EMERGING BALINESE FRANCHISED CITY HOTELS IN LEGAL CONTEXTS: TOWARDS MODEL PROVISIONS OF LOCAL GOVERNMENT REGULATION AND A SELF REGULATION FRAMEWORK
The existence of traditionally managed Balinese city hotels is increasingly threatened by the presence of chain hotels which are internationally managed with an excellent standard of hotel hospitality. In a commercial context, this type of franchised hotels brings advantages both to the franchisor, franchisee, and also consumers in connection with the quality of hotel standardization and their famous reputation. Of course, it is not comparable to the Balinese city hotels managed traditionally by family owners. In legal contexts, the emergence of various types of modern franchise city hotels in Bali seems to be influenced by suitable law and policy in international level such as the regime of World Trade Organization (WTO) Agreement with one of its ground bases called "Non-Discrimination Principle” as well as in regional level such as ASEAN Economic Community that also emphasize that one of the important central pillars of the multilateral trading system is a region fully integrated into the global economy. The emergence of modern chain city hotels has caused the local city hotels to be unable to compete in terms of both infrastructure and quality management services. To overcome these crucial issues, it is important to construct Model Provisions of the Local Government Regulation and Self- Regulation Framework of hotel association in order to strengthen local city hotels as chain hotels by implementing traditional values e.g. Tri Hita Karana, CSR, and human rights approaches but they do not run counter to the WTO Agreement as well as law and policy at the regional level.
franchised city hotel; local city hotel; non discrimination system; model provisions of local government regulation; self-regulation framework