Revitalizing Cultural Values and Religiosity in the Digital Economy: Participatory Action Research Study on Incense Crafters

DOI

10.2991/978-94-6463-882-0_62How to use a DOI?

Keywords

Branding; Digital Economy; Religiosity; Revitalization; Sociocultural

Abstract

This study aims to revitalize local cultural values and religiosity in the context of the digital economy by strengthening incense craftsmen in Bali. As an attribute of religiosity, it is important to optimize the Balinese incense business so that it remains competitive and its existence is maintained. Dupa is not only a commodity but also has symbolic meaning closely tied to religious practices and the cultural identity of Balinese society. Therefore, the strengthening of Dupa’s business capacity is directed not only toward economic growth but also toward the preservation of local values within the modern landscape. This study uses a participatory action research approach with data collection in the form of observation and interviews. The results show that the incense business can be optimized through two approaches: first, increasing production capacity by providing supporting tools; and second, digital branding based on sociocultural and religiosity, which is implemented through the use of Google Business Profile, Instagram, and TikTok. Digital media is used not only as a promotional channel but also as a narrative space to communicate the philosophy and sacred value of incense products. This collaborative process allows incense craftsmen to be actively involved in planning, implementing, and reflecting on the changes that occur, thereby building critical awareness and independence. The synergy between local wisdom and digital branding can be an effective strategy in strengthening the culture-based economy and expanding the reach of spirituality from the local to the global sphere.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ni Wayan Wahyu Astuti
AU  - I Komang Wiratama
AU  - I. G. P. Fajar Pranadi Sudhana
PY  - 2025
DA  - 2025/11/14
TI  - Revitalizing Cultural Values and Religiosity in the Digital Economy: Participatory Action Research Study on Incense Crafters
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 543
EP  - 549
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_62
DO  - 10.2991/978-94-6463-882-0_62
ID  - Astuti2025
ER  -