Cultural Tourism Marketing Strategy: Integrating Tri Hita Karana Values for Rural Tourism Destination Branding Development

Abstract

Culture-oriented tourism plays a vital role in empowering rural economies and safeguarding local wisdom. However, marketing practices in this sector frequently prioritise commercial appeal rather than embodying cultural values. This research explores how cultural tourism marketing strategies influence the branding of rural tourism destinations, with the Tri Hita Karana (THK) philosophy serving as a mediating variable. Data were gathered through a Likert-scale survey involving 121 participants from Jatiluwih Tourism Village and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that cultural tourism marketing strategies have a significant positive impact on destination branding, while THK values mediate and reinforce this relationship. These findings highlight the importance of integrating cultural principles into destination marketing to promote authenticity and sustainable tourism development.