Strengthening Community-Based Tourism through Local Talent Mapping and Integrated Service Development in Serangan Village, Bali

Abstract

Community-based tourism can generate local employment and strengthen village enterprises, yet fragmented services and uneven competencies often limit its benefits. This study examined how local talent management could support a local wisdom-based generative tourism ecosystem in Serangan Village, Bali. A participatory community-assistance approach combined field observation, stakeholder interviews, service-readiness assessment, and competency mapping across accommodation, local transportation, tourism information, microenterprises, crafts, and conservation activities. The findings revealed strong tourism potential but uneven readiness. Homestays had adequate physical and digital visibility, although access information, bilingual content, pricing, safety communication, and host-based hospitality required improvement. Local transportation was available but lacked standardized routes, fares, booking procedures, and service information. Tourism information, local enterprises, cultural assets, and conservation initiatives also remained weakly connected. Competency mapping showed that tourism talent extended beyond formal organizations and included hosts, artisans, drivers, information officers, entrepreneurs, conservation actors, and youth. Integrating these actors through targeted capacity building, role alignment, digital information, and collaborative governance can reduce economic leakage and improve visitor experience. The study proposes a transferable community-assistance model linking talent mapping, capacity development, service integration, local wisdom, and Sustainable Development Goals to strengthen inclusive, regenerative, and locally controlled tourism development within coastal and village tourism destinations worldwide.