamics and the changes are very diverse (multi-factor).

Among them are ecological factors, density / hetrogenity of population, materialism / consumerism, openness, and cultural transformation. Amid the global flow that is now

developing, actually growing determination and ethos of the people of Bali for turning back the potential of local wisdom. Namely, in various forms of uniqueness and superiority that need to be revitalized for their welfare.

From the local wisdom mentioned above, it appears that agro-tourism activities on Subak, actually can theoretically be supported by a variety of wisdom possessed subak. Among the economic wisdom, tenologis, ecological, and institutional. During this subak has become the land for agro-tourism activities, but the Subak has not only become the object and subject. Regions subak only be used as agro-tourism activities, but have not been able to manage well. For that assistance may be required consistent and sustainable.

It is expected that subak can be developed as a model of agrotourism development in Bali. It is expected that Subak, which is where agriculture (primary sector) can get in on the activities of the tourism sector (tertiary).

This activity will increase farmers’ income as well as Subak, then there will be a desire of various parties to maintain the existence of Subak, land use will be controlled, and finally Subak in Bali is expected to continue.

So far there is no set government of Bali that Subak as an area of agro-tourism area. The area is defined as the area of agro-tourism in general is dry land. For example, Bukit Abah in Klungkung regency, the Vineyard area in Buleleng regency, and Salak Gardens area in Karangasem regency. v *) Wayan Windia, Professor of Agriculture at Udayana University and Assessor THK Awards

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FOOD & BEVERAGE

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No. 34 l May 25 - June 10, 2012

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No. 34 l May 25 - June 10, 2012

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Activities at Bali Mandira Anniversary of Bali Mandira Beach Resort & Spa On last May 11, 2012, all the staff and management of the Bali Mandira Beach Resort & Spa were very happy because they celebrated the thirty-first anniversary of the hotel coinciding with the twentieth anniversary of its Tourism Labor Union (SPSI).

With the theme ‘One heart, one spirit for one vision,’ it was expected that in the future Bali Mandira Beach Resort & Spa could increasingly be recognized in the world as a resort providing services by sincerity so that the morale of employees would be growing higher and higher leading to a single vision, namely ‘Be One of Bali’s Leading Resort in the World.’ In addition, the relationship of hotel to the labor union would grow closer as a working partner in building the Bali Mandira Beach Resort & Spa. v BTNewspaper/PR

www.tanahlot.net

President Director of Bali Mandira Beach Resort & Spa, Mr. Agus Pribadi, is cutting the cake symbolizing the gratitude expression to God Almighty. Although Bali Mandira has been quite old, it constantly exists in the tourism sector.

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AROUND BALI

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No. 34 l May 25 - June 10, 2012

Mobilize the earth on the 42nd celebration of Earth Day 2012

K12-III.26-12

Their Future is Our Concern An integral part of the Maya Ubud Resort & Spa’s Sustainable Management Plan and Corporate Social Responsibility program is to be involved in community development programs, especially those related to the education of village children. On Saturday March, 12, 2012 in support of the Elementary School SDN 3 Peliatan and to assist in their school health program (Usaha Kesehatan Sekolah) the resort donated boxes of floor tiles and a wash basin to improve the restroom facilities of the school, along with waste paper bins for the classrooms and garbage receptacles for the school grounds. By our actions we hope to enhance facilities at the school in the spirit of Ki Hajar Dewantoro “Ing Ngarso sung tulodo, Ing Madyo mangun karsi, Tut wuri handayani” (In front we give example, in the middle we encourage and from behind we monitor) are sensed for our leaders of tomorrow. v

Green…, that’s what we are. Maya Ubud Resort & Spa mobilizing the earth by planting a selection of 42 Yadnya Trees at Samuan Tiga Temple in Gianyar. These trees, such as Cempaka (campak), Sandat (ylang ylang), Jempiring (gardenia) and several others provide the flowers and greenery required for Balinese temple ceremonies. Organic compost produced at Maya Ubud was used to fertilize the plantations. Not only that…..our landscape staff will be responsible to ensure that the 42 trees planted will be tended to on a regular basis. Could there be something more greener & sustainable than that? Maya Ubud Resort & Spa, one of the greener resorts of Bali and a certified member of Green Globe. v

Our Adopted Orphanage In line with the Corporate Social Responsibility Program of the Bali Hotels Association for each member hotel to adopt an orphanage in Bali, we at Maya Ubud Resort & Spa selected the Welas Asih Orphanage Kintamani. On Friday, May 23 2012 the resort complied with a request from the orphanage by donating dining utensils, plates, spoons, forks & cups, along with bed sheets, towels and sport

uniforms for their football team. Welas Asih Orphanage is an orphanage that accommodates 52 unfortunate children from poor and under privileged families around Suter and concentrates on their education and wellbeing. We at Maya Ubud strongly believe that education is vital importance for the future generations of Bali’s village children in order that they will experience better future prospects. v

Blood Donation at Aerowisata Sanur Beach Hotel F r i d ay (Apr 27), the Aerowisata Sanur Beach Hotel Bali, Sanur, organized a blood donation. The activity began at 09:00 a.m. local time and was followed by the entire management of the Aerowisata Sanur Beach Hotel Bali, starting from General Manager to gardeners.

The blood donation activity was held in the Wantilan Convention Center. For this happening, Sanur Beach Hotel Bali also took some hotels coalesced into the Bali Hotel Association (BHA) such as the 101 Legian, Harris Resort Kuta, Mercure Resort Sanur and some other hotels as well as its media partners like BMC TV and Bali Travel

Newspaper.

As seen on the picture, Mr. Francis Dehnhardt, General Manager of Aerowisata Sanur Beach Hotel Bali posed together with General Manager of Harris Resort Kuta, Ms. Virginie Tutin Sandstrom at the location of the blood donation activity. On that occasion was also present the General Manager of The 101 Legian, Ms. Dewi Mas Bloem with some employees of The 101 Legian. Such an activity was carried out to implement the concept of Tri Hita Karana, chiefly in the Pawongan (social) aspect and help the Red Cross provide blood stock for people who needed it later on. v BTNewspaper/AriekPW

Ferari Owner’s Support of Orphanage & School In celebration of their 11th anniversary, the Ferari Owners Club Indonesia held a rally to Bali and enjoyed a celebratory lunch on Friday, May 13, 2012 at the Maya Ubud Resort & Spa. It was a truly splended event involving forty Feraris and their owners. At the conclusion of the lunch, the car owners personally made a very generous donation to two of our Corporate Social Responsibility programs by giving cheques in the amount of Rp37,500.000 to each: Our adopted orphanage, Welas Asih in Kintamani and our local Elementary School, SDN 3 Pejeng Kawan, in order to enhance the educational prospects of the children assisted by these two institutions. Maya Ubud Resort & Spa is greatly indebted to the Ferari Owners Club Indonesia for their overwhelming generosity and support of its two main social and education programs and is truly grateful. v

GREEN CORNER

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No. 34 l May 25 - June 10, 2012

VII

Bali Tourism, Managing the Image

By Jan Hendrik Peters Strategic Advisor THK Foundation

and it determines the possibility of merging of races and cultures and also significantly the balance between war and peace and between racial conflicts and living together in peace.

The image of the quality of the service of Bali tourism (the software), is at least as important to the “buying behaviour” of domestic and international tourists as the image of the quality of the product (the hardware such as hotel facilities). It is therefore essential that Bali as a whole develops and maintains a good and strong image.

In the discussion about Bali tourism it is important to distinguish between identity and image, connected to each other as Siamese twins.

The identity of Bali as a tourist destination has to be the starting point in this kind of discussion.

First of all the identity has to be formulated before a meaningful discussion can be held.

As long as this identity is unclear, the future of Bali tourism will be unclear. At the moment many workshops and seminars are organized, but most of these events are fragmentary and incidental because a clear profile of the identity is lacking, which means that all conclusions and recommendations are based on quicksand.

Unfortunately, up till now Bali government has neglected to present a clear and dynamic strategy for the future that is supported and followed by all partners in tourism, especially the hotels, resorts, villas, restaurants, tour guides, tourism objects etcetera. These organizations and professionals are absolutely not guided by policy and without official guidelines all these organizations feel free to do what they like. It is not amazing that this situation has created some kind of chaos. It looks like a jungle in which parties go their own way, feel free to claim their own territory and catch as much profit as they can.

Opportunism and commercialism dominate over social responsibility and commitment. The values of compassion, integrity and harmony, which are so characteristic for the life philosophy of THK (Tri Hita Karana) of all Balinese, are replaced by values as individualism and materialism. This situation has been caused by two reasons, firstly because a clear identity of Bali tourism is missing and secondly by the development of mass tourism that has used or better misused the opportunity that with money you can buy the whole world on Bali without much consideration with the Balinese people and their life philosophy of THK. Bali still pretends to be the Island of the Gods but this pretention is no longer credible. Mass tourism has already damaged this reputation and the gap between identity and image is growing.

This is alarming because if this process continues, Bali will definitely lose its identity of Island of the Gods. Consequently, the image of Bali with international tourists will also change in this respect that international tourists will just come to Bali because of sun and fun and not any more because of spirituality and the lifestyle of the Balinese based on the philosophy of Tri Hita Karana.

Reflection on the mechanism of identity and image is necessary to uphold Bali as Island of the Gods. This can only be achieved successfully if identity and image are in line with each other and we still believe that the philosophy of Tri Hita Karana is the uniqueness of Bali and Bali tourism.

The importance of a strong image Our world is in fact all about images. Each person, every organisation, each product or service, each brand, each city, each island and each country has an image. It is that image which determines our attitude, our opinion and our behaviour towards people, organisations, goods and services. It determines the popularity of people; it determines what profession they choose and with which organisation they wish to work; it determines our preferences for products, brands and services; it determines political and social power relations; it determines whether or not we wish to finance organisations or individuals; it determines whether we support or become members of an organisation; it determines the right of existence of organisations

Image and identity, mirror images The image reflects the identity of Bali, the picture which Bali wishes to project upon its internal and external target groups, mainly domestic and international tourists.

Images are compiled of pictures; own impressions, experiences and opinions; stories and experiences of third parties; pre-determined opinions; the characteristics and image radiated by people, products, services and tourism organisations; partialities and preferences; traditions and patterns of values and standards.

And all those “building blocks” are provided by the source itself, the Balinese people, the tourism organisations and the tourists.

The images, impressions etcetera work as a type of filter, which is reason enough that identity and image of Bali tourism can never be fully comparable in practice, and that there will always be slight differences between both. However, government and each tourism organisation should strive, through their actions and professional communication, to keep identity and image in line with one another wherever possible. If identity and image are greatly divergent from one another, Bali tourism will have serious problems and be threatened in its continuity.

And so we can conclude that there will always be a deviation between identity (what Bali tourism is and radiates) and the required identity (what Bali tourism wishes to be and radiates) on one hand, and the image (the picture that tourists have of Bali) and the required image (the picture that tourists should preferably have) on the other hand.

What determines the identity and thereby the image of Bali Bali cannot completely determine its own identity, due to being dependent on and influenced by external influences, such as trends and development, national government and politics, historical legacies and intrinsic obstacles.

However, Bali does have its core values completely under its own control, derived from the philosophy of Tri Hita Karana as the life philosophy of the Balinese. In this respect you can qualify the philosophy of THK as the DNA print of Bali Island.

An image can be defined as follows: A strong image is the sum of familiarity and reputation, of professional and creative entrepreneurship and of professional communication with all the target groups that are important to Bali as the Island of the Gods. On the basis of this definition and the recognition of THK as life philosophy of the Balinese, four factors can be mentioned which determine the image and identity of Bali, namely external influences, the philosophy of THK with its core values, quality of entrepreneurship and communication.

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External influences  Demographic developments  Socio-cultural developments  Consumer behaviour  Economic developments  Political-judicial developments  Technological developments  Labour market

Some external influences such as government and politics can be influenced, but most developments, like the demographic developments, are relatively autonomous and can hardly be influenced. Hotels on Bali not only have to deal with regulation of national government and with international tourists who make demands regarding the quality, safety and reliability of products and services but also with foreign investors who unfortunately gain an increasingly stronger grip on the development of tourism.

2. The philosophy of THK with its core values Examples of core values include social involvement, integrity, pleasure at work, a sense of continuity, working towards long term targets rather than striving for short term success, the strive for innovation, promotion of teamwork and the building of a trust-based relationship with tourists, so that they have a feeling of involvement with Bali Island. Most prominent in the philosophy of THK are the core values of compassion, harmony, balance and solidarity.

The Balinese believe that, if they live under the guidance of THK, happiness will be finally achieved at the end of their life.

3. The quality of the entrepreneurship  Leadership and human resource management  Policy and strategy  Asset management and process management  Guest satisfaction and employee satisfaction  Social responsibility  Business results (profit) Leadership and HRM - A symphony orchestra can have an outstanding conductor, but if it does not have an outstanding first violinist, it cannot give a very good performance of a Beethoven violin concerto. The same applies in reverse, of course, for an orchestra who has a first-rate first violinist, but does not have a good conductor.

Leaders in government and managers of tourist organizations are like the conductor of an orchestra. They need vision and the ability to delegate responsibility to their employees.

Policy and strategy - In tourism a strategic policy plan is often lacking. In such a policy plan the vision, mission, strategy and action plan have to be clearly formulated. Many policy plans are just made on an ad-hoc basis. Strategic focus should play an important role. In addition, tourism organizations must ensure that they have adequate market knowledge and they must remain constantly alert to market developments and trends.

Asset management and process management - It is essential when designing a hotel, that the hotel rooms, restaurants, lobby and natural environment radiate the required image, in line with the service provided. The guest will immediately see what kind of hotel he is entering and expects the service to be at least as good. How the setting is designed, can enhance or inhibit the efficient flow of activities, the processes in the service setting, making it easier or harder for employees to accomplish their tasks and for guests to enjoy their stay.

Guest satisfaction and employee satisfaction - Service provision hinges on satisfying your guests. Like the alpha and omega of the Greek alphabet, the guest can be seen as the beginning and the end of service-provision or, in other words, satisfying your guests is both the starting-point and the ultimate objective.

Hence it is important when outlining your strategy that the interest of the guest should be paramount and that he should be actively involved in that strategy. In general, we might say that service is labour intensive and that service cannot be provided at a reasonable level without qualified and motivated staff. In a modern view of service labour fulfils an essential function. Good, motivated staff is considered

in this view as an absolute pre-requisite for success. The employees, their motivation, their expertise, their guest-friendliness, the pleasure they take in their work and their job options determine the quality of the service.

And therefore they determine the image and profit of the organisation. Tourists’ choices are based to a large degree on the performance of the employees.

Social responsibility - The fact that every business also bears a social responsibility is hardly being discussed any more. Nowadays the general thinking is that to solve social problems we need the efforts of all players in society. Only by combining social powers a situation can be reached that a single player cannot achieve.

Therefore, the government alone will not be able to solve social problems, but we cannot do without its input.

Business results (profit) - To ensure profitability and continuity you will need human capital and nature capital.

The role of personnel in tourism is selfexplanatory; without them there are no performances. Therefore, it is better to refer to human capital rather than personnel costs. This means that even in a time of economic recession personnel will not be discharged but instead become an investment. In the long run it pays off to treat your employees well and with respect.

Nature capital covers raw materials and total environment. A healthy company within an unhealthy environment will not thrive. Every company needs to fulfil its obligations towards society as expected. The same criteria for not treating personnel costs as liability apply to nature capital. In case of a contracting economy, it is wrong to cut costs through abolishment of community obligations. The public will keep on reminding the entrepreneur of expected obligations and in case of non-compliance the company will acquire a negative image. This eventually will hit the company’s pocket books in a hurtful manner. The general manager can not afford to ignore the tourists’ demands. Even in this situation, the tourist or guest rules.

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Communication Who are the stakeholders in Bali tourism industry with whom intensive communication must take place about what, when and how A proactive policy based on clearly formulated communication targets and communication plan Continuity and comprehensiveness of the supply of information The approach to the internal and external target groups, with openness, honesty and respect All manifestations by Bali government and tourism organizations are cohesive and radiate homogeneity These above mentioned four factors are clearly related and form a chain, whose weakest link determines the image in the end.

Managing the image It would be logical if Bali will officiously choose as identity to be the Island of the Gods in which the philosophy of THK is recognized as the life philosophy of the Balinese. THK is the uniqueness of Bali, which you will not find elsewhere in the world. This assumes that the identity of Bali as Island of the Gods will be promoted seriously in all activities and communication. To be effective in this policy it is essential that all stakeholders of Bali tourism are supporting this identity enthusiastically and unanimously. Consequently, all foreign investors have to adapt to this concept.

Under the umbrella of THK Bali tourism has to be developed, which guarantees that Bali tourism is first of all for the benefit of the Balinese and absolutely not the other way around that the Balinese are just for the benefit of tourism.

Research has to be conducted to measure whether the image of Bali is in line with the required identity of Bali as the Island of the Gods.

As said before, slight differences are inevitable but if the difference between identity and image would be significant, action has to be taken to restore the balance between both, identity and image. v

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No. 34 l May 25 - June 10, 2012

InterContinental Bali Resort takes great pleasure to announce that it will once again support the annual BIZNET Bali International Triathlon. This challenging Olympic and Sprint distance event will take place in and around the village of Jimbaran on Sunday, 24th June 2012.

As a one of the main sponsors of the event, the Resort’s grounds will be used as a transit point for athletes to collect and deposit their bikes. Spectators will be invited to gather in our Spa Garden to cheer on the competitors as they set off on the arduous ride around the hilly roads of Bali’s southern peninsula.

This year’s event has been dubbed the ‘Triathlon for the Soul’ and is expected to

attract a record number of world-class athletes competing for a generous pool of prizes. Registered athletes, support teams, families and spectators are encouraged to book soon to secure strategically located accommodation for the event.

In honour of the sixth running of the BIZNET Bali Triathlon, InterContinental Bali Resort is offering a special triathlon season rate starting from just US$185++ per room /per night. This exceptional package includes daily breakfast, complimentary Wi-Fi internet access throughout the entire duration of stay and a 60 minute Relaxation Massage at Spa Uluwatu. Terms and conditions apply. Visit www.bali.intercontinental.com for further information. v BTNewspaper/PR K12-I.13-12

Twentieth Anniversary of Falun Dafa at Bedugul Amid the showering rain, more than 700 practitioners of Falun Dafa Bali attended the twentieth anniversary of the introduction of Falun Dafa to the public. Celebration in Bali was joyously organized at Bedugul, Tabanan, Sunday (May 13).

The happening was commenced by a number of meditation movements and then followed by the appearance of diverse creation arts by some practitioners. Among them, there was Waist Drum Band with typical attires of the Tang Dynasty surrounding the Botanical Gardens with the escort of police. The Tiang Guo Marching Band also performed several song compositions that really amazed the audience. Similarly, the event was also jazzed up by the appearance of some dances and songs from the students of Minghui School of Bali.

Chairman of the Organizing Committee, Putu Sudarma said that he was very happy to get together at Bedugul Botanical Garden to celebrate the world Falun Dafa anniversary, even in the rain. They were very happy that all Falun Dafa practitioners from across Bali could celebrate vivaciously. It was really an unforgettable moment.

Putu Sudarma hoped that community could recognize more clearly about the Falun Dafa and those who persecuted Falun Dafa. With the implementation of the twentieth anniversary of the spread of Falun Dafa (Falun Gong) to the world, Indonesia was expected to get to better know about the Falun Dafa and was not provoked by negative news on Falun Dafa disseminated by Chinese Communist Party (CCP). v BTNewspaper/*