ABSTRACT
Cultural tourism is essential not only about visiting tourist destination with the purpose of recreation, but it can also relate to cultural potential that become the attraction of tourists to the destinations they visit. This is also the case in the Sasak Sade Tourism Village, Lombok, an area that still preserves and treats Lombok’s traditions to become a popular cultural tourism site in, West Nusa Tenggara. The purpose of this research is to uncover the tips of the local community to care for and maintain the traditions of their ancestors, so that in the end it is able to optimize the potential of its territory and lift the image of Indonesia. This research uses a qualitative approach and descriptive method. Data collection techniques employed are observation, interviews, and documentation studies. The data were analyzed through data reduction, data display, and verification and the data validity was tested by using triangulation. The results of the study showed that to realize the elevation of the image of the Indonesian people, the community must continue to preserve the cultural heritage of their ancestors, which also can provide economic benefits for them.
