Objective -
This research aimed to dig into local wisdom, values that grew and thrived amongst Balinese as well as its application in the tourism sector, particularly tourism marketing. The area scope of this research was Ubud and its surrounding area.
Methodology/Technique -
This research used ethnographic studies to describe and interpret the culture, social group or system. Even though the cultural meaning was very extensive, the ethnographic studies only focused on the patterns of activity, language, beliefs, rituals, and ways of life (Sukmadinata, 2006).
Findings –
The results showed that the values of society local wisdom had always accompanied the development of the Ubud area since the inception of civilization to become an international tourist area. These local wisdom values were the competitiveness excellence factors that were unique and difficult to imitate. As the result of the consistent application of local wisdom values, the tourism sector in Ubud could be sustained until today. Theoretically, this research had been able to uncover that the modern marketing concepts had existed on the values and practices of local wisdom implementation.
Novelty -
The model of developing competitiveness by implementing local culture became the further development of model stated by Barney and Clarke (2007) and Vorhies et al. (2009).
Type of Paper -
Empirical
Keywords:
Local Wisdom Values, Competitiveness, Sustainable, Ethnography, Ubud, Bali.
JEL Classification:
L21, M14, M31.
