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Abstract

The existence of traditionally managed Balinese city hotels is increasingly threatened by the presence of chain hotels, which are internationally managed with an excellent standard of hotel hospitality. In a commercial context, franchised hotels benefit the franchisor, franchisee, and consumers in terms of the quality of hotel standardization and reputation. Still, such hotels remain incomparable to the Balinese city hotels managed traditionally by family owners. In the legal context, the emergence of various types of modern franchised city hotels in Bali is influenced by suitable laws and policies, such as the World Trade Organization (WTO) Agreement with one of its ground bases called the “Non-Discrimination Principle” at the international level and at the regional level, the Association of Southeast Asian Nations Economic Community, which also emphasizes that one of the important central pillars of the multilateral trading system is a region fully integrated into the global economy. The emergence of modern chain city hotels has prevented the local city hotels from competing in terms of both the infrastructure and quality management services. To overcome these crucial issues, the model provisions of the local government regulation and self- regulation framework of hotel associations must be constructed to strengthen the local city hotels as chain hotels by implementing traditional values, e. g. , the Tri Hita Karana, the corporate social responsibility as a strategic development, and human rights approaches, that comply with the WTO Agreement and the laws and policies at the regional level.

Bahasa Abstract

Keberadaan City Hotel di Bali yang dikelola secara tradisional semakin terancam oleh kehadiran hotel waralaba yang dikelola dengan standar internasional. Dalam konteks komersial, jenis hotel waralaba membawa keuntungan baik kepada franchisor, franchisee, dan juga konsumen berkaitan dengan kualitas dan reputasinya. Kondisi tersebut tidak sebanding dengan City Hotel di Bali yang umunya dikelola secara tradisional. Dalam konteks hukum, munculnya berbagai jenis hotel waralaba di Bali tampaknya dipengaruhi oleh hukum dan kebijakan di tingkat internasional, seperti rezim Organisasi Perdagangan Dunia (WTO) dengan salah satu prinsipnya “Prinsip Non Diskriminasi”serta di tingkat regional seperti ASEAN Economic Community yang juga menekankan bahwa salah satu pilar utama dalam sistem perdagangan multilateral adalah terintegrasi dengan ekonomi global. Munculnya hotel waralaba telah menyebabkan hotel-hotel lokal tidak mampu bersaing baik dari segi infrastruktur dan manajemen mutu. Untuk mengatasi masalah tersebut, penting untuk mengatur melalui Pengaturan di tingkat Peraturan Daerah dan peraturan internal (Self- Regulation Framework) pada asosiasi perhotelan waralaba untuk memperkuat hotel lokal menjadi hotel yang bermanajemen waralaba dengan menerapkan nilai-nilai tradisional, misalnya Tri Hita Karana, CSR sebagai strategic development, dan pendekatan hak asasi manusia yang tidak bertentangan dengan Perjanjian WTO serta hukum dan kebijakan di tingkat regional.

References

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Dalem, Anak Agung GdeRaka. “Achievements and Challenges of Implmenetation of ‘Tri HitaKirana’ for Creating Sustainable Tourism in Bali-Indonesia: A Case Study in Hotel Sectors. ” Ritsumeikan University. Accessed on 22 September 2014. http://www. ritsumei. ac. jp/acd/re/k-rsc/hss/book/pdf/vol03_02. pdf.

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