Main Article Content
Abstract
This study aims to analyze socio-cultural changes in the community surrounding the Bahari Beach Tourism area in Polewali Mandar and the factors influencing these changes. The study employed a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. Research informants were selected using a snowball sampling technique involving community leaders, village officials, youth, and business actors around the tourism area. Data analysis was conducted through data reduction, data display, and conclusion drawing, and the validity of the data was ensured through source triangulation. The findings indicate that socio-cultural changes occur across structural, cultural, and interactional dimensions. The driving factors of these changes include the increasing flow of tourists, the development of information technology, population dynamics, and external cultural influences. These changes have led to shifts in social values, behavioral patterns, and lifestyles of the local community, while simultaneously creating new economic opportunities in the tourism sector. The findings of this study are expected to serve as a reference for the development of sustainable tourism while maintaining the preservation of local values and cultural wisdom.