Asian Journal of Media and Communication E-ISSN: 2579-6119, P-ISSN: 2579-6100 Volume 1, Number 2, Oktober 2017

Intercultural Communication Based on Local Wisdom

That Made the People of Bali Reject Sharia Tourism

Dewi Sumiati

Faculty of Communication, Tarumanagara University, Jakarta, Indonesia, 081905221856, [email protected]

Abstract

Bali is one of the provinces in Indonesia which is very popular among domestic and foreign tourists. On December 2015, there was an idea of developing sharia tourism in Bali which has strong culture based on Hindu religion. The idea is being opposed by the Balinese people and it resulted in many negative response as the idea is contradicted with Regional Regulation of Bali regarding Culture Tourism. The formulation of the problem in this research is to find out how intercultural communication based on local wisdom that made the people of Bali reject sharia tourism. This study uses a case study with qualitative descriptive approach. Data collected by in-depth interview and observation as the primary data, while the study of literature, internet, and documentaries as secondary data. This study found that there is a positive intercultural communication between the Hindu and Muslim communities in Bali. The Muslim community who lived in Bali also rejected sharia tourism being developed in Bali. Based on these results, the author concluded that positive intercultural communication combine with strong tradition of local wisdom will form an integrated culture.

Keywords: intercultural communication, local wisdom, sharia tourism, integrated culture

1. Introduction furthermore, it becomes a tradition and is strongly attached to local community life. Indonesia is an archipelago country that has diverse ethnic groups with many variety of Bali is one of the provinces in Indonesia customs. Ethnic, race, and religion spread all over which is very popular among domestic and Indonesia. This cultural diversity is a social foreign tourists. As a tourist destination, Bali phenomenon that is not likely to change since the consistently implements the concept of cultural people of Indonesia have heterogeneous cultural tourism which upholds the local wisdom of backgrounds. Therefore, cultural differences Hinduism. Every action done by the people of become the basis of intercultural communication. Bali cannot be separated from local wisdom and Culture is part of the communication behavior, culture of Bali. and communication also helps to develop and As the number of Muslim tourists in the transmit culture. The embodiment of culture world grows, the Ministry of Tourism and applied by groups of people in social life will Creative Economy started to develop sharia form into local wisdom within a long period of tourism. In the era of President Susilo Bambang time. Local wisdom gives value to the community Yudhoyono, the idea to include Bali along with twelve other provinces in Indonesia as sharia

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Volume 1, Number 2, Oktober 2017; (137-146) tourism destination point is developed by Culture can be defined as the whole symbol, Ministry of Tourism. This idea was rejected meaning, metaphor (image), structure, rules, immediately by Senate of Indonesia’s Regional customs, values, information processing and Representative Council, or DPD RI, Arya transfer of patterns convention thoughts, words Wedakarna which is part of the Committee III and actions were distributed among the members DPD RI Tourism Sector. On May 2015, Arya of a social system and social groups in a society. Wedakarna asked the government to review the Culture is generated by a sense of commitment decision to include Bali as a sharia tourism point that was built by the whole social system because because Bali has had its own tourism of the intimacy of a reciprocal relationship, characteristics inspired by Hinduism. In addition, solidarity, hospitality, a family of small groups, many tourism stakeholders in Bali disagree with ethnic groups, organizations and even by the the concept of the tourism. In consideration of entire community (Liliweri, 2011: 4). the proposal from Arya Wedakarna, the Ministry According to Koentjaranigrat (1990: 80), of Tourism eventually exclude Bali as one of the based on the opinions of other anthropologists sharia tourism destination point. including C. Kluckhohn, mentioned that there After the statement by the Chairman of are seven universal elements of culture in all the Islamic Economic Society (MES) Bali regarding nations of the world: language, system of the plan to implement sharia tourism in Bali knowledge, social organization, system of appeared, the issue began heating up again in technology and equipment, livelihood system, November 2015. Many people in Bali opposed religion system, and the art. According to the plan and responded negatively. The plan was Koentjaraningrat (1990: 253-254), acculturation considered to have been misplaced and should be happens when a group of people with its own held outside Bali because it is contrary to the local culture faced to elements of foreign culture and it culture and has the potential to cause anxiety to will gradually be accepted into the local culture the people of Bali. A number of religious leaders, without losing its own indigenous culture. traditional leaders, Hinduism Organizations and Intercultural communication is one of the the Balinese people directly convey their study fields of communication. According to opposition through social media, online petition, DeVito (2001: 53), intercultural communication billboard and demonstration. is communication between people of different The formulation of the problem in this cultures. Meanwhile, according to Charley H. research is to find out how intercultural Dodd (in Liliweri, 2003: 12) intercultural communication based on local wisdom that made communication includes communication the people of Bali rejects sharia tourism. The involving participants representing private purpose of this study is to discover the communication, interpersonal, and group, with intercultural communication between Hindu and an emphasis on differences in cultural Muslim in Bali based on local wisdom in rejecting backgrounds influence the communication the application of sharia tourism in the province behavior of the participants. of Bali. The benefits of this research are to Everett Rogers and Lawrence Kincaid (in contribute to the development of science Liliweri, 2003: 228) says that an effective communication, as well as a reference material intercultural communication occurs when there and consideration for Bali local government are mutual understanding. According to policy-making, especially with regard to tourism Schramm quoted from Liliweri (2011: 171), to in Bali. achieve the effective intercultural

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Dewi Sumiati, Intercultural Communication Based on Local Wisdom That Made the People of Bali Reject Sharia Tourism communication, there are some things that need patterns between humans and humans or our attention, are: (1) respect members of other humans and the environment. The patterns of cultures as a human, (2) respect other cultures as interaction that has been designed is called it is and not as desired, (3) respect the right of setting. The setting of life that has been formed members of other cultures to act differently from will directly produce values. Those values will be how to act, and (4) cross-culturally competent the reference for their relationship and behavior. communicators must learn to love to live with According to Hery Sucipto & Fitria people from other cultures. Andayani (2014: 33), tourism is travel-related Intercultural communication is also an activities for recreation, vacation, or traveling. interpersonal communication at the individual One form of tourism activity, namely cultural level of the members from different cultural tourism. According to Pitana (2009: 74) the groups. The effectiveness of intercultural motivation of travelers wishing to travel cultural communication is the same with the effectiveness tourism is their desire to see the way of life and of inter-personal communication. DeVito (in culture of other people in the world and a desire Liliweri, 2011: 171) states that 5 conditions are to learn about the culture. According Warpani important to achieve effective communication: (2007: 51), the area of cultural tourism is an area openness, empathy, supportiveness, positivity, in which there are historic buildings and activities and equality. of the local community as the main potential to attract tourists to the region with the aim of In the perspective of communication study, expanding knowledge, have fun and recognize perception is the process of uncovering the the value of the local culture. So that cultural meaning of social objects and events that we tourism is a tourist activity that aims to attract experienced in our environment. Each person tourists with a way to enjoy the results of the will have a different perspective of the reality culture of ethnic or nation, cultural events, and around them. Social perception, which appears in learn about the daily life of local communities in a communication containing some important order to provide the knowledge, understanding principles (Mulyana, 2003), namely: (1) and introducing the diversity of local culture perception based on experience, (2) perception is which aims to support conservation the culture selective; (3) perception is alleged; (4) perceptions and its surrounding environment. are evaluative, and (5) the perception is contextual. According to Hery Sucipto & Fitria Andayani (2014: 45), sharia tourism can be Local wisdom consists of two words, defined as a trip or leisure effort to find happiness namely local and wisdom. In general, local that does not contradict and violate the Islamic wisdom can be understood as local ideas that are values. Standardization of halal tourism was thoughtful, full of wisdom, good value, adjusted to the needs of Muslim travelers. Talking embedded and followed by its members about guidelines for halal tourism, the Ministry of (Ayatrohaedi, 1986: 3). According to Ridwan Tourism has been referring to the Global Muslim (2007: 2), wisdom can be defined as a person Travel Index (GMTI). This reference will be used using their intellect (cognition) to act and behave temporarily while searching for the other global towards something, objects, or events that occur halal tourism references. In GMTI 2016, there in a given space. Meanwhile, local specifically were three groups of criteria halal travel reviews. refers to the limited space of interaction with the First, a family-friendly holiday and safe travel system of limited value. As an interaction space destination. Second, Muslim-friendly services which has been designed to involve relationship and facilities at the destination. Thirdly, halal

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Volume 1, Number 2, Oktober 2017; (137-146) awareness and destination marketing. Based of time, the author determined the topic and title of the three criteria, there are 11 indicators that can research. Furthermore, the data collection is be described as follows. conducted for nine days in Bali from 2nd until 10th May 2016, until the report is completed.

The key informants in this research are two  Family-Friendly Destination Muslims, two Hindus, a secretary of Bali  Muslim Traveler and General Safety Provincial Tourism, and the Head of Research  Muslim Visitor Arrivals and Development from Associations of the  Dining Options and Halal Assurance  Access to Prayer Places Indonesian Tours and Travel Agencies (ASITA)  Airport Facilities Bali. While other informants consist of the  Accommodation Options Chairman of Indonesian Ulema Council of Bali  Muslim Traveler Need Awareness and (MUI), Professor from Udayana University, and Outreach the secretary of Peradah Bali. The primary data is  Ease of Communication obtained through in-depth interview and non-  Air Connectivity participant observation. While the secondary data

is obtained by conducting a literature study, online data collection, and documentation.

2. Method 3. Result and Discussion This study used a descriptive qualitative On November 2015, the Chairman of research. According to Taylor and Bogdan, Islamic Economic Society (MES) Bali gave qualitative research can be defined as research statement that sharia tourism will be developed in that produces descriptive data involves people’s Bali. The idea is being opposed by the Balinese own written or spoken words and observable people. They are directly express their opposition behavior. The method used in this research is a by upload pictures about “Bali rejects sharia” to case study. social media, create an online petition with title The subjects of this research are people in “Say No to Shariah Toursim for Bali” and it Bali which have Hindu and Islam as their religion. reaches 815 signatures, billboard and The object of this research is intercultural demonstration. In addition, the demonstration communication based on local wisdom that made was immediately executed by society in Bali the people of Bali reject sharia tourism. This starting on 24th until 26th November 2015 in research was conducted in Bali, or to be precise different areas of Bali, such as Denpasar, in Kuta and Denpasar. The study took place in Gianyar, Jembrana, Karangasem, Tabanan and March 2016 until July 2016. Within this period of Klungkung.

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Dewi Sumiati, Intercultural Communication Based on Local Wisdom That Made the People of Bali Reject Sharia Tourism

Figure 1. (top left) the picture about “Bali rejects sharia”; (top right) online petition; (bottom left) billboard; (bottom right) demonstration.

Not only from the publics, Bali tourism 3.1 Perception of People of Bali towards Sharia Tourism organizations, namely the Indonesian Tourism  Based on the statement from informants, Industry Association (GIPI Bali) and Bali it can be concluded that their perception Tourism Board (BTB) also sent a letter to the towards sharia tourism is negative. Ministry of Tourism to reject the application of However, the perception could be sharia in Bali travel. At last, this issue is finally improved if sharia tourism has value as settled well through deliberative consensus Muslim package tour which has been therefore it could handle with the disturbance in sold by all travel agents in Bali since 10 the community of Bali. Some ways to handle it years ago. The sharia has been indirectly include: applied without any title such as “sharia”.  The Chairman of Islamic Economic  Putting internal factor into Society (MES) Bali declared a public consideration, the perception of the apology to the people of Bali through interviewees are intimately related with conference held at the Financial Services social and culture issues. The perception Authority’s office in Bali on 26th of sharia tourism become negative November 2015. considering Bali has its own culture and  Minister of Tourism confirmed to local wisdom which is the strength of exclude Bali as sharia tourism Bali tourism. Therefore, any other kind destination point in Indonesia. of tourism is not necessary to be  Tantular charter signed in FSA office, implemented in Bali. On the other hand Bank on Indonesia building, Denpasar from external factor, sharia tourism on 26th November 2015. which implements Islamic value has significant difference compared to cultural tourism based on Balinese culture and Hinduism.

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 The informant suspected that the plan of without being labeled “sharia”, sharia tourism implementation is the tourism in Bali has been influenced by political interest and can operating well without any protest eliminate the culture of Bali. Before the from Muslim travelers. plan of sharia tourism was executed, the  Based on the interviews, the author informant has made final conclusion concluded that the Balinese-Hindu and regarding possible negative impact that Muslim both have a negative perception may occur through the use of about sharia tourism. The term “sharia” speculation. refers to a particular religion and is  The perception of the sharia tourism in considered prone to conflict between Bali can be positive or negative religious communities in Bali. The sharia depending on different perspective that tourism issue also raises fear in the mind each person has and the value of sharia of people in Bali, considering that it is tourism itself. Moreover, the merits of contradictory and threatening the the plan to implement sharia tourism can cultural tourism in Bali. also be seen from several perspectives and different contexts, such as in religion 3.2 Intercultural Communication between Hindu and and economics contexts. Muslim Communities in Bali 1. From religion perspective, the informant acknowledged that The positive social interaction between sharia tourism leads to the Islamic Hindu and Muslim communities in Bali exist due concept. Religion issue is to their awareness to respect each other and considered a very sensitive topic tolerance among religions. The closeness and prone to conflict in Indonesia between these two ethnics with different religion and even in the world. Therefore, background can be seen through the interfaith the Hindu and Muslim marriage between Hindus and Muslims in Bali. In communities that living in Bali addition, they also live as family members and were uncomfortable with sharia neighbors who get along well. In a relationship tourism issue. with citizens of different ethnic and religious, the 2. From economical perspective, the informants also admitted there was no difficulty informant agreed that new in verbal communication. Many Muslims (both concept of sharia tourism could native and immigrant) who had live in Bali for a be a business opportunities in long time are able to speak the native language of tourism. However, sharia tourism Bali in their daily life. Observations by the author need to be carefully supervised in in Bali also supported the statement of the order to prevent it from being a informants which stated that most Muslim threat to cultural tourism that has immigrants in Bali can speak the native language been developed by the provincial of Bali fluently. Thus, the authors conclude that government of Bali over the years. the majority dominates daily communication and Business opportunities in Bali the minority started to learn and use the language tourism can still be generated of the majority. without declaring the destination The example of cooperation between the point as sharia destination area. Hindu and Muslim communities in Bali can be One example is by providing implemented through meetings or discussion Muslim Tour in order to improve concerning environmental and social issues. In the services given to Muslim addition, local people realize the value of tourists that went to Bali. togetherness through the culture of “gotong royong” 3. Different from the previous or known as communal work for maintaining informant, the other informant rural which is one of national identity of disagreed that the sharia tourism Indonesian people. The cooperation is also is considered as a business executed through inter-religious tolerance when opportunity. Mainly due to there are religious festivals and events. The ineffective marketing area which Hindus appreciated the Muslims who are fasting, result in insignificant impact and vice versa Muslims respected the Hindus toward tourism in Bali. In fact, which celebrates Nyepi by not doing any activity.

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The life of Hindu and Muslim people in Bali  Uphold the values of tolerance, progressed like there was no difference in inter- understanding, empathy, respect and religious relations. They are very open and do not appreciate one another. limit themselves in the association. They coexist and mingle without differentiating the culture 3.3 Local Wisdom of Bali and religion background. In order to reflect harmony, attitude and behavior among people of  Menyama Braya different religion is also implemented by inviting Menyama Braya is a concept of all other communities in events, such as death brotherhood spirit in Bali which reflects and wedding. The people who were invited, they the intimacy in life that indirectly have a are always trying to come to keep in touch. positive impact to developed harmony. Moreover, Hindus and Muslims had the The relationship between Hindus and difference rules regarding food. In Hinduism, Muslims is so close that native Balinese beef can’t be eaten as the animal because cow is address Muslims as “Nyama Selam” considered sacred in their religion. Meanwhile, which means brother of the Muslim. Muslims are not allowed to eat pork. However, “Nyama” refers to relative, while “Selam” despite the difference, both communities means Islam. Meanwhile the Muslims appreciate and show their understanding to one address Balinese-Hindu as “Nyama Bali”. another. For instance, when attending joint “Ngejot” is one of the events belong to dinner organized by Hindus, they provided food “Nyama Selam” tradition, that has lasted that exclude pork for the Muslims guest. for generations. This tradition also In addition to upholding mutual respect and implies the magnificence of religion tolerance, the informant stated that common tolerance in Bali. With the coming of interests can be one of the factors that hinder the Eid, Muslim in Bali will perform “ngejot” emergence of conflict in Bali. Therefore, Hindu or give the dish to the surrounding and Muslim communities in Bali cooperated to community no matter their religion. avoid conflict as a security guarantee for Bali Typically, the Hindus will respond with tourism. In the society which has many different doing “ngejot” to the Muslims in the day cultures, conflict is inevitable, therefore even in or Nyepi Galungan. To prevent the Bali, conflict has happened before but the emergence of doubts about halal, the conflict almost never arise because the food was delivered by Hindus are not communicators are always trying to suppress the usually in the form of food, but fruits. potential conflict as to avoid significant negative impact.  Tat Twam Asi Diversification always exists and found in Tat Twam Asi is one of the ethical and the society, moreover in Indonesia that has many moral teachings of Hinduism, originated different cultures particularly in Bali. However, from Sanskrit, that means “I am you, diversification will not be the cause of conflict if You are me”, which shows a similarity to we can accept that difference well. People in Bali human dignity as God's creatures. This have cooperated well and determined to maintain universal philosophy teaches high the integrity of Bali to avoid undesirable things. empathy and equalizes all persons into They realized that diversification is not a an order. Each individual is asked to feel limitation, but union of different elements that what others feel, and what we feel. When makes life more beautiful and colorful. Based on we hurt another person, essentially it interviews, the authors conclude that the people means we are hurting ourselves. When there have always overcome difference by: we abuse others, we are also abused.  Convinced that the difference is unavoidable.  Tri Hita Karana  Facing differences and solve problems Tri Hita Karana is the life concept of by consensus, for example: establishing Balinese community to build a balance policies, programs and joint activities and harmonious relationship between that are made democratically so that humans and Almighty God when those differences arise can be (parahyangan), humans and humans discussed and the solutions can be (pawongan), and humans and sought together. environment (palemahan). Tri Hita Karana

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is derived from Sanskrit. “Tri” means 3.5 Integrated Culture three, “Hita” means prosperity and “Karana” means cause. Literally, Tri Hita According to the analysis, the process of Karana means three causes of prosperity. intercultural communication between Hindu and In the culture of Bali, Tri Hita Karana Muslim communities in Bali is based on the symbolizes the three aspects that bring attitude of tolerance, openness, mutual well-being, to create the peaceful and understanding, respect and appreciate the other happiness. people. Over time, with their intensive interaction between Muslim communities and 3.4 Tourism in Bali Hindu Bali, the immigrants began to understand the culture of Bali and select local cultural norms Tourism become the source of income for and values embraced without losing their original the government and people of Bali. As a famous culture. The duration of stay also give personal tourist destinations in the world, Bali has comfort for immigrants due to the harmony of all beautiful nature to serve as natural attractions, people with different religion background in Bali, such as beaches, lakes, mountains, waterfalls, and therefore they tend to blend with the local forests. Bali also featured by the complete tourist wisdom of Bali. Connections made based on facilities, such as souvenir shop, night club, local wisdom of local culture will strengthen the hotels, bars, spa, restaurants, travel agents, and sense of togetherness between the Hindus and tourist transportation. Although Bali has a variety Muslims on the island. Therefore, the of facilities and natural beautiful attractions, but combination of positive intercultural the culture remains a major in tourism on the communication with strong local wisdom can island. Cultural tourism is a form of generated an integrated culture between Hindus differentiation or uniqueness of Bali compared to and Muslims in Bali which serve as the guideline other tourist attractions in Indonesia because Bali to maintain the integrity in Bali, including the is a beautiful island which has unique local tourism of Bali. Integrated culture is the union of cultures, great hospitality of the native people, culture with all the differences that exist so that it strong customs and religions. becomes an integrated to achieve the common goal of a better life and maintain the island of Bali from things that contradictory to the culture of Bali.

Schema 1. Integrated Culture.

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4. Conclusion addition, local wisdom Menyama Braya, Tat Twam Asi and Tri Hita Karana upholds the harmony This study found that there is a positive between the communities therefore Muslim intercultural communication between Hindu and people in Bali can accept and follow the local Muslim communities in Bali because it is based wisdom of Balinese culture. The author on tolerance, empathy, openness, concluded that positive intercultural supportiveness, positivity, equality, mutual communication combine with strong tradition of respect and appreciation towards one another. In local wisdom will form an integrated culture .

Schema 2. Model of Communication

Positive Strong local Integrated intercultural communication wisdom Culture

The rejection of the sharia tourism in Bali strengthen the integration is by holding a festival does not come from the Hindu people only, but of art and culture of Hindu and Islam in Bali. also the Muslim people in Bali as well. The reason Moreover, without the label “sharia”, travelers is Bali has implemented culture tourism based on can still enjoy a Muslim package tour that is Hinduism. Moreover, the word “sharia” tends to already been provided by the travel agencies in lead into a particular religious context which Bali specifically for Muslim travelers who need a could potentially cause conflict. place to stay and halal food. In addition, the Some suggestions are made by the author Ministry of Tourism should promote and based on the conclusion of this research. First, develop culture tourism of Bali through cultural social integration between Hindu and Muslim tourism event, for example exhibits that display people in Bali that has existed must be local art as to highlight the tourism potential of maintained in order to establish social harmony Bali in cultural section. in creating a better life. One of the examples to

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