DEVELOPING REGENERATIVE TOURISM MARKETING STRATEGIES IN TOURISM VILLAGES THROUGH THE PHOTOVOICE METHOD

This research aims to design a regenerative tourism marketing strategy emphasizing community empowerment within Bali's tourist villages. Two villages will be the objects of research. The number of tourist villages in Indonesia has increased significantly every year along with the development of the number of tourists to Indonesia who have begun to recover after COVID19 hit the world and also Indonesia. The number of tourist villages recorded until 2023 reached 4,812 villages spread throughout Indonesia. However, various challenges are still faced in terms of effective, participatory, and sustainable marketing strategies.

The Photovoice method was chosen in this study because it involves local communities as the main subjects. Through participatory photography, communities can express the potential of their tourist villages, including environmental excellence, culture, and local wisdom, which are then analyzed as the basis for developing authentic narratives for marketing strategies. In addition, this study seeks to respond to the needs of tourist villages in creating regenerative tourism that supports the restoration of environmental ecosystems and improving the economic welfare of the community.