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This article covers the finding of a research entitled: “Implementation of Susila (ethic) in The Service Massage by Hindu Hindu Female Therapists at Tanjung Benoa Beach Tourism area South Kuta District, Badung Regency – Bali.” Tanjung Benoa beach is always crowded with tourists. At this beach there are a number of popular water sports such as banana boats, scuba diving, parasailing, rolling donut, seawalker, flying fish, and snorkeling, including massage activities that are preferred by tourists. Tourists who sunbathe and relax after playing at the beach can enjoy massages by masseuses who are the adherents of Hindu who offer services along the beach. This study uses qualitative research methods with an emic approach. The theories used are Social Exchange Theory, Deconstruction Theory, and Symbolic Interactionism Theory. From the finding of the study it is known that the traditional massage skills pursued by the Hindu female message therapists1 from the beginning of the Tanjung Benoa Traditional Village has developed into a marine tourism area in the 1980s. This massage skill is believed to be the cultural or local genius / local wisdom of the ancestral heritage of Tanjung Benoa Traditional Village. These Hindu female massage therapists perform their job as therapists as a way to earn money, as well as to practice the Susila or Hindu ethics. One of the of Hindu ethics is the practice Tri Kaya Parisudha namely thinking, saying,, and doing good deeds while serving massage to their clients - the tourists. The form of service emphasizes a relationship approach system in accordance with the values of Tri Hita Karana's philosophy, namely maintaining a harmonious relationship with God, fellow human beings (the tourists), and with the environment. To start the day these therapists offer prayers at their home, then after that they will pray at the holy place at the beach. Only after doing this religious duties, they will go around the beach to offer massage services to the tourists in friendly manner. By doing so they would maintain positive image during the massage. This religious based activity is important as there are a lot of people who are not well informed who have wrong impression that massage business is very much linked to the practice of prostitution. The benefit of the practice of Susila or Hindu Ethics in the service of massage among the Hindu female therapists’ life of Tanjung Benoa is that they get better financial family income that increases Sradha and Bhakti, and strengthening character building and the identity of Tanjung Benoa Traditional Village as a marine tourism area with a branding "marine tourism paradise". The over development of modern massage businesses in hotels and on the roadside along the Tanjung Benoa tourist area which offer modern massage services by female masseuses or young professional masseurs has caused a decline in the number of tourists interested in enjoying the traditional massage at the beach. Therefore, by adhering to the Hindu ethics - strengthening of the Hindu character building the traditional Hindu masseuses are able to maintain their wisdom and create innovative attitudes within the tough competition of massage business.
This article covers the finding of a research entitled: “Implementation of Susila (ethic) in The Service Massage by Hindu Hindu Female Therapists at Tanjung Benoa Beach Tourism area South Kuta District, Badung Regency – Bali.” Tanjung Benoa beach is always crowded with tourists. At this beach there are a number of popular water sports such as banana boats, scuba diving, parasailing, rolling donut, seawalker, flying fish, and snorkeling, including massage activities that are preferred by tourists. Tourists who sunbathe and relax after playing at the beach can enjoy massages by masseuses who are the adherents of Hindu who offer services along the beach. This study uses qualitative research methods with an emic approach. The theories used are Social Exchange Theory, Deconstruction Theory, and Symbolic Interactionism Theory. From the finding of the study it is known that the traditional massage skills pursued by the Hindu female message therapists1 from the beginning of the Tanjung Benoa Traditional Village has developed into a marine tourism area in the 1980s. This massage skill is believed to be the cultural or local genius / local wisdom of the ancestral heritage of Tanjung Benoa Traditional Village. These Hindu female massage therapists perform their job as therapists as a way to earn money, as well as to practice the Susila or Hindu ethics. One of the of Hindu ethics is the practice Tri Kaya Parisudha namely thinking, saying,, and doing good deeds while serving massage to their clients - the tourists. The form of service emphasizes a relationship approach system in accordance with the values of Tri Hita Karana's philosophy, namely maintaining a harmonious relationship with God, fellow human beings (the tourists), and with the environment. To start the day these therapists offer prayers at their home, then after that they will pray at the holy place at the beach. Only after doing this religious duties, they will go around the beach to offer massage services to the tourists in friendly manner. By doing so they would maintain positive image during the massage. This religious based activity is important as there are a lot of people who are not well informed who have wrong impression that massage business is very much linked to the practice of prostitution. The benefit of the practice of Susila or Hindu Ethics in the service of massage among the Hindu female therapists’ life of Tanjung Benoa is that they get better financial family income that increases Sradha and Bhakti, and strengthening character building and the identity of Tanjung Benoa Traditional Village as a marine tourism area with a branding "marine tourism paradise". The over development of modern massage businesses in hotels and on the roadside along the Tanjung Benoa tourist area which offer modern massage services by female masseuses or young professional masseurs has caused a decline in the number of tourists interested in enjoying the traditional massage at the beach. Therefore, by adhering to the Hindu ethics - strengthening of the Hindu character building the traditional Hindu masseuses are able to maintain their wisdom and create innovative attitudes within the tough competition of massage business.
Keywords
Susila, massage services, Tri Kaya Parisudha, Hindu female massage therapists, Tanjung Benoa beach tourism area.
Susila, massage services, Tri Kaya Parisudha, Hindu female massage therapists, Tanjung Benoa beach tourism area.
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Jurnal
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29 March 2019
29 March 2019
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