POWER RELATION IN MANAGEMENT OF NUSA DUA TOURIST RESORT, BALI I Gusti Ketut Purnaya I Wayan Ardika I Gede Mudana email: igkpurnaya@gmail.com, igedemudana@yahoo.com ABSTRACT Nusa Dua Tourist Resort has been an important part of the development and growth of tourism industry in Bali. Therefore, the presents study was intended to analyze and answer the following questions: (1) what was the form of the power relation among the three stakeholders such as the government, the investors, and the local people in the management of the Nusa Dua Tourist Resort like after reformation from 1998 to 2013? (2) What ideologies contributing to the power relation in the management of the resort? (3) What was the meaning of the power relation among the three stakeholders such as the government, the investors and the local people, in such a management? It was found that the power relation in the management of the Nusa Dua Tourist Resort was affected by the hegemonic power, the negotiation power, and the oppositional power. The ideologies which contributed to the power relation in the management of the resort included the ideology of global tourism, the ideology of green tourism in the management of the resort and the ideology of the Local Culture in Culture Tourism. The struggle for the meaning of the power relation in the management of the resort among the three pillars (the government/BTDC, the investors, and the local people) would take place continuously. The three pillars gave different meanings, depending on their respective positions and interests. Keywords: Nusa Dua tourist resort, power relation, hegemony, negotiation, oppositional, and ideology of global tourism. INTRODUCTION From 1983 to 2013 the Nusa Dua Tourist Resort became an important part of the development and growth of the tourism industry in Indonesia in general and in Bali in particular. Since it was constructed, it had been managed by a state-owned company through the Bali Tourism Development Corporation (BTDC). In 1980s and 1990s, tourism proved itself that it was one of the state important foreign exchange generators. The hotel industry, transportation business, travel agencies, the export of ready-made wear also developed, following the growth of tourism. This present study focuses on the power relation among the three pillars in the management of the Nusa Dua Tourist Resort. The three pillars include the government, in this case, BTDC, the investors which manage the accommodation business and the other businesses related to the services provided to tourists at the Nusa Dua Tourist Resort, and the local people. The power relation took place from the land where the Nusa Dua Tourist Resort was constructed was freed, its construction, management, operation to the time when the present study was conducted. The power relation in the management of the Nusa Dua Tourist Resort was identified from how the three stakeholders were involved in the process of negotiation of various issues in order to achieve their respective objectives. The process of what was done at Nusa Dua fluctuated; it was not a simple process; it was fully dynamic between negotiation and compromise; in addition, it reflected the interactions among the pillars based on the power they had respectively. In general, this present study was intended to identify the power relation among the three pillars, namely, the government (BTDC), the investors, and the local people in the management of the Nusa Dua Tourist Resort. Before, the area, where the resort is located, was too dry to be an agricultural area; then it was changed into a resort which rapidly developed into a green and beautiful one with its great potential of tourism-based economy. However, Nusa Dua was never free from the socio-cultural problems. In this context, it was interesting to trace the form, ideology, and meaning of the power relation among the three stakeholders of the resort. In particular, this present study was intended to (a) identify the form of the power relation among the three stakeholders, namely, the government, the investors, and the local people in the management of the Nusa Dua Tourist Resort, Bali; (b) identify the ideology contributing to the power relation in the management of the Nusa Dua Tourist Resort, Bali; (c) identify the meaning of the power relation among the three stakeholders, namely, the government, the investors, and the local people in the management of the Nusa Dua Tourist Resort, Bali. In theory, it was expected that the result of the present study would give theoretical understanding of the forms of the power relation among the three pillars directly related to the development and management of the Nusa Dua Tourist Resort (the government, the investors, and the local people). In addition, it was also expected that the result of the present study would be significantly useful to cultural studies, especially the attempts made to understand conceptually the relation among the government, the investors, and the local people at the Nusa Dua Tourist Resort. What seemed to be simple on the surface, if critically traced from the cultural studies, could give a new understanding of the patterns of the power relation which was part of and contributed to the development and management of the Nusa Dua Tourist Resort. In practice, it was expected that the result of the present study would give contribution to the decision maker related to the development and management of the Nusa Dua Tourist Resort which contributed to the improvement of the local people’s prosperity so its sustainability could be maintained. In addition, it was also expected that the result of the present study could give ideas which could be used to develop the tourism industry in Indonesia in general and in Bali in particular, especially the development of the people-oriented tourist resort. It was also expected that the result of the present study could make the local people critically aware that they were not the object of the development of tourism around the Nusa Dua Tourist Resort. Three theories were used to analyze the problems of the present study from the perspective of cultural studies. They are (1) the Theory of Hegemony proposed by Antonio Gramsci, (2) the Theory of Discourse of Power/Knowledge proposed by Michel Foucault, (3) the Theory of Communicative Action proposed by Jurgen Habermas. They were adopted from the critical social theories of postmodern which were eclectically applied. The method used was the qualitative-interpretative method in accordance with the domain of humaniora research. RESEARCH METHOD This present study of cultural studies was designed as a qualitative one using the phonological approach. It is not only related to what is done and uttered by human beings but also to the texts and context in society. The data can also be in the form of the pictures which can be described. The study was conducted at Benoa Subdistrict, South Kuta District, Badung Regency, which includes three traditional villages such as Bualu traditional village, Peminge traditional village, and Kampial traditional village. Geographically, the Nusa Dua Tourist Resort cannot be separated from Benoa Subdistrict, which has been popularly known as one of the best resorts in the world. The primary data were obtained from the three pillars, namely the government/BTDC, the investors, and the local people. The secondary data were obtained from observation, scientific journals, documents and so forth. The informants in the present study were those who were considered having knowledge and who were involved in the relation of the three pillars (the government, the investors, and the local people). The supporting instruments used to collect the data were a tape recorder, a camera and a note book. The relevant data were collected using the techniques of observation, interview, documentation and library. The data were analyzed in four stages (Sugiyono, 2005: 101) such as the domain analysis, the taxonomic analysis, the componential analysis, and the cultural theme analysis. RESULT AND DISCUSSION The Nusa Dua Tourist Resort used to be a dry and not productive agricultural area; it could not guarantee the life of those living around Nusa Dua. It was then changed into a money generator by the government and investors. The development of the Nusa Dua Tourist Resort was one of the main programs of the New Order government in the development of the tourism industry as the foreign exchange generator. In 1980s, when the price of the world’s oil decreased, the government tried to find a new alternative of revenue. Tourism was one of the things which was considered being able to generate foreign exchange apart from the exports of oil and textile (Erawan, 1994). The fact showed that in 1980s and 1990s, tourism proved itself to be one of the important sources of the state revenues. The hotel industry, transportation business, travel agencies, and export of ready-made wear also developed, following the development of tourism. The construction of the star hotels at Nusa Dua proved how dynamic the tourism business in 1980s in Bali was. Although Nusa Dua had been changed into an income generator, many people were not happy with the management of the Nusa Dua Tourist Resort. The struggle of the three pillars still appeared when the study was conducted; each held and struggled for their respective interests. The result of the study showed three things. First, the form of the power relation in the management of the Nusa Dua Tourist Resort could be directly and indirectly identified; the three pillars had hegemonic power and negotiation power in the management of the Nusa Dua Tourist Resort for the sake of their respective interests. It was also identified that there was oppositional power from a group of the local people with their own interests. In this action, the hegemonic power played an important role and affected every action done by the three pillars with their respective interests. Second, the ideologies which contributed to the power relation in the management of the Nusa Dua Tourist Resort could be differentiated into three. The ideology of green tourism was affected by the interest in environment. It was affected by the non government organization which was concerned about environment as its view was that what was done by tourists would only damage the area they visited. Every hotel or investor which could maintain green tourism and conserve environment would obtain the Earth Check certificate. The ideology of the local culture in culture tourism could not be separated from the ideology of THK (Tri Hita Karana) which is glorified by the Balinese people, especially by the Bali Hindus. When the study was conducted, TKH changed its function; it became a certificate which would be provided to every hotel which could fulfill the standard already determined by the Bali Post Media Group as the provider of the THK Award. Third, the struggle for meaning of the power relation in the management of the Nusa Dua Tourist Resort could be described as follows. From the government’s point of view, the Nusa Dua Tourist Resort could support the state economy; it could generate foreign exchange for the state; the investors would pay taxes for the hotels they constructed and managed. In addition to increasing the state economy, tourism could also improve the economy of those living around the Nusa Dua Tourist Resort. From the investors’ point of view, the resort could benefit them for the money they had invested as the tourism in Bali Island had been internationally known for its beauty. However, from the local people’s point of view, the meaning they provided to the existence of the resort would never come to an end, as many meanings would appear from the surface, depending on who would provide the meaning and what for. Many local people assessed that the Nusa Dua Tourist Resort could improve their economy and open job opportunities, meaning that their standard of living and level of education could be better. However, many others felt that they were inflicted as they felt that they had not received reasonable compensation for their land. At the same time, the local people kept making attempts to have the opportunity provided by the tourism-based economy as the outcome of the existence of the hotels constructed at the Nusa Dua Tourist Resort. Such attempts continuously led to negotiations among the three pillars at Nusa Dua. CONCLUSION AND SUGGESTION Based on the deep analysis described above, several conclusions could be drawn as follows. First, the form of the power relation in the management of the Nusa Dua Tourist Resort among the three pillars, namely, the government, the investors, and the local people changed radically. When the resort was planned and constructed during the new order era, there was hegemonic power relation; the management was marked by the negotiation power relation among the three pillars; after the reformation era to the time when the study was conducted there was oppositional power relation. Second, the power relation among the government, the investors, and the local people in the management of the Nusa Dua Tourist Resort was affected by three ideologies; they are the ideology of global tourism, the ideology of green tourism, and the ideology of the local value-based culture. Third, when giving meaning to the Nusa Dua Tourist Resort, each pillar had different strategies, depending on their respective positions and interests. It is suggested to BTDC, as the management of the Nusa Dua Tourist Resort, that it should pay attention to the condition of the people living around it. It is also suggested that it should give compensation to those who had not received any for their land used as the location of the Nusa Dua Tourist Resort. In this way, it is expected that there will not be any dispute between the management and those who claimed for the compensation. It is suggested that the hotels located at the Nusa Dua Tourist Resort can open more job opportunities for those living around Nusa Dua so that they will have jobs which suit their abilities. Giving a priority to the outsiders who are more competent over the local people should be avoided; the local people should not be forgotten. It suggested to the researchers in cultural and tourism studies that they should conduct further research concerning the environmental practice and the struggle for relation/discourse available; there are still many things to explore, especially those who involve the three pillars in the development of tourism. ACKNOWLEDGEMENT In this good opportunity, the writer would like to thank and appreciate Prof. Dr. I Nyoman Darma Putra, M.Litt., Prof. Dr. I Wayan Ardika, M.A., Dr. I Gede Mudana, M.Si. for their critical scientific supervision, full attention, diligence, and carefulness to make this article more perfect. BIBLIOGRAPHY Agger, Ben. 2006. Teori Sosial Kritis: Kritik, Penerapan dan Implikasinya. Yogyakarta : Kreasi Wacana. Althusser, Louis. 2010. Tentang Ideologi: Marxisme Strukturalis, Psikoanalisis, Cultural Studies. Yogyakarta: Jalasutra. Bocock, Robert. 1986. Hegemony. Chichester : Ellis Horword Limited. Erawan, I Nyoman. 1994. Pariwisata dan Pembangunan Ekonomi: Bali sebagai Kasus. Denpasar: Upada Sastra. Lewis, Jeff. 2008. Cultural Studies: The Basics. London: Sage. McCarthy, Thomas. 2009. Teori Kritis Jurgen Habermas. Yogyakarta: Kreasi Wacana. Picard, Michel. 1996. Cultural Tourism and Touristic Culture. Singapore: Archipelago Press. Sugiyono. 2005. Memahami Penelitian Kualitatif. 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