Social Capital as Main Pillar for Tourism Industry.

This paper has an objective to analyze the role of socio-culture in the tourism sector by posing a central question: how does social capital attract tourists in Bali province? The study uses a qualitative approach by collecting data through observation on human behavior and social capital phenomenon and systematic in-depth interview. Based on the research, the social capital dimensions that have been formulated are Personal Relationship, Social Network Support, Civic Engagement, and Trust and Cooperative Norms. The social capital dimensions play significant roles as the four elements have attracted or sustain tourists to come to or stay permanently in Bali. These four dimensions have been confirmed by the local societies and authorities, and how the local activities to maintain their traditions, engage with visitors, and build trust. On the other hand, the degradation of social capital values has been also been shown in several touristic areas, along with massive investments and tourism development.