“KELEBUTAN” AS A MODEL OF CORPORATE SOCIAL RESPONSIBILITY: A DRIVER FOR SOCIO-ECONOMIC AND ENVIRONMENTAL SUSTAINABILITY IN TOURISM

This paper presents results of qualitative study assessing Corporate Social Responsibility (CSR) initiatives from the perspective of the local concept Kelebutan (water spring) associated with Tri Hita Karana (THK), the local sustainability value. The study was conducted in Bali Zoo, Singapadu, Bali, Indonesia, in the aftermath of the COVID-19 pandemic in 2022–2023. The study reveals Bali Zoo’s CSR initiatives effectively embody the three core functions of Kelebutan, aligning with the Balinese value of THK. First, Kelebutan as a source of water for daily use is implemented in supporting local communities, reflecting the harmony between humans and humans. Second, Kelebutan sustains botanical life and irrigation systems, reflected in the zoo’s initiatives in enhancing the biodiversity and agriculture, fostering a balance between human activities and the environment. Finally, through the provision of sacred water (tirta) and traditional medicinal resources, Bali Zoo contributes to the community’s spiritual and physical well-being, strengthening the connection with Spirit the All Mighty. This study contributes to the existing academic work by providing an understanding of CSR through the lens of Kelebutan and THK, offering a culturally rooted framework that aligns socio-economic and environmental sustainability with local Balinese values.