This study explores the potential of Mas Tourism Village, Ubud, Gianyar-Bali by emphasizing its rich cultural heritage and distinctive local culinary traditions as strategic assets for sustainable tourism development. As rural tourism continues to evolve, integrating authentic cultural experiences with gastronomic offerings has become a key approach in attracting diverse tourist segments. The research highlights how community-based cultural events and curated culinary promotions can enhance destination image and visitor engagement. Through qualitative analysis and participatory observation during a media promotion event, this study demonstrates the role of cultural and culinary narratives in strengthening local identity and promoting inclusive economic growth. Findings suggest that well-organized promotional activities not only elevate the visibility of Mas Tourism Village but also contribute to the preservation of intangible cultural assets and support community empowerment. The article concludes with practical recommendations for stakeholders in tourism development to utilize heritage and culinary uniqueness as tools for strategic marketing and sustainable rural tourism initiatives.
Ginaya et al. (Thu,) studied this question.
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