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This paper aims at finding out ethical drawbacks the concept Tri-hita-karana has in its pragmatic level and offer an insight of critical analysis of ethical values. Tri-hita-karana has been seen as the foundation on which Bali Tourism developed to its full range. The methods of study used are library and field researches focusing on the ontological, axiological, and pragmatic levels in Bali tourism. It has found that the significant gain in the field of materiality, spirituality tends to be marginalised and vice-versa. This has further impact on life of Balinese. Imbalance of relationships exists between human beings and their fellows, human beings and nature, and human beings and divinity. Nevertheless, both domains are required in life, and any of these is absent, life is just impossible since life is the permutation of them in complex ways. Materiality gains seem to bring Balinese away from spirituality vis-a-vis religion in its right sense. Of the ethical perspective, the Tri-hita-karana as the philosophical foundation of tourism in Bali provides ideas/thoughts that can be used to minimalize the gaps because it does not lay down ethical outlook as how to cope with the gaps. The relationship amongst those elements involved is basically a matter of ethics as philosophy of moral, and hence ethical consideration is required in designing as well as in implementing policy in tourism. Critical ideas are required for not only of metaphysical perspective but also of ethical values and pragmatic practices. Bali tourism tends to dehumanize Balinese if not immediate ethical considerations of Tri-hita-karana are taken into account in pragmatic levels. Development and sustainability of Bali Tourism should be based on Balinese cultural spirit and values; looking it from its inner strengths.

Purpose: The purpose of this study is to introduce more aggressively the existing situation of Pandawa Beach (Pantai Pandawa) in Badung, Bali, Indonesia, by implementing a marketing strategy 4.0 during the Covid-19 pandemic. Research methods: The primary data of this study are from observations and interviews with the community and tourism destination managers and other informants who were determined by the snow ball method. The secondary data for this study are from literature study and documentation. Findings: To increase the number of visits during the pandemic, it is necessary to provide more intensive information about the existence, programs, and attractions provided by Pandawa Beach management. The implementation of marketing strategy 4.0 for Pandawa Beach is very important. It is carried out with the 5A component strategy, namely Aware, Appeal, Ask, Act, and Advocate. Implication: Pandawa Beach Managers are expected to be able to promote and provide appropriate information to the public through offline and online (social media networks) so that later it will become an attraction for tourist arrivals during the pandemic.

AbstrakPersoalan pendakian gunung suci dalam perspektif pariwisata, lingkungan, dan kebudayaan. Karenanya bidang ini sangat dekat dengan kajian pariwisata (tourism studies), kajian lingkungan (environment studies), dan kajian budaya (cultural studies). Aspek kesucian suatu gunung dalam tema ini dimaksudkan untuk menjaga aspek kebudayaan dari persoalan yang dibahas. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif melalui analisis data yang dikumpulkan melalui observasi, dokumentasi dan wawancana. Penelitian ini menemukan bahwa pendakian Gunung Agung yang dianggap suci di Bali setidaknya dapat dilihat dari berbagai perspektif, yakni dari bisnis kewirausahaan pariwisata, dari perspektif lingkungan karena mendaki adalah pariwisata gunung (trekking/climbing), dan dari perspektif kebudayaan di mana Gunung Agung dipercaya oleh masyarakat sebagai gunung suci. Dengan demikian, kegiatan tersebut bisa dilihat sebagai kajian pariwisata (tourism studies), kajian lingkungan (environment studies), dan kajian budaya (cultural studies). Penelitian tentang persoalan pendakian gunung yang dapat dikaji dengan pendekatan multi-, inter-, dan transdisipliner, diharapkan mampu menjadi solusi di dalam memahami hal yang sifatnya religius magis.

The Batur volcano in Kintamani tourist resort has enhanced its existence through the establishment of Batur UNESCO Global Geopark since 1st April 2016. However, the two tourist attrac- tions have not been mutually utilized each other. This study is conducted to determine the level of relationship and integra- tion between the two tourist attractions in order to find out beneficial solution for the two tourism industries. The results revealed that not all tourists’ climbers of Mount Batur visited the Geopark as an artificial-tourist attraction, whereas, not all the first tourists who visited the geopark was climbing the sa- cred mountain. Therefore, it is required more intensive efforts in tourism business in order to create a mutual synergy be- tween the two tourist attractions by all stakeholders including government, tourism industry, and the society. This is for the benefit of tourism business and of carrying out the natural con- servation and the preservation of local cultural values.