Balancing Growth and Tradition: The Potential of Community-Based Wellness Tourism in Ubud, Bali

Ira Brunchilda Hubner (), Juliana Juliana, Diena Mutiara Lemy, Amelda Pramezwary and Arifin Djakasaputra
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Ira Brunchilda Hubner: Faculty of Hospitality and Tourism, Universitas Pelita Harapan, Tangerang 15811, Indonesia
Juliana Juliana: Faculty of Hospitality and Tourism, Universitas Pelita Harapan, Tangerang 15811, Indonesia
Diena Mutiara Lemy: Faculty of Hospitality and Tourism, Universitas Pelita Harapan, Tangerang 15811, Indonesia
Amelda Pramezwary: Faculty of Hospitality and Tourism, Universitas Pelita Harapan, Tangerang 15811, Indonesia
Arifin Djakasaputra: Department of Management, Faculty of Economics and Business, Universitas Tarumanagara, Jakarta 11440, Indonesia

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-18

Abstract: This study examines community-based wellness tourism (CBWT) in Ubud, Bali, focusing on ownership structures, community participation, and the role of local traditions. Using a qualitative design, the data were collected through semi-structured interviews with wellness stakeholders and field observations of spas and yoga centers. The findings reveal that spas are predominantly locally owned and staffed, ensuring value retention and skill development, while flagship yoga and retreat centers are dominated by non-local actors, creating risks of economic leakage and weaker cultural stewardship. Community involvement is strong in operations but limited in planning and governance, highlighting a policy–practice gap. Integrating Balinese traditions, such as Usada Bali and Melukat, could enhance authenticity but requires careful protection against commodification. The findings reveal that locally owned spas contribute to SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth) through local value retention, employment creation, and skill development, while non-local dominance of yoga and retreat centers risks economic leakage and weakened cultural guardianship. The study also identifies gaps in governance and planning, underscoring the need for inclusive participation and capacity building to align with SDG 11 (Sustainable Cities and Communities). Integrating Balinese traditions, such as Usada Bali and Melukat, highlights the opportunities for safeguarding cultural heritage, provided that protocols against commodification are enforced. To address these challenges, the study proposes a strategic framework emphasizing governance reform through a quadruple-helix model, shared-equity ownership, standardized human capital development, and protocol-based cultural guardianship. Despite the limitations of this being a single-case, cross-sectional study, the findings contribute to wellness tourism research by shifting attention from visitor demands to governance and equity. The study offers practical strategies for institutionalizing CBWT in Ubud while providing a transferable model for destinations seeking to balance growth with tradition.

Keywords: wellness tourism; community based; stakeholders; cultural preservation; sustainable development goals (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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