Cultural Changes and Willingness to Change in Indigenous People of Penglipuran Bali Tourism Village During the Covid-19 Pandemic

As economic drivers (especially in rural communities), touristic villages have faced a very difficult situation during the COVID-19 pandemic. The sluggish tourism industry has greatly impacted the income of rural communities that depend on tourists who visit them. This study aims to understand and explore how the Penglipuran tourism village community survives amid the sluggish tourism industry due to the COVID-19 pandemic. The unit of analysis in this study was the Penglipuran Bali tourism village community, which is included in the Top 100 World Sustainable Destinations. This case study used a qualitative approach to both data collection and data analysis. Observations and semi-structured interviews were used to obtain information. The study results found that the indigenous people of the Penglipuran tourism village are willing to change and are adaptive to cultural changes to use technology without eliminating traditional norms to survive in sluggish tourism. The habit can be seen in the activities of indigenous people who return to farming and raising livestock as well as utilizing social media and e-commerce in marketing tourism villages’ products, including local handicrafts.