13 9 PB

JBHOST
Journal of Business on Hospitality and Tourism
First Published in December 2015
ISSN 2527-9092
EISSN: 2527-6921
Published by IPBI, Institut Pariwisata dan Bisnis Internasional. First published in

2015. The journal is intended as a medium for scientific study, research, and
critical analysis study of the issues surrounding tourism and hospitality business.
Published twice a year in June and December.
Secretariat:
JBHOST
(Journal of Business on Hospitality and Tourism)
LP2M (Lembaga Penelitian dan Pengabdian Masyarakat).
Institut Pariwisata dan Bisnis Internasional
Jalan Kecak, No. 12, Gatot Subroto Timur - Bali
Telp : +62 361 - 426699
Fax : +62 361 - 426700
Email : info@jbhost.org
humas@stpbi.ac.id
Website: http://jbhost.org
https://dx.doi.org/10.22334/jbhost
i
Volume 7 Issue 3
December 2021
EDITORIAL BOARD
INTERNATIONAL ADVISORY BOARD
Prof. Dr. Enno Schmoll. Jade University, Wilhelmshaven, Germany
EDITOR IN CHIEF
Dr. Denok Lestari. STPBI, Indonesia
JOURNAL MANAGER
Putu Mega Putra, M.Pd. STPBI, Indonesia
EDITORS
Ni Made Ayu Sulasmini, S.Pd.,M.Pd.,CHT.,CHE. STPBI, Indonesia
Ni Luh Supartini, S.Pd.,M.Pd. STPBI, Indonesia
Oktarini, Kadek Ratih Dwi. Nanyang Technological University, Singapore
INTERNATIONAL REVIEWER
Prof. Vickneswaran Nair. Taylor's University, Malaysia
Prof.Dr. Theodore Benetatos. IMI, Switzerland
Dr. Qu Xiau. Hongkong Polytechnic University, Hongkong
ii
Dr. Kim Sam. Hongkong Polytechnic University, Hongkong
Prof. Dr. I Nyoman Dharma Putra, M.Litt. Udayana University, Indonesia
Dr. Devi Kausar. Pancasila University, Indonesia
Dr. I Nyoman Laba. . International Bali Tourism of Institute, Indonesia
Prof. Edgar Allan Dela Cruz Mendoza. University of the Philippines | UPD ·
College of Home Economics, Philippines
Dr.I Made Bayu Wisnawa.,A.Par.,M.M.,M.Par. STIPAR Triatma Jaya,

Indonesia
Professor Nigel R Hemmington. Auckland University of Technology, New

Zealand.
Dr. Any Ariani Noor, A.Md., S.Pd., M.Sc. Politeknik Negeri Bandung, Indonesia.
Dr. Ir. Fitri Abdilah, M.Pd, Agung Podomoro University, Indonesia
Fajar Kusnadi Kusumah Putra, B.A.Sc., MSc., D.HTM. Sekolah Tinggi

Pariwisata National Hotel Institute Bandung, Indonesia.
Deddy Kurniawan Halim, PH.D. Politeknik Internasional Bali, Indonesia.
Mohanty, Patita Paban. Siksha O Anusandhan University | SOA · Hospitality and

Tourism, India
Donny Susilo, MBA. Department of Business Administration, Asia University,

Taichung, Taiwan
Dr. Gede Yoga Kharisma Pradana, S.Sos., M.Si. International Institute of

Tourism and Business, Indonesia
I Wayan Pantiyasa, S.E, M.M. Institut Pariwisata dan Bisnis Internasional,

Indonesia
Dr. I Wayan Kiki Sanjaya, Sst. Par, S.E., M.Par. Institut Pariwisata dan Bisnis
Internasional, Indonesia
Agung Permana Budi, S.E., M.M. Institut Pariwisata dan Bisnis Internasional,
Indonesia
Wirawan, Putu Eka, M.Par. Institut Pariwisata dan Bisnis Internasional,

Indonesia
Dr. I Gusti Bagus Rai Utama, M.A. Dhyana Pura University, Indonesia
iii
Ir. Anak Agung Putu Agung Suryawan Wiranatha, M.Sc., Ph.D. Udayana
University, Indonesia
Dr. Ida Bagus Made Wiyasha, SE., MM., CHT. International Bali Tourism of
Institute, Indonesia.
iv
ACKNOWLEDGMENTS
The seventh Journal of Business on Hospitality and Tourism, JBHOST, is finally

published. This year JBHOST is published twice a year in June and December. All
of the accepted papers were reviewed by our reviewers in order to be included in
this journal.
Papers presented are covering the issues on hospitality and tourism development,
attraction and destinations, tourism marketing, Event, and Human resources
development, and tourism education.
We thank the contributors, the foundation of Yayasan Dharma Widya Ulangun, the
Management of IPBI, and JBHOST committee for enabling this publication,
JBHOST, Journal of Business on Hospitality and Tourism, Volume 7 Issue 3, to be
successfully produced on time.
JBHOST Editorial
v
TABLE OF CONTENTS
THE EFFECT OF GREEN PRODUCT AND GREEN PROMOTION ON INCREASED CONSUMER

LOYALTY AT STARBUCKS COFFEE .................................................................................... 273
Erina Subiantoro¹, Lexi Pranata Budidharmanto² ....................................................... 273
THE MOTIVATIONAL FACTORS ON USING VIRTUAL HOTEL OPERATORS’
ACCOMMODATION AMONG TOURISTS IN CEBU CITY, PHILIPPINES .............................. 280
James G. Esguerra1 and Mariae Khrisna Baring Arreza2 ............................................. 280
THE VALUE OF BALI'S LOCAL WISDOM ON HOTEL EMPLOYEES IN BADUNG REGENCY . 293
Made Arya Astina ........................................................................................................ 293
DEVELOPMENT OF LIVING MUSEUM AND STORYNOMIC TOURISM BASED ON TRI HITA
KARANA IN KABA-KABA VILLAGE, TABANAN BALI .......................................................... 304
Made Mutiara Putri Udayani1, Putu Eka Wirawan2, I Gede Krisna Yoga Putra Pratama3
.................................................................................................................................... 304
BALANCING THE HIGH TECH AND HIGH TOUCH IN EDUCATION: THE IMPLEMENTATION
OF HUMANISTIC APPROACH ON EDU-RECREATION CONCEPT IN POLITEKNIK PARIWISATA
BALI ................................................................................................................................. 312
Ida Bagus Putu Puja1, Putu Ayu Aryasih2, Desak Gede Chandra Widayanthi13 .......... 312
AN EMPIRICAL STUDY OF FOOD BLOGGER INFLUENCE ON COFFEE SHOP BRAND IMAGE
AND CONSUMER PURCHASE DECISION IN DELAPAN GRAM .......................................... 325
Suci Sandi Wachyuni1, Kadek Wiweka2, Indri Softia3 .................................................. 325
FACTORS SUPPORTING THE SUCCESS OF COMMUNITY-BASED TOURISM IN CILETUH
GEOPARK ......................................................................................................................... 339
Nurlena1, Musadad2 .................................................................................................... 339
THE IMPACT OF THE EVENTS ON THE IMPROVEMENT OF COMMUNITY ECONOMY IN THE
WATERFRONT AREA SAMBAS ......................................................................................... 350
Rossi Evita1, Tita Rosalina 2 .......................................................................................... 350
LOCAL PEOPLE’S ATTITUDE AND PERCEPTION TOWARDS ECO TOURISM DEVELOPMENT:
EMPIRICAL EVIDENCE FROM INDIA ................................................................................ 363
Patita Paban Mohanty1, Nihar Ranjan Mishra2, Sunil Tiwari3 ..................................... 363
IDENTIFYING HOTEL MANAGEMENT STUDY PROGRAM MOST ENHANCE ATTRIBUTES FOR
INTERNATIONAL TOURISM AND BUSINESS INSTITUTE USING CONJOINT ANALYSIS IN
PANDEMIC ERA OF COVID 19.......................................................................................... 377
Ida Bagus Made Wiyasha1, I Ketut Muliadiasa2 .......................................................... 377
BLANGSINGA GIANYAR WATERFALL TOURISM OBJECT. CURRENT DESTINATIONS THAT
ARE HITS IN BALI ............................................................................................................. 389
vi
Firlie Lanovia Amir1, Gusti Ngurah Yoga Semadi2 ....................................................... 389
THE IMPLEMENTATION OF CHSE PROGRAM IN COURTYARD HOTEL BY MARRIOTT BALI
NUSA DUA RESORT IN POST-COVID-19 PANDEMIC ........................................................ 397
I Wayan Kiki Sanjaya1 , Ni Putu Sartika Sari2.............................................................. 397
SOUND AND MEANING OF MEGALITHIC TRADITIONAL VILLAGE AS A TOURISTIC
CONSUMPTION ............................................................................................................... 407
Francisca Titing Koerniawaty 1, I Wayan Ardika 2 ........................................................ 407
PERCEPTIONS OF HOTEL WORKERS AFFECTED BY THE PANDEMIC ON STOCKS ............ 416
Komang Shanty Muni Parwati1, Utik Kuntariati2, Firlie Lanovia Amir3. ...................... 416
vii
Journal of Business on Hospitality and Tourism PISSN 2527-9092
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
https://dx.doi.org/10.22334/jbhost.v7i3
Submitted 11th December 2020

Accepted 31th December 2021
THE EFFECT OF GREEN PRODUCT AND GREEN

PROMOTION ON INCREASED CONSUMER
LOYALTY AT STARBUCKS COFFEE
Erina Subiantoro¹, Lexi Pranata Budidharmanto²
Universitas Ciputra, Surabaya. Indonesia
¹esubiantoro@student.ciputra.ac.id
²llimbing@ciputra.ac.id
ABSTRACT
The increasing of public awareness of the environment has made companies implement
green product and green promotion strategies to increase consumer loyalty. Therefore, the
purpose of this study is to determine the influence between green product and green
promotion on consumer loyalty at Starbucks Coffee. This study used a sample of 203
respondents which were processed by multiple linear regression. The results showed that
the green product and green promotion partially had a positive and significant effect on
consumer loyalty. Green products have the biggest influence on consumer loyalty. This
shows that green products have an important role in increasing consumer loyalty at
Starbucks Coffee. Also the green promotion can increase the consumer loyalty too.
Keywords: green product, green promotion, consumer loyalty
INTRODUCTION
The Ministry of Industry stated that at the end of 2019 the growth of the
food and beverage industry had increased by eight percent (Zuraya, 2019). As for
the beverage business itself, the development could be higher. Starbucks as one of
the well-known global coffee shop businesses, is also one of the companies that
implements loyalty programs to maintain and increase consumer loyalty (Sari and
Nurhayati, 2019). According to Kotler and Keller (2016: 153), consumer loyalty is
defined as a strong role for consumers to buy a product or services they like which
makes them repurchase the product with the same brand. Beside buying and
enjoying the coffee, Starbucks consumers prefer to buy this product because the
products sold are promoted to have ingredients that are safe and also
environmentally friendly. According to Sari and Setiawan (2017), safe and
attractive products make consumers more loyal and selective in choosing a product.
https://jbhost.org/ 273
https://creativecommons.org/licenses/by/4.0
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
Currently, public awareness regarding environment is starting to increase,

given the many environment threats and disasters (Romdhoni et al. 2020). Public
awareness has led business people to start adjusting their business and responding
to environmental damage that has occurred. Many companies are now creating
business concepts and products that are more environmentally friendly.
Environmental friendly products that have no impact on environmental damage are
known as Green Products. According to Suhaily and Darmoyo (2019), green
products are categorized as goods that are made and produced with recycled
packaging. Examples of environmentally friendly products, namely reusable
packaging are products that are easily biodegradable and free from chemicals.
Starbucks is one of the company that cares about the environment that has
implemented environmentally friendly products. Starbucks has innovated to use
products that can be recycled and also minimize the use of plastic.
A company's marketing strategy for selling products can’t be separated from
the promotion. Meanwhile, the promotion carried out by the company to change the
public's view of environmentally friendly products is called green promotion
(Kusuma et al. 2017). Starbucks has also implemented green promotion in its
marketing strategy in a variety of ways, one of the most popular is the tumbler day
which is held every month. They offer drinks at half price by bringing your own
tumbler. The promotion is expected to educate consumers to reduce plastic use and
raising awareness about the environment.
The previous research by Jabeen and Kavitha (2020) stated that green
marketing strategies which include green products, green places, green promotions,
green people and green packages have an effect on consumer loyalty. This research
has some similarities, but the results may show differences because the object under
study is also different. A few researchers have focused more on green marketing,
while this research focuses on green products and green promotion on consumer
loyalty. The researchers by Suhaily and Darmoyo (2019) stated that green products
and green promotion have no significant effect on consumer loyalty.
Green Product
Rath in Hanifah et al. (2019) reveal green products are products that
produced with environmentally friendly technology and are not harmful to the
environment. Meanwhile, according to Suhaily and Darmoyo (2019), green
products are categorized as goods that are made and produced with recycled
packaging. Examples of environmentally friendly products, namely reusable
packaging are products that are easily biodegradable and free from chemicals.
These environmentally friendly products are included in the green marketing
strategy to change consumer attitudes towards a product (Jabeen and Kavitha,
2020).
From the information above, it can be concluded that green products are
products that do not cause harm to humans and the environment, products that do
not use excessive resources and also do not involve animals, and do not produce
waste that is difficult to decompose (Febriani, 2019). Customers who care about the
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
environment usually prefer environmentally friendly products, because they pay

more attention to health and also the environment (Suki, 2015). Sari and Setiawan
(2017) reveals that safe and attractive products make consumers more loyal and
selective in choosing a product. Iswanto (2019) revealed that green product can
make a positive image of a company and it can also increase consumer loyalty.
Therefore, this study aims to show the influences of green product on consumer
loyalty at Starbucks Coffee.
Green Promotion
Green promotion is a promotion carried out by companies to change

people's views regarding environmentally friendly products (Kusuma et al. 2017).
According to Palaguna and Ekawati (2016), green promotion is included in
advertisements that are used to carry out marketing strategies regarding
environmental issues so that they can be distinguished from the promotion of other
products by customers. Green promotion is also a campaign made by a
company by carrying out programs and activities to love the environment, the
campaign can improve the image of a company (Agustin et al. 2015). The success
of selling environmentally friendly products is supported by the existence of green
promotions that is carried out by a company (Febriani, 2019). Green promotion is
also part of the green marketing strategy in promotional activities to change
consumer attitudes towards the environment and increase consumer loyalty (Jabeen
and Kavitha, 2020). So, this study aims to show the influences a green promotion
on customer loyalty at Starbucks Coffee.
Consumer Loyalty
Consumer loyalty is defined as a strong role for consumers to buy products

or services that they like frequently, so that purchases with the same brand
repeatedly (Kotler and Keller, 2016: 153). Consumer loyalty can be used to measure
the development of sales and purchases. One way to increase consumer loyalty is
to know the characteristics of consumer loyalty (Maulina, 2019).
Meanwhile, according to Suhaily and Darmoyo (2019), defining consumer

loyalty is the willingness of consumers to maintain a relationship with the company.
Maintaining consumer loyalty in order to remain loyal is not easy, therefore every
company must maintain its quality. Customers who are increasingly loyal can
increase profits and also profits of a company. So, companies must be smart in
maintaining customer loyalty so that customers do not change their minds to go to
other companies (Fardani, 2015).
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
Figure 1: Research Model
Green
Product H1
(X1)
Loyalitas
Konsumen
(Y)
Green
Promotion H2
(X2)
METHODOLOGY
This research uses quantitative research which a method of survey by
distributing questionnaires online to respondents. The sample using a purposive
sampling with the respondent criteria is respondents aged 17 to 35 years and know
about green products and green promotion of Starbucks Coffee. The sample was
obtained by using the Jacob Cohen formula with a total of 203 respondents.
Data Analysis
The questionnaire was measured using a five-point Likert scale. The data
analysis using multiple linear regression, partial t, the coefficient of determination
R² and classical assumption.
RESULTS AND DISCUSSION
RESULT
Characteristic of Respondent
From the 203 respondents who have been obtained the results of the online
questionnaire, the majority of respondents are women aged 17-25 years and work
are students. With the acquisition of a percentage women is 78.3%, age 17-25 years
69.5 and students 50.2%.
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
Analyzed Result
This research has been tested the validity and reliability of using SPSS 25.
All the data has been declared valid by the acquisition of a calculated r value bigger
than r table. The data is also said to be reliable with the acquisition of a Cronbach
alpha (α) value bigger than 0,6. The results of the normality test state that all data
are normally distributed, with a significant value of 0,007 which is bigger than 0,05.
In the regression model it was stated that there was no multicollinearity with the
result of VIF value was not more than 10,00, the purpose of using the
multicollinearity test is to determine the existence of a strong correlation or
relationship between independent variables. For the heteroscedasticity test, all the
data stated that heteroscedasticity did not occur with significant values of green
product is 0,688 and green promotion is 0,579, the purpose of using
heteroscedasticity test is to aims whether in the regression model there is a
dissimilarity variant from the residual value to one observation to another
observation. All variables have a linear model with linearity criteria lower than
0.05.
Based on the partial t test there is a results with significant value is less than
0,05, which means that the variables are green product and green promotion have
an influence relationship on the dependent variable consumer loyalty. Obtained the
regression equation with the formula Consumer Loyalty (Y) = 3,983 + 0,291 X1 +
0,181 X2 + 0,05. It is mean that constant number of 3,983 shows the green product
(X1) and green promotion (X2) if the value is 0, then the consumer loyalty (Y)
value is 3,983. There is a green product coefficient (β1) of 0,291 with a positive
value, meaning if the green product increases by 1 time or 1%, then consumer
loyalty will increase by 0,291 or 29,1%. The value of green promotion coefficient
(β2) is 0,181 with a positive value, that’s means if green promotion increased by 1
time, then consumer loyalty will increase by 0,181 or 18,1%.
The results of the determination coefficient test state that there is a R² value
of 0.222, which means that the green product and green promotion variables have
an effect on consumer loyalty by 22.2%. While the rest is influenced by other
factors or variables apart from this research.
DISCUSSION
Result of this study shows that green product and green promotion have a
significant influenced to consumer loyalty. Green product can increase consumer
loyalty by 29,1%. Then green promotion can increase consumer loyalty by 18,1%.
The result of this study is supported by the research of Jabeen and Kavitha, 2020
that state green product and green promotion have an influence on consumer
loyalty. They also state green product have the biggest influence on consumer
loyalty.
The limitation in this research is focus on the object that is Starbucks Coffee
and the respondent is taken by people that knows green product and green
promotion at Starbucks Coffee. The variable of this research also focus on a few
parts that is taken from the green marketing strategies. Further researchers can use
other variables that are also related to green marketing, such as green place and
green price to the future research.
Vol 07 No 03, 2021: 273-279 EISSN 2527-6921
CONCLUSION
There is a significant influence between green product and green promotion

on consumer loyalty at Starbucks Coffee. Green product have a biggest influence
to increase consumer loyalty. This researchers have a suggest besides using a
questionnaire method, it is advisable to use the interview or field survey by
observing the surrounding conditions, so that as a result the information and data
obtained can be more complete. The further researchers can use another object that
have a green product and green promotion too. Also can use a few factors that can
be effect on consumer loyalty.
REFERENCES
Fardani, N. E., & Azis, E. (2015). Analisis Faktor-Faktor yang Mempengaruhi

Loyalitas Pelanggan Mobile Broadband Services Telkomsel di Kota
Bandung tahun 2014. eProceedings of Management, 2(2).
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product

Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s
Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis dan
Kewirausahaan, 3(1).
Hanifah, H. N., Nurul Hidayat, & Rita Murtiani. (2019). Pengaruh Produk Ramah
Lingkungan/Green Product Dan Harga Terhadap Keputusan Pembelian
Produk Tupperware. Jurnal Riset Manajemen dan Bisnis Dewantara
(JMD), 2(1), 37-44.
Iswanto, Rendy. (2019). "Green Design Starbucks". Diambil pada 19 September

2020 dari https://www.uc.ac.id/vcd/green-design-starbucks/.
Jabeen, S. S., & Kavitha, M. (2020). Effect of Green Marketing Strategies on

Customer Loyalty. Journal of Xi'an University of Architecture &
Technology. Volume XII, Issue IX.
Kotler, P. & Keller, K.L. (2016). Marketing Management, 15th Edition. New Jersey:
Pearson Pretice Hall, Inc.
Kusuma, E. I., Surya, D., & Suhendra, I. (2017). Pengaruh Strategi Green
Marketing dan Pengetahuan Lingkungan terhadap Keputusan Pembelian
Melalui Minat Beli Sebagai Variabel Intervening (Studi pada member
Tupperware di Kota Rangkasbitung). Jurnal Riset Bisnis dan Manajemen
Tirtayasa, 1(1).
Maulina, Rishna. (2019). "Meningkatkan Loyalitas Konsumen dalam Persaingan
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Bisnis". Diambil pada 18 September 2020 dari

https://www.jurnal.id/id/blog/meningkatkan-loyalitas-konsumen-dalam-
persaingan-bisnis/.
Palaguna, I. G. N. F., & Ekawati, N. W. (2016). Green Promotion Memedasi Green

Packaging terhadap Repurchase Intention (Studi pada Amdk Ades di Kota
Denpasar). E-Jurnal Manajemen Universitas Udayana, 5(12).
Sari, I. G. A. W., & Setiawan, P. Y. (2017). Pengaruh Green Marketing dan

Packaging terhadap Brand Image dan Loyalitas Pelanggan pada Konsumen
Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7).
Sari, K., & Nurhayati, I. K. (2019). Pengaruh Strategi Komunikasi Pemasaran

Starbucks Card terhadap Loyalitas Konsumen (Studi Pada Konsumen
Berstatus Mahasiswa PT. Starbucks Coffee di Kota Bandung). Jurnal Ilmiah
Komunikasi Makna, 7(2), 1-22.
Suhaily, L., & Darmoyo, S. (2019). Effect of Green Product and Green Advertising
to Satisfaction and Loyalty which mediated by Purchase Decision.
International Journal of Contemporary Applied Researches. Vol. 6, No. 1.
Zuraya, Nidia. (2019). "Kemenperin: Industri Makanan dan Minuman Tumbuh 8

Persen". Diambil pada 18 September 2020 dari
https://republika.co.id/berita/q0t79v383/kemenperin-industri-makanan-
dan-minuman-tumbuh-8-persen.
Vol 07 No 03, 2021: 280-292 EISSN 2527-6921
Submitted 27th April 2021

THE MOTIVATIONAL FACTORS ON USING

VIRTUAL HOTEL OPERATORS’ ACCOMMODATION
AMONG TOURISTS IN CEBU CITY, PHILIPPINES
James G. Esguerra1 and Mariae Khrisna Baring Arreza2

Cebu Institute of Technology- University,
Cebu City, Philippines
jamesesguerra495@gmail.com1
mariae_arreza@outlook.com2
ABSTRACT
This study looked into the influence of the motivational factors among foreign and local
tourists who availed of the VHO-partnered hotels in Cebu City. The study utilized a
descriptive-correlational design to look into the level of influence on the factors of (a) ease
of navigation, (b) opportunity to earn points and rewards, (c) availability of affordable
pricing, and (d) simplicity of reservation process and varied mode of payments. Three
hundred thirty-nine (339) both local and foreign tourists participated in this study. The
results showed that the level of influence on the motivational factors is of the highest
degree, while the difference between foreign tourists traveling for business and leisure
purposes on the motivational factors show no significant difference. On one hand, local
tourists traveling for business and leisure revealed a significant difference. Furthermore,
the comparison of the level of influence between local and foreign tourists, in general,
showed a noteworthy significant difference. Further study of VHO in a different setting is
recommended to get a better generalization on the VHO topic.
Keywords: Foreign Tourists, Local Tourists, Motivational Factors, Virtual Hotel

Operators
INTRODUCTION
The fourth industrial revolution has brought changes that lead to progress in
our society all over the world. Innovations brought by the dawn of 4th I.R. have
provided opportunities to many industries to improve their business models to ride
on the competitive business arena. Today's economy is moving toward the fourth
industrial revolution (FIR), which is defined by the adoption of technologies such
as cyber-physical systems, the internet of things, big data, artificial intelligence, and
robotics. Globally, there has been a lot of discussion about the impact of the FIR on
all industries, including hospitality and tourism (Osei et al., 2020).
Vol 07 No 03, 2021: 280-292 EISSN 2527-6921
Hospitality is one of the sectors in the tourism industry that is no exemption

to the changes that are taking place. The tourism industry in the Philippines is at a
fast-growing rate that results in the convenience of a diverse range of lodging
options available to tourists. From the standpoint of the consumer, the ICT
economy has implied new opportunities, particularly in terms of cost comparisons
and the ability to identify the "best" accommodation and the "hippest" locations.
The "most popular" attraction is a restaurant. Platforms have also shaped consumer
cultures because they streamline opinion, tastes, preferences, and interests through
propositions of desirable social form, encouraging, if not demanding, that users
evaluate and judge (Gossling, 2017). The hospitality sector has become the hub of
many advances in business practices and technological integration. Technology has
now become an integral part of the operations in many hotels across the globe. The
creation of sophisticated information and communication technologies (ICTs)
together with the growth of the Internet has served as a forum for promoting
engagement with and among customers, as well as the forming of brand
communities (Muñiz Jr and Schau, 2006).
Srovnalková et al., (2020) mentioned that the innovation that created the
concept of sharing economy is present in various businesses and it has resulted in a
significant impact on the tourism and the hospitality industry. The internet has
transformed the tourism industry by converting traditional tourism channels into
online channels, the sharing economy has amassed a collective number of
accommodation businesses in the hospitality industry. As a result, developing an
effective hotel management strategy is critical Technology has made consumers
highly knowledgeable in their purchases. They can also compare facilities across
numerous hotel brands and book online rather than over the phone. Traditional
businesses are compellingly disrupted because of rapid digitalization. Consumers,
manufacturers, and their networks have built a stronger bond and accessibility.
Some companies undergo exponential growth as a result of this breakthrough.
According to Oskam & Boswijk, ( 2016) the ease of using an app on one's phone
and the capacity to book a room without providing credit card details has made it
more appealing to consumers. When using Apple Pay or other similar apps, Airbnb
and VHO have access to other reviewers' comments, which can influence customer
buying decisions (Teck & Karuppiah, 2020). Airbnb and other companies using
similar technologies have carved out a position for themselves by utilizing all that
a hotel guest needs. VHO has plans to magnify their presence and linger to develop
at an exceptional rate. A shift in consumer attitude has resulted in app-based
booking. Financial and personal achievement prospects VHO and similar platforms
would have been even more difficult if not for technology (Douglas, 2018). The
demand for a better service is becoming an advocacy and at the same time a burden
for many hotel operators. With this reality, many are seeking out ways to improve
their services to stay competitive in the business arena by innovating processes or
integrating technology in their services. The new concept of business in the hotel
sectors such as the sharing economy is taking its place in the competition. One of
the many notable innovations in the hotel accommodation sector is the emergence
of virtual hotel operators. In some Asian countries such as Indonesia, this business
concept took its place in 2015 (Wiastuti & Susilowardhani,2016).
Vol 07 No 03, 2021: 280-292 EISSN 2527-6921
VHO and other related technologies are multibillion-dollar markets in

Southeast Asia and have tremendous market potential and increasing influence
(Ahmad et al., 2018; Wiastuti & Susilowardhani, 2016). The Virtual Hotel Operator
model was born out of an increase in demand for clean and low-cost lodging.
RedDoorz, Oyo rooms, Nida rooms, and Zen rooms are the most well-known and
perceptible brands in Metro Cebu. VHO caters to the budget traveler, offering an
inventory of affordable lodging. It is definite in an industry with so many variables
that hoteliers must boost technical creativity because this can result in most tourists
using VHOs and other similar platforms.
The booming of budget travel has been a big opportunity for small to mid-
range hotel accommodations. Tourists’ behaviors are now influenced by many
things such as technology and other social factors that shape their perception of the
value of a hotel accommodation, and now seen more than just what is usually
offered. Tourists are aware of product or service developments to the point that they
may affect their buying decision (Hjalager, 2010). Traveling has now become more
personalized; it can now be arranged by the tourists themselves through the use of
technology, through the use of booking applications (booking.com, trivago, etc.).
Virtual hotel operators took advantage of these changes and created a platform
where they can reach prospective guests from different places across the world.
Furthermore, the rising demand for clean and budget-friendly accommodation
brought the VHO into its position in the market due to its partnership with this kind
of hotel. Virtual Hotel Operators such as OYO, Zen Rooms, and Red Doorz are now
present in Cebu City, Philippines, in particular. There are quite several small to mid-
range hotels that partnered with VHOs. The digital market has increased its
presence and its chance for potential guests due to the wide coverage of the digital
world. Avili (2016) explained that VHOs do not own hotels; they are the same as
the concept of uber taxis. Virtual Hotel operators take several rooms in each of the
qualified hotels and rebrand them into VHO. Each VHO has its own criteria
requirement when considering its partner hotels. The dawn of VHO in Cebu City is
still at an early stage, however, interest in the use of this platform among tourists
has become more popular over time. Sciarelli et al., (2018) explained that customer
behavior is often a challenge and an opportunity for all kinds of businesses. The
tourism industry is an ever-dynamic industry that thrives to make the tourists'
experience better. The industry has been a leader in ICT and digital growth, which
resulted in the evolution of the value chain and business-to-consumer relationships.
The increasing amount of information available has paradoxically resulted in an
"informative syndrome," which makes these relationships more complicated and
complex at times The implementation of new ICT can increase efficiency in tourism
businesses (Blake, Sinclair, and Soria, 2006). According to Lopez (2020), there has
been an increase in the number of digital natives with location-independent living
and working styles in recent years. In the mainstream press, the emergence of digital
nomads has been attributed to a desire to escape the “rat race” of urban life.
Economic development depends on the success of small companies. The need to
nurture a competitive advantage is a persistent obstacle for small business owners
(Bressler, 2012). Digitalization allows businesses to develop well beyond their
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traditional markets. These businesses grow at the same rate as the well-recognized
brands in the industry. The results are stronger, quicker, and less expensive (Teng
et al., 2020; Oskam & Boswijk, 2016). In the hospitality industry, VHOs have many
potentials, particularly in terms of increasing sales and quality. A partnership with
a VHO and similar technology may be an option only after a thorough examination
of the overall environment (Wiastuti & Susilowardhani, 2016; Koutroumanis,
2011). Business model innovation in the hotel sector affects the perspectives of the
guests when considering accommodation. Many process advances have relied on
information and communication technology (ICT) in recent decades, and it has
sparked a major strand of research with its agendas and institutions (Buhalis & Law,
2008).
Tourists come in with different purposes, and two of the most popular
traveling reasons are leisure and business. Each purpose for travel comes with
different needs in terms of the travel arrangements and the accommodation.
However, whether for business or leisure travel, common considerations among
tourists may include convenience, budget, and cleanliness and VHOs provide such
qualities of accommodation as they provide varying choices of the rooms and prices
that may suit the budget of the tourists which, therefore, allowing them to serve
both business and leisure travelers. A few researchers focused on the motivational
factors that influence tourists to avail the VHO affiliated hotels’ booking system.
There have been limited studies concerned with how tourists perceived the VHO
booking system. Therefore, this research intends to look into the perception of both
foreign and domestic tourists on the motivational factors that influence them to
avail themselves of VHO affiliated hotels in Cebu City. The specific objectives of
this research are (a) identify the profile of the tourists according to the types of
travelers and types of travel purposes, (b) evaluate the level of influence of the
motivational factors that lead tourists traveling for business and leisure in Cebu City
to avail VHO affiliated hotels and; (c) differentiate the perception towards VHO
utilization between foreign tourists and local tourists in Cebu City.
Motivational Level of
Factors Influence
Domestic Tourists Foreign Tourists

(Business and (Business and
Leisure Travel Leisure Travel
Purposes) Purposes)
Figure. 1 Conceptual Framework of the Study
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Figure 1 presents the conceptual framework of the study, the researchers

identified factors as key indicators to measure the motivational factors that led the
in-house guests which are domestic and foreign tourists to avail of the VHO
affiliated hotels. The identified factors are ease of navigation, as VHO generally
rely on technology through platform through a webpage or can be accessed through
the use of mobile phone, when consumers believe that technology is simple to use
and learn, they are more likely to adopt it, especially if it is supported by a user-
friendly interface, and how to use it quickly (Ontiveros et al., 2018). Another factor
that was looked into is the opportunity to earn points, rewards; avail coupons;
discounts, Büyükdağ et al., (2020) concluded that pricing is one of the most
important marketing tools that can direct the feelings, perceptions, and behaviors
of the consumers. Therefore, consumers’ reactions to price promotion are important
in terms of pricing. Because specific discount pattern in terms of price promotion
scenarios for both cognitive and emotional perceptions of consumers is a vital
element for the sustainability of products and companies. The effect of different
specific discount patterns in terms of price promotion scenarios on perceived price
attractiveness and purchase intention was investigated in their study, and the results
revealed that price promotion scenarios have a significant impact on perceived price
attractiveness and purchase intention. Availability of affordable pricing, was also
one of the key factors that were considered, according to Kim, (2019) the most
commonly used marketing/retail tool is price promotion. acquiring new clients for
long-term service providers. Because retailers lower their prices, the products
become more accessible to all buyers (Chen et al., as cited by Büyükdağ et al.,
2020). Availability of desired product, guests always have expectations in mind
when it comes to what they want for their rooms, it may depend on their budget or
their comfort. Oftentimes, they would prefer several options to choose from before
they make proper decisions. According to Andrews et al., (2016), if a person starts
the process by debating whether or not to buy at all, a large selection is likely to be
appealing and make him or her more likely to decide in favor of purchasing. If, on
the other hand, a person begins by selecting a favorite from a variety of options and
then decides whether or not to buy, a large selection makes the task more difficult
and reduces the likelihood of purchasing.
Provision of detailed information was also looked into in this study and
according to Dharmesti and Nugroho, (2013) online consumers with various
motivations will respond to website design in various ways, and consumer
motivation influences information processing patterns and emotions. Furthermore,
they stated that a good website has a good organization in which consumers will
find it easy to access the desired information about the product. Good website
design is a neat screen appearance, clear information path, and quick information
loading, and availability of different modes of payment other than the credit card.
In the Philippine context, despite the recent growth of the electronic payment (e-
payment) industry, cash transactions continue to dominate in the country. One factor
influencing this slow growth rate is the country's small bank population ( Raon, et
al., 2021).
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METHODOLOGY
This study utilized a quantitative method specifically a descriptive -

correlational design. A researcher-made questionnaire to gather data on the profile
of the respondents and the level of influence of the motivational factors in utilizing
VHOs among tourists checked in VHO partnered hotels; and conducted in the
selected 40 VHO partner hotels in Cebu City. The respondents of this study were
in-house guests of the VHO hotels at the time of the conduct of the study. The
selection of participants was based on the following criteria: (a) must be a tourist
checked-in a VHO partner hotel in Cebu City, (b) must have utilized the VHO
booking system, (c) must be willing to participate and give voluntary consent. 339
tourists participated in this study, Domestic – 209; Foreign – 130. The instrument
centered on the motivational factors of the VHO accommodation system in terms
of ease of (a) navigation, (b) opportunity to earn points and rewards, (c) availability
of affordable pricing, (d) simplicity of reservation process, and (e) varied mode of
payments. The instrument underwent pilot testing activity with 30 participants
which resulted in a Cronbach alpha value of 0.7 which is reliable for administration.
The gathered were statistically treated using frequency count and percentage for the
profile of respondents, weighted mean for the level of influence of the motivational
factor, and Mann- Whitney U tests were done to look into the differences of the
level of influence between foreign and local tourists and difference on the influence
level between tourists traveling for leisure and business purposes.
Table 1. Profile of the Respondents
Types of Travelers Type of Travel Purposes

Business Leisure
(n= 127) (n= 212)
Frequency Percentage Frequency Percentage
Domestic 89 70.07% 120 56.60%
Foreign 38 29.92% 92 43.39%
n=339, Domestic – 209; Foreign – 130
As presented in table 1, participants were clustered into domestic and

foreign travelers. On the one hand, among, domestic travelers, travel for the reasons
of leisure is higher by 13.47% compared to business purposes traveling. On the
other hand, foreigners traveling for business purposes are lower than those traveling
for leisure purposes. In this study, the data suggest that traveling for leisure purposes
is more popular among the two groups of participants combined.
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Table 2. Level of influence of the motivational factors of VHO accommodation

booking
Domestic Foreign
(n=209) (130)
Factors Leisure Business Leisure Business

Mean Interpretati Mean Interpretati Mean Interpretati Mean Interpretati
on on on on
1)Ease of 4.75 Extremely 4.95 Extremely 4.93 Extremely 4.87 Extremely
Navigation influential influential influential influential
2)Opportu 4.94 Extremely 3.93 Very 4.14 Very 4.12 Very

nity to earn influential influential influential influential
points;
rewards;
avail
coupons;
discounts
3)Availabil 4.98 Extremely 3.95 Very 4.73 Extremely 3.46 Very
ity of influential influential influential influential
affordable
pricing
4)Availabil 4.43 Extremely 4.95 Extremely 4.34 Extremely 4.97 Extremely
desired
product
5) 4.50 Extremely 4.93 Extremely 4.30 Extremely 4.97 Extremely
Provision influential influential influential influential
of detailed
informatio
n
6)Simplicit 4.63 Extremely 4.91 Extremely 4.80 Extremely 4.97 Extremely
y influential influential influential influential
ofreservati
on process
7)Availabil 4.84 Extremely 4.55 Extremely 4.96 Extremely 3.94 Very

different
modes of
payment
other than
the credit
card
Weighted 4.72 Extremely 4.59 Extremely 4.6 Extremely 4.47 Extremely

mean influential influential influential influential
Legend: Extremely influential( 4.20-5.00,) very influential (3.40- 4.19), somewhat

influential (2.60-3.39), slightly influential (1.80-2.59), not at all influential (1.00-
1.79)
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The table indicates that with the domestic group who are traveling for
leisure purposes, the level of influence of the motivational factors to utilize the
online VHO accommodation booking system has the general weighted mean of
4.72; this means that for this group of domestic travelers, booking through online
VHO is extremely influential. On one hand, domestic travelers on business travel
have the general weighted mean of 4.59 which is similarly interpreted as extremely
influential. The results imply that domestic travelers regardless of their reasons for
traveling, are highly motivated to utilize the online VHO accommodation booking
system on the factors of convenience, opportunity to earn points, availability and
affordability of pricing, desired product, detailed information, simplicity of the
process and the different mode of payments available generally influence the
domestic traveler’s decision to use the online VHO accommodation booking system
as indicated on the mean scores each of the motivational factors. In the studies of
Srovnalíková et al., (2020) and Richard (2017), they both mentioned that guests are
becoming more diverse in terms of demographics and expectations. Online hotel
reservations are preferred by guests because of their ease, convenience, access to a
varied range of product inventory, faster processing. Thus, it provides an over better
smooth overall transaction.
Meanwhile, foreign travelers on leisure travel have a general weighted mean

of 4.6 which means that the factors presented in the table above extremely
influenced the decision of this group to use the online VHO accommodation
booking system. As for the foreigners on business travel, the general weighted mean
is 3.9, which is interpreted as very influential. The data indicates there is a slight
difference between leisure and business travelers. On the factors of opportunity of
earning points, availability and affordability of pricing, and different modes of
payments, the mean scores are 3.46, 3.49 4.12 respectively, which are below the
highest mean range scores. The results however imply that generally, the two groups
of foreign travelers are indeed influenced by the aforementioned factors that
motivate them to utilize the booking system regardless of the slight score
differences.
Table 3. Difference between Business vs Leisure Foreign Travelers

Mann- Whitney U 85596.500
Wilcoxon W 293931.500
Z -0.064
Asymp. Sig. (2- tailed) 0.949
A Mann-Whitney test was done to test significant differences in the level of

influence on the factors to utilize VHO booking between foreign travelers for
business and leisure purposes. The p-value of 0.0949 shows no significant
difference between the two groups of foreign travelers. The result implies that in
terms of the motivation to utilize the VHO booking system, the two foreign tourists
(traveling for business and leisure) may have the same viewpoint on the
motivational factors presented in this study.
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Table 4. Difference between Business vs Leisure Domestic Travelers

Z -2.367
The data reveal that there was a significant difference between the domestic
travelers on business and leisure on the factors that influence to utilize VHO
booking system. This means that the two groups of domestic travelers have a
different perception of the 7 factors presented. This could also imply that at a certain
point domestic business travelers and domestic leisure travelers vary considering
the purpose of their travels.
Table 5. Difference between Domestic vs Foreign travelers

Z -4.683
Table 5 presents the result of the test between domestic and foreign travelers
in general. The data reveal the p-value of 0.000 which is statistically highly
significant. This means that the level of influence of the motivational factors to
utilize the VHO booking system among the two groups of travelers significantly
differ. It can be inferred that these two groups of travelers may have different
viewpoints on what to consider in booking accommodation based on the purposes
of their travels. Moreover, the results can be attributed to the difference in
expectations and experiences in the utilization of the VHO booking system.
DISCUSSION
The study focuses on the motivational factors that influenced both domestic
and foreign tourists to avail of the VHO affiliated hotels. The findings present that
in this study, in terms of representation there were more domestic and foreign
tourists on leisure travel availed VHO affiliated hotels compared to those traveling
for business purposes. The motivational factors that influenced both domestic and
foreign tourists to book in VHO affiliated were observed to be extremely influential,
this means that both tourists traveling for different purposes (business or leisure)
shows a positive perception towards the motivational factors as indicated in this
study. On the comparison of the perception of the in-house foreign tourists traveling
for business versus the foreign tourists traveling for leisure, it was observed that
there was no significant difference in their perception of the motivational factors
that influenced them. This may imply that both groups of foreign tourists seek the
same value on what they find important in considering booking in VHO affiliated
hotels. A similar comparison was also done with in-house guests coming from
Vol 07 No 03, 2021: 280-292 EISSN 2527-6921
domestic tourists, the results garnered a significant difference in the perception on

the motivational factors that influence domestic tourists traveling for business and
leisure purposes, the results suggest that their perceived value may at some point
different from one another which can be attributed to their purpose of travel. The
study also compared domestic versus foreign tourists’ perception the motivation
factors that influenced tourists to avail themselves VHO accommodations, the
results show a highly significant difference between the two groups of tourists, this
may imply that the two groups have different perceptions on the motivational
factors that affect their level of influence.
As revealed in the results of the study, tourists (both domestic and foreign)
find the ease of navigation to be influential in choosing to use VHO affiliated hotels’
booking systems. It was also seen the opportunity to earn points, rewards, and
discounts were also observed to be an influential factor. Tourists were also after
affordable pricing and the desired product to be available in VHO affiliate hotels.
It was also observed that availability of information, simplicity of reservation is
also considered by the participants to be influential. Lastly, modes of payment other
than credit cards were also seen to be influential to their choice to pursue VHO
hotels. In general, the study shows that the above motivational factors were indeed
influential among the participants of the study, and as a practical implication in the
field of hospitality, VHO is an emerging business model in the hotel operations, it
may provide opportunities to small and medium-size hotels which have different
target markets. It is important to look into how the above-measured factors can help
hotels in their operations that will lead to a better guests’ experience.
CONCLUSION
The study concluded that in general, the factors that were assessed in this
study influenced the two groups of respondents to a high degree. The manifestation
of the higher influence of the motivational factors denotes that the respondents are
leaning towards the Virtual Hotel Operators and their platform booking system.
This behavior towards the use of the VHO booking system can also be attributed to
the system’s advantages as it provides more value, a wide range of competitive
prices, and is more accessible through a phone application. The salient features of
the VHO booking application contribute to the overall influence of the users.
Looking at the way tourists respond to this system; surely provides opportunities
for many budget-friendly hotels to reach more prospective guests. The dawn of
technology makes tourists more self-sufficient when it comes to traveling, the use
of technology is within their reach which makes it easier for them to organize or
make arrangements with their travel and bookings. This self-sufficiency behavior
should be considered and be taken into account by hotel operators not only to those
in partnership with VHO but also those who are operating without VHO partners.
Small and medium-sized hotels should seize the opportunity to better serve their
prospective guests, and this can only be done by adopting new concepts to be able
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to ride on the fast pace of the 4th Industrial revolution. The results of this study
constitute only samples of a single city. There is a need for additional researches to
obtain a much better and deeper understanding of the behavior and motivation of
tourists to utilize the VHO booking system and avail accommodations from VHO
partners. Widening the scope of the sample participants of the study by including
other major cities on the Island of Cebu will generate a better generalization.
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Submitted 29th May 2021

THE VALUE OF BALI'S LOCAL WISDOM ON HOTEL

EMPLOYEES IN BADUNG REGENCY
Made Arya Astina
Institut Pariwisata dan Bisnis Internasional. Indonesia
aryaastina.made@gmail.com
ABSTRACT
The island of Bali is famous as one of the most popular tourist destinations in the world.
Thus, the development of Bali tourism from year to year is strongly influenced by various
factors. Culture becomes an important factor for tourists choosing Bali as their preferred
tourist destination. In order to support the tourism, the human resource also becoming the
significant aspect that need to be taken into account. Given the importance of the role of
human resources in the tourism sector, especially in the hospitality subsector, this study
analyzed the value of Bali's local wisdom among star hotels in Badung regency. this study
also wanted to find out how the phenomenon of local wisdom value in Bali, especially in
Badung regency. Identification of the value of local Balinese wisdom is expected to gain
contribution of ideas and thought in human resource development to the hospitality sub-
sector in Bali in general, and Badung Regency in particular. Through literature studies and
questionnaire consisted of 34 questions to measure the six cultural dimension such as
Power Distance, Individualism vs. Collectivity, Masculinity vs. Femininity, Uncertainty
Avoidance, Long-term orientation vs. Short-term orientation, and Indulgence vs. Restraint,
the data then analysed through the VSM (value survey module) developed. The results
shows that Badung regency’s star hotels’ employees have a culture with a high level of
collectivism, shows a low power distance value, tend to have Feminine culture, have a
culture with a relatively low level of Uncertainty Avoidance
Keywords: tourist destination, human resources, local wisdom, cultural dimensions
INTRODUCTION
The island of Bali is famous as one of the most popular tourist destinations
in the world. The enchantment of beauty that could be witnessed from the island
led it to be referred as a "tourism paradise" because of its geographical location,
unique culture, and social conditions in which the majority of the population is
Hindu, while nationally, Hindus become a minority (Picard, 1992). Bali also offers
a variety of options and facilities to support leisure activities for visiting tourists.
Various fascinating objects are ready to pamper the eyes that became an
international tourism icon. The beauty of its beaches, rice fields, and the cultural
peculiarities of the local community support the development of the hospitality
industry
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The development of Bali tourism from year to year is strongly influenced

by various factors. Culture becomes an important factor for tourists choosing Bali
as their preferred tourist destination. Famous for the cultural diversity owned by its
people, the concept of Bali tourism is also referred to as culture-based tourism or
often called Bali Cultural Tourism. This statement is in line with law no. 2 of 2012
on Tourism Culture developed in Bali and regulated in the Provincial Regulation.
Customary, arts, and culture of Bali are sources of economic producers in
hospitality industry activities. In the basic activities of this industry, it is implied
that there is a good and positive reciprocal relationship between tourism and culture.
This relationship is expected to be able to support various tourism sector activities
to operate to its peak level.
In addition to these things, we cannot ignore the role of tourism actors in
Bali in conducting the promotions. The promotions were conducted both offline
and online with information technology-based so that the interest of tourists to visit
is expected to be high constantly. Thus, information technology plays a huge role
in the future development of Bali's cultural tourism.
Generally, Bali's tourism industry is growing positively from year to year.
In addition, the number of tourism support facilities in this area continues to grow
which positively influence the quality of tourism as well. Hotels as one of the
tourism businesses in the accommodation provider sector continue to grow
following the number of tourists visiting on vacation. From the statistics, it can be
seen that the percentage of foreign tourists visiting Bali as the main tourist
destination in Indonesia continues to increase.
Table 1.1
The percentage of the increase of foreign tourist visit to Bali
1 Year 2014 2015 2016 2017 2018

2 Percentage 14.89% 6.24% 23.14% 15.62% 6.54%
(Source: BPS of Bali Province,2019)
The development of tourism industry for decades in The Province of Bali is

certainly inseparable from the significant role of its tourism actors. As Evans,
Campbell, & Stonehouse (2003) said that human resources are one of the factors
that plays an important role in advancing the tourism sector. Human resources in
the tourism sector are a key factor. People are a very crucial resource in most
organizations, especially in service-based organizations. Human resources serve as
a core factor in achieving the success of an organization's performance.
Bali province has Badung Regency as a tourist destination that is well

known by foreign and domestic tourists. Tourism potential in every villages, in
Badung Regency provides considerable support to tourism industry activities in
general in Bali. This is because some places in Badung Regency have been
becoming an iconic tourist destination and a must visit, such as Canggu, Seseh,
Plaga. Various activities carried out by these tourist attractions make the Badung
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Regency area continues to grow and offers a variety of opportunities for workers
and stakeholders from various sectors supporting the tourism industry.
Badung Regency is also famous as a center of Balinese arts and culture.

Badung Regency tourism area is geographically included in the Badung Regency
Government. Moreover, Districts that have the most accommodation businesses,
restaurants, attractions and become the largest regent that provide contribution
economically.
The development of tourism industry in this area is also followed by the

development of the number of accommodation facilities and other tourism
supporting facilities. From year to year, the number of workers in the tourism sector
in Badung Regency continues to grow. They come from various regencies in Bali,
even from various provinces in Indonesia. They settled and mingled with the local
community, (e.g. in Badung Regency, Bali) making a living and contributing to the
tourism industry.
Given the importance of the role of human resources in the tourism sector,
especially in the hospitality subsector, this study analyzed the value of Bali's local
wisdom among star hotels in Badung regency. The basis of this research is the
Hofstede research (2010) which examines the cultural value of a region in Brazil.
Inspired by the research of Hofstede et al. in 2010, this study also wanted to find
out how the phenomenon of local wisdom value in Bali, especially in Badung
regency. Identification of the value of local Balinese wisdom is expected to gain
contribution of ideas and thought in human resource development to the hospitality
sub-sector in Bali in general, and Badung Regency in particular
Based on the background description above, they are several problem formulation
in this study as follows:
1. How the application of local wisdom value applied toward star hotels in
Badung Regency?
2. What are the positive impacts of applying local wisdom values to
employees at star hotels in Badung Regency?
Considering that Bali Province relies on tourism sector as the main income
of its region, then this research is considered significant to be conducted because
(1) identification of the application of local wisdom value of star hotels needs to be
perfomed as a strategy of employee competency development, (2) employee
management based on the right cultural value then the company (hotel) will be able
to provide coaching and employee development so that this can be a competitive
advantage for the hotel where they works, and (3) improving the quality of service
will have an impact on improving the competitiveness of tourism in a region.
Research on the cultural value of human resources in an area with the Hofstede
theory has been widely done by researchers. This effort continues in line with the
emergence of various phenomena and ideas for human resource development in the
tourism sector.
Huang (2019) in his research entitled Relationships between Hofstede's
cultural dimensions and tourist satisfaction: A cross-country cross-sample
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examination suggests that culture has been considered to influence tourist behavior
but because of the difficulty of measuring cultural values directly at the individual
level, the relationship between national culture and visitor satisfaction has still not
been empirically proven.
Huang's research used two samples of international tourists, namely the
2017 International tourist holiday sample from Tourism Research Australia 2017
and a sample of the Hong Kong Tourist Satisfaction Project 2016, to test the
relationship between the six dimensions of Hofstede culture (Power Distance,
Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance, Long
Term Orientation/Short Term Normative Orientation, and Indulgence/Restraint)
and visitor satisfaction.
The correlation of bivariate with bootstrap tests showed a consistent
correlation between four of the six cultural dimensions and visitor satisfaction in
both samples. While Individualism and Indulgence were found to be positively
associated with visitor satisfaction, Power Distance and Individualism/Collectivism
were negatively associated with visitor satisfaction. These findings were validated
with further tests involving the concept of cultural distance. This research
contributes to the literature by providing strong evidence of the relationship
between culture and visitor satisfaction.
Similar research was conducted by Mazanec (2015) in his research entitled
Homogeneity versus heterogeneity of cultural values: An item-response theoretical
approach applying Hofstede's cultural dimensions in a single nation. There are three
main focus of this study such as: first, he tested the validity and reliability of a scale
designed to measure the five dimensions of Hofstede culture at an individual or
psychological level in two large samples (n>500) of the U.S. population. Once
considered the right size, the scale is applied to the question that tests the
homogeneity of the action. The questions refer to the speed of acculturation
occurring in immigrant populations and the extent to which regional geographic
differences are of different cultural values measured by Hofstede.
Bearden (2006) in his research entitled Multidimensional versus
unidimensional measures in assessing national culture values: The Hofstede VSM
94 which states that in the national cultural literature has been given on the question
of sociological application, group-level measures for psychological phenomena,
individual level. A recent study addressed this measurement issued by examining
the most widely used measure of national cultural value: developed by Hofstede
and his colleagues using the Value Survey Module (VSM) and the updated version,
VSM 94.
The Hofstede state-level index score was applied by some researchers at the
individual level, which was never intended to be used on the index. Thus, the
unidimensional aspects of this index fail to represent the multidimensional nature
of individual cultural values. The study involved two major studies, including data
collected from more than 1,400 subjects in four countries.
Theoretical Foundation
This study employs 6 (six) cultural values in accordance to the value survey
module presented by Hofstede (2010). Those cultural values could be exaplained
as follows:
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a. Power Distance Index (small versus large) measures the extent to which
members of an organization/institution that do not have the power to accept
that there is an injustice of the distribution of power in the organization/
institution. This dimension reflects the value of members of society who
lack power. Countries that show a high-power distance have superiors who
can exert power (using power) and the gap between superiors and
subordinates remains open. In this culture, subordinates are reluctant to
question superior’s decisions or disagree. Conversely, countries with low
power distances show equal relations between superiors and subordinates.
Subordinates are rarely afraid and question to be disagree with their
superiors.
b. Uncertainty Avoidance (weak versus strong) measures the extent to which
people feel threatened by uncertain, unknown, ambiguous, and unstructured
situations. Society can accept an uncertain future or try to avoid it. The
nature of this uncertainty is subjective and is judged by the opinions of
others about violating organizational rules and their willingness to leave the
organization.
c. Individualism versus Collectivism. Individualism is the tendency of society
to pay attention to one's own and those close relatives (spouse, child,
parents). Individualistic cultures show a more selfish tendency and
emphasize on individual goals. Individualistic culture emphasizes job
success and achievement or wealth and career progression. Individualists
emphasize the importance of personal time aspects and work-related
challenges. Collectivism is the tendency of the community to join groups
and then take care of each other with the consequences of loyalty exchanges
between members.
d. Masculinity versus Feminity. Masculinity reflects a situation where the
dominant values in society are "success, money and possessions".
Masculine society emphasizes the importance of assertiveness and
competition (income, awards/recognition, progress/promotion, and
challenges in the work environment). Feminity reflects a society that has
dominant values of caring for others, harmony, and tranquillity in life. This
culture considers quality of life and the importance of helping others.
e. Long-Term Orientation versus Short-Term Orientation is a development of
Hofstede and Bond research (1988) that produced the dimension
"Confucian Dynamism". This dimension was later renamed to long-term
orientation. People with long-term orientation foster values related to future
rewards, such as persistence and austerity. People with short-term
orientations foster more values related to the past and present, such as
respect for tradition, saving one's self-esteem, and fulfilling social
obligations.
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f. Indulgence versus Restraint. Indulgence reflects a society that in its social order
strongly tolerates the expression of desires and feelings, especially with regard to
the utilization of leisure time, seeking entertainment with friends,
METHODOLOGY
This research was conducted in Badung Regency. The research period was
conducted in June 2020–August 2020. A star hotel in Badung Regency was the
specified research subject. The research location was chosen with consideration that
tourist in Badung Regency is one of the main tourist destinations that develop
relatively quickly. In addition, the tourism workers, especially in the hospitality
subsector, in this area are quite large. Therefore, the culture owned by star hotels in
Badung Regency needs to be analysed for its product development (service).
There are two common techniques used to collect data, namely literature
studies and questionnaires. Thus, these two techniques could be explained as
follows: Literature study techniques are the whole effort to obtain books, literature,
texts, data through libraries or archives.
This library technique is also known as library research because it is
completed in libraries or desk research because it is in principle done on the table
as opposed to field research (Sugiyono, 2020). Many library materials comes from
books, texts, journal articles, and other similar materials obtained from campus,
public, and private libraries. In addition, several material are also obtained from the
Internet.
In this study, questionnaire was also applied in the data collection technique.
Questionnaires are used for data collection by providing a set of questions or written
statements to respondents for them to answer. The determination of informants in
this study was conducted purposively, i.e. informants are determined based on
certain characteristics and traits that are considered to be related and adapted to the
objectives in the study. According to Creswell (2015), purposive sampling means
researchers choose individuals and places to research because they can specifically
provide an understanding of research problems and phenomena in the study.
In this study, spread out questionnaires was employed that had been developed by
Hofstede using the Likert Scale. There are 34 questions to measure Power Distance,
Individualism vs. Collectivity, Masculinity vs. Femininity, Uncertainty Avoidance,
Long-term orientation vs. Short-term orientation, and Indulgence vs. Restraint.
Thus, the VSM (value survey module) developed by Hofstede was used in were
used in calculating cultural dimension scores as the Analysis techniques.
RESULT
This research was conducted in Badung Regency, Bali Province. As a tourist
destination Badung Regency was formerly famous for its tourist destinations Kuta,
ITDC Nusa Dua Jimbaran area, Plaga, Canggu, and Seseh. The hotels whose
employees are respondents in this area are:
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Table 4.1
Respondent Profile
Region Hotel’s name Number of respondent
(person)
Badung Regency Hotel Neo+ Kuta, Legian 18
Permata Kuta Hotel 20
Favehotel Kuta Kartika Plaza 25
Grand Mega Resort & Spa 22
Grandmas Plus Hotel Airport 10
Max One Hotel, Jimbaran 20
Kutabex, Jimbaran 20
Total 135
Respondents to this study were star hotels taken from different departments
in 7 different hotels.
The profiles of respondents could be seen as follows:
Table 4.2
Respondent Profile
No Respondent Profile Seminyak
1 Total Respondent 135
2 Gender Male 99
female 36
3 Age Range < 20 years old 0
20-24 years old 25
25-29 years old 40
30-34 years old 32
35-39 years old 35
40-49 years old 3
The calculation of the cultural value score of star hotels in Badung Regency
is performed using the formula of calculating the Value Survey Mudule (VSM)
2013 index set by Hofstede. The formula used to calculate the index of 4 (four)
cultural dimensions is as follows:
Table 4.3
Index Calculation Formula
No Cultural Dimension Index Calculation Formula
1 Power Distance Index (PDI) 35(m07-m02) + 25(m20-m23) + C(pd)
2 Individualism vs Collectivism (IDV) 35(m04-m01) + 35(m09-m06) + C(ic)
3 Mascullinity vs Feminity (MAS) 35(m05-m03) + 35(m08-m10) + C(mf)
4 Uncertainty Avoidance (UAI) 40(m18-m15) + 25(m21-m24) + C(ua)
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Hereby, the index calculation from each cultural dimensions are grouped as follows:
Table 4.4
Cultural Dimension Scale by Hofstede
No Dimension Range Score Results
1 PDI 0 - 50 Small
50 – 110 Large
2 IDV 5 - 50 Collectivism
50 - 95 Individualism
3 MAS 5 - 50 Feminism
50 - 95 Maskuline
4 UAI 5 - 60 Weak
60 - 115 Strong
Based on the formula used for calculating the index and the set range of
scores, the results of calculating the cultural dimensions of star hotels in Badung
Regency could be seen as follows:
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Table 4.5
Respond Assessment Recapitulation of stars Hotel
Score
Questions Qty 1 Qty 2 Avr
1 2 3 4 5
No 1 93 71 76 0 0 240 463 10,2889
No.2 106 70 53 11 0 240 449 9,97778
No 3 119 92 28 1 0 240 391 8,68889
No 4 103 30 90 15 2 240 503 11,1778
No 5 120 101 19 0 0 240 379 8,42222
No 6 107 101 31 0 1 240 407 9,04444
No 7 93 92 49 6 0 240 448 9,95556
No 8 106 102 32 0 0 240 406 9,02222
No 9 144 69 25 2 0 240 365 8,11111
No 10 109 99 30 1 1 240 406 9,02222
No 11 78 65 88 9 0 240 508 11,2889
No 12 121 32 81 5 1 240 453 10,0667
No 13 16 88 123 5 8 240 621 13,8
No 14 99 98 33 3 7 240 441 9,8
No 15 0 69 38 122 11 240 795 17,6667
No 16 112 104 22 2 0 240 394 8,75556
No 17 38 116 56 30 0 240 558 12,4
No 18 27 35 16 63 99 240 892 19,8222
No 19 118 18 72 9 23 240 521 11,5778
No 20 5 102 21 104 8 240 728 16,1778
No 21 34 83 26 93 4 240 670 14,8889
No 22 30 84 0 41 85 240 787 17,4889
No 23 8 86 29 91 26 240 761 16,9111
No 24 3 13 104 115 5 240 826 18,3556
DISCUSSION
From the results of a survey conducted on star hotels in Badung Regency, it
has a cultural value of Individualism VS Collectivism of 48 (forty eight) from a
range of values of 0 to 50. This means that Badung regency’s star hotels have a
culture with a high level of collectivism. It also proves that star hotels in this area
have a culture of togetherness and compactness (collectivism).
Star hotels in this area are proven to still hold the local wisdom called
"menyama braya". The concept of "menyama braya" is a concept of community life
in Bali that is derived from the system of cultural values and customs of local people
to be able to live together. The value of local wisdom "menyama braya" means
togetherness, brotherhood and social recognition that we are brothers.
The star hotel in Badung Regency has a score of 30 (thirty). This score
shows a low power distance value. This means that the relationship between
superiors and subordinates at hotels in Bali is quite close. Hotel leaders are
respected not solely for their position, but for their democratic leadership style.
Cultural values where the distance of power in star hotels in Badung Regency is
low shows that democracy and mutual respect between superiors and subordinates
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become the culture of star hotels in this area. Related to the culture of democracy,
star hotels in this area apply the values of local Balinese wisdom, some of them: tat
twam asi (tolerance without accentuating differences); paras paros (giving and
receiving each other's opinions); merakpak danyuh or dissent does not eliminate
friendship.
Star hotels in Badung Regency have a score of 40 (forty) from a range of 0
to 50. This score indicates that star hotels in this area tend to have Feminine culture.
This shows that star hotel employees have their motivation not because they want
to be the best (masculinity), but rather their work motivation arises because star
hotels in Bali like what they are doing (feminine). The score also shows that most
star hotels work not perform any competion.
The culture seen in star hotels in this area that have low scores for budaya
(feminine) means they have a high preference for quality of life and attention to
other individuals (social life). The low value of masculinity in star hotels in this
area shows the value of Balinese culture in the concept of Jengah (a strong push
from yourself to make changes) is not fully owned by star hotels in Badung
Regency.
From the calculation of the results of the questionnaire conducted, the
cultural value of Uncertainty Avoidance star hotels in Badung Regency is 49 (forty-
nine). This shows that star hotels in Badung Regency have a culture with a relatively
low level of Uncertainty Avoidance. This score shows that star hotels in this area
do not so in frighten of anything uncertain or ambiguous and like new and different
ideas and concepts than usual.
Star hotels that have low uncertainty avoidance have the characteristic of frequent
innovations because for them something new is not feared and must be conducted.
CONCLUSION
Based on the discussion of the research results in Chapter IV, it can be
concluded as follows: The description of the application of local wisdom value in
star hotels in Badung Regency from 6 dimensions is practiced as follows:
Badung regency has a culture with a fairly high level of collectivism. It also proves
that star hotels in this area have a culture of togetherness and compactness
(collectivism). The form of employees in star hotels who work is proven to still
hold local wisdom called "menyama braya". Hotel workers show low power
distance value. This means that the relationship between superiors and subordinates
at star hotels in Badung district is quite close. Hotel leaders are respected not solely
for their position, but because of their leadership style. Star hotel workers tend to
have a Feminine culture, which shows that star hotel employees have their
motivation arise not because they want to be the best (masculinity), but rather work
motivation likes what they are doing (feminine). They do not work to compete each
other. Hotel workers show a relatively low level of uncertainty avoidance. This
score shows that star hotels in this area are not so afraid of anything uncertain or
ambiguous and like new and different ideas and concepts than usual.
The positive impacts of applying local wisdom values to employees in star

hotels in Badung Regency could be concluded as follows:
The concept of "menyama braya" is a concept of community life in Bali that is
Vol 07 No 03, 2021: 293-303 EISSN 2527-6921
derived from the system of cultural values and customs of the local people.
Application of tat twam asi (tolerance without accentuating differences); paras
paros (giving and receiving each other's opinions); merakpak danyuh or dissent
does not eliminate togetherness.
Related to the overall content of this research, there are several input could be
suggested as follows:
1. To the Balinese tourism observer community, it should be explored further about
the culture of the organization that able to elevate the quality of product
development (service) in accordance with the positive local culture.
2. Academics and practitioners should be able to make a guideline that contains the
organizational culture in accordance with the positive local culture to provide a
deep understanding, both to the community and tourists of various parties feel
positive benefits.
3. The star hotels should further socialize local values that are useful and beneficial
to workers, so that, when providing services the peculiarities of service will be
differentiation and positioning service. It is important to change the paradigm
of lay people that tourism is presented not as a multifaceted cultural degradation
into secular, but rather strengthen the existence of Balinese culture.
REFERENCES
Bearden. 2006. Multidimensional versus unidimensional measures in assessing

national culture values: The Hofstede VSM 94 example. Journal of Business
Research. 59 (2006) 195-203
Creswell, John W. 2015. Penelitian Kualitatif & Desain. Riset.Yogyakarta: Pustaka
Pelajar
https://bali.bps.go.id/statictable/2018/02/09/21/jumlah-wisatawan-asing-ke-bali-
menurut-bulan-1982-2019.html diakses pada tanggal (5 Juni 2020)
Huang, Songshan (Sam) & Crotts, John. 2019. Relationships between Hofstede's
cultural dimensions and tourist satisfaction: A cross-country cross-sample
examination. Tourism Management. 72 (2019) 232-241
Evans, N Campbell, D and Stonehouse, G. 2003. Strategic Management for Travel
and. Tourism. Oxford: Butterworth-Heineman.
Hofstede, Geert. 2010. Comparing Regional Cultures Within a Country: Lessons
From Brazil. Jounal of Cross-Cultural Psychology; 41;336.
Hofstede, Geert. 2010. Culture and Organizations: Software of the Mind,
International Cooperation and its Importance For Survival. New York:
McGraw-Hill.
Mazanec, Josef A .2015. Homogeneity versus heterogeneity of cultural values: An
item-response theoretical approach applying Hofstede's cultural dimensions
in a single nation. Tourism Management. 48 (2015) 299-304
Sugiyono, 2020. Metode Penelitian Pariwisata. Bandung: Alfabeta.
Vol 07 No 03, 2021: 304-311 EISSN 2527-6921
Submitted 15th October 2021

DEVELOPMENT OF LIVING MUSEUM AND

STORYNOMIC TOURISM BASED ON TRI HITA
KARANA IN KABA-KABA VILLAGE, TABANAN
BALI
Made Mutiara Putri Udayani1, Putu Eka Wirawan2, I Gede Krisna Yoga Putra
Pratama3
123
Institut Pariwisata dan Bisnis Internasional
wirawanputu@gmail.com
ABSTRACT
Tourism is currently the sector most affected by the COVID-19 outbreak. However, the
momentum of this pandemic is considered a transition period to reorganize Indonesia's
tourism. One of them is the development of the tourism sector in the development of tourist
villages. The tourism interest that occurred made the author of this study conceptualizes
the development of special interest tourism with the concept of living museum and
storynomic tourism located in Kaba-Kaba Village, Tabanan, Bali based on Tri Hita
Karana. The concept was chosen because Kaba-Kaba Village has a cultural heritage in the
form of Puri in which there is an ancient site. This research uses qualitative methods with
a data approach through observation in the form of interviews and literature studies. The
results showed that the concept of living museum and storynomic tourism is very
appropriate for the development of Kaba-Kaba tourist village because tourist products in
the form of relics of historical heritage sites become a capital of interest for the
development of special interest tourism. With the development of Living Meseum and
Storynomic Tourism where Tri Hita Karana as the foundation of cultural tourism can
directly fall into the hands of the community where this makes the tourist village that is
directly managed by local champions in Kaba-Kaba Village.
Keywords: Tourism, Living Museum, Storynomic Tourism, Tri Hita Karana
INTRODUCTION
Tourism is a sector that is very sensitive to disasters, as is the COVID-19
pandemic that is crippling the global tourism industry. Before the pandemic, the
rapid development of the tourism sector had a positive impact and a negative impact
that harmed the socio-culture of local communities in a tourism destination. Not
infrequently with tourism development, environment, culture, and local wisdom
actually experienced degradation. Therefore, the momentum of the COVID-19
pandemic should not only be interpreted as a mere disaster but a transition period
to reorganize Indonesia's tourism. The role and synergy of pentahelix stakeholders
is vital in reconstructing (recovery) the tourism sector that is 'suspended'. Along
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with that, stakeholders should also diversify products in accordance with post-
pandemic tourism trends. (Isdarmanto, 2020), sustainable and responsible tourism-
based tourism products with authentic value additions will be megatrends in the
new normal era. This is in line with (I Made Trisna Semara , Ni Made Ayu Natih
Widhiarini , Ni Nengah Ariastini, 2017) stated that the shift in tourist interest in
determining tourist destinations gave birth to sustainable tourism development
through the development of special interest tourism.
Special interest tourism is a pattern of tourism that emphasizes more
awareness and appreciation of the preservation of nature, environment, and culture
(environmentally and cultural sensitives) such as traditional art, history and
archaeology, and natural aspects in the form of a wealth of flora and fauna, national
parks, forests, rivers, lakes and beaches. This aligns with the (UNWTO, 2017),
where tourism development must pay attention to the sustainability aspect, namely
the balance between economic, sociocultural, and environmental. Kaba-Kaba
village is currently being developed into one of the tourist villages in Tabanan
Regency. This is evidenced by the Decree of the Regent of Tabanan No.
180/329/03/HK&HAM/2016, which states that Kaba-Kaba Village is a Tourism
Village based on community empowerment with principles 1) sustainable, 2)
populist, 3) sustainable in creating engaging tourism activities based on culture and
Tri Hita Karana as the foundation of cultural tourism in Bali.
Based on the observations, Kaba Village has the potential of a vast and
beautiful landscape. Its location in the middle of famous tourist attractions such as
Canggu and Tanah Lot makes Kaba-Kaba Village a very strategic village. This
village also has Puri Kaba-Kaba, which is stored a wealth of culture, history, and
traditions that are very fair and have the potential to be developed towards
sustainable special interest tourism. Based on the survey results, the possibility of
Puri Kaba-Kaba is not inferior to Puri Saren Ubud and Kertagosa, which have
developed first. This is in line with the research of (Oka, Winia, & Sadia, 2018),
which states that the development of tourism in a tourist village aims to develop
local potential sourced from nature and socio-culture to contribute to local
communities economically and others. Likewise, research conducted by (Putu
Widya Darmayanti, I Made Darma Oka, 2017) which mentions that kaba-kaba
tourist village problems found there is the quality of local human resources need to
be given intensive coaching and training to be able to manage their strengths or
potential such as: Natural attractions in the form of rice fields that can be used as
trekking and cycling tourism activities. It has a cultural heritage in the form of Puri
Kaba-Kaba, which has characteristics different from other tourist villages. The
approach taken in previous research is to look at the perspective of the local
community with SWOT analysis. Therefore, this research will discuss the direction
of the development of Kaba-Kaba tourist village through the concept of a living
museum and storynomic tourism. So that not only see the strengths, weaknesses,
opportunities, and threats, researchers can formulate the direction of the
development of kaba-kaba tourist village.
The development of Puri Kaba-kaba tourism is carried out with a
storynomic tourism and living museum approach. Storynomic tourism is a tourism
approach that prioritizes narrative, creative content, living culture and uses the
power of culture as the DNA of the destination. The purpose of storynomic tourism
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is not only enjoying the beauty of nature, this concept is also expected to make
tourists know the story behind the destination so that tourists can visit longer, 2)
exploration of tourist areas to the maximum, 3) gain new knowledge and
experience, 4) provide testimonials or recommendations to others. It is also in line
with the concept of living museum that prioritizes activities that reflect local
behavior and wisdom in Puri Kaba-Kaba so that tourists will not only listen to
historical stories, but can also be actively involved in Balinese cultural activities
that prioritize the concept of Tri Hita Karana, which is a harmonious relationship
with God, humans, and the environment.
The concept of storynomic tourism is a tourism communication approach
that prioritizes narrative, creative content, and the power of history and culture
(McKee, Robert, 2018). Currently, the Ministry of Tourism and Creative Economy
promotes this concept in one of Indonesia's tourism development and promotion
strategies. Kaba-Kaba village still exists with the identity of the "oldest village" in
Kediri Subdistrict, with the discovery of ancient sites whose spiritual energy
remains "alive" today. These ancient sites have the beliefs of Buda and Shiva
Bhairawa, who became the forerunner of this village. In his research also mentioned
that the tourism potential owned by Kaba-Kaba Village is very unique, namely in
the form of a cultural heritage that has the potential to be used as an icon of cultural
tourism development coupled with the cultural traditions of the local community
that are still very strong and maintained.
(Putu Widya Darmayanti, I Made Darma Oka, 2017) mentions that cultural
heritage or ancient sites in Puri Kaba-Kaba are still functioning correctly and are
believed by the community to be able to protect their lives. These sites are also a
competitive advantage to sell to tourists. The use of famous stories and characters
as trademarks shows that literature can be an effective source of branding. The
popularity of folklore and its characters can immediately make the products that
choose it becomes a brand that the public can quickly know. Branding folklore or
literature is important because of its popularity and seen from the representation of
cultural elements implied in the branding. The study also included examples of
application in the villages of Bali Aga in North Bali, and there are much folklore
developed to attract tourists. One of the folklore is titled "Bale Gajah Tumpang
Salu" as a story to explain the unique architecture of the Balinese house Aga
(Original Balinese). From the story shown to be part of the tourist attraction, tourists
can see the architecture of traditional Balinese Aga houses different from Balinese
dwellings in general. In the process, the residents of Bali Aga gradually began to
associate folklore with activities they usually do, such as inviting tourists to enjoy
palm sugar and invited to make and see the process of making it. So it can be
concluded that the utilization of folklore has an enormous contribution to the
improvement of the community economy through tourism in the form of the
concept of "storynomics" which also has another positive impact that can preserve
existing folklore.
In addition to the development of storynomic tourism, which has the
potential to be applied in the framework of tourism development in Kaba-Kaba
Village, there is a concept called a living museum. In research from (Stylianou-
Lambert, Boukas, & Christodoulou-Yerali, 2014) said to be a reference for the
establishment and management of museums in the future, where the surrounding
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environment and daily sociocultural life become an inseparable part of the

museum's existence (Couteau, Jean, 2013). The development of a tourist attraction
using the living museum concept can also act as a means that can directly introduce
its growth and development and become the preservation of socio-cultural life in an
area.
Previous research has been conducted by (Muliadi & Suryasih, 2016) with
the title Arma Museum Management As Cultural Tourism Attraction In Ubud
Village In this study, it was explained that the management of the Arma Museum
was viewed from the point of view of cultural resource management, which was
reflected in the utilization of cultural arts aspects to preserve these cultural
resources. If it is associated with the potential of Kaba-Kaba Village, it is supported
by the existence of Puri Kaba-Kaba, which can be developed into a living museum
by involving local wisdom or local activities of the village community, which is
still very strong and rich in culture
METHODOLOGY
The research location is in Kaba-Kaba Village, Kediri District, Tabanan
Regency, Bali. This research is descriptive research with a qualitative approach.
According to (Sugiyono, 2016) qualitative descriptive method is a research method
based on the philosophy of post positivism used to examine the condition of natural
objects (as opposed to experiments) where the researcher is the key instrument of
data collection techniques carried out by trigulation (combined), data analysis is
inductive/qualitative, and the results of qualitative research emphasize meaning
rather than generalizations. This study obtained data with an approach through the
observation method by going directly to the research location, interviews, and by
adding theory to the study of literature from various sources. Overall information
and data were obtained by interviewing community leaders.
The selection of informants was not determined, but the researchers used a
snowball sampling system, which means the researchers interviewed one
community leader (Tetua Puri Gede Kaba-Kaba) and then searched for other
informants based on the instructions of previous informants and so on. If data
retrieval and information are sufficient and seem monotonous, the data collection
will be stopped. Furthermore, the data is processed using qualitative descriptive.
According to (Arikunto, 2019), descriptive research is intended to investigate the
circumstances, conditions, or other things mentioned, the results of which are
presented in a research report. These researchers process and interpret the data that
has been obtained from the results of observations, interviews and literature studies.
RESULT
Kaba-kaba Village is a village that is currently being developed into a tourist village
in Tabanan Regency. This is evidenced by the issuance of the Decree of the Regent
of Tabanan No. 180/329/03/HK&HAM/2016 which states that Kaba-Kaba Village
is a Tourism Village based on community empowerment. Based on observations,
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Kaba-kaba Village has the potential for a vast and beautiful landscape and its
location amid famous tourist attractions such as Canggu and Tanah Lot makes
Kaba-kaba Village one of the most strategic tourist villages. In addition to having
extraordinary natural potential, Kaba-kaba Village also has the potential for human
resources, most of which are the younger generation or productive age groups who
have the potential to become local champions in their village so that the
development of castle tourism can take sides and have a positive impact on the local
community. This village also has Puri Kaba-kaba, which contains a wealth of
culture, history, and traditions that are very valuable and have the potential to be
developed towards sustainable special interest tourism. Based on the results of a
survey conducted, the potential of Puri Kaba-kaba is not inferior to Puri Saren Ubud
and Kertagosa, which have already developed. However, in its development several
obstacles were found that made the existence of Puri Kaba-kaba not exist like the
existence of other castles in Bali.
DISCUSSION
The biggest obstacles faced today in the context of developing the Puri
Kaba-kaba tourist attraction are the lack of understanding of the younger generation
in Kaba-kaba Village in telling the history and unique architecture and artifacts of
the castle, the absence of more engaging supporting tourism activities, and the
absence of cooperation with travel. Agents and the absence of a website as a means
of marketing castle tourism in Kaba-kaba Village (AA Ngurah Anom, 2021). In line
with this, the development of the cultural industry (heritage industry) in Indonesia
has been driven by international organizations, such as UNESCO, and national and
local organizations with agendas with perspectives outside the area where the
cultural heritage is located. In addition to developing tourism products based on
sustainable and responsible tourism, the trend of heritage tourism is also developing
with historical objects such as Puri Kaba-kaba.
Therefore, developing the Puri Kaba-kaba area through a living museum
approach and storynomic tourism is very suitable and strategic to be developed. A
living museum, or another term called a living museum, is part of the new
museology. A living museum is an area or place that shows the life of history and
art in the past which can be seen directly or live as in the past (Saraswati, Adrianus,
Day, Kristen, & Wacana, 2004). The philosophy contained in ancient sites or
artifacts in Puri Kaba-kaba, if packaged attractively, will be economically beneficial
because the story or philosophy has been processed into storynomics so that it can
be used as tourism branding. Meanwhile, storynomic tourism is a tourism approach
that prioritizes narrative, creative content, living culture and uses the cultural power
of the destination DNA. In other words, the storynomic tourism approach is how to
package the beauty of the charm of a tourist attraction in an interesting story, so that
it becomes an attraction for tourists to visit.
Several iconic and unique sites add value to promoting Puri Kaba-kaba
through storynomic tourism. Where in Kaba-kaba Castle there are several ancient
sites and artifacts, namely the Yama Raja statue, which is placed on the altar which
is surrounded by natural stone in each corner, in the chest there is a square divided
into nine squares. Where in each box there is an inscription of the holy letter as an
indicator of the cardinal directions. Based on observations, the Yama Raja statue is
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believed to be a place to ask for protection, welfare and authority for the entire
region and community in Kaba-kaba Village. In addition, in the castle there is also
a statue of Dewa Megelut which resembles a statue of a man and a woman in a
sitting posture hugging which believed by the community as a place to ask for
fertility for married couples who do not have children. Besides these statues, many
ancient sites have interesting stories or philosophies to know more about.
Balinese cultural tourism is Balinese tourism which is based on Balinese
culture inspired by Hinduism and the Tri Hita Karana philosophy as the main
potential by using tourism as a vehicle for its actualization, to create a harmonious
relationship between tourism and culture that makes both of them develop
synergistically and can provide prosperity to society, cultural and environmental
sustainability. Knowing the tourism potential of Puri Kaba-kaba, which is
extraordinary and interesting to be packaged as a tourist attraction through a living
museum approach and storynomic tourism, the direction of developing Puri tourism
is also based on the philosophy of Hindu life. Tri Hita Karana is a Balinese
philosophy of life that contains three elements that build a balanced and harmonious
relationship between humans and God, humans and humans and humans and their
environment, which is a source of prosperity, peace, and happiness for human life.
The people of Kaba-kaba Village strongly adhere to this philosophy as contained in
implementing cultural tourism in Bali.
Based on the explanation above, the researchers carried out community
empowerment carried out in Kaba-Kaba Village. There are several activities carried
out, namely human resource training. Kaba-Kaba Village, which has become one
of the tourist villages, can compete with other tourist attractions in terms of natural,
cultural potential, and the quality of its human resources. Some of the training
carried out were local guide training, sewing, yoga, meditation, and cooking class
training. In the activity, the researchers invited and collaborated with several
institutions to provide training to the community. The community is divided into
several groups that have been determined by the Pokdarwis (Tourism Awareness
Group) of Kaba-Kaba Village. Where each group will take part in the training held.
In local guide training, the community is fostered and accompanied by several
language lecturers from the Institute of Tourism and International Business to
become professional tour guides and in accordance with existing standards,
understand foreign languages, and have good communication skills. So that later
when tourists visit Puri Kaba-Kaba, the community is ready to go around with
tourists to explain the existing attractions with all the stories or philosophies behind
every ancient site in Puri Kaba-Kaba. Then in the mejejahitan training, the
researchers embraced the women in Kaba-Kaba Village to learn to make canang
and understand the philosophy or meaning of each type of canang made. Where
canang itself is an offering in Hinduism, these types of canang is an offering that is
said to be quite simple in Bali. Then the next training is yoga and meditation
training. In training, researchers collaborated with an institution with certified yoga
instructors to share their insights about yoga and meditation with the people of
Kaba-Kaba Village. The last training is cooking class training which will be one
part of the tour package at Puri Kaba-Kaba. The types of dishes made are typical
Kaba-Kaba culinary, namely Lawar, Komoh, and Gecok. People who participate in
the training are accompanied by a Junior Indonesian Chef who helps the community
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know good and correct cooking techniques and how to explain or tell the meaning
of the dishes made to tourists. From several trainings carried out in order to foster
the people of Kaba-Kaba Village, it is known that the community is very
enthusiastic and their contribution is enormous in participating in the training held.
The number of participants attending the training is constantly increasing.
CONCLUSION
From the results of the discussion that has been described, it is concluded
that the analysis results are in the form of qualitative data through an observation
approach with interviews and literature studies as a source of information used. It
is concluded from the results of the discussion that the development of the Living
Museum and Storynomic Tourism with the Tri Hita Karana concept is a very
appropriate concept for tourism development in Puri Kaba-Kaba located in Kaba-
Kaba Village, Tabanan. Wherewith tourism products in the form of relics of
historical heritage sites, it becomes capital of interest to develop special interest
tourism. The development carried out also carried out approaches and training for
local champions in Kaba-Kaba Village. With the path to local champions, the
development of Puri Kaba tourism is maximized because it is directly managed by
the people themselves. The community can directly convey cultural and heritage
tourism in Puri Kaba to a broader community, namely domestic tourists and foreign
tourists. With the development of the Living Museum and also Storynomic Tourism
where Tri Hita Karana as the foundation of cultural tourism can be directly managed
into the hands of the community, this makes a tourist village that is directly
managed by local champions in Kaba-Kaba Village.
ACKNOWLEDGMENT
This research supported by the Minister of Education and Culture Indonesia in the
Holistic Program of Village Development and Empowerment (PHP2D), The
Institute of Tourism and International Business also supported by the Bachelor
Tourism Program, Head of the Tourism Study Program, Head of the Research and
Community Service Institute of the Institute of Tourism and International Business.
REFERENCES
Arikunto, S. (2019). Prosedur Penelitian. Jakarta: Rineka Cipta.
Couteau, Jean, W. W. (2013). Gung Rai: Kisah Sebuah Museum. Kepustakaan
Populer Gramedia.
I Made Trisna Semara , Ni Made Ayu Natih Widhiarini , Ni Nengah Ariastini, dan
N. L. S. M. (2017). Strategi Pengembangan Kawasan Budidaya Rumput Laut
Sebagai Wisata Konservasi dan Edukasi Berbasis Masyarakat di Pantai
Pandawa, 7(2), 147–158.
Isdarmanto, I. (2020). Strategi Branding Pengembangan Industri Pariwisata 4.0
Melalui Kompetitif Multimedia di Era Digital. Journal of Tourism and
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Creativity, 4(1), 1. https://doi.org/10.19184/jtc.v4i1.14383

McKee, Robert, T. G. (2018). Storynomics: Story-driven marketing in the post-
advertising world. Hachette UK.
Muliadi, I. N., & Suryasih, I. A. (2016). Pengelolaan Museum Arma Sebagai Daya
Tarik Wisata Budaya Di Desa Ubud. Jurnal Destinasi Pariwisata, 4(2), 58.
https://doi.org/10.24843/jdepar.2016.v04.i02.p11
Oka, I. M. D., Winia, I. N., & Sadia, I. K. (2018). Pemetaan potensi pariwisata
dalam mendukung pengembangan pariwisata di Desa Serangan. Bhakti
Persada, 4(1), 47–54.
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Wisata Kaba-Kaba Dalam Perspektif Masyarakat Lokal. Bumdes.Id, 11(01),
27–31. Diambil dari https://bumdes.id/wp-content/uploads/2018/01/Paparan-
Pengembangan-Desa-Wisata-Kementerian-Pariwisata.pdf
Saraswati, T., Adrianus, M., Day, R., Kristen, U., & Wacana, D. (2004). Kampung
Adat Deri Kambajawa di Kabupaten Sumba Tengah Sebaga Living Museum.
Seminar Nasional Arsitektur dan Tata Ruang (SAMARTA), Bali-2017, 1–10.
Stylianou-Lambert, T., Boukas, N., & Christodoulou-Yerali, M. (2014). Museums
and cultural sustainability: stakeholders, forces, and cultural policies.
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https://doi.org/10.1080/10286632.2013.874420
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:
PT Alfabet.
UNWTO. (2017). UNWTO Tourism Highlight 2017 Edition.
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Submitted 15th October 2021

BALANCING THE HIGH TECH AND HIGH TOUCH

IN EDUCATION: THE IMPLEMENTATION OF
HUMANISTIC APPROACH ON EDU-RECREATION
CONCEPT IN POLITEKNIK PARIWISATA BALI
Ida Bagus Putu Puja1, Putu Ayu Aryasih2, Desak Gede Chandra Widayanthi13
Politeknik Pariwisata Bali, Indonesia
ayuaryasih@ppb.ac.id
ABSTRACT
The implementation of a humanistic approach in educational institutions could be guidance

in balancing High Tech and High Touch. The humanistic approach is defined as a physical
and spiritual activity to maximize the development process, as well as an effort to master
the treasures of knowledge in a series of overall personality formations. This research is
qualitative research that analyzes the application of the humanistic approach in the design
of the Edu-Recreation concept at the Bali Tourism Polytechnic (Politeknik Pariwisata Bali)
through the study of documents and other literature, and also observation and interview.
The results of the research are proposed as input for developing existing designs so that
they can have a more significant influence in improving the quality of education at the Bali
Tourism Polytechnic. As the result, the Edu-Recreation concept design at the Bali Tourism
Polytechnic has implemented values in the humanistic education approach, namely the
development of the affective aspects of students and the freedom to develop self-potential.
Keywords: Humanistic approach, vocational education, character education
INTRODUCTION
Education is a process of humanizing humans. Further than a process of

knowledge transfer, in broader concept education should enabling humans to shift
from unconscious to conscious state, which means to understand the meaning and
value of themselves as thinking creatures (Yanasari, 2016a). Thus, learning is not
only about the transfer of knowledge, but also the transfer of value, to enable
students to give and becoming the solution, and also to enable them to adapt to their
environment.
The Education Commission's Learning Generation study (Lee & Steer, 2019)
issued a sobering warning: if nothing changes, 825 million young people –
approximately half of today's youth – would enter adulthood without the skills they
require to succeed by 2030. According to Lee & Steer (2019), the 2018 World
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Development Report from the World Bank reiterated a similar warning, describing
the global learning problem as a "moral catastrophe." World Development Report
on The Changing Nature of Work urged governments to “invest with a strong sense
of urgency in education and health to harness the advantages of technology and to
mitigate its worst disruptions.”
In accordance with the problem mentioned by Lee & Steer (2019), Indonesia
is also facing complex problems in education. Some of them are curriculum
development and policy, quality management and standardization, and leaders’
competency (Nasution, 2008). In the globalization era which demands high
technological and professional skills, and the ability to adapt to a dynamic working
environment, the value of education is shifting to High Tech (high technology). An
educational system that values the high-tech would engage the development of
cognitive areas of the students, meanwhile, education itself is a process of
knowledge transfer and value transfer that only be possible happen in the balance
between High Tech and High Touch. The value of High Tech would develop
humans with high professional skills to fulfill their life needs, while the value of
High Touch world enable them to be conscious of their human needs to collaborate
with their environment, to solve community problems, and to value the sense of
humanity Dimoff (2017).
To respond the issue, the implementation of the humanistic approach in the
educational institution could be guidance in balancing the High Tech and High
Touch in learning process. High Tech and High Touch based on Dimoff (2017), is
about consciously integrating technology into our daily lives. Moreover, it is stated
that the approach is about embracing technology that retains our humanness while
rejecting technology that intrudes on it. To put it another way, our relationship with
technology must be balanced. According to Prayitno (2017), the up-righting of two
pillars, namely high touch and high tech pillars, results in teaching-learning
processes that are full of character values. To begin with, the high touch pillar
fosters a good and progressive social-personal interaction between students and
instructors, as well as among students themselves. Teachers or educators operate
the five important elements, namely: (1) acknowledgment and acceptance, (2) love
and compassion, (3) reinforcement, (4) firmness with good values and no
punishment, and (5) guidance and example, inside their high touch action. The high
touch pillar places students in a lovely, warm, and positive setting, i.e. feeling
friendly, free to express oneself, open connection yet normative, dynamic, and
progressive, and opened the possibility for students to give and receive something
good. Second, the high-tech pillar is concerned with the substance and technology
of teaching-learning activities. There are five other significant points within the
high tech pillar, namely (1) the acquisition of teaching-learning materials by
teachers or educators, (2) the application of teaching technologies, (3) the benefiting
teaching aids, (4) the arrangement of teaching-learning environment, and (5) the
application of evaluation and follow up of teaching-learning results.
Lee & Steer (2019) suggests that High Tech learning could allow the students
to master the lower level competence in Bloom's taxonomy, while the higher-level
competencies would be achieved through High Touch learning provided by the
teacher's presence and sufficient learning environment. This explanation is
presented in Figure 1.
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Figure 1. High-Touch and High-Tech Learning Applied on Bloom’s Taxonomy

(Lee & Steer, 2019)
The approach is defined as a physical and mental activity to optimize the

development of knowledge and character. The development happens only if the
learning process exists as habit and ability (Sumantry & Ahmad, 2019). The
meaning of the humanistic approach as an effort to develop humans' potentials
holistically, the humanistic approach could be implemented to balance the High
Tech and High Touch.
Suriyadi and Suryasih (2018) in their research of the utilization of Lumintang
City Park and the significance of recreation mentioned that the youth are known to
have various activities in their daily lives. a lot of them needed the time to clear
their mind from the stress. Many teenagers visit the Lumintang City Park during
their spare time to recharge and reinvigorate their energy with various recreational
activities. The main purpose of conducting this study is to ascertain the utilization
of Lumintang City Park and the significance of recreation obtained by the youth
following their recreational activities at Lumintang City Park. Data were collected
through observation and questionnaire, and to determine sample using the quota
sample to the tune of 50 respondents. The result of the conducted study had shown
that Lumintang City Park is utilized by the youth as a place to exercise, lounge
around, enjoy the evening atmosphere, cure boredom, and many other activities,
with a relatively dominating advantage specifically in the utilization of Lumintang
City Park as a place to exercise. Moreover, the significance of the recreation
obtained by the youth in the wake of their activities at Lumintang City Park is
dominated by recreation and well-being.
To implement the humanistic approach in providing education at Politeknik
Pariwisata Bali (Bali Tourism Polytechnic), the concept of Edu-Recreation was
designed as the new idea. This concept emphasizes the importance of developing
affective aspects in education by developing a pleasant campus design and having
facilities that open opportunities for students to develop their full potential.
This research is qualitative research that analyzes the application of a
humanistic approach in the design of the Edu-Recreation concept at the Bali
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Tourism Polytechnic through the study of documents and other literature. The
results of the research are proposed as input to develop existing designs so that they
can have a more significant influence in improving the quality of education at the
Bali Tourism Polytechnic
METHODOLOGY
This research was conducted by conducting a literature review, observation,

and interview with the related stakeholders. Data were collected qualitatively from
literature studies in the form of empirical studies, documents, and books,
observation at Bali Tourism Polytechnic, and interviews with related stakeholders,
such as the students, management of the school, former leaders, and lecturers. The
data were then analyzed and described qualitatively. The research was conducted at
the Bali Tourism Polytechnic, which is a state tourism polytechnic under the
Ministry of Tourism and Creative Economy of the Republic of Indonesia. The result
of the study would be a recommendation for the related stakeholders of the school
to ensure the further development could facilitate an educational system that is in
line with the humanistic approach.
Based on the humanistic approach, the learning process begins and ends with
humans themselves. This theory emphasizes the ideal conditions of education
whose goal is to humanize humans (Yanasari, 2016b). The humanistic approach
views that all students basically have good basic characteristics and are motivated
to actualize these basic properties. In the actualization process in question,
environmental factors play a very important role. A positive environment can create
conditions for students to be able to actualize themselves well (Nursanjaya, 2020).
Humanistic education focuses on respecting human rights, including the freedom
to express oneself, think critically, and act in accordance with noble values and
humanitarian norms. Thus, education is essentially a process of humanization
(humanizing), implying that education is the foundation for the formation of human
personality (Firdaus & Mariyat, 2017). According to Umar (2018), the development
of an affective education model rests on three things, namely self-awareness as a
growth process that is and will continue to change, recognizing self-concept and
identity, and integrating awareness of the heart and mind. The majority of important
features of humanism, according to Stevick (1980, as cited in Prabhavathy &
Mahalakshmi 2016), include feelings, personal, emotional, and creative admiration,
while social relationships include the side of humanism that promotes intimacy and
partnership, and intellect relates knowledge, reason, and understanding with self-
actualization.
In the humanistic approach, three learning models are formulated, namely
open education, confluent education, and cooperative learning. Open education is
an educational process that provides opportunities for students to move freely
around the classroom and in choosing the learning activities to be followed. In
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addition, the hallmark of the implementation of open education is the availability

of facilities that allow students to freely develop their potential. Confluent
education is a learning process that combines and brings together affective
experiences in learning, such as through story-reading activities, sociodrama,
listening to stories, listening to music, watching movies, conducting volunteer
activities, and carrying out case studies. Cooperative learning has the main
characteristic of carrying out learning in group activities. Group activities are
encouraged in the formation of groups with members who have different abilities
or characteristics. Students are encouraged to help each other in studying the same
material so that success is seen from the success of the group, not the individual
(Setiawati, n.d.).
The Edu-Recreation concept is designed to improve the quality of learning at
Bali Tourism Polytechnic. Edu-Recreation comes from two words, namely
“education” and “recreation”. As the name implies, the concept of Edu-Recreation
is an “enjoyable” campus design, so that apart from being a place for studying
(cognitive) and developing skills (psychomotor), the campus is designed to be a
good place for recreation for students' affective conditions. The Edu-Recreation
concept broadly involves the development of three campus components, namely
physical facilities, curriculum, and services.
In the development of physical facilities, the Edu-Recreation concept directs
the development of facilities that are comfortable, beautiful, and can facilitate the
development needs of students' potential and character. The monumental
development of physical facilities is shown in Figure 2.
Figure 2. Site Plan of Physical Facilities Development at Bali Tourism Polytechnic
As stated by Nursanjaya (2020), the implementation of the humanistic

approach has to be supported by an environment that facilitates the development of
affective aspects and the development of students’ potential. According to
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Prabhavathy and Mahalakshmi (2016), the educational and learning process has
four perspectives: "Educator," "Student," "Learning Procedure," and "Learning
Situation." Although the four perspectives shown above are typical of a teaching
and learning situation, there are significant differences in educational and learning
levels. Education is more effective when teachers provide a positive personal image
while organizing effective contextual assignments and creating a supportive
environment. Moreover, according to Arifi (2017), the ultimate goal of humanistic
education is to create a trustworthy cultured society that embraces diverse cultures.
The humanistic method begins with the ideas that form the basis of an educational
experience. A humanistic viewpoint supports the idea that educational value is
diminished if the process of learning and the environment in which learning
happens is ignored. In today's society, the emphasis has shifted away from academic
achievement and toward self-actualization.
In the construction of the physical facilities of the Bali Tourism Polytechnic
with the concept of Edu-Recreation, the main priority components for development
are the development of landscape and comfortable facilities for students to study
outside the classroom, as well as the inclusion of local cultural values in the
provision of campus facilities. The campus landscape with the inclusion of local
cultural values is designed to become a living museum as well as a learning tool for
all academics. Landscape in this case could function more than just as a green park
that beautifies the environment, but also as a learning facility for the tourism
campus which is developed as a center of excellence in cultural tourism. The green
park as a humanistic learning facility is shown in Figure 3.
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Figure 3. Green Environment as a Humanistic Learning

Local cultural value that contain a lot of local wisdom and local genius could
facility in Bali Tourism Polytechnic
be a supplement to shape students’ character. The landscape components being
mentioned are:
a) The landmark of the 7 meters Saraswati statue is a symbol of science as the

movement of humans from being unaware of their nature as humans to the
state of beings' consciousness. Saraswati, the Goddess of Knowledge, is
shown as a lovely lady with four hands riding on a white swan among water
lilies to remind humanity that science is similar to a beautiful woman. A
palm leaf, a lontar (a Balinese traditional book that is the source of science
or knowledge), a chain (genetic with 108 pieces) symbolizing that
knowledge is never-ending and has an everlasting life cycle, and a musical
instrument (guitar or wina) symbolizing that science develops through the
growth of culture are all held in her hands. Swans represent wisdom,
allowing one's understanding to differentiate between good and evil, while
water lilies (Lotus) represent holiness. The Lotus flower is considered to be
the holiest of all flowers (Foley, 2016).
b) Manganjali Karya Werdhi Park with terraces symbolizes the journey of life
that goes uphill, that in life there needs to be struggle and dedication to
achieve glory.
c) Watugunung Amphitheatre which fragments the mythical legend of
Watugunung and the 27 kingdoms that underlie the philosophy of Saraswati.
d) The statue of Pancanaka, which symbolizes the incarnation of Lord Vishnu
in the form of a turtle with a nail weapon that succeeded in conquering King
Watugunung. This is related to the legend behind the birth of Saraswati's
philosophy.
The landscape arrangement of the Bali Tourism Polytechnic campus

environment with statues symbolizing the characters in Balinese legends full of
local genius values is provided as peripheral learning media. Peripheral Learning is
a learning strategy introduced by Georgy Lozanov in 1978. This learning strategy
is based on the human ability to learn from the environment unconsciously or
acquiring (Tyas, 2019). Peripheral learning is based on the subconscious human
ability to learn and instill an understanding of a value through continuous exposure
to information in the environment (Demirağ, 2018). The selection of characters
displayed through statues and the concept of garden arrangement is based on the
institutional core values of the Bali Tourism Polytechnic which is closely related to
the legend of Saraswati. Through these statues as peripheral learning media, it is
expected that there will be an instillation of the institution's core values into the
realm of sub-conscious academics, namely learning values which are interpreted
not only as a process of studying but also a process of growing awareness according
to the nature of oneself as a civilized human being.
The Edu-Recreation concept is designed to facilitate the different interests
and talents of Bali Tourism Polytechnic students. To facilitate this diversity, various
extracurricular activities in academic and non-academic fields are provided.
Students are given the freedom to choose the extracurricular they are interested in.
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Moreover, the campus environment is designed with a variety of learning situations

in mind. In addition to classroom learning, learning facilities are provided in
laboratories, libraries, open parks, and indoor internet rooms. Students can choose
their study location for their convenience. From this explanation, the Edu-
Recreation concept design fulfills the principles of implementing a humanistic
approach in education, namely facilitating the development of students' affective
aspects and freedom in developing students' interests and talents (Setiawati, n.d.).
The relationship between the Edu-Recreation concepts at the Bali Tourism
Polytechnic with the Humanistic approach is illustrated in Figure 2.
Furthermore, the humanistic approach in the design of the Edu-Recreation
concept is also applied in the design of extra-curricular programs for students.
Extracurricular programs are designed with a wide range of choices to facilitate the
diversity of interests and talents of students. As stated by Frias (2019), the
humanistic method emphasizes the learner's unique liberty, preferences, inspiration,
self-determination, and personal goals (Woolfolk, 2008). For this approach to
progress, the learners must be provided with a secure learning environment that is
built on empathy, kindness, and the teacher's acceptance of diverse points of view.
The instructor acts as a facilitator in this technique, while the student is in charge
of their education (Bentham, 2002). Extracurricular program options are presented
in Table 1 and the activities of extracurricular programs are presented in Figure 4.
Table 1. Extra-Curricular Programs in Bali Tourism Polytechnic

Academics Non-Academics
France club Balinese Music Ensemble
Japanese club Volleyball
Scientific Writing Table Tennis
Journalism Basket Ball
Juggling Futsal
Making bed Soccer
Barista Music Band
Chef Choir
Food and ice carving Marching band
Yoga
Chess
Figure 4. Activities of Extracurricular Programs
(Pictures were taken before the Covid-19 Pandemic)
Vol 07 No 03, 2021: 312-324 EISSN 2527-6921
As expressed by (Setiawati, n.d.), in the humanistic approach, three learning

models are formulated, namely open education, confluent education, and
cooperative learning. Open education provides opportunities for students to move
freely around the classroom and in choosing the learning activities to be followed,
with the main characteristic that the school has sufficient availability of facilities
that allow students to freely develop their potential. Confluent education is a
learning process that combines and brings together affective experiences in
learning. Cooperative learning has the main characteristic of carrying out learning
in group activities so that success is seen from the success of the group, not the
individual. The Edu-Recreation concept design at the Bali Tourism Polytechnic is
a combination of open education and confluent education, which facilitates freedom
of learning within the limits of the curriculum of the study program, freedom to
move in a comfortable space outside the classroom, and the existence of affective
experiences in learning inside and outside the classroom.
To balance the High Touch, the school is also supporting students' learning
by providing High Tech facilitation. All classrooms are provided with a large LED
Screen for displaying learning media. High-speed free Wi-Fi could be accessed at
all campus areas. The laboratories are equipped with high-tech facilities to support
the learning. One of them is the Meeting, Incentive, Conference, and Events
laboratory (Figure 5).
Figure 5. Meeting, Incentive, Conference and Events (MICE) Laboratory

(Pictures were taken before the Covid-19 Pandemic)
The school has been conducting online learning due to the Covid-19
Vol 07 No 03, 2021: 312-324 EISSN 2527-6921
pandemic by using web-based online meeting applications such as Zoom, school’s

web-based e-learning application, and Google Meet. However, some areas are still
needed to be developed, such as the e-learning effectiveness, technology in the
vocational laboratories, and the use of e-library. For further development, it is
planned to improve the system to be an integrated system that includes the academic
service and information system, e-learning, and e-library.
The concept of Edu-Recreation is suitable to be applied at the Bali Tourism
Polytechnic considering the affective development of Bali Tourism Polytechnic
students to become graduates is very important to achieve. As stated in Peraturan
Menteri Pariwisata dan Ekonomi Kreatif Nomor 4 Tahun 2020 tentang Statuta
Politeknik Pariwisata Bali (an official law issued by the Ministry of Tourism and
Creative Economy of the Republic of Indonesia about the Statute of Bali Tourism
Polytechnic), the vision of Bali Tourism Polytechnic is to become an excellent
tourism higher vocational school with international standard and Indonesian
characters. The vision statement leads the school to engage human resource
development with high competitiveness in tourism vocational skills and also
excellent personal characters in accordance with Indonesian cultural values.
Bali Tourism Polytechnic

Vision Statement:
To become an excellent tourism higher
vocational school with international
Edu-Recreation standards and Indonesian characters.
Peripheral
Fully learning
equipped Enjoyable which
school for learning promotes
high- environ- local
quality ment values and
learning wisdom
acquisition
High High Touch
Tech
High mastery of Social and
Humanistic Approach technology and environmental
vocational skills sensitivity
Figure 6: Relationship Between Vision Statement, Edu Recreation Concept, Humanistic Approach,
and the Balance of High Tech and High Touch
Graduates are projected to work as practitioners and academics in the field

of tourism and hospitality. In this area, a service industry focuses on creating
pleasure (leisure) for clients, in this case, tourists. Practitioners and academics in
this field are important to have a high sense of service so that there is no burden in
providing services by prioritizing client satisfaction without forgetting the existing
code of ethics.
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CONCLUSION AND RECOMMENDATION
Based on the explanation and analysis, it can be concluded that the concept of
Edu-Recreation at Bali Tourism Polytechnic has implemented values in the
humanistic education approach, namely the development of students' affective
aspects and the freedom to develop self-potential. The development of affective
aspects is realized through the provision of comfortable and enjoyable learning
facilities indoors and outdoors and the provision of symbols of local genius which
are peripheral learning media. The freedom to develop self-potential is realized
through the provision of various extra-curricular activities that facilitate the
diversity of interests and talents and the provision of various learning facilities
outside the classroom as well as sufficient space for socializing.
Due to the findings, it is suggested to conduct further development in the
aspects of High Tech. This is to ensure the school is able to facilitate the learning
process with enough technology which is rapidly developed nowadays. The
development should also include the development in human capability to master
the high-tech tools. Moreover, the concept of Edu-Recreation could be recognized
as a new concept as there are not many studies mentioned about it yet. Thus, it is
suggested for the school to take this concept as a unique point, and as the company
value for the basis of further development.
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Submitted 14th May 2021

AN EMPIRICAL STUDY OF FOOD BLOGGER

INFLUENCE ON COFFEE SHOP BRAND IMAGE AND
CONSUMER PURCHASE DECISION IN DELAPAN
GRAM
Suci Sandi Wachyuni1, Kadek Wiweka2, Indri Softia3

1
Postgraduate Tourism Studies Programme, Gadjah Mada University and Sahid
Polytechnic. Indonesia.
2
University of Angers, France
3
Sahid Polytechnic. Indonesia
suci.sandi.wachyuni@mail.ugm.ac.id, kadek.wiweka@etud.univ-angers.fr
ABSTRACT
In recent years, food blogging has become a popular medium for sharing
thoughts, feelings, opinions, and ideas. However, its impact on the beverage
industry has not been widely studied. This study aims to examine the effect of food
blogger promotion on brand image and purchasing decisions partially. This study
took samples at the Delapan Gram Coffee Shop. The research method used in this
research is the quantitative method. While the independent research variable is food
blogger promotion (X), and the dependent variable is brand image (Y1) and
purchase decision (Y2). The data analysis method used in this study is multiple
linear regression analysis using the SPSS program. This study found that food
blogger promotion partially influences the brand image and purchasing decisions.
However, brand image has a higher contribution to purchasing decisions than food
blogger promotion. The practical implication of this research is as a reference for
entrepreneurs, especially coffee shops, regarding the role of food bloggers in
increasing sales. Meanwhile, the limitation in this study is that the sample scope is
limited to one company. This study expects further research related to other factors
that may have a greater influence on purchasing decisions.
Keywords: Food blogger, coffee shop, brand image, consumer purchase decision,
entrepreneur
INTRODUCTION
The food and beverage industry market segment in Indonesia is predicted to
continue to grow to reach USD 3.221 million in 2024. This phenomenon is
significantly influenced by digital business, especially social media, which can
build engagement with customers. Today, these channels have become more
convenient and important and can offer a combination of word of mouth (WOM)
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and electronic word of mouth (e-WOM) which have traditionally been recognized
as an effective strategy (Goodrich & De Mooij, 2014; Ismagilova et al., 2019; E.-J.
Seo & Park, 2018; Tseng et al., 2015). Social media marketing is also believed to
be able to increase consumer brand awareness and their social circle (Bun &
Alversia, 2020). On the other hand, the brand image in the food and beverage
industry has also succeeded in influencing consumer behavior. Therefore, a good
understanding of this issue is becoming increasingly important.
Image has also been shown to significantly influence the intention to
consume food and drinks (S. Seo et al., 2017; Tu & Chang, 2012), even to buying
decisions. The consumer decision-making process can be described as the stages
that consumers go through in making the final purchase decision (Hanaysha, 2018;
Widyastuti & Said, 2017).
In recent years, blogging has become a popular medium for sharing
thoughts, feelings, opinions, and ideas. This phenomenon has also provided space
for everyone (even ordinary people) to have a "voice". Consequently, nowadays
anyone can create a network to share ideas, trends, and information (Godinez &
Salomon, 2019). Various studies have shown how blog (ger) s influence various
fields, such as politics, journalism, public relations, and even tourism (H.-H. M. Lee
et al., 2013).
One of the blogging segments that have the largest network is food blogging
which consists of “foodies” or those with an interest in gourmet cooking, recipe
writing, and photography (Godinez & Salomon, 2019). Currently, food bloggers
have become an occupation that is able to develop partnerships with certain food or
restaurant companies, or even with small-scale industries (home industries).
Therefore, food blogs are believed to be effective advertisements. In fact, the
perceptions and recommendations of food bloggers have a significant effect on
consumer intentions to follow these recommendations (Godinez & Salomon, 2019;
Sokolova & Kefi, 2020).
The credibility of the food blogger endorsement can influence the brand
image which is also related to customer behavior (Bun & Alversia, 2020;
Fiorentino, 2019). This means that customer trust and loyalty towards bloggers
provide opportunities for culinary businesses to reach consumers more efficiently.
One of the factors that make bloggers generally more trusted is because the
concepts, techniques, and packaging of the information they provide are very
“real”, “humble”, “family-oriented”, and “sincere”. Their aspirations are
considered capable of representing the thoughts of customers (Lepkowska-White
& Kortright, 2018).
Today's industries that often use food bloggers are coffee shops (Nadiri &
Gunay, 2013; Tu & Chang, 2012). (Susanty & Kenny, 2015) note that cafes and
coffee shops are terms used by business establishments based on serving coffee and
other hot drinks. As the name suggests, they focus on providing coffee and tea in
addition to snacks. The original coffee shop was first established in Italy in 1645.
Then, spread to England and other countries in 1652. Today, coffee shops have
become a necessity and a habit of modern society. This place is frequented by a
variety of people ranging from professionals and executives to teenagers. Coffee
shops not only sell items on their menus but also an atmosphere that makes people
feel comfortable (Susanty & Kenny, 2015). (W. S. Lee et al., 2018) noted several
Vol 07 No 03, 2021: 325-338 EISSN 2527-6921
attributes that are often used as indicators of consumer satisfaction, including a

comfortable atmosphere, friendly employees, satisfying wireless internet, and a
compelling coffee aroma.
The interesting issue about this indicator is the role of the food blogger,
which seems to have not been considered. Therefore, this study aims to examine
the effect of food blogger promotion on brand image and purchasing decisions
partially. This study took samples at the Delapan Gram Coffee Shop, which uses
food blogger services as a promotional tool on their Instagram social media
@delapangram with several followers of 1,500 people and several hashtags of
approximately 400 hashtags. The practical implication of this research is as a
reference for entrepreneurs, especially coffee shops, regarding the role of food
bloggers in increasing sales. Meanwhile, the limitation in this study is that the
sample scope is limited to one company.
Food Blogger
Sharing food is one of the oldest cultures that have been applied for a long
time by human civilization. They often share recipes, knowledge, culture, and
technology. One of the first printed cookbooks which also influenced the
development of cookbooks in western Europe in the mid-16th century, published in
1485 in Nureemberg. Since then, various recipes have been shared over various
media such as radio, television, and now online media. Nowadays, food bloggers
that have been developing since the early 2000s have increased in terms of quantity
and quality (Lofgren, 2013). They use social media to share reviews, photos, and
even videos (Coates et al., 2020; Puspita & Hendrayati, 2020).
Food bloggers express their thoughts on their interest in the culinary world
in certain ways and concepts to reach the targeted market. They can have more than
one personality or theme and use this identity as a platform to express their values,
beliefs, and opinions. The ability to influence the audience or followers is one
indicator of their credibility.
(King & Paramita, 2016) note that the indicators of a food blogger,
foodstagram, or endorser consist of visibility, credibility, attractiveness, and
strength. They explain that visibility is more related to a person's level of popularity,
which can be seen from the popularity of endorsers in society as potential customers
or viewers. Meanwhile, credibility is related to an endorser's product knowledge of
the product to be advertised and also knowledge to give trust to customers. The
attractiveness of the endorser includes friendliness, physical appearance, and work.
Physical attractiveness can be seen from physical appearance and outward
appearance. Attraction is made up of three elements: sameness, intimacy, and liking.
Strength is the endorser's ability to persuade or influence customer behavior in
selecting products. Customers will consider the advantages of a product, not only
because of the quality of the product but also because of negative or positive
reviews from bloggers. These four indicators are used as research variables.
Food Blogger Promotion dan Brand Image

(Hanifati, 2015) states that someone who shares and writes about food in a
blog is known as a Food Blogger. Meanwhile, according to (Ratri, 2020), a food
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blogger is a blogger who specializes in food or culinary content, including making

reviews about food ingredients and food recipes. This review is believed to
influence a company's brand image and consumer perceptions or behavior. (Kotler
& Keller, 2009) state that consumer perceptions and beliefs are determined by the
experiences they have felt and summarized in their memories. The dimensions of
the brand image used in this study include strength, favorability, and uniqueness
(Kotler et al., 2007). The strength of brand association is popularity which is
designed through a good communication strategy using various promotion media.
While favorability is a combination of qualities that distinguish a product and a
positive image in the minds of consumers. Uniqueness is an added value for a brand
or product in the minds of consumers because of its differences from competitors.
These three indicators are then used as research variables.
Based on these arguments, the study proposes the following hypothesis:
H1: How is the influence of food blogger promotion on brand image
Food Blogger Promotion dan Consumer Purchase Decision

Amus states that currently, the culinary industry needs to pay more attention
to the food bloggers' potential as first adopters and influencers in the digital
media(Novita, 2015). This is because most readers tend to be attracted by the
content presented by these bloggers and those who have a strong influence on their
readers or followers. Some of the content that is generally discussed is food recipes;
information and recommendations about food or beverage; information about
restaurant places; restaurant decoration and atmosphere; prices; service; food
quality; and photos of places and food. This content is believed to be able to
encourage consumer purchase decisions of a product. (Armstrong et al., 2014)
explain that purchasing decisions can be grouped into need recognition, information
search, evaluations of alternatives, purchase decisions, and post-purchase behavior.
Meanwhile, the factors of decision-making include cultural, social, personal, and
psychological factors (Kotler & Keller, 2009). The purchase decision indicators
used in this study include product selection, brand, purchase channel, purchase
time, and payment method (Kotler & Keller, 2009).
Based on this discussion, the following hypothesis is proposed:
H2: How is the influence of food blogger promotion on consumer
purchasing decisions
METHODOLOGY
A. Survey development
This type of research is descriptive verification. While the methods used in
this research are survey methods and quantitative methods (Sugiyono, 2016). The
data collection method uses a survey method with a questionnaire designed to get
answers from respondents (Sekaran and Bougie, 2013: 147). The unit of analysis
(Sugiono, 2010) used in this study were individuals or visitors at the Eight Delapan
Coffee Shop. While the independent variable of this study (Sugiyono, 2003) is food
blogger promotion (X) and the dependent variable is a brand image (Y1) and
purchase decision (Y2) at Eight Gram Coffee Shops. These variables are then used
in designing a questionnaire with several indicators, as in table 1. below.
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Table 1. Research Variable

Variable Indicators Scale Question
number.
Food blogger promotion Visibility Likert 1&2
(X)
Credibility 3&4
Attractiveness 5&6
Strength 7&8
Brand image (Y1) Strength Likert 9&10
Favorability 11&12
Uniqueness 13&14
Purchase decision (Y2) Product Selection Likert 15&16
Brand 17&18
Purchase Channel 19&20
Purchase Time 21&22
Payment Method 23&24
The population involved in this study were visitors who came to the Delapan
Gram Coffee Shop. Meanwhile, to determine the sample, this study adopted the Rao
Purba formula (Ghozali, 2011), as follows:
²
=
4( )²
Where:
n = Number of samples
Z = level of confidence required
Moe = Margin of error, the maximum error rate is 10%
With a confidence level of 95% or Z = 1.96 and Moe = 10%, then n = 96.0496 or
made into 100.
B. Data collection
The data collection technique was carried out using a survey method with a
questionnaire (self-report). The questionnaire is used to obtain data on respondents'
responses regarding the indicators of the constructs developed in the study.
C. Data analysis
The data analysis method used in this study is multiple linear regression
analysis using the SPSS program (Ghozali, 2011) with the following stages:
• Validity and reliability test.
• Classical Assumption Test which consists of Kolmogorov Simirnov Test,
Normality Test, Multicollinearity Test, and Heteroscedasticity Test.
While data analysis techniques consist of Correlation Analysis (Sugiyono,
2003), Regression Analysis, Coefficient of Determination (Ghozali, 2011), and
Hypothesis Testing, including Simultaneous Effect Test (F-Test) and T-Test.
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A. Result
1. Profile and characteristics of respondents
This study involved 100 people who visited the Delapan Gram Coffee Shop.
The Profile of respondents can be seen in the table 2. below.
Table 2. The profile of respondents
Indicators Option Percentage Indicators Option Percentage

(%) (%)
Gender Man 51 Active Disagree 7
Woman 49 social Agree 62
Age 15 – 19 9.1 media Strongly 31
users disagree
20 – 30 73.5 Twitter 7
>30 17.3 Social Facebook 11
Expenditure/month <500.000 3 media Blog 8
500.000 - 39 used Instagram 63
1.499.000 frequently
1.500.000 44 YouTube 11
-
3.499.000
>3.500.000 14
Source: Primary data
The respondents' distribution based on age is almost the same, namely 51%
male and 49% female. Respondents were dominated by a young age, namely
between 20-30 years of 73.5%. When viewed from the average expenditure per
month, the largest percentage was 44%, amounting to 1,500,000-3,499,000. The
majority of respondents, 62%, agreed, and 31% strongly agreed that they actively
use social media. So, it can be concluded from these data that most respondents are
generation Y and Z, which directly describe the visitor segment of the Delapan
Gram Coffee Shop.
2. Questionnaire validity and reliability test result

The validity test is used to measure the validity of a questionnaire. The
number of statements in each variable is a food blogger promotion of 8 (eight)
statements, 6 (six) brand image, and 10 (ten) purchase decisions. The statement
items were tested for validity from the data collected from 100 respondents had a
value of r count > r table (0.1966). Therefore, all statement items in this study are
valid. Meanwhile, to determine the reliability level of a questionnaire, a reliability
test was carried out. The results of the reliability test can be seen in table 3. below.
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Table 3. The reliability test result for each variable

Reliability Statistics
Cronbach's Alpha No. of
Variable Items
Food Blogger Promotion 0.918 8
Brand Image 0.868 6
Keputusan Pembelian 0.910 10
From the results of the reliability test in the Table 3. It can be seen that each
variable has a Cronbach's alpha value of or above 0,6, so it can be concluded that
the measuring instrument in this study is reliable.
3. Classic assumption test
The classic assumption test used in this study is the normality and
heteroscedasticity test. From the normality test results, the variable brand image
and purchase decision have a normal distribution. There is no variance inequality
from the residuals of one observation to another in the heteroscedasticity test so that
this data can be continued in the regression analysis.
4. Correlation analysis results
The results of the correlation analysis can be seen in the table 4. The
correlation of food blogger's promotion to the brand image is included in the
moderate criteria from these data. The correlation of promotion variables through
food bloggers to purchasing decisions is in the low criteria.
Table 4. Correlation analysis test results
Correlation Variable R Relationship
food blogger promotion and brand image 0,453 Moderate
food blogger promotion and purchase 0,390 Low
decision
5. Regression test results
The regression test was carried out twice by examining the influence of the
food blogger promotion variable on brand image and the influence of the food
blogger promotion variable on purchasing decisions. The regression test results can
be seen in the Table 5.
Table 5. Regression test results
Regression Model Unstandardized Coefficients

B Std. Error
X-Y1 13.757 1.652
0.282 0.056
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X-Y2 24.235 2.885

0.410 0.098
From the table 5 above, the effect of food blogger's promotion on the
brand image has the equation Y = 13.757 + 0.282 (X). While the effect of
promotion through food bloggers on purchasing decisions has the equation Y =
24,235 + 0.410 (X). In general, from the two regression results, the purchasing
decision variable increases along with the increase in the promotion variable
through the food blogger and brand image.
6. The results of the t-test and the F-test
The t-test results show that the hypothesis is accepted because the
significance value of the X-Y1 variable is 0.000 <0.05, which means that food
blogger promotion affects brand image. Likewise, the significance value of the
X-Y2 variable is 0.000 <0.05, which means that food blogger promotion affects
purchasing decisions. The t-test results of the effect of brand image on
purchasing decisions also provide significant Y1-Y2 of 0.000 <0.05. Also, the F
test results on the Table 5 stated that food blogger promotion and brand image
simultaneously influence purchasing decisions.
Table 5. The results of F-test
ANOVA
Model Sum of Squares df Mean F Sig.
Square
1 Regression 3182.225 2 1591.113 83.89 .000b
1
Residual 1839.735 97 18.966
Total 5021.960 99
7. Determination coefficient test results
The coefficient of determination test results shows that food blogger

promotion to the brand image is 20.5%. The contribution of food blogger
promotion to purchasing decisions is 15.2%. Meanwhile, the contribution of the
brand image variable to purchasing decisions was 63.3%. While the contribution
of food blogger promotion and brand image simultaneously contributes 63.4%
to purchasing decisions. In comparison, the rest is influenced by other variables
not discussed in this study.
B. Discussion
1. Characteristics of respondents
Suppose from the results of the survey data. In that case, the respondents'
Profile, the majority of visitors to the Delapan Gram Coffee Shop are young people
who are dominated by generation Z, then generation Y or millennials. (Howe &
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Strauss, 2000; Setiawan et al., 2018) state that generation Z are born between 1995-
2010, while generation Y was born in 1980-1995. Others discussed by
Brightermonday which said that millennials are divided into two, namely younger
millennials aged 18-24 years and older millennials 25-38 years. Different ages have
different levels of technological development. The research results show that
younger millennials tend to look for information online before purchasing. Younger
millennials tend to be controlled by technology in making decisions, but not by
older millennials born in the late '80s and early '90s, even though they are tech-
savvy. The majority of respondents are active social media users, and Instagram is
still the most used social media. The respondent's character illustrates that their
tendency to search for information includes before visiting the Delapan Gram
Coffee Shop, a rustic and homey design depicted in Instagram posts.
2. The influence of food blogger promotion on brand image
Based on the research results, food blogger promotion influences brand

image. The indicator that shows the highest value is attractiveness, where customers
like the food blogger content in terms of photography and the information provided.
These results reinforce Bun and Seo's findings (Bun & Alversia, 2020; S. Seo et al.,
2017), which states that the brand image formed from the marketing mix affects
purchasing decisions. In the t-test results, the brand image on purchasing decisions
also shows a positive influence because it increases the consumer's memory of a
product or place. The contribution value of a brand image is more significant than
food blogger promotion on purchasing decisions. Research conducted by
(Wachyuni & Priyambodo, 2020) also states that celebrities' food product reviews
on Instagram have a positive image impact and affect restaurant product purchasing
decisions. Due to the habit of food bloggers who express themselves in photos,
videos, and captions, they have gradually created a trend on social media. The
image that is formed is a catalyst for consumers to make purchasing decisions. From
this research, it can be concluded that promotion through social media can increase
a place's brand image, especially among consumers among the millennial
generation who tend to depend on the internet for information searches (Wiweka,
Wachyuni, Rini, et al., 2019).
Today, thanks to advances in technology, everyone has the opportunity and
the power to convey their "influence" through social media. Even today, in the
culinary industry sector, the role of celebrities or food bloggers is almost difficult
to distinguish. This is because the indicators of their influence effectiveness have
become increasingly biased and have shifted as a "new currency". That is, at this
time, their influence is more judged by the quantity of views, likes, or even
subscribers. The quality of the review substance of culinary products is no longer
the focus of consumers or audiences. "Packaging" in expressing ideas has played a
very significant role than the substance of the assessment itself. Finally, be it
celebrities, food bloggers, budding influencers, or even anyone, have the same
opportunity to attract audiences to their content. The best reviews, at the moment,
are at least more determined by how large the quantity of their "new currency" is.
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3. The influence of food blogger promotion on purchasing decisions
Food blogger promotion has a direct influence on purchasing decisions

based on the results of the t-test. These results were similar to previous research
conducted by (Kusumaningrum et al., 2019) which states that food blogger content
affects healthy food selection. This study also supports Prasetyo and Kusumawati's
research (Prasetyo & Kusumawati, 2018), which states that eWOM (electronic
word-of-mouth marketing) significantly affects purchasing decisions. Linked to the
article, (Hilmiawan & Kusdibyo, 2019) state that eWOM affects attitudes and
intentions for culinary tours. This finding is interesting because social media has
become one of the primary sources of seeking information believed to be true in
this digital era. One of the advantages over reviews on social media is that they are
presented in an audio-visual form that allows consumers to get more precise
information.
This method also does not mean replacing conventional marketing such as
advertising. On the contrary, this phenomenon has diversified new marketing
channels that have their own advantages and market segments. This means that all
these marketing methods can complement each other, especially considering the
characteristics of the market that have shifted greatly with the influence of
technological advances (Damanik et al., 2019; Wiweka, Wachyuni, Simawang, et
al., 2019). Therefore, many marketers continue to use conventional methods and
also explore new marketing methods by involving influencers. Several studies have
also reviewed and compared the two marketing methods, both in terms of efficiency
and effectiveness (Wachyuni et al., 2018; Wachyuni & Wiweka, 2020). In the end,
the strategy chosen is highly dependent on the targeted market segment.
CONCLUSIONS
From the results of this study, it can be concluded that food blogger
promotion has a partial effect on brand image and purchasing decisions. However,
brand image has a higher contribution to purchasing decisions than food blogger
promotion. This finding explains that food blogger promotion will directly increase
brand image. Furthermore, the brand image will stimulate consumers to make
purchases. This finding explains that food blogger promotion shows its influence
on purchasing decisions in stages, namely through brand image. From the research
results, food blogger promotion and brand image simultaneously have more
influence on purchasing decisions.
This research's theoretical implication is that food blogger promotion
becomes a source of information that consumers trust. It affects the brand image
and purchasing decisions of culinary products, in this case, the Delapan Gram
coffee shop. Emerging new theories may have to be reviewed in further research,
namely testing the effect of food blogger promotion on purchasing decisions and
the variable brand image as a mediator variable. Besides, it is necessary to re-
analyze other factors that may significantly influence purchasing decisions.
Practical implications, these findings can be applied to culinary business actors to
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carry out promotions through food bloggers on social media to increase brand
image and consumer purchasing decisions.
ACKNOWLEDGEMENTS
First of all, praises and thanks to God the Almighty for His Blessings, our
research can be done successfully. We would like to express our sincere gratitude
to Gadjah Mada University, Sahid Polytechnic, and Universite Angers for the moral
support and motivation to continue working in tourism research.
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Submitted 24th Februari 2021

FACTORS SUPPORTING THE SUCCESS OF

COMMUNITY-BASED TOURISM IN CILETUH
GEOPARK
Nurlena1, Musadad2
1
Telkom University. Indonesia
2
Riau University. Indonesia
musadad@lecturer.unri.ac.id
ABSTRACT
Compared to 15 villages located in Ciletuh Geopark, Tamanjaya is the center of geotourism
activities and the village has the most rapid progress, as well as has active tourism
management. Therefore, this study was aimed to identify the factors supporting the success
of the Community-Based Tourism (CBT) project in Tamanjaya Village and explore the
community's constraints in participating in the project. This study employed a qualitative
method from which the data was collected through field observations and semi-structured
interviews with various stakeholders and local residents. The thematic analysis results
suggested that the success factor of the CBT project in Tamanjaya Village cannot be
separated from some involved parties, ranging from the private sector, academia, and
governmental institutions. Meanwhile, the local residents' barriers to participation in the
tourism activities include the community's lack of interest in the tourism activities, busy
activities in household affairs, and lack of tourism knowledge of Ciletuh Geopark.
Keywords: Community-Based Tourism; Success Factors; Geopark
INTRODUCTION
One of the potential efforts that can be done to preserve culture and nature
in the frame of tourism is to create a geopark. The geopark concept serves as a
tourist destination that can accommodate the phenomenon of tourism which is
oriented to diversity or natural and cultural beauty.
Geopark as an alternative to tourism development will further strengthen
the image of sustainable tourism in Indonesia. Currently, Indonesia continues to try
to build a Geopark and has succeeded in making one of its geoparks recognized by
UNESCO as a part of Global Geopark Network (GGN), i.e. Ciletuh Geopark. The
success of Ciletuh Geopark as a part of GGN cannot be separated from the
collaboration of various parties, including research.
In early 2018, Ciletuh Geopark was recognized as a part of the Global
Geopark Network (GGN). But before that, many efforts have been made so that the
geopark is designated by UNESCO as a world heritage park. The efforts started
with the preliminary study in 2015, the acceleration of development in 2017, and
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others. The Ciletuh Geopark destination is located in Palabuhanratu, Sukabumi

Regency, West Java.
The name of Ciletuh Geopark is determined through the Sukabumi Regent
Decree No. 556/Kep.684-Disparbudpora/2014, and includes 15 Villages, and its
territory encompasses various administrative areas such as Nature Reserves,
Military Areas, Conservation Areas, and others (Hardiyono et al, 2015). So, there it
has been a long time since the initiation of the formation of the Ciletuh Geopark.
One of the actors in developing a geopark is the local community. Therefore,
the community is a factor cannot be ignored in a geopark management so that a
geopark also requires the concept of community-based tourism.
Community-based tourism (CBT) is an approach in tourism that tries to
accommodate community participation in the management. Goodwin & Santilli
(2009) defines CBT simply as tourism that is owned and/or managed by the
community and is intended to provide benefits to the community.
According to Scheyvens (2002), the ultimate goal of CBT is the
empowerment of the host community. CBT is believed to be able to provide
collective benefits, creating opportunities for micro-scale employment, and
business engagement (Mann, 2000). However, CBT also comes with various risks.
Some studies, for example, find that the income generated from CBT is relatively
small and it has poor governance (Mitchell & Muckosy, 2008). Other researchers,
in term of the CBT shortage, also found a lack of local community participation
(Scheyvens, 2002), potential conflicts between citizens due to unfair distribution of
benefits (Häusler & Strasdas, 2002), mismanagement of funding, and the exclusion
of other stakeholders (Strydom & Mangope, 2017). Therefore, Giampiccoli et al
(2015) emphasize the importance of capacity building and empowerment supported
by advocacy to make the community independent in anticipating the risks of failure
of a community-based tourism project. Implicitly, Kontogeorgopoulos et al (2014)
concluded that the keys to the success of a CBT project include the role of luck,
external support, and local leadership.
CBT projects are not always successful. Blackstock (2005) suggested a
failed CBT project in Port Douglas, a tourism destination in Australia, due to three
factors, including taking a functional approach to community involvement, treating
the host community as a homogeneous bloc, and disregarding the structural
constraints to local control of the tourism industry. In addition, Stone & Stone
(2011) reported that a CBT project in Khama Rhino Sanctuary Trust, Botswana was
unsuccessful because of the community dissatisfaction about loss of cattle grazing
and other land-related advantages, lack of communication with the locals, less
numbers of employed people, lack of benefits, and the slow improvement of the
project.
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Figure 1. Ciletuh Geopark Area

Source: UNPAD’s Geopark and Geological Disaster Research Center, 2017
In Ciletuh Geopark, the village that is considered successful in

implementing the concept of community-based tourism is Tamanjaya village. In the
village, PT Bio Farma said in 2015, there were 21 small businesses where the
number of homestays grew from only 2 units in 2013 to 23 units in 2015 and tourism
has created jobs for 18 tour guides. In addition, according to Darsiharjo et al (2016),
Tamanjaya Village is the center of geotourism activities in Ciletuh Geopark area
and has the most rapid progress compared to other villages They also found that the
local residents are very active in the management of Ciletuh Geopark area.
The above description of CBT in Tamanjaya village has indicated the
success of the project in the village as there are two success criteria for a CBT
project, i.e. community ownership/management and community benefits (Goodwin
& Santilli, 2009). Meanwhile, according to Asker et al (2010), in order for CBT to
be sustainable, the community must participate and benefit from tourism
development. Thus, based on the description above, this study was aimed at:
1) Identifying the factors supporting the successful implementation of
Community-Based Tourism in Ciletuh Geopark by taking the case of
Tamanjaya Village.
2) Identifying the community's constraints on participating in tourism
activities.
This study is very useful for the enrichment of tourism theories, especially
those relating to Community-Based Tourism (CBT). As it is known, a CBT cannot
be separated from the management and benefits received by the community, such
as social and cultural benefits. Thus, identifying the success factors and the
constraints to community participation would become an important reference to
efforts in making a community-based tourism project sustainable. Therefore, the
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implications of this research can be seen from the aspects of policy (practical) and
scientific (theoretical).
METHODOLOGY
This study applied a qualitative method so the sources of the data in this
study were in the form of qualitative data. The primary data was collected from
interviews with several parties understanding tourism dynamics at Tamanjaya
Village, direct observations in the field, and documentation. Meanwhile, the
secondary data in this study included supporting documents such as news data on
the internet, location maps, and others.
a) Interviews with stakeholders who understand about Tourism Activities in
Ciletuh Geopark, especially those located in Tamanjaya Village, such as PAPSI
(Paguyuban Alam Pakidulan Sukabumi), Sukabumi Tourism Office, and local
communities. The interviews were conducted to elicit the data on tourist
attractions, history of tourism in the village, forms of community’s participation
in the tourism activities, and the constrains to their participation.
b) Direct observation to find out and identify directly the existing condition and
situation of tourism in Tamanjaya Village. Observations were focused on aspects
of facilities, tourist attractions, and management.
c) Documentation was to view or analyze documents created by the subject itself
or by others about the subject, including legal or non-legal documents related to
the research topic. The documents include university’s research report on Ciletuh
Geopark, government report, and journal articles discussing the history,
potential, and the development of the geopark.
The data collected from interviews and observations were analyzed using
an interactive analysis model developed by Miles and Huberman (2014). There are
three components performed in this model, including reduction, display, and
verification/conclusion drawing.
Tamanjaya Village is one of the villages located in Ciemas Sub-District. It

is also part of the Ciletuh Palabuhanratu National Geopark. This village consists of
4 villages, namely Tamanjaya Hamlet, Cicurug Hamlet, Pasirbaru Hamlet, and
Ciseureuh Hamlet.
The majority of the residents work as farmers with rice as the main
commodity. Tamanjaya Village is a village that originated from the division of
Mekarjaya Village, which was once belonged to Cirameng hamlet, a part of
Mekarjaya Village, Ciemas Sub-District.
The name Cirameng comes from the name of one of the tributaries that
divide Tamanjaya Village and empties into the Ciletuh River. The main reason for
the expansion of the area is the factor of the increasing population in Mekarjaya
Village. In addition, the community commonly earns a living as farmers with a very
strong culture and strategic location.
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Tourism Attractions in Tamanjaya Village

Tamanjaya village as one of the villages located in the Ciletuh Geopark Area
has tourism potential as part of the geopark area. The tourism potential is an
inseparable part of management by the surrounding community (community-based
tourism). From the results of the UGM KKN report (https://tamanjaya.desa.id/),
there are several tourist attractions, namely: Awang Waterfall, Puncak Manik
Waterfall, Panyawangan Cekdam, Panenjoan, Central Curug, and Cigaok Cultural
Village.
Figure 2. natural Attractions in Ciletuh Geopark

Source: sabumiku.com
1) Curug Awang
Awang Waterfall is one of the waterfalls of the Ciletuh river located
in Taman Jaya village, Ciemas sub-district, Sukabumi regency. Awang
Waterfall has a height of around 40 meters with a width of around 60 meters.
About 300 meters downstream, there is a Tengah Waterfall with a height of
about 5 meters. About 500 meters downstream and Tengah Waterfall, there
is Puncak Manik waterfall with a height of approximately 100 meters. These
three waterfalls consist of bedrock in the form of sedimentary rock layers of
tuff sandstone and breccia parts of the Jampang Formation of the Lower
Miocene Cikarang Member (23-16 million years old). These three
waterfalls are formed because of the tectonic process which also forms the
Ciletuh mega amphitheater.
Based on legend, Awang Waterfall has an interesting past story
behind its beauty. ‘Awang’ means seeing or observing. It is said that in
ancient times, there was a woman who was usually called Eyang
Suranimang. Because the Awang waterfall has the highest position between
the two other waterfalls, namely Tengah Waterfall and Puncak Manik
Waterfall, then Eyang Suranimang liked to be in the Awang waterfall to see
the stars as a determinant of planting time. In addition, Awang Waterfall was
also used by Eyang Suranimang as a place to find “revelation” when
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receiving complaints from the community.

2) Curug Puncak Manik
This waterfall is about 600 meters from Tengah Waterfall and is still
on the Ciletuh River which is the boundary between Tamanjaya Village and
Cibenda Village. This waterfall can be reached by foot through rice fields
and ridge hills for one hour from the car park.
3) Panyawangan Cekdam
Panyawangan Cekdam is one of the artificial tourist attractions. This
attraction is made by the local community to explore the natural scenery
around the village. This scenery is considered quite exotic because of the
height of the place.
4) Panenjoan
Panenjoan is in the form of Geopark Ciletuh viewing post which is
shaped like an amphitheater or horseshoe from a hill with a height of 400
meters above sea level. The word "Panenjoan" itself means "place to see" in
the Sundanese language. As seen, this post is a suitable location to enjoy the
natural scenery of Ciletuh Geopark.
Bukit Panenjoan is currently a popular tourist spot in Ciletuh
Geopark because of its fairly easy access and complete supporting facilities
such as food stalls, a prayer room and a parking lot. The location itself is
directly opposite the PAPSI office where visitors can get a wealth of
information about Ciletuh Geopark.
To enter this area is free because it has not been officially managed
by the government. The visitors only need to pay for the parking space if
they bring a vehicle, i.e. Rp. 3,000 for motorbikes and Rp. 5,000 for cars.
5) Curug Tengah
This waterfall is about 200 meters from Awang Waterfall and is still
on the Ciletuh River which is the border between Tamanjaya Village and
Cibenda Village. This waterfall can be reached by foot through the rice
fields for 15 minutes from the car park.
6) Cigaok Cultural Hamlet
As a hamlet that will be used as the basis of a cultural center, Cigaok
hamlet has quite a lot of tourism potential. One of the Ciletuh geopark icons,
Panenjoan, is also located in the Cigaok hamlet area. In addition, the original
attractions of Cigaok hamlet include the existence of producers of
traditional brown sugar and banana chips that can be used as an icon of
tourism from the Tamanjaya Village area. This tourism potential can be
developed by showing visitors how to make brown sugar and banana chips
that are still traditional. Besides showing the way of making, the products
of brown sugar and banana chips can be sold directly to visitors as a special
souvenir from Tamanjaya Village.
Factors Supporting the Success of CBT in Tamanjaya Village

According to Goodwin & Santilli (2009), there are two criteria for the
success of a CBT project, i.e. community ownership/management and community
benefits. Both have been felt by residents of Tamanjaya Village. So, the two criteria
for a CBT success have been met according to what is perceived by the community.
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They manage tourist attractions while benefiting from the tourism activities in their
area. In addition, concerning the sustainability of a CBT project, Asker et al (2010)
stated that to make a CBT project sustainable, the community members must
participate in and benefit from tourism development.
From the aspect of ownership/management, the local community of
Tamanjaya village has been involved in managing the tourism attractions. They own
or run homestays. Some become tour guides, parking attendants, ticketing staff, and
so on. Meanwhile from the aspect of community benefits, as they work in tourism
industry, they can earn additional income. Not only from the economic perspective,
the benefits are also manifested in the forms of environmental benefits, i.e. the
village environment becomes cleaner and tidier. Socially, the locals also feel proud
of their village as it is now becoming more popular.
From the results of interviews with the stakeholders and direct observation
in the field, there are several factors or reasons that lead to the success or
sustainability of CBT in Tamanjaya Village.
1) Active local management
The local management who actively participates in tourism
management in Tamanjaya Village is the Sukabumi Northern Nature
Association (PAPSI). Tourism attractions are also managed independently
by PAPSI such as base camps and geological museums.
PAPSI is a local organization to protect/preserve and bring up the
natural potential located in the southern Sukabumi. In addition, it invites the
public and government in a directed and integrated way to empower5c
natural resources as potential and useful human resources to achieve
organizational goals optimally and sustainably. PAPSI recognizes that no
advertising activities are carried out. They only post pictures and captions
in the form of descriptions of locations or atmosphere around Ciletuh
Geopark area and disseminate information to educational institutions, such
as schools and universities around Sukabumi as well as to the nature lover
communities, the lover communities of motorcycles, cars, and other
communities, also through social media such as Facebook, YouTube, and
blogs. (PAPSI data, 20 April 2015).
2) Private Company’s Involvement
PT Biofarma is a private company that helps promote tourism
activities in Geopark Ciletuh with its CSR program. Even the one who
fostered the Pakidulan Alam Sukabumi Association (PAPSI) was this
company. Even Tamanjaya Village is the empowerment target by the
company. According to the company, Tamanjaya village has the most rapid
progress as seen from the community’s activities in the management of the
Ciletuh Geopark Area (Darsiharjo, Supriatna, & Saputra, 2016).
3) Role of Academics (Universities)
A lot of universities are directly involved in helping the tourism
activities. For example, the Research Center for the Development of the
Ciletuh Geopark Research Unit - Muhamadiyah University of Sukabumi
made a report on the "Ciletuh Geopark Preliminary Study" in 2015. Telkom
University through its community service program also participated in
supporting activities such as the "Utilization of Drones to Increase Tourism
Vol 07 No 03, 2021: 339-349 EISSN 2527-6921
Potential in Tamanjaya Village of Ciemas Sub-District, Sukabumi". In

addition, the Geopark & Geological Disaster Research Center - Padjadjaran
University also researched Ciletuh Geopark. Gadjah Mada University sent
student community service (KKN) teams for 2 years in a row in Tamanjaya
Village.
4) Government Support
The role of the West Java Provincial Government through its
Tourism and Culture Office has tried hard to develop Ciletuh Geopark,
including preparing its instruments. In addition to the West Java Provincial
Government, there is also the Regional Government of Sukabumi Regency
who also plays a role in the development of Ciletuh Geopark. They prepared
the Ciletuh National Geopark Development Acceleration document. The
government agencies, concerning CBT, also help resolve land issues with
residents, provide development assistance to farmers, and facilitate CSR
programs of private companies. Even they grant permission to the public to
manage existing tourist attractions.
Constraints on Community Participation

Tosun (2000) distinguishes three general categories of limitations on
community participation. First, operational limitations. These include the
centralization of tourism administration which makes it very difficult for residents
to get involved, as well as lack of coordination due to fragmentation in the tourism
industry. The second is structural limitations. One structural limitation is the
attitude of professionals who often do not want to negotiate with the locals, or the
locals are not in a favorable position to negotiate with them properly. Other
structural limitations are that there is often no legal system in developing countries
to protect the rights of local communities, the lack of human and financial
resources, as well as the dominance of elites in tourism development. In addition,
community participation is relatively time-consuming and expensive. The third is
the cultural limitations. This constraint relates to the low level of awareness of the
local community related to the socio-cultural, economic and political consequences
of tourism development.
In the case of Tamanjaya residents, the constraints related to the
management and community participation in tourism activities include:
1) Operational constraints
The majority of the residents do not participate in tourism activities
due to a lack of interest in managing tourism attractions in Tamanjaya. In
addition, busyness in household affairs is also a cause of low community
participation. Most of them also do not know enough about the formation of
Ciletuh Geopark and the essence of establishing the Geopark area. Some
residents who do not engage in tourism development also claim that they
are not interested in participating in activities held in the Geopark area.
2) Structural constraints
Some residents get a direct influence in the form of increased
income. Nevertheless, only residents who open businesses such as food
vendors receive such an increase in income. In addition, the government and
local tourism management have never conducted socialization on the
Vol 07 No 03, 2021: 339-349 EISSN 2527-6921
formation of Geopark. Some residents get a direct influence in the form of

increased income. However, this increase was only experienced by residents
who traded or were involved in tourism. Some residents even feel that they
do not get any benefit from the development of tourism in their area.
Only a handful of people are active in tourism activities due to being
members of local tourism management. One of them is Kang Elan who
becomes PAPSI's treasurer. Therefore, the presence of Geopark tourism has
not been much perceived by the community, especially in the Jayabaru
hamlet. Only a few people perceive a change in economic benefits,
especially from homestay rental homes. The participation of the Jayabaru
community is low due to the less role of the government in inviting locals
to get involved in tourism activities. This is in line with the opinions of most
people who want a lot of activities and empowerment programs useful for
their daily lives such as helping to improve family welfare.
3) Cultural constraints
People still have minimal knowledge about the Ciletuh Geopark.
This is indicated by the majority of informants merely knowing that the
Panenjoan and its surroundings are crowded by visitors. Their participation
is still minimum. This is indicated by the fact that up to now there is only
one resident involved in tourism activities namely Kang Ridwan who works
as a guide and a parking attendant at Adelia Homestay, Panenjoan.
Meanwhile, there are still many young people who do not have permanent
jobs. There are still a few jobs in the field of tourism.
CONCLUSION
The factors supporting the success of the CBT project in Tamanjaya Village
cannot be separated from several stakeholders who actively engage in tourism
development, ranging from the private sector, academia, and government. The
constrains of Tamanjaya Village’s residents to participate in tourism activities
include the lack of interest in being involved, the rush on household affairs, and the
lack of knowledge of the Ciletuh Geopark. Several potentials can be used as
attractions or supporting factors for tourism activities, including the production of
chips and brown sugar.
Accordingly, this study proposes the following suggestions to address the
above findings. It is necessary to have more intensive socialization to the local
community, especially related to Ciletuh Geopark itself. It is important to grow the
community's pride and knowledge to encourage them to participate. Moreover, the
management needs to develop the existing potential such as chips and brown sugar
products as souvenirs, even exploring more potential that has not been exposed.
This study implies the practical contribution for being an alternative
reference to the policy on tourism activities in Ciletuh geopark, especially in
Tamanjaya village. The tourism policy planning should address the community
participation constraints. This is important as to sustain the tourism development in
that area. From the theoretical implication, this study corroborates previous body
of knowledge concerning community-based tourism especially in the context of
geopark. The participation constraints found in this study also support those
Vol 07 No 03, 2021: 339-349 EISSN 2527-6921
previously discovered and discussed by scholars.
ACKNOWLEDGMENT
The authors would like to express their sincere gratitude to DPPM Telkom
University for the PDT Research Scheme Grant.
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Submitted 25th July 2021

THE IMPACT OF THE EVENTS ON THE

IMPROVEMENT OF COMMUNITY ECONOMY IN
THE WATERFRONT AREA SAMBAS
Rossi Evita1, Tita Rosalina 2

Sate Polytechnic of Sambas, Indonesia
rossievita01@gmail.com
ABSTRACT
Tourism activities in Indonesia are currently the focus of attention of the central and
regional governments as one of the sectors that play a very important role in the regional
development. Seeing the development of tourism trends in recent years, the local
government, especially the Disparpora of Sambas Regency continues to carry out various
programs to improve tourism performance, among others by organizing the Bidar Sampan
Competition that is held annually and becomes a national cultural event. This study used
a quantitative descriptive method. Data were collected through questionnaires and
interviews. The results of the questionnaire were analyzed using SPSS 20. The variable of
tourism event has no effect and is not significant for improving the community’s economy.
This can be seen from the significant of 0.122, which is greater than the significance level
(0.05). The tcount was 1.595, is smaller than the ttable (2.04841), with the regression
coefficient of 0.446. Tourism events impact on people’s income. Before the tourism was
held, the community’s income level was relatively moderate. After the tourism event,
people’s income has increased, while after the event, the income of the community returned
to normal.
Keywords: Tourism event, Economic Growth, Sambas Waterfront Area
INTRODUCTION
Tourism activities in Indonesia are currently the attention of the central and
regional governments as a sector playing a significant for regional development.
The tourism sector has various potentials in supporting the productive economic
sector. From the point of view of the national economy, the tourism sector is seen
as a buffer for the non-oil and gas sector, with priority activities directed at
becoming a mainstay sector in foreign exchange earnings, encouraging
development and regional income, and improving people's welfare, such as in
contributing to the income of the community around tourist objects.
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Sambas Regency is located on the northernmost part of the west coast of the
West Kalimantan Province. The administrative boundaries of Sambas Regency, in
the north, is Sarawak, East Malaysia, in the south is Singkawang City, in the west
is the Natuna Sea, Pasifk Ocean, and in the east is Bengkayang. Thus, Sambas has
many tourism potentials that are quite exotic, ranging from natural, cultural, artistic,
and historical tourism objects.
Seeing the development of tourism trends in the last few years, the local
government, especially the Sambas Department of Tourism, Youth and Sports
(Disparpora), continues to carry out various programs to improve tourism
performance, including by holding the annual Sampan Bidar Competition every
anniversary of the Sambas city. This annual event is expected to increase the
number of tourist visits to Sambas and make a greater real contribution to the
surrounding community.
The Waterfront City along the Sambas river is a special charm for tourists
to come to visit. In addition to the location of the Waterfront City near
Alwatzikoebillah Palace and Sabo’ Bridge, the area around the Waterfront is also
often used as a venue for tourism events, such as the Sampan Bidar race,
skateboarding competition, BMX competition, and New Year’s Eve events.
Tourism and the economy are interrelated. From an economic point of view,
tourism events have a good impact on the economy of the surrounding community,
such as increasing employment, increasing income, and improving the welfare of
the community.
According to M. Manulang in Gilarso (2004), the economy is a community
effort to achieve prosperity; a condition in which humans can meet their needs in
terms of the fulfillment of goods or services. The main characteristic of the local
community is the existence of social relationships between members of the group.
Another definition of the term community leads to the notion of community in the
sense of association. If society means the general public, community shows the
limited meaning of society, for example, the people of Jakarta, the people of
Bandung, and others. Based on the classification, BPS (Central Statistics Agency)
differentiates population income into 4 groups, namely: (1) Very high-income
category is if the average income is more than IDR 3,500,000 per month, (2) The
high-income category is if the average income is more than IDR 2,500,000 to IDR
3,500,000 per month, (3) Medium income class is if the average income is more
than IDR 1,500,000 to IDR 2,500,000 per month, and (4) Low-income category is
if the average income is more than IDR 1,500,000 per month.
There are several opportunities of the Waterfront area that can be exploited,
one of which is a tourism event such as a canoe race, an exhibition, skateboarding,
and a BMX competition, which are expected to have an impact on improving the
economy of the surrounding community.
Based on the aforementioned background, this study seeks to investigate the
impact of the event on the improvement of the community’s economy in the Sambas
Waterfront. The purpose of this study was to determine the economy of the
surrounding community before and after the tourism event as the impact of the
tourism event on the economy of the community around the Sambas waterfront.
The research questions for this study are as follows: (1) How is the economy of the
surrounding community before and after a tourism event in the waterfront area?,
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and (2) How big is the impact of the tourism event in the waterfront area on the
economy of the community around the Sambas waterfront area?
METHODOLOGY
Research Design
This research is quantitative descriptive research. This study was conducted in
three months from namely April 2018 to July 2018 in the Waterfront area, Dusun
Dalam Kaum, Sambas District, Sambas Regency. The data collected includes data
on the economy of the community from regional monographs, the Bureau of
Statistics, and other agencies. Data was used to describe the condition and growth
of the economic aspects of society used for quantitative analysis include (1) prices
of basic necessities, (2) cost of life, (3) number of people, and (4) type and the
number of businesses.
Research Instruments
Interview and questionnaire were used for data collection. The information
involved in interview guidelines relate to (1) the number of participants who
participated in the event and the achievement of the target participants, (2)
region/country of origin of event participants., (3) the method used to promote the
event, (4) the length of time to prepare the event, (5) length of stay at the event
location, (6) workers involved in organizing events, (7) economic impact on local
communities, (8) the main purpose of organizing the event, (9) the frequency of
holding events, and (10) the urgency for the event to be held again the following
year.
The questionnaire was administered to the community around the location of the
event to gather information about (1) community profile (demographic, geographic,
and economic characteristics), (2) community involvement in organizing the event
(type of involvement, length of involvement, as well as things that
impressed/disturbed and the benefits felt during the involvement), (3) economic
impact obtained by the community (additional income obtained from the event and
other economic benefits that are felt), (4) public perception of organizing events,
and (5) community expectations for organizing events.
Population and Samples

The population is a generalization area consisting of objects or subjects that have
certain qualities and characteristics that are determined by the researcher to study
and then draw conclusions about (Sugiono, 2009). The population of this study is
the population in this study were all people living around the waterfront area of
Dusun Dalam Kaum. The sample is a part or representative of the population
studied (Arikunto, 2010). The sampling technique used in this study was purposive
sampling, which is the selection of a group of subjects based on previously known
characteristics or characteristics of the population. For this reason, informants who
were considered to know and can be trusted as sources of data were selected. In this
study, researchers tried to select key informants who were considered to be most
knowledgeable of the problem, especially the village head, tourism business actors,
and other key informants who were the people living around the Sambas waterfront
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area. In this study, researchers used quantitative descriptive analysis.

a. Economic Aspects
Analysis of this economic aspect is carried out by using a quantitative
descriptive analysis approach equipped with quantitative data. This analysis is
carried out based on predetermined economic indicators.
1. Resident Income
Organizing tourism events can lead to changes in the income level of the
population which is triggered by the emergence of tourism businesses that arise
along with existing events. This income level is a combination of basic and side
income owned by the community which is then divided by the number of
respondents taken. The income level of the population is calculated using a formula
(1).
Total Income
Average Income =
Number of Respondents
2. Employment Opportunities
The availability of employment will affect job opportunities. The employment
opportunity in this study is the amount of workforce absorption in the Sambas
Waterfront area due to ongoing tourism activities.
The more employment opportunities, the more the reduction of unemployment.
The Employment and population Multiplier Model was used to find out the job
opportunities of the local community. The Employment and Population Multiplier
Model was used to predict total employment in an area. The calculation was done
to determine the ratio between the number of economic service jobs in the area (Es),
namely the tourism industry employment to the population of productive age (P).
The formula (2) is presented as follows:
=
Description:
= The ratio of the number of the tourism industry and the population of
productive age
= Service jobs sector base in the research area (number of employment or
tourism industry)
The proportion of workers in the area to the total population was calculated with
the following formula (3):
=
Description:
Y = Proportion to the number of the productive population
E = Number of workers in the tourism industry
To estimate the number of local residents who can work in the tourism industry,
the estimated number of the employed population can be calculated using the
following formula (4):
=
1−
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Description:
Ep = The number of residents who can work in the tourism industry in the
Sambas Waterfront Area.
From the calculations, calculation of the percentage of employment
opportunities for the local population to the current workforce was calculated using
formula (5):
Local Resident job opportunities = % 100%
The calculation of employment opportunities for the local population is

categorized as follows:
≤ 50% Job opportunities for residents of the Sambas waterfront area have a low
score.
≥ 50% Job opportunities for residents of the Sambas waterfront area have a high
value.
The validity test in this study used item analysis by correlating the score of
each item with the total score which is the sum of each item score. If there is an
item that does not meet the requirements, it was not examined further. According to
Sugiyono (2009) requirement that must be met are in the following criteria:
r ≥ 0,30 shows that the question items of the questionnaire are valid
r ≤ 0,30 shows that the question items of the questionnaire are not valid
The formula for testing the validity used in this study is the Spearman Rank
correlation coefficient formula, namely:
Description:
Spearman’s Rank correlation coefficient
the difference in each rank
the number of data pairs
To test the reliability in this study, the researchers used the Internal Consistency
with Split Half from Spearman Brown.
Internal reliability of all instruments

Pearson product moment correlation
between odd and even items
According to Rochaety (2007), the minimum requirement for the correlation
coefficient is 0.6 because it is considered to have a safe point in determining the
reliability of the instrument and it is also generally used in research. The reliability
test on the observation sheet used inter-rater reliability which was carried out by 2
raters or observers and then calculated using the Cohen Kappa formula. The Cohen
Kappa formula is as follows:
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with
Description:
KK : Coefficient of observer agreement
Po : Proportion to the frequency of agreements
Pe : Possible agreement
N : The sum of all scores that indicate the appearance of the observation
?N1 : The sum of the first category scores for the first observer
?N2 : The sum of the first category scores for the second observer
The value of Kappa according to Bhisma Murti (1997), the value of the reliability
level between raters is divided into three categories, including:
< 0,4 : bad
0.4 - 0.60 : moderate
0.61 - 0.75 : substantial
> 0.75 : excellent
After doing the statistical analysis using SPSS 20, the researcher analyzed
qualitatively by using descriptive analysis. Data processing uses cross-check on the
findings. The results were used as a reference in describing the impact of tourism
events at the research location. In this study, simple regression analysis was used as
a statistical technique to test whether there is an impact of tourism events on
improving the community’s economy.
The simple linear regression formula is:
( = ) + *+
Description:
Y = level of community income
a = Constant
X = Potential tourism event
B = Tourism event regression coefficient
To test the effect of each independent variable partially or to find out which
variable has a greater influence on the social welfare, the t-test was used, with the
following decision-making rules:
The level of significance is 0.05 with the criteria if tcount> ttable then H1 is
accepted and H0 is rejected.
If tcount> ttable at the 95% confidence level (α = 0.05), then H0 is accepted and H1
is rejected.
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RESULT
Economic, Social and Cultural Conditions
Workforce
Social welfare can be described from the growth rate of the workforce
absorption. The high labor force in an area can directly drive the regional economy.
The opposite can lead to social problems. An overview of labor conditions such as
the labor force participation rate (TPAK), the percentage of employment
opportunities, the percentage of the labor force working, and the distribution of
employment opportunities is very useful in seeing the economic prospects of a
region. Economic growth can be seen whether it is really driven by production
involving regional labor or due to the influence of other factors. The large number
of people working will have an impact on increasing income. An increase in the
income of the population will determine the fulfillment of a decent life necessity
(an increase in purchasing power).
To support the improvement of community welfare, it is carried out through
a development program in the labor sector, namely by implementing work
programs, namely the Workforce Quality and Productivity Improvement Program,
the Employment Opportunity Enhancement Program and the Employment
Institution Development Protection Program.
Every person who has completed his education tries to make a living by
looking for work in government or private agencies. The Social, Manpower and
Transmigration Office of Sambas Regency noted that in 2016 the number of
workers working in the company was 13,409 people with the following details.
Tabel 1. Number of Workers Employed at the Company by Business Field

2015 2016
No. Business Field Number of Amount of Number of Amount of
Companies Labor Companies Labor
1 Agriculture / Plantation 26 10.232 26 10.232
2 Mining 1 41 1 41
3 Industry 48 694 48 694
2015 2016
No. Business Field Number of Amount of Number of Amount of
Companies Labor Companies Labor
4 Electricity 2 74 2 74
5 Building 34 1,333 34 1,333
6 Trading 62 486 62 486
7 Transportation 1 3 1 3
8 Company Services 17 375 17 375
9 Individual Social Services 31 171 31 171
222 13,409 222 13,409
Source: Office of Social, Manpower and Transmigration, Sambas Regency (July 2016)
Labor problems are caused by many factors. The main factor contributing
to this is the gap between the employment opportunities and the number of the
existing workforce. In other words, the existing employment opportunities are
unable to accommodate the existing workforce, let alone unskilled or educated
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workers. This problem will cause the unemployment rate to increase so that the
number of poor people will also increase.
Tabel 2. Number of Workers in Sambas Regency

Domestic Worker (person) Year
2014 2015 2016
Gender
- Male 7,961 10,094 10,094
- Female 2,53 3,315 3,315
Educational Background of Job Seekers
- Elementary School 1,238 1,032 533
- Junior High School 268 217 73
- Senior High School 346 331 122
- Diploma 155 84 41
- Bachelor’s Degree 212 101 33
- Master’s Degree 2 0 0
Source: Office of Social, Manpower and Transmigration, Sambas Regency (July 2016)
Tourism
Currently, there are at least 95 tourist objects in Sambas Regency, consisting
of natural attractions and cultural potentials. This huge potential will actually have
a big enough impact on the economic development of the people of Sambas
Regency if it is managed and developed professionally. The development of tourism
can be seen from the indicator of the number of tourist visits. In the last five years,
the numbers have fluctuated, this condition needs to increase tourism events carried
out through the implementation of Tourism Promotion at home and abroad and also
the lack of festivals that can increase tourist visits.
Table 3. Number of Tourism Facilities in Sambas Regency

Type of Data 2013 2014 2015 2016 Unit
1. Number of tourism objects
- nature 48 37 37 37 unit
- artificial 12 10 10 10 unit
2. Number of non-star hotels 13 29 31 31 unit
3. Tirta Tourism
- Number of attractions 1 1 1 1 unit
- Total domestic tourists 14,050 14,150 14,200 6,000 people
4. Historical Tour
- Number of attractions 3 3 3 3 unit
- Total domestic tourists 19,000 19,050 19,100 7,040 people
5. Performance of tourist visits 84 68 66.73 26.13 %
6. Percentage of population traveling on tour 59 61 61 21 %
7. Number of hotels and inns 13 29 31 31 unit
8. Number of hotel / lodging rooms 550 550 550 550 unit
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9. Average number of hotel / lodging room uses 6 3 3 2 day

10.Number of occupied hotel / lodging rooms 540 211 211 210 unit
11. Number and occupancy rate of hotel rooms 30 19 19 18 unit
12. Places of entertainment / recreation
- nautical 21 22 22 22 unit
- non nautical 12 20 20 20 unit
- culture 5 5 5 5 unit
Source: Department of Youth, Sports, Culture and Tourism, Sambas Regency (June
2016)
Waterfront City of Sambas Regency

The existence of the Sambas river is one of the icons of Sambas and one of
the lifeblood of the surrounding community, besides that the condition of the waters
around the Sambas river also has a historical and cultural heritage, such as the
Alwatzikoebillah Palace.
Figure 2. Events and Activities in the Sambas Waterfront City Area. Sampan
Nusantara Lembaga Adat Melayu Serantau (LAMS) Competition,
Shrimp Fishing Competition and Motorbike Competition
Every year, on Independence Day of the Republic of Indonesia community

groups in the Sambas Regency, carry out various activities to celebrate and enliven
the Anniversary of the Proclamation of Independence of the Republic of Indonesia.
One of the activities held by the Village Community in the Kaum of Sambas District
on the Sambas River is a boat race (sampan). Participants who join to participate in
this activity are usually residents of various villages in the Sambas sub-district
(adjusting to the temporal agenda).Lomba Sampan Nusantara Lembaga Adat
Melayu Serantau (LAMS).
Lembaga Adat Melayu Serantau (LAMS) holds an Nusantara Sampan
Competition every year which is located in Muare Ulakan, Alwatziqhoebillah
Palace, Sambas Regency. The Indonesian sampan competition is one of the main
activities in folk sports. This activity has a traditional meaning since the days of the
15th Sambas Sultanate to maintain cultural treasures, especially the bidar sampan
competition. The contestants were also from other countries such as Brunei
Darussalam, Singapore, Johor Baru, Penang, Kuala Lumpur, Sabah, Labuan,
Sarawak, the Philippines, and other provinces in Indonesia, as well as 14
regencies/cities in West Kalimantan.HUT Pemindahan Ibu Kota Kabupaten
Sambas.
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The sampan competition is one of the routine activities carried out to welcome the
Sambas Regency Capital Transfer Hut in July, at Muare Ulakan Sambas. The
sampan competition which is held at this momentum is not like the Indonesian
Anniversary sampan race or the LAMS agenda, where in this competition, the
sampan used is the traditional Sambas sampan.
Waterfront City Sambas is used as a community for recreation and
socializing while enjoying the food and drinks that are sold along the way. In the
afternoon it is used to enjoy the atmosphere of the river and see the sunset and many
people are looking for shrimp or fishing on the riverbanks.
Statistical Analysis
Validity test
The validity test is used to measure the appropriateness of an item in the
questionnaire or scale that you want to measure. In determining whether an item is
valid or not, the activity that must be done is to compare rcount with rtable where the
significance rate used is 0.05. If rcount is greater than rtable, the data can be said to be
valid. To find out the level of validity, a statistical test will be carried out first using
SPSS 20, the output results can be seen in the table below.
Variable of Tourism Event (X)
Tabel 4. Summary of Tourism Event Validity Test Results

No. Rcount Rtable (5%) Description
1 0.363 0.361 Valid
2 0.363 0.361 Valid
3 0.679 0.361 Valid
4 0.3643 0.361 Valid
It can be seen that based on the above, the overall question items on variable X can
be declared valid because all statement items have a value of rcount greater than rtable,
which is 0.361.
Variable of Community Income (Y)

Tabel 5. Summary of Income Validity Test Results
No. Rcount Rtable (5%) Description
1 0.864 0.361 Valid
2 0.837 0.361 Valid
3 0.685 0.361 Valid
It can be seen that based on the above, the overall question items on variable
Y can be declared valid because all statement items have a value of rcount greater than
rtable, which is 0.361.
Regression Test
The t statistic test basically shows how far the influence of one independent statistic
individually is in explaining the variation in the dependent statistic. The following
are the results of the t statistical test.
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Tabel 6. The Results of t-test

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
(Constant) 2.468 7.070 .349 .730
Inc
Event Pariwisata .466 .292 .289 1.595 .122
a. Dependent Variable: Income
Based on the table above, the independent variables are entered into the
regression model. The variable X (Tourism Event) does not have a significant effect
on Y (Community Income). This can be seen from the significant tourism event of
0.122 which is greater than the significance level used, namely 0.05. The simple
linear regression equation in this study can be formulated as follows:
Y = a + bX
= 2,468+ 0,466X
Where:
Y = Tourism Events
X = Community Income
Based on the simple linear regression equation above, it can be concluded

that:
1. A constant of 2,468 states that if the independent variable is considered
constant, the average income of the community is 2,468. It means that after the
event has been completed, there will be no impact on improving the community's
economy.
2. The tourism event regression coefficient of 0.466 states that after the
implementation of the event has been completed, there will be no impact on
improving the community's economy.
DISCUSSION
The event is a series of activities carried out by the community and
government that focus on promotional and preserving objectives. Event
development will ultimately have several influences on the development of a
region. Broadly speaking, the development of the event has an impact on three
things, namely economic, social, and cultural, so that it has various impacts on the
local community. Some of the impact of the event on the community, namely every
event that takes place generates income, especially for the local community. The
income is generated from transactions between tourists and hosts in the form of
purchases of products and the use of services made by tourists. Tourist expenditure
is absorbed into various sectors, including the handicraft industry sector, the
transportation sector, the communication sector, and other related sectors.
The existence of the event becomes a magnet in increasing tourist visits,
this must be in line with the concept and theme of the form of the event. Organizing
events that are held every year and within the community will certainly have a
direct effect on the income of the surrounding community. From the research
results, it can be seen that: before the event took place / was held, the community
Vol 07 No 03, 2021: 350-362 EISSN 2527-6921
income was still classified as moderate, namely Rp. 2,000,000 / month. When there
is a tourism event, the people's income has increased, which is above Rp. 3,500,000
/ month, while after the event, the community's income returns to normal.
Based on the analysis of research data, it shows that the influence of the
independent variable on the dependent, this is indicated by the tvalue of 1.595
smaller than the ttable of 2.04841 with the tourism event regression coefficient of
0.446 and the significance of the tourism event variable of 0.122 greater than 0.05
indicates that there is no significant effect.
CONCLUSION
Based on the results of research on the impact of tourism events on
improving the community's economy in the Sambas waterfront area, it can be
concluded that:
Tourism event activities have an impact on people's income, where before
the tourism event the level of community income was still relatively moderate,
namely IDR 2,000,000 / month. When there is a tourism event, the people's income
has increased, which is above Rp. 3,500,000 / month, while after the event, the
community's income returns to normal.
The tourism event variable has no effect and is not significant to the increase
in the community's economy, this can be seen from the significant tourism event of
0.122 which is greater than the significance level used, namely 0.05. And it can also
be seen from the t count of 1.595, which means that tcount is smaller than ttable,
which is 2.04841, with a tourism event regression coefficient of 0.446. With the
existence of a tourism event that took place in addition to helping the economy of
the community in the waterfront area, there was an increase in the number of tourist
visits from normal days. This is because the event that takes place provides unique
and interesting attractions so that the enthusiasm of tourists continues to increase.
Organizers of tourism events should be able to increase the holding time longer than
usual, besides that, they can develop their ability to create events that encourage a
festive and cheerful atmosphere, give a different impression from everyday life, and
provide the role and function of the event as an alternative to fill the leisure time of
the tourists. Then dig deeper into cultural and customary values, using unique
cultural attributes so as to give a unique and special impression to be displayed at
every event to support the culture in Sambas.
For local governments, especially the Tourism, Youth and Sports Office, it
is hoped that they can appreciate tourism events by providing additional facilities
and infrastructure to support the sustainability of tourism events, in addition, it is
hoped that there will be a detailed tourism event calendar every year so that tourists
can find out and attend the event.
ACKNOWLEDGEMENT
The authors would like to show their appreciation to Daftar Isian Pelaksanaan Anggaran
(DIPA) of State Polytechnic of Sambas for funding this research.
Vol 07 No 03, 2021: 350-362 EISSN 2527-6921
REFERENCES
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Mahadewi, N. M. E. (2012). Atraksi, Produk Wisata, dan Event Wisata dari Teori
ke Praktek. Jurnal Perhotelan dan Pariwisata, 2(1).
Noor, A. (2013). Manajemen Event. Bandung. Alfabeta.
Pendit, N. S. (1999). Ilmu Pariwisata Sebuah Pengantar Perdana. PT. Pradnya
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Pitana, G. & D. I. K. S. (2010) . Pengantar Ilmu Pariwisata. Yogyakarta:Andi.
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diakses pada 18 Maret 2018, 20:00.
Vol 07 No 03, 2021: 363-376 EISSN 2527-6921

LOCAL PEOPLE’S ATTITUDE AND PERCEPTION

TOWARDS ECO TOURISM DEVELOPMENT:
EMPIRICAL EVIDENCE FROM INDIA
Patita Paban Mohanty1, Nihar Ranjan Mishra2, Sunil Tiwari3

1
School of Hotel Management, Faculty of Hospitality and Tourism Management
S O A. India
2
National Institute of Technology (NIT), Department of Humanities and Social Sciences.
India
3
University Institute of Tourism and Hotel Management, Chandigarh University. India
richhmohanty@gmail.com, tiwari.sunil10@outlook.com
ABSTRACT
Ecotourism perceived as a tool for conservation and sustainability across the globe.
Ecotourism has become the buzzword and need of this hour focusing community
development and conservation. The present study was conducted in five tourism sites in
India (western Odisha) to identify the problems and prospects and also to investigate the
attitude and perceptions of local people towards eco-tourism development. The study was
undertaken through a sociological survey research design having 570 numbers of local
people residing within the piloted study area. The research study was dependent on both
primary and secondary data from which analysis was done to reach the conclusion.
Structured questionnaire and focus group discussion was applied for one to one interview
with village people. Quantitative data from the questionnaire was used in the SPPS package
for analysis.
Keywords: Eco tourism; Attitude; Perception; Odisha
INTRODUCTION
Tourism is one of the world's fastest-growing economic sectors and a vital

engine of socioeconomic advancement (Nasir, Mohamad, Ghani&Afthanorhan,
2020). Ecotourism has become a burgeoning sector of the tourism industry across
the world (Carvache, Segarra&Carrascosa, 2019; Xie&Sun, 2019; Vinaya&Binoy,
2020). The primary goal of eco-tourism is to safeguard and conserve nature, natural
resources, and the environment. Ecotourism promotes responsible tourism in
natural areas, which helps to conserve the environment, includes learning, promotes
awareness, and ensuring the prosperity of indigenous communities (TIES
2015).The potential of ecotourism has gone beyond by offering protection both to
the environment and local marginalized community people. The growth and
development of eco-tourism in recent times soaring high and the benefits are
availing by multiple stakeholders. Ecotourism is expected to expand at a 5% annual
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rate and accounts for about 20% of total global tourism (Charters & Saxon 2015;
Das 2011).Considering ecotourism over mass tourism is a responsible decision and
an alternative way of economic diversification benefiting multiple stakeholders.
According to Oh, Kim, Choi, and Pratt (2019), the alternative to mass tourism is in
the form of eco-tourism. Ecotourism due to its well-recognized contribution to
biodiversity conservation, poverty alleviation, and socio-economic development
has been promoted in many developing countries (Wang et al. 2017). According to
Wolf, Croft, and Green (2019), there is the possibility for a symbiotic link between
tourism and natural area protection. Ecotourism aims to have a low environmental
effect, a low impact on and respect for the host (local) cultures, a high economic
benefit to the host community, and a high level of satisfaction for recreational
visitors that participate (Fennell, 2015).
The impact of ecotourism is not only the nature and natural resources but
also on multiple stakeholders such as local people, tourists, and visitors. Many
forms of impacts driven from the eco-tourism activities like socio-economic and
cultural are the most significant. Ecotourism aims to strike a balance between its
economic benefits and socio-environmental impact (Kalpita, 2018). In the backdrop
discussing the local people's attitude and perception, it is essential to foresee the
level of local people's involvement in ecotourism development. Thus, ecotourism
focuses on the benefit of society, and the collaboration of local people is crucial
(Kalaoum& Santiago, 2020). The previous study findings of (Harun&Chiciudean,
2018) reveal that successful eco-tourism destination relies on the local community
and their involvement.Many decades of extensive study and research explored the
ecotourism benefits and its socio-economic contribution to community people.
Ecotourism is able to create employment, empower the local people as well as assist
in infrastructure development. In developing countries, ecotourism has the potential
to bring social, economic, and environmental benefits to the local community. Thus,
ecotourism is a solution for the local people in terms of the social and economic
backdrop, as well as for biodiversity protection in the region (Snyman 2016).
According to Hunt et al. (2015), "Ecotourism economically helps local
communities by providing jobs, enhances their quality of life (Social Upliftment),
and focuses on environmental protection." Eco-tourism has the power to protect
and conserve environmental resources by creating a healthy attitude and awareness
among the local community. A proper balance should be maintained between the
host residents and the visitors to achieve this work . Eco-tourism plays a significant
role by enhancing the quality of life of the local community and in return, the active
participation of the local community helps in developing more satisfactory plans to
promote the concept of ecotourism.
While tourism contributes to the economic growth of the region in which it
operates and the people who live there, it also produces new job possibilities,
improves employment, and enhances the local people's quality of life (Gutiérrez,
Macias, &Pionce, 2019).Similarly, another study conducted by Stem, Lassoie, Lee,
Deshler, &Schelhas (2003)supports ecotourism as a source of generation of new
work opportunities for the local community. Promotions of eco tourism in tribal
populated areas are a boon to the local community as it provides a larger platform
for financial stability and new employment opportunities(Chettri,2004). The
attitude and perspectives of the local people are required for ecotourism
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development in order to identify its positive and negative indicators for

conservation and preservation. Both from the supply and demand side, local
people’s contribution and participation are very much essential in order to maintain
their harmony with conservation(Choi &Sirakaya 2006).Jalani (2012) suggests that
the rate of development of eco-tourism is directly proportional to the generation of
various facilities for the benefit of local people. Hence it has been always regarded
as a growth propeller used by the local and regional government and stakeholders’
for the benefits of visitors and the local community. Das (2013) defines in tribal
populated eco-tourism destination; the local activity is primarily concerned with the
conservation of the environment and local community development. Western
Odisha was chosen as the case to investigate the sustainability of introducing
ecotourism, to these rural/ tribal areas. Potential environmental, social and
economic impact caused by ecotourism development area researched throughout
the study. Therefore, a holistic case study of five tourism sites of Western Odisha is
done to identify the problems and prospects that need to be recognized prior to
development. Hence a qualitative analysis has been done to find out the local
community perception towards eco-tourism development.
The study undertaken by (Deori& Das 2013) in DeeparBeel Wildlife
Sanctuary in Assam reveals the opportunity for the empowerment of the local
community as well as the protection of natural ecology and wildlife. Kerala a
popular hotspot for ecotourism development and various forest management project
demands the local people's participation for its successful conservation and
sustainability (Thampi 2005). Similarly, Arunachal Pradesh an exotic place for
wildlife, calls for the local community involvement for subsequent revenue
generation and fulfills the objective of protecting the natural ecology (Athreya
2006). The research was undertaken by Woodroffe, Thirgood, &Rabinowitz, (2005)
and their outcomes provide positive support in the stride of eco-tourism as helps to
generate revenues and protect their values and essences as well as nature and
biodiversity.
OBJECTIVE OF THE STUDY

1. To identify the attitude and perceptions of local people’s towards eco-
tourism in the Western Odisha
2. To determine the level of involvement and participation of local people
within and around the eco-tourism places.
3. To investigate the factors affecting the attitudes and perception of local
people towards eco-tourism development
STUDY AREA
The serene, sublime, and scenic beauty of Odisha is the natural hotspot for various
tourism activities. It is not only scattered around the eastern and southern part of
Odisha, but most of the unexplored and virgin tourist destinations are in a hidden
stage in the western part of the state. This western part of the state has been densely
populated by the indigenous tribal people who are extremely close to nature and the
environment. Hence in the context of the present study of five areas named
Khandadhar waterfall, Hirakud Dam,DebrigarhWildlife Sanctuary,
Nrushuinghnath Temple, and Karlapar Sanctuary belong to the states Sundergarh
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and Sambalpur . The five eco-tourism destinations are scattered around the three
different and adjoining districts in the state of Odisha, namely Sundhargarh,
Sambalpur, and Kalahandi.The khandadhar waterfall is located Sundargarh district
of Odisha and it is the 12th highest waterfall in India, and its natural and enchanting
beauty attracts a lot of tourist from all corners. The adjoining place of this waterfall
is full of natural resources and iron ores. The tribal community PaudiBhuyan and
Munda depend on this place for their livelihoods forever. Hirakud Dam is the largest
dam in Asia built across the MahanadiRiver located in the district of Sambalpur.
Debrigarh Wildlife Sanctuary is a very popular wildlife sanctuary located in the
district Sambalpur, a natural habitat for numerous kinds of flora and fauna.
Nrusinghanath is a popular religious place adjacent to the picturesque reservoir
Hirakud, located in the district of Baragarh. The temple of Sri Nrusinghanath is
situated at the bottom of the Gandhamardan Mountain which is approximately
3234 feet high. The Nrusingnath has enormous tourist potential due toblending of
human, natural, cultural, ethnic attractiveness, religious attractions, heritage
monuments, and deep forest.Most international visitors seek ethnic and cultural
mosaics, adventure, and eco-tourism, whereas domestic visitors are drawn to
religious attractions, animals, and flora and faunaKarlapat Wildlife Sanctuary is
located in Kalahandi district and a very popular tourist attraction of Odisha. The
beauty of perennial waterfalls is a major source of attraction here. A waterfall called
Phurlijharan is located in the vicinity of this sanctuary.
Figure 1: Map of the eco-tourism places of Western Odisha
Source: Google map.com
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METHODOLOGY
The exploratory research approach was applied in this research to gather relevant
information from the target group.It also enables for the premise of doing an
investigation of local people's attitudes and perceptions concerning ecotourism
development in Western Odisha.A total of 570 local people from the adjoining
villages close to eco-tourism places were selected for the study. Both the primary
and secondary data collection methods were used. Data were collected by using the
self-administeredquestionnaire and focus group discussions are also conducted with
20 respondents from five eco-tourism sites mentioned in the study, who are staying
very close to these sites for 20 years.

Table 1.Demographic profile of the local residents of piloted sites
Description Frequency Percent
Gender Male 380 (66.6 %)

Female 190(33.4%)
Total 570(100%)
Age 18-25 82 (14.3%)
26-35 110 (19.2%)
36-45 123 (21.57%)
46-55 85(14.9%)
56-65 68(11.9%)
66-76 71(12.4%)
77 above 31( 5.4%)
Total 570(100%)
Occupation Cultivation 228(40%)
Fishing 105(18.4%)
Farm labour 102(17.8%)
Non-farm labour 83(14.5%)
Service 7(1.2%)
Business 12(2.1%)
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Self-employed 11(1.9%)
Unemployed 22(3.8%)
Education Illiterate 154(27.0%)
Primary 217(38.0%)
Middle 121(21.2%)
Matriculate 63(11.0%)
Intermediate 9(1.5%)
Graduate 6(1.0%)
Note. Compiled from the field study 2019
Table (1) reveals the primary data collection from the field survey in the
piloted areas of intended eco-tourism development, where there is a higher
percentage of male (66.6 %) respondents compare to the female (34.4%), also from
the male segment, higher percentage of male youth are living in the villages so that
most of the ecotourism activities could be carried by them, which are mentioned in
the next page of analysis.
The occupation of the local people also determines the success and failure
of ecotourism development in the proposed sites. The above study depicts that most
of the local people have been engaged in the cultivation of grains, cereals, paddy,
and wheat (40%), and very few have been working in organized and government
sectors. Education is also a very essential part of the local people in order to create
awareness about eco-tourism development. But the primary study envisages that a
lower percentage of (27%) are literate up to the primary level. A very less
percentage of are intermediate (1.5%) and graduate passed (1.0%).
Table 2.Respondents’ Level of Involvement in Ecotourism Activities

Title Frequency (%)
Do you know eco tourism places in your local areas?
Yes 212(37.1)
No 358(62.8)
Are you involved in eco tourism development activities in said areas?
Involved 189(33.1)
Not involved 381(66.9)
Does the local authority and government officials needs your help 292(51.2)
and participation in various eco tourism activities? 278(48.8)
Yes
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No
Do the local authority and government officials spread the awareness
about eco tourism activities?
Yes 215(37.8)
No 355(62.2
How are you involved in eco tourism activities in your areas?
Tourist guide 11(1.9)
Conservation staff 27(4.7)
Night watchman 39(6.8)
Transporter 279(48.9)
Cleaner 108(18.9)
Facility staffs 106(18.5)
Do you participate any eco tourism awareness programme conducted
in your areas?
Yes 321(56.3)
No 249(43.7)
Do you benefitted from eco tourismactivities ?
Yes 263(46.2)
No 307(53.8)
How would you rate the benefits obtained from the eco tourism?
High 189 (33.1)
Low 322(56.4)
Average 59(10.5)
Do you think the eco tourism activities negatively influences the
community? 254(44.6)
Yes 316(55.4)
No
What would be the level of your involvement in eco tourism?
High 182(31.9)
Low 252(44.2)
Average 136(23.9)
Are you happy with the eco tourism activities in your locality?
Yes 379(66.5)
No 191(33.5)
Does the govt. Authority cooperates and coordinates with the
activities? 214(37.5)
Yes 356(62.5)
No
Note. Compiled from the field study
Table (2) reveals the respondents’ level of involvement and participation in

eco-tourism activities. A minimumof (37.1%) of local people know about the eco-
tourism location in their areas. The table also reveals that there is less involvement
of local people in ecotourism activities; it’s a mere percentage of (33.1%). In the
process of ecotourism development, the local authority and government officials
play a very crucial role by motivating the local people towards the benefits of eco-
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tourism. Hence in this context from the research study, it has been clearly mentioned
that a higher percentage of (51.2%) of local authority come forward for the eco-
tourism activities. The level of awareness also very good touching the percentage
of (37.8%) that initiates the local people to perform various kinds of role in the eco-
tourism activities like most of the local people takes the role of local
transporter(48.9%) providing the communication facilities to the tourists and
visitors and other works. Similarly, very few of them are also takes the role of a
tourist guide (1.9%) and conservation staff(6.8%). The happiness quotient of the
local people towards ecotourism development is also very satisfactory touching the
percentage of (66.5%).
Table 3.Local people perception and attitude towards eco-tourism

Title Frequency(%)
Do you have any idea about eco tourism development in your locality
Yes 368(64.5)
No 202(35.5)
Does your locality benefitted from eco tourism activities
Yes 376(65.9)
No 194(34.1)
What kind of benefits is derived from the eco tourism activities
Direct 228(40)
Indirect 342(60)
What would be the level of improvement in your community
High 388(68)
Low 62(10.8)
Average 120(21.2)
Does your livelihood is managed by this eco tourism activities
Yes 417(73.1)
No 153(26.9)
Does your economic condition has been improved by the eco tourism
development
Yes 402(70.5)
No 168(29.5)
Does the local authority empowers you in various eco tourism
activities
297(52.1)
Yes 273(47.9)
No
Do you think eco tourism activities really conserve and protects the
wildlife and parks
Yes
No 269(47.1)
301(52.9)
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Do you follow the sustainability practices in eco tourismactivities

Yes 395(69.2)
No 175(30.8)
In your view who is most benefitted out of thiseco tourism activities
Government 323(56.6)
Local people 125(21.9)
Tourism staff 89(15.6)
Tourist 33(5.9)
In your view What way eco tourismactivities influence?
Positive 418(73.4)
Negative 152(26.6)
Note.Compiled from the primary study
The eco-tourism activities have benefited them to a greater extent showing

a high percentage of (65.9%), where the direct benefit is (40%) and indirect benefit
is (60%). Ecotourism always focuses on community participation and enhancing
the livelihood (73.1%) of the local people, showing a higher level of overall
improvement (68%) percentage. The perception of local people about the livelihood
and economic condition due to the ecotourism development was also born a high
percentage of (73.1 %) and (70.5%). The local people also agree that the various
activities of eco-tourism help in the conservation and protection of wildlife and
sanctuary, which shows a percentage of (47.1%). Sustainability is the new
buzzword of the eco-tourism practices, and the local people observe the various
sustainability practices (69.2%) emerges from this eco-tourism development and
also positively(73.4%) influences the overall segments of the local people.
Table 4.The perceptions of the respondents to ecotourism development of piloted

areas
Title SA A D SD
The eco tourism 212(37.1%) 254(44.5%) 72(12.6%) 32(5.6%)

activities helps in
livelihood
The eco tourism has 246(43.1%) 227(39.8%) 62(10.8%) 35(6.14%)

created the infrastructure
development in the
locality
The ecotourism activities 303(53.1%) 192(33.6%) 39(6.8%) 36(6.3%)

benefits the local people
The ecotourism 344(60.3%) 185(32.4%) 22(3.8%) 19(3.3%)

development enhances
the economic condition
of local people
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The eco tourismcreates 207(36.3%) 213(37.3%) 111(19.4%) 39(6.9%)

awareness about health ,
education ,safety ,
sanitation and hygiene
The eco tourismactivities 202(35.4%) 219(38.4%) 89(15.6%) 60(10.6%)

helps in empowering the
local people
The eco tourism 196(34.%) 252(44.3%) 82(14.4%) 40(7.0%)

practices helps in
conserving &Protecting
the wildlife and
sanctuary
The eco tourism 202(35.4%) 289(50.7%) 59(10.3%) 20(3.6%)

benefited much to the
Govt.& tourism staffs
The ecotourism 216(37.9%) 218(38.3%) 87(15.3%) 49(8.5%)

benefited much to local
people &tourist
The eco tourism 194(34.1%) 169(29.7%) 132(23.1%) 75(13.1%)

positively influences the
local people
The eco tourism 201(35.2%) 211(37.0%) 114(20%) 44(7.8%)

negatively influences the
local people
SA: Strongly agreed, A:

Agreed, D: Disagreed,
SD: Stronglydisagreed.
The above table reveals the local People's perception towards the
ecotourism development in the piloted areas like Khandadhar waterfall, Hirakud
Dam, Debrigarh Wildlife Sanctuary, Nrushuinghnath Temple, and Karlapat
Sanctuary. The local people are going along with the flow of ecotourism
development that shows the percentage of (37.1%) and (44.5%). The eco-tourism
has benefitted them in many ways showing a percentage of (53.1%) and (33.6%),
and also significantly contributes to the infrastructure development in the piloted
areas.The perceptions of the local people also speak and show a highly positive
trajectory in the terms of economiccondition(60.3%),health education, sanitation
and safety measures(36.3%), empowerment(38.4%), and conservation and
protection (44.3%) the wildlife sanctuary. The percentage rates of positive (34.1%)
Vol 07 No 03, 2021: 363-376 EISSN 2527-6921
and negative impact (37.0%) of ecotourism development have also been stated
derived from the local people’s perception.
CONCLUSION
The study result shows that the local people’s perceptions and attitude
towards ecotourism development in the mentioned areas are positively influencing
the host population as well as tourists. Due to the ecotourism development in the
tribal dense area of Odisha, the economic conditions, health education, and
employment among the local people have enhanced. The study also reveals that
awareness among the local people has enabled the conservation and protection of
wildlife sanctuaries. Local people have shown a positive attitude toward
involvement in various eco-tourism development programs that have empowered
them and helped them in decision-making process. The perceptions of local people
towards ecotourism development in Western Odisha clearly gives a message to the
government authority of the state, stakeholders, tourism planer, and policymakers
of rethinking and redesigning a holistic approach to ecotourism development in
Western Odisha.
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IDENTIFYING HOTEL MANAGEMENT STUDY

PROGRAM MOST ENHANCE ATTRIBUTES FOR
INTERNATIONAL TOURISM AND BUSINESS
INSTITUTE USING CONJOINT ANALYSIS IN
PANDEMIC ERA OF COVID 19
Ida Bagus Made Wiyasha1, I Ketut Muliadiasa2

International Tourism And Business Institute
wiyashaib@stpbi.ac.id
ABSTRACT
Identifying the important attributes of a product or service are crucial activities for
marketing purposes. The objectives of this research are two folds. First, to identify the
important attributes of Hotel Management study Program ( hereafter MPH) offered to
students in the pandemic era of COVID 19. Second, based on these research findings the
Manajement of International Tourism and Business Institute (hereafter ITBI) has a basis to
strengthen these attributes for marketing purposes of MPH study program. To achieve those
objectives primary data would be colleted with students of MPH study program semester 1
and 7 as respondents. Prior to distributing questionnaires to students a discussion with the
Management of ITBI conducted in an effort to identify important attributes of MPH study
program. To achieve the most enhance attributes of MPH study program conjoint analysis
would be applied. This study found that overseas on the job training was the most preferred
attribute of MPH study program followed by practical facilities quality.
Key words: important attributes, MPH study program, marketing purposes,

overseas on the job training, and practical facilities quality.
INTRODUCTION
Consumer preferences are very strategic variables in marketing product and

services in order to remain in business. Potential consumers emphasize their
attentions on a bundle of interesting or meaningful attributes that signal good
quality of the products and services offered by a company. Potential consumers
place some expectations prior to choose a certain product or service. To be
successful, a company should be able to understand well its potential customers in
selecting a certain product or service. (Koo, Tao, and Yeung (1999)). A customer’s
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decision process is very complicated with several attributes which interact,

mutually trading off each value according to relative importance. When customers
select a menu item in a restaurant, this complicated decision process involves a
complex cognition process. The need, therefore, is to identify the important factors
affecting the decision process occurring during customers’ product selection. (So
Jung Lee and David A. Cranage (2007)). The potential customers therefore should
relate the utility of bundling attributes embedded in the product or services with its
prices (Goldberg, Green, and Wind (1984)).
To be able to analyze the preferences of potential customers a statistical tool,
conjoint analysis; may be applied. Conjoint analysis is an appropriate statistical tool
to measure the importance of product attributes, level, importance, and utility (Koo,
Tao, and Yeung (1999)).
Scholars like Won and Bravo among others (2009) had conducted research on
students’ preferences to choose a certain course using conjoint analysis. In their
study using students as participants in their experiment they found that most
preferred courses attributes were use of a web course tool, specific course contents,
equal emphasis on lectures and discussion among others.
The International Tourism and Business Institute (hereafter ITBI), one of leading
private Tourism and Hotel Management Institute in Bali; offering 4 (four) study
programs that last for 4 (four) year, 3 (three) study program last for 3 (three) years
and 11 (eleven) short study programs. Hotel Management study Program (hereafter
MPH) is one of study program offered in the ITBI that lasts for 4 (four) years. The
MPH was offered for the first time in 2010. Since then number of applicants
increased gradually. Table 1.1 underneath showed the movements of number of
enrollments for the MPH study program.
Table 1.1
Number of MPH applicants 2017-2020
Year Number of applicants
Total % MPH %
2017 1104 100 392 35.50
2018 1181 100 421 35.65
2019 1320 100 575 43.56
2020 1060 100 275 25.94
Grand 4665 100 1,663 35.65
total
Data of MPH enrollments above tell us that in four years’ time, from 2017-
2020 the MPH study program on average achieve 35.65 %. Stated differently, the
MPH has been such an interesting program for millennial to enter labor market in
the tourism and hospitality industry in Indonesia. Though number of MPH
enrollment decreased significantly in 2020 due to COVID 19 pandemic; yet, the
MPH was still achieved 25.94 % of total enrollments.
On the macro side, the number of direct foreign arrivals to Bali in 2020 from
January to May amounted to 1,050,059 arrivals. Whereas in 2019 for the same
periods amounted to 2,305,514 arrivals. There was a 54.45% decrease in direct
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foreign arrivals to Bali in 2020 due to COVID 19 pandemic

(https://disparda.baliprov.go.id.). Yet, this situation still encourages high school
graduates to choose Hotel Management study program as a stepping stone to their
future career in the tourism and hospitality industry. Table 1 above tells us that the
MPH program of ITBI is still very interesting program to choose for high school
graduates as their pathway to enter tourism and hospitality labor market even
though faced with COVID 19 pandemic. This phenomenon led us to do an
empirical research to find out what drove the high school graduates to choose MPH
study program at ITBI. To the best of our knowledge there was no similar research
conducted beforehand to analyze what attribute(s) attract the applicants most in
choosing the MPH at ITBI.
Research Question
Based on the phenomenon cited above, especially on the applicants’ preferences in

choosing the MPH study program the following research question is posed.
“Using the Conjoint analysis what are preferred attributes of the MPH study
program of ITBI?”
Research Objectives
The objectives of this research are two folds. First, to investigate the attributes of
MPH study program that were the most preferred by students. Second, to provide
empirical results for the ITBI Management for consideration in packaging the
course program.
The Urgencies of the research
The ITBI is one of leading tourism private schools in Bali. Being a private school
it is compulsory to maintain its competitiveness among other similar schools in
offering its study programs to potential students. Therefore, identifying important
attributes for potential students are crucial for the Managment of ITBI in an effort
to be a leader in the market of tourism private institute.
The urgencies of this research are of two folds.
First, for the Management of ITBI; it is hoped that the findings of this research will
be considered as a strategic tool in marketing the MPH to potential students.
Second, for the Community; it is hoped that the findings of this research will widen
their horizon on the quality of profesionalism of the ITBI Management in preparing
the MPH study program should their children choose hotel industry as their future
career.
Theory on Consumer Preferences and Conjoint Analysis.

Theory on Consumer Preferences were already analyzed by enormous
scholars like Gu and Yang (2009), Barnett and Serletis (2009) to mention a few. In
this paper theory on consumer preferences was adapted and excerpted from the
work of Barnett and Serletis (2009) and paper on internet in www. Toppr.com
downloaded in April 7, 2020.
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Consumer preferences were subject of interest in microeconomics that deals with

concepts as budget line, indifference curve, and indifference map sound complex at
once but are easy to understand as can be. Consumer preferences therefore is a
subset of consumer behavior with focusing with product or service utility. Utility in
this context refers to the ability of a product or service to serve human wants. It is
the amount of satisfaction a consumer gets from the consumption of a product or
service. ‘Utility’ can be of two types: Cardinal Utility Approach which is also
known as Marginal Utility Analysis. The other one is Ordinal Utility Approach
which is also known as Indifference Curve Analysis.
Cardinal utility theory states that utility is measurable in number. The unit
in which utility can be measured is ‘utils’. Products and services that give a
consumer higher level of satisfaction will be assigned higher utils than those which
give the consumer lower satisfaction. Stated differently Cardinal utility theory is a
quantitative method of utility measurement.
On the other hand, Ordinal Utility Approach states that that satisfaction derivable
from consumption of goods cannot be measured in numbers. It uses ‘ranks’ to
describe different levels of utility. So, a product or service that provide a higher
level of satisfaction should be assigned higher ranks than those which give the
consumer lower satisfaction. Simply stated that the ordinal theory is a qualitative
method of utility measurement.
There are two important terminologies that should be well understood in
consumer preference in regards with utility. The first one is marginal utility and
the other one is total utility. Marginal Utility is the additional satisfaction obtained
from consuming one more unit of a product or service. It is the change in total
utility brought about by one more unit consumption of a product or service.
Total Utility is the total psychological satisfaction obtained from consuming a given
amount of a product or service. So, it is the sum of all marginal utilities obtained
from consuming each successive unit of a product or service.
Law of Diminishing Marginal Utility is another crucial concept in consumer
preferences. It states that as more and more of a product or service is consumed,
consumers receive less and less satisfaction from its consumption. More formally,
it means that the marginal utility of a product or service declines as successive units
of it are consumed. A corollary of this law is that the total utility of the commodity
increases at a diminishing rate.
Indifference Curve Analysis as a qualitative approach in utility are as
follows.
We have seen bundles that give more satisfaction to a consumer are ‘preferred’ to
other bundles. But what happens when some bundles give the same level of
satisfaction to a consumer? The consumer becomes indifferent between such
bundles and does not prefer one over another. A diagrammatic representation of all
such bundles between which the consumer is indifferent is called an indifference
curve. It depicts various combinations of two goods that give a consumer the same
level of satisfaction. A collection of indifference curves is called an indifference
map.
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Figure 2.1. Indifference map
Theory on Conjoint analysis were excerpted from the work of Hari

Wijayanto et al. (2007) and Franklin Fernando Vaca Moran (2014). The word
conjoint in marketing research stands for joined together or cooperative amongst
variable under analysis. Conjoint analysis is a multivariate approach applied to
understand consumer preferences on a product or service emphasizing on utility
and relative importance of each attribute. Conjoint analysis was first introduced by
Luce and Tukey in 1964. Since then, this approach has undergone significant
development. Nowadays, there are four common methods in conjoint analysis
namely: Self explicated model, Adaptive conjoint analysis (ACA), Conjoint value
analysis (CVA), and Choice Based Conjoint (CBC).
In Self explicated model respondents are guided to judge important
attributes of a product or service. Adaptive conjoint analysis (ACA) was the
development of Self explicated model. In ACA utility value was predicted using
ordinary least square (OLS). In CVA, individual utility could be predicted on each
level of its attributes. In CBC respondents were given all attributes to choose in
small or bigger ones. Data analysis in CBC consists of two method namely counting
CBC and multinomial logit. There are several crucial terminologies in conjoint
analysis: level, value importance level, and value relative importance. Level in this
research stands for specific value of a factor variable commonly consists of two or
more level. Value importance level stands for important value of a level relative to
another one. Value relative importance stands for relative importance of one
attribute to the other ones.
Research on Consumer Preferences using conjoint analysis

Won and Bravo (2009) conducted research in course design for sport
management with the objectives to gain insight of students in choosing a course
programs and designing a conjoint model that could be applied in decision model
in the context of sport management course. They argued in their study that students
choose courses that meet their needs the most. Yet, in determining the chosen
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courses students rank their preferences. Quoting of Fishbein and Ajzen multi
attribute model, Won and Bravo then determined in their study of sport management
courses into six attributes with three levels each. With 502 students of sport
management this study found that courses covering specific content, field trips,
internet as communication tool, and individual and group projects were preferred
the most. While on the hand, lectures without guest speakers of field trips, and
group assignment only were least preferred by students. Won and Bravo applying
conjoint analysis as their analytical tool in their study.
Perceived value on hotel industry was shaped prior to choose a hotel or in
the pre purchase phase. It happened since potential guests search a hotel product
and service offered via its brochures, soft copy or hard one; prior to book hotel
rooms. They already judged the product and services offered by the hotel in this
phase via the quality of information in the hotel brochures (Garcia et al (2014)).
Hotel guest preferences occur by balancing out the expected utility and perceived
value in the form price charged. Due to these two variables, expected utility and
perceived value; are not directly observable, Garcia et al (2014) applied proxy
variables in their research. Conjoint analysis i.e., choice based was applied in
analyzing these variables in an effort to identify which attributes of each variables
preferred the most by potential guests. Consumer preferences consist of a set of
attributes that create value that could be broken down to two factors. One factor that
satisfies consumer’s needs and the other one decreases consumer’s costs (Tartu
(2003)). In restaurant business conjoint analysis was applied to segment restaurant
customers based on a bundle of restaurant attributes (Koo et al (1999)). Another
research in restaurant business conducted by Lee and Cranage (2007) found that by
applying conjoint analysis the relative importance of restaurant’s attributes was
solved. Hence, these findings could be applied in formulating marketing strategy
for restaurant products and services.
METHODOLOGY
Research location
The location of this research would be at the ITBI campus in Denpasar. The
ITBI curriculum closely link and match with hospitality and tourism industry
requirements. The ITBI campus is equipped with practical facilities for hospitality
and tourism management students in an effort to support the link and match strategy.
Briefly, each study program in ITBI has its laboratory for practical purposes in
achieving skill standards stipulated by hotel and tourism industry.
Types and Source of data

To be able to answer the above research question, primary data were needed.
A questionnaire that covering MPH study program attributes and its levels were
distributed to MPH students. MPH students in semester 1, and 7 were chosen as
samples with the following considerations. First, for MPH student semester 1; they
got information on MPH study program through ITBI flyers and direct information
from ITBI marketing staffs. Second, for MPH student semester 7; beside having
information on MPH study program through flyers, they have undergone industrial
hotel training/ on the job training either domestic or abroad. Prior to conducting
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research survey, a thorough discussions with the Management of the ITBI were
conducted to determine the appropriate MPH program attributes and its levels. The
proposed MPH attributes and levels are presented underneath.
Table 3.1
Proposed MPH program attributes and levels
Attributes Levels
International on the job USA
training Singapore
Domestic on the job Bali
training Outside Bali
In campus practical training Good
Moderate
Academic and student Good
affairs services Moderate
Conjoint analysis would be used to obtain the utility of each attribute and
the proportion of each to overall attributes’ importance.
Conjoint Analysis method

To achieve the aforementioned objectives, Conjoint analysis techniques
would be applied. This technique would be used since it allows us to calculate the
structure of individual preferences of each MPH study program student of the ITBI.
The model of Conjoint analysis is (Wijayanto Hari et al. (2007)):
U(X) = ∑-./
0./ ∑3./
4./ 12%12 …………………………. (1)
Where:
U(X) = Total Utility.
βij = Part worth or preferences level j to attribute i
Xij = Dummy variable of attribute i to level j. (1=level exist; 0=no level)
To measure the value relative importance (VRI) of an attribute the following

formula will be applied (Wijayanto Hari et al. (2007)):
56758
VRI = ∑9 ……………………………………………… (2)
:;<(56758)
Where:
VRI =Value Relative importance of attribute i
Uh = highest level of attribute i
Ul = lowest level of attribute i
Data collection method

Questionnaires covering the aforementioned attributes and levels in table
3.1 above were distributed to MPH student semester 1 and 7. Due to COVID 19
pandemic and in line with health protocols, the questionnaire will be distributed on
line using google doc templates. Two weeks was allocated to complete the
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questionnaire and submit them to researchers.
Sample size
Using sample size table from the research Advisors (https://www.research-
advisors.com/tools/SampleSize.htm), the number of students as sample in this
research amounted to 206 students. This amount was achieved with 95% confidence
level; 5 % margin of error.
Table 3.2
Sample size
Population of MPH Confidence Margin of Number of students
student semester 1 and 7 level 95 % error 5% as sample
448 yes yes 196
Result of sample size in table 3.2 was excerpted from sample size table from
research advisors where its full table was included in appendix of this research.
Only 65 completed questionnaires were submitted after two weeks. This amount is
equal to 15% of the population of MPH student semester 1 and 7.
RESULT AND DISCUSSION
Underneath will be presented the empirical results for the profiles of

research sample, preferences in on the job training locations, perceptions on
practical facilities and academic services, Value of Relative Importance of
attributes, Utility total analysis, dan correlation results,
The profiles of research sample

Table 4.1
Details of sample
Male % Female % Total %
Gender 37 57 28 43 65 100
Bali % Others % Total %

High School
Province origin 50 77 15 23 65 100
of students
Semester % Semester % Total %

1 7
Semester 39 60 26 40 65 100
The number of MPH students participating in this research was 65 students, consist
of 37 male students and 28 female ones. Male students were dominating in
participating due to number of female students outnumbered by male ones. Female
students showed their enthusiasm in participating in this study.
From the view of high school origins of participating students, mostly their high
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school origin from Bali province; other province like west Java, west Kalimantan,
and other provinces of Indonesia also participating in this study though the number
of participating not that high compared to Bali province origins.
First semester students of MPH program were more enthusiastic in participating in
this study compared to their senior in sixth semester.
Preferences in on the job training locations
Table 4.2
On the job training location
USA % THAI % JAPAN % Total %
Overseas 52 80 4 6 9 14 65 100
OJT
Bali % Others % Total %

Domestic 42 65 23 35 65 100
OJT
OJT: On the Job Training
Although the cost to get hotel training in the US was the most expensive one
in terms of transportation, insurance, and other relating expenses; it is still the most
favorite country to have hotel training abroad perceived by participating students.
One possible explanation may be due to students could improve their English
proficiency in the US. Another explanation may that success story from their senior
that all expenses could be recovered with one-year hotel training in the US. So, in
choosing the US as OJT abroad, MPH students believed that they could achieve
better English proficiency while on the other side covering the expenses incurred.
Perceptions on practical facilities

Table 4.3
Practical facilities quality
Good % Mod % Bad % Total %
Practical facility 59 91 6 9 0 0 65 100
quality
Mod: moderate
Concerning the practical training facilities quality for MPH study program, the
students perceived that all practical facilities in the campus of ITBI were good
quality; in line with their expectations.
Perceptions on academic services

Table 4.4
Academic services quality
Good % Mod % Bad % Total %
Academic services 55 85 10 15 0 0 65 100
quality
Mod: moderate
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The MPH study program has delivered good academic service quality as
presented in table 4.4 above. Most of MPH students in this study perceived that
MPH study program Management has delivered their academic service quality to
their students.
Value of Relative Importance of attributes

Applying formula (2) in the previous page, the value of relative importance of
attributes overseas OJT:
VRI OJT overseas: 27 %.

VRI OJT domestic: 26 %.
Practical facility quality: 25 %.
Academic service quality: 22 %.
The Value of Relative Importance (VRI) of attributes are relatively close to each
other, although the US VRI is still the highest amongst others. This finding indicates
that the Management of MPH program and ITBI have met the expectations of their
potential students.
Utility Value.
Utility overseas OJT = 27%-2%= 25%.
Utility domestic OJT = 26%-11%= 15%.
Utility Practical facility quality = 25%-3%= 22%.
Utility Academic service quality: 22 %- 5%= 17 %
Total utility = 25% overseas OJT + 15 % domestic OJT+ 22 % Practical facility
quality+ 17 % Academic service quality = 79 %
In terms of total utility value, all attributes in this study have met high
standard of expected satisfactions for MPH students. The highest utility contributed
by overseas OJT. This is due to that overseas OJT widen students’ horizons in hotel
industry for international exposures. While on the contrary domestic OJT
contributed the least compared to the other three attributes. For domestic OJT, it
would be worthwhile if the management of MPH study program and ITBI
management reformulate the program of domestic OJT in order to make it more
attractive and meaningful for the MPH students.
Correlation analysis of overseas OJT countries

Table 4.5
Correlations among overseas OJT countries
USA THAI JAPAN
USA 1 -0.539** -0.788**
THAI -0.539** 1 0.094
JAPAN -0.788** 0.094 1
**: significant a 1%
Table 4.5 indicating that USA and Japan have strong correlation for overseas
OJT in reverse direction and statistically significant. This means that the US and
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Japan were competing countries for overseas OJT countries perceived by students
of MPH study program. This finding also directs the Management of MPH program
and ITBI to prepare and package this two countries in the same fashion for the
students. While Thai and Japan were complemented each other yet statistically
insignificant.
CONCLUSION
Based on the data analysis from the previous pages conclusions are drawn
as follows.
First, that students of MPH study program emphasize that overseas OJT was
contribute with highest utility when choosing MPH study program. This conclusion
was drawn due to having overseas OJT students having exposure to international
experience in hotel industry, while on the other hand they improve their English or
Japanese proficiency. The high cost of having overseas OJT would be recovered by
hourly paid in the hotel where the OJT takes place. Second, practical facility
provided for MPH students were considered meet their expectations. In other
words, all practical facilities were in good quality. Third, the Management of MPH
program and ITBI should repackage for domestic OJT that make it will be more
worthwhile. Fourth, the Management of MPH program should increase the quality
of academic service to their students.
This study has the following limitations. First, number of students taken as
sample did not meet as required. This study only got 65 MPH students participating
in this research. Second, only MPH study program was chosen as the sample of this
research.
Based on those limitations it is strongly suggested to conduct a similar
research with bigger number of students as sample and all study program in ITBI
should participating in the research to find out which attribute attract them most in
choosing the ITBI.
REFERENCES
Andrus Kotri, Tartu. Analyzing Customer Value Using Conjoint Analysis: the
example of a packaging company ISSN 1406–5967 ISBN 9949–11–479–
9. Tartu University Press. www.tykee. Order No. 567).
Barnett, William A. and Apostolos Serletis.2009. Measuring Consumer Preferences
and Estimating Demand Systems. Emerald. Pp: 22-56.
Garcia, Ruben Huertas, Marta Laguna Garcia, and Carolina Consolacion. 2014.
Conjoint analysis of Tourist choice of Hotel attributes presented in Travel
Agent Brochures. International Journal of Tourism Research 16. Pp 65-75
Goldberg, Stephen M., Paul E. Green, and Yoram Wind. 1984. Conjoint Analysis
of Price premiums for Hotel amenities. Journal of Business v.57.no 1. Pp
111-132.
Gu,Z. Jane and Sha Yang. 2009. Quantity-Discount Dependent Consumer
Preferences and Competitive Non-linear Pricing. SSRN Social Science
Research Network. Pp:1-51
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Koo, L.C., Fredrick K.C. Tao, and John H.C Yeung. 1999. Preferential segmentation
of restaurant attributes through conjoint analysis. International Journal of
Contemporary Hospitality Management 11/5. pp: 242-250).
Lee, So Jung and David A. Cranage. 2007. The Relative Importance of Menu
Attributes at Point of Menu Selection Through Conjoint Analysis: Focused on
Adolescents, Journal of Foodservice Business Research, Vol. 10(2). Pp:1-18.
Pan, Haoyuan, Frida Bahja, and Cihan Cobanoglu. 2018. Analysis of U.S. theme
park selection and international implications. Journal of Transnational
Management. Vol. 23. No.1. pp: 22-38.
Won, Doyeon and Gonzalo A. Bravo. 2009. Course design in sport management
education: Addressing students’ perspectives through Conjoint methodology.
Journal of Hospitality, Leisure, Sport and Tourism Education, 8(2). Pp: 83-
96.
Wijayanto, Hari, Yenni Angraeni, and Riana Riskinandini. 2007. Analisis konjoin:
Metode full profile dan CBC untuk menelaah persepsi mahasiswa terhadap
pilihan pekerjaan. Forum Statistika dan Komputasi, April 2007, p: 8-17 Vol
12 No.1
______, https://www.research-advisors.com/tools/SampleSize.htm for sample size.
______, https://disparda.baliprov.go.id for number of tourist arrivals
Vol 07 No 03, 2021: 389-396 EISSN 2527-6921

BLANGSINGA GIANYAR WATERFALL TOURISM

OBJECT. CURRENT DESTINATIONS THAT ARE
HITS IN BALI
Firlie Lanovia Amir1, Gusti Ngurah Yoga Semadi2

International Business and Tourism Institute
firlie@stpbi.ac.id
ABSTRACT
In Bali, in particular, more and more tourist attractions are made for the development of
tourist areas that have not been touched by tourists. This tourist destination is undeniably
a place to compete to visit. New destinations are always popping up on the island of Bali.
One of the contemporary tourist destinations that is now crowded with tourists is
Blangsinga Gianyar Waterfall. You could say, this now popular waterfall is a new but old
destination. The reason is because this waterfall was popularly known as Tegenungan
Waterfall. Research related to the development strategy of Blangsinga waterfall tourism.
Blangsinga Waterfall is actually the same waterfall as Tegenungan Waterfall. The
difference in the two names is only obtained because of the login access used. The name
Tegenungan is attached to this waterfall because it passes through Banjar Tegenungan.
Similar conditions are also used because of the use of access via Blangsinga Village. Its
development is very necessary in the context of the existence of these tourist destinations.
One of the efforts made by Blangsinga Village as a tourist village is the preservation of the
Kecak dance which has begun to recede amidst the rampant competition for the Kecak
dance in Bali. Creative activities carried out by village officials by involving local
communities in the effort to preserve the Blangsinga Kecak dance which was staged at the
Blangsinga waterfall is a new breakthrough in order to promote this tourist attraction. This
research is a preliminary study of how the best strategy for developing a tourist attraction
with the main goal of tourists. The approach taken is qualitative, with reference to the
theory of creativity and promotion theory Tour. In order to spread evenly, and obtain
comprehensive data, the focus of the research is on Blangsinga Waterfall, Saba Village,
Blahbatuh District, Gianyar Regency. Data will be collected through interviews, literature
studies are expected, academically, this research is able to examine and explore more
deeply with respect to the background, socialization patterns that are applied, and their
implications for the local community as well as tourists, especially those visiting
Blangsinga Waterfall, Saba Village. , Blahbatuh District, Gianyar Regency. Then it is also
expected to be one of the contributions of thought in developing innovative, creative, and
sustainable culture-based tourism.
Keywords: Waterfalls, Contemporary Destinations, Hits
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INTRODUCTION
The island of Bali which is often referred to as the Island of a Thousand

Temples has great potential in the tourism sector. Bali has become a barometer of
international tourism in Indonesia because it has natural beauty, arts, cultural
diversity and social traditions inspired by Hinduism. The development of the
tourism sector in Bali is due to the availability of facilities and infrastructure such
as hotels, restaurants, travel agents for tourists visiting Bali. Along with the
development of the tourism industry and increasing competition for various types
of tourist destinations, local culture will become one of the leading products to
attract tourists.
Tourism products and services are starting to develop to suit the needs of
tourists. The tourism sector which is quite developed at this time is natural and
cultural tourism. One of the local culture because it can be the center of the tourist
experience. Most of the tourists took the time to taste the food or drink typical of
the tourist destination. The journey from the wishes of tourists themselves who want
to experience not only the beauty of nature but also the traditional food products
and drinks served. Some tourist destinations use cooking skills as an attraction for
tourists
New destinations are always popping up on the island of Bali. One of the
contemporary tourist destinations that is now crowded with tourists is Blangsinga
Gianyar Waterfall. You could say, this now popular waterfall is a new but old
destination. The reason is because this waterfall was popularly known as
Tegenungan Waterfall. Blangsinga Waterfall is actually the same waterfall as
Tegenungan Waterfall. The difference in the two names is only obtained because of
the login access used. The name of the Tegenungan is pinned at this waterfall
because it passes through Banjar Tegenungan. Similar conditions are also used
because of the use of access through the Blangsinga Traditional Village.
Blangsinga Waterfall offers views of the waterfall with a very heavy flow. The flow
of water here comes from the Petanu River. During the rainy season, you will find
the flow of water at Blangsinga Waterfall in cloudy conditions. If you want to find
clear water flow, tourists can choose to come during the dry season.
Blangsinga Village has various types of interesting tourist objects
including nature tourism, arts and culture, and culinary. This area is one of the
attractive destinations for tourists, both domestic and foreign tourists. So far,
tourists visiting the area are more familiar with natural and cultural attractions. The
uniqueness of nature and culture that is still well preserved such as views of rice
fields, artistic activities, especially dance and percussion are very attractive to
tourists. Blangsinga village is very famous for the presence of two art figures,
namely the art of dance (kebyar sat) named Ida Bagus Oka Wirjana Alm) who also
founded the Blangsinga kecak dance and also a percussion figure namely I Wayan
Tembres (late) who is famous for building the existing sekaa gongs. almost all
corners of Bali at that time.
The rapid development of educational tourism attractions that are not
comparable to current research on this phenomenon is the main idea underlying the
urgency of this research. It is hoped that academically, this research is able to
answer the efforts and creativity that has been carried out by Blangsinga Village for
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the development of waterfall tourism objects in Blangsinga Village for the

development of this tourism and its implications for the local community, and is
also expected to be able to reveal any tourist activities. that need to be developed,
so that existing tourist attractions do not only appear and then sink, but are able to
develop sustainably, and in the future be able to become alternative tourism that can
minimize the spread of tourist destinations which are currently only centralized in
the western part of Gianyar.
THEORY BASIS
Tourism today is a mega business. Millions of people spend trillions of

US dollars, leaving home and work to satisfy or make themselves happy (pleasure)
and to spend free time (leisure). Tourism or tourism is the activity of visitors,
namely people who travel to and live in places outside the place daily stay (resident)
for a period of not more than twelve (12) months for various activities such as
leisure, business, religion, and other personal reasons but does not receive
wages/salary from the trip.
According to Law Number 10 of 2009 concerning Tourism in Chapter I
Article 1 it is stated that tourism destinations which are identified with tourist
destinations are defined as geographical areas located within one or more
administrative areas in which there are attractions, public facilities, tourism
facilities, accessibility, as well as communities that complement each other for the
realization of tourism. If the boundaries of tourism destinations according to Law
Number 10 of 2009 are associated with the Academic Draft of the Tourism Law
(2006), then what is meant by a tourist destination is a place or area that is not
always identical with an administrative area, but rather leads to a construct mental,
dynamic in nature, in accordance with the relationship between the community and
the environment that forms the place and is formed due to special, temporal, and
socio-cultural characteristics, and has a name and meaning, so that it has a certain
image. It includes the components of tourism products, including attractions,
services, and other tourism resources. The most important element in a destination
is the community.
Waterfall Etymologically, it consists of two words, namely water and
waterfall. In the Big Indonesian Dictionary (KBBI) it is explained that water means
(1) a clear, colorless, tasteless and odorless liquid that is found and needed in the
life of humans, animals and plants that chemically contains hydrogen and oxygen,
(2) liquid objects commonly found in wells, rivers, lakes that boil at a temperature
of 100 degrees Celsius.
According to experts, the definition of creativity is as follows. First,
according to Munandar (1995:25), creativity is a general ability to create something
new, as the ability to provide new ideas that can be applied in problem solving, or
as the ability to see new relationships between elements that been there before. Both
Musbikin (2006:6) state that creativity is the ability to start ideas, see new
relationships, or previously unexpected. In this study, several theories were used to
answer the problems discussed. The theories in question are Promotional theories
and are used to dissect the problems in this research which are considered suitable
and relevant to the issues raised. Promotional products that are tangible and
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intangible are the basic components of services in tourism destinations which

include:
1. Destination attractions
2. Destination facilities
3. Accessibility
4. Destination image
5. Price
Tourism destination development is tourism development which is

basically community and regional development based on:
1. Advancing the quality of life of the community and preserving local
identities and traditions.
2. Increase income economically while distributing it equally to local
residents.
3. Oriented to the development of small and medium scale tourism with a
large workforce absorption and oriented to cooperative technology.
4. Utilizing tourism as optimally as possible as an agent of contributing to
cultural traditions with minimal negative impacts.
In Law R1 No 10 of 2009 Articles 6 and 7, regarding tourism development

it is stated that tourism development must pay attention to diversity, uniqueness and
uniqueness of culture and nature as well as human needs for tourism (Article 6).
Tourism development includes the tourism industry, tourism destinations,
marketing and tourism institutions (Article 7).
METHODOLOGY
This research is an exploratory qualitative research conducted by

observing or observing, in-depth interviews and documentation. The data was
collected to describe and explore something that happened and get all the facts
related to the preferences of tourists both foreign and domestic about the Blangsinga
waterfall tourist attraction located in Blangsinga Village, Blahbatuh, Gianyar. The
approach used to carry out this research is a psychological and sociological
approach to tourism.
In this research, primary data and secondary data are used. Primary data
is obtained from the results of interviews conducted directly with relevant
community leaders such as artists, composers, performers of the arts as well as
experts and art observers as data sources. According to Soedarsono (1999) a
researcher is always expected to use sources that are included in the 'primary'
category, which can be in the form of recordings of the events under study. By using
primary source, researchers have the opportunity to interpret with their own
interpretation, and not just borrow the interpretation of other studies.
Observation participates (participant observation) in this observation, the
researcher is involved in the daily activities of the person being observed or used as
a source of research data. While making observations, the researcher participates in
doing what the data sources do, and shares the joys and sorrows. With this
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participant observation, the data obtained will be more complete (Sugiono,

2010:145).
Currently Blangsinga Village is starting to improve to invite both foreign

and domestic tourists to come to enjoy the beauty of the village. In addition, Banjar
Blangsinga has also been designated as a tourist village in the Saba Tourism Village
area and the decree on the designation of Saba village as a tourist village is
September 2021. (Info from Ajik Cok Krisna by Bali). As one that has been attached
to the identity of the village, Banjar Blangsinga is one of the locations that was not
previously visited by tourists, both domestic and foreign, even though in terms of a
very strategic location, the rural atmosphere is quiet, so it is very possible for
interaction and socialization about natural tourism, especially waterfalls through the
media (interview with Ajik Cok Krisna, September 10, 2021). Here is the full
description:
Existence of Blangsinga Waterfall

A. The area that enters the Blangsinga waterfall, the atmosphere as soon as you
enter the waterfall area looks like it reflects a rural atmosphere like a Balinese
temple decoration with Balinese ornaments with a gate to enter the arel, you can
see sunlight from the eastern horizon when visiting from morning to noon,
because the temple facing west
B. Blangsinga before becoming a hit tourist attraction in Bali, the beginning of the
waterfall being managed, which was originally planned to be managed by the
Gianyar local government, did not happen. The old Bendesa I Ketut Widya
(late) was about to meet Ajik Cok. Currently, Krisna has 30 optlets spread across
Bali. The Blangsinga Bendesa, met with Ajik Krisna, initially after seven
appointments with Ajik Cok and the Blangsinga Banjar management, they
finally met first to discuss waterfall tourism and the Bendesa asked Krisna to be
built immediately in Blangsinga, also maintains good relations with the village
of Tegenungan as a business partner.
Activities to do in the Blangsinga Waterfall area

A. Hiking to Blangsinga Waterfall, to reach the location of Blangsinga waterfall,
tourists have to walk through the valley and the downhill road is quite steep.
Tourists can see this Blangsinga waterfall from the top gazebo near the parking
lot. Natural scenery and tropical trees become friends along the way. Starting
from the parking lot, tourists are immediately greeted with hundreds of steps
down the valley. At the bottom of the valley, tourists will find baths with clear
water.
B. Beautiful photo object, Tourists who have arrived under the waterfall will
certainly find heaven on earth. Blangsinga waterfall has a large water discharge.
Although not high, the magnitude of the water discharge creates a beautiful
splash at the bottom of the valley. The rumbling sound of the water carries the
message of nature's peace that people often seek. Coupled with the beauty of
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the rock cliffs around it adds to the natural impression of this place. Its beauty
is what attracts the attention of tourists who like photography to capture it.
C. Hunting for contemporary photos in the Blangsinga Waterfall Area offers views
of the waterfall with a very heavy flow. The flow of water here comes from the
Petanu River. When the rainy season arrives, the Petanu river finds the water
flow at Blangsinga Waterfall in a murky condition. If you want to find clear
water flow, tourists can choose to come during the dry season.
D. The preservation of the Blangsinga Kecak dance for national culture must
indeed be dynamically preserved as a manifestation of the overall local culture
of the archipelago. However, there are also foreign cultures that can be accepted
as part of the culture of the archipelago because culture is a dynamic system. It
is undeniable that external factors (the inclusion of external cultural elements
into the national culture) have more influence on the dynamics of the socio-
cultural life of the Indonesian nation. Besides being caused by the
intensification of intercultural communication or contact, the process of
accepting external elements is easier than the process of creation itself. As for
the process in composing the Blangsinga colossal Kecak dance composition, for
this reason, Alma Hawkins borrowed the concept presented by Alma Hawkins
in his book Creating Through Dance (1964), that the creation of a work of art
was taken through 3 stages, namely, exploration, improvisation, and forming
(formation).
Promotion Strategy for Blangsinga Waterfall Tourism Object

Listening to the opinion of Kotler (2001) who divides promotional
activities consisting of: 1) advertising (advertising), 2) face-to-face selling
(personal selling), 3) publicity (publicity), 4) sales promotion (sales promotion), 5)
direct marketing (direct marketing). The five of the promotional activities have been
carried out by management, (1) advertising, namely with advertisements along the
road to the location, especially from the Denpasar-Padangbay public highway area
towards the right side of the road from Denpasar direction, then before entering the
location, advertisements are also installed, (2 ) face-to-face sales, this is an effort
from the manager to always give positive images to visitors by meeting face to face
and providing full service or service so that consumers are satisfied. There are
various ways of promotion that have been carried out:
A. Promotion of word of mouth
B. Promotion through social media
C. Visits of local, domestic and foreign tourists
Socio-Economic Implications for the local community with the presence of

Blangsinga Waterfall
Regarding the socio-economic implications for the people of Banjar
Blangsinga, it is clear that it has a positive impact. This is evidenced from the
beginning that there has been no income to traditional villages, especially in the
field of development or improvement of shrines or temples, which cost not small or
even billions of rupiah, the funding can be subsidized by the existence of this
waterfall tourism object.
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CONCLUSIONS
1. Conclusion
From the previous discussion, some conclusions can be drawn as follows.
The existence of Blangsinga Waterfall as a popular tourist attraction in Bali in
Banjar Blangsinga, Saba, Blahbatuh, Gianyar, is motivated by concern for Balinese
cultural heritage, especially the Kecak dance in Banjar Blangsinga. The existence
of Blangsinga Waterfall tourism, Blahbatuh, Gianyar is then further strengthened
by the interest of tourists, to visit both those from the Bali area itself, as well as
domestic and foreign tourists.
2. Suggestion
Regarding the overall content of this research, as a conclusion, some
inputs or suggestions can be given as follows.
a. To the people of Bali tourism observers, they should further promote promotion
in areas that still receive less attention, because seen from the very strategic
location not far from the city center and airport. This is important, especially for
tourists who observe all aspects of life, whether natural, environmental, social,
cultural, supporting communities.
b. Academics and practitioners should be able to make a guide that contains tourist
attractions that are currently hits, in order to provide a deep understanding, both
for the public and tourists to understand tourist objects, especially waterfalls in
the Banjar Blangsinga area, Saba Blahbatuh, Gianyar.
c. To strengthen the existence of Balinese culture, the government should
prioritize the cultural sector and natural scenery as the foundation of tourism,
especially in Bali. This is important to change the paradigm of ordinary people
that tourism is not present as a degradation of diverse cultures to become
secular.
REFERENCES
Astiti, Putra Tjok Istri. 2010.Desa Adat Menggugat Dan Digugat. Denpasar :
Udayana University Press.
Benny H. Hoed. 2008 Semiotik dan Dinamika Sosial Budaya. Depok: Fakultas Ilmu
Pengetahuan Budaya (FIB).
Bungin, Burhan. 2012. Analisis Data Penelitian Kualitatif. Jakarta: PT

RajaGrafindo Persada.
Endraswara, Suwandi. 2008. Metode Penelitian Psikologi Sastra, Teori Langkah

dan Penerapannya. Yogyakarta: MedPress(Anggota IKAPI).
Gorda, I Gusti Ngurah. 1997. Metodelogi Penelitian Sosial Ekonomi. Denpasar:

Widya Kriya Gematama.
Husaini Usman dan Purnomo Setiady Akbar.2008. Metodelogi Penelitian Sosial.
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Jakarta: Bumi Aksara.
Law Number 10 of 2009 Republic Indonesia
Mantra, IB 1996. Landasan Kebudayaan Bali. Denpasar : Yayasan Dharma Sastra.
Musbikin (2006:6) bibliography (taken from teresamariaane10.blogspot).
Munandar (1995:25), the bibliography is (taken from teresamariaane10.blogspot).
Nurul Zuriah. 2009. Metodologi Penelitian Sosial dan Pendidikan. Jakarta: Bumi
Aksara.
Poearwadarminta, WSJ. 1984. Kamus Umum Bahasa Indonesia. Jakarta: Balai

Pustaka.
Praja. Juhaya S. 2005 Aliran-aliran Filsafat dan Etika. Jakarta: Fajar Interpratama
Offset.
Sugiyono, 2010. Metode Penelitian Kuantitatif Kualitatif Dan R & D.Bandung:

Alfabeta.
Sukandarrumidi. 2006. Research Methodology. Yogyakarta: Gadjah Mada

University Press.
Sugiyono. 2010. Qualitative Quantitative Research Methods and WDEB R & D.

Bandung: Alfabeta.
Tim Penyusun , 2007. Kamus Besar Bahasa Indonesia. Jakarta: Balai Pustaka
Vol 07 No 03, 2021: 397-406 EISSN 2527-6921

THE IMPLEMENTATION OF CHSE PROGRAM IN

COURTYARD HOTEL BY MARRIOTT BALI NUSA
DUA RESORT IN POST-COVID-19 PANDEMIC
I Wayan Kiki Sanjaya1 , Ni Putu Sartika Sari2

International Business and Tourism Institute
tikasartika@gmail.com1, kikisanjayabali@gmail.com2
ABSTRACT
This study is examining the implementation of CHSE program at Courtyard Hotel by
Marriott Bali Nusa Dua Resort. CHSE certification program is issued by the Ministry of
Tourism and Creative Economy, aimed to guarantee hygiene, health, safety and
environmental sustainability for the products and services provided to tourists. This study
is aimed at determining to what extend the Courtyard Hotel by Marriott Bali Nusa Dua
Resort implemented CHSE protocol. This study was conducted using descriptive
quantitative method with data collection techniques through observation and interviews as
well as literature study. The findings were then analyzed using the theory of negotiation.
The result indicated that the implementation of the CHSE protocols in training was
successful. However, some improvements are still needed concerning the employee
discipline, the hotel management’s readiness, and the standard operating procedure
(SOP); as an attempt to convince potential tourists to visit and to stay at the hotel.
Keywords: Tourism, Covid-19 pandemic, CHSE, Hotel
INTRODUCTION
Indonesia and Bali specifically have been heavily hit by the Corona virus
(Covid-19) pandemic. Tourism which is the backbone of its economy is the most
directly affected sector in this current crisis. Since the announcement of its first
outbreak in Indonesia on March 3, 2020, tourism sector felt the negative impact of
the crisis. According to online portal (cnbcindonesia.com, 2020), the economic
growth in Bali was minus 9.31% year-on-year (yoy). The first quarter of 2021 was
still minus 5.15%. The total loss caused by the pandemic reported by tempo.com
(2021) has reached Rp. 85.7 trillion; impacted tour operators by 4 trillion, airlines
by 11.7 trillion, hotels by 30 trillion, and restaurants by 40 trillion.
The government especially the Minister of Tourism and Creative Economy
continues to make efforts in restoring the economy and in supporting tourism
activities in Bali. Several agendas have been proclaimed, namely: “Program Bali
Vol 07 No 03, 2021: 397-406 EISSN 2527-6921
kemBali”, “work from Bali”, CHSE program (Cleanliness, Health, Safety and
Environment Sustainability). However, these programs have not been fully realized
when Bali was categorized as red zone route and was at level four in mid-2021, in
July to be precise. For the record, only CHSE program was underway because it
was commenced in mid-2020 and has almost been realized.
CHSE program focuses on certification activities in the tourism system,
including accommodations, attractions, and other sectors to ensure and to guarantee
the safety of tourists during their visit. In addition to the general goals of revitalizing
Indonesia's tourism sector and restoring the national economy, this program also
has a specific objective, that is to certify accommodations which are ready, and
worthy used as the country's pilot project for healthy tourism in the post Covid-19
outbreak. As quoted from Minister of Tourism and Creative Economy (2021), to get
CHSE certification, hoteliers and tourism objects must go through four stages. First,
in the aspect of cleanliness, business actors are required to ensure cleanliness in
their place of business, to provide hand soap or hand sanitizer for visitors and to
spray disinfectants as well. Second, in terms of maintaining health in the business
area, business actors need to maintain the health of both workers and visitors by
checking body temperature, wearing masks, implementing social restrictions by
setting distance and minimizing crowds. Third, maintaining security and safety,
where business actors are required to prepare rescue procedures in the event of a
disaster or in an emergency. The aim is to ensure the safety of everyone, both
visitors and employees in the area. Fourth, paying attention to environmental
sustainability, business actors need to ensure that they have implemented
environmentally friendly business, such as using eco-friendly equipment and
materials.
Courtyard Hotel by Marriott Bali Nusa Dua Resort has successfully received
CHSE certificates. There are at least two reasons to do research on this hotel. The
first reason, this hotel is in the Nusa Dua area, which is an elite tourism area on the
coastal side in south part of Bali. The second reason, in terms of land area, shape of
the building, and number of employees in the early stage of data collection (on
February 2021), it is assumed that this hotel will find it very difficult to implement
the CHSE program.
The urgency of this research lies in how the implementation of CHSE
program in the post-COVID-19 pandemic phase, especially at the Courtyard Hotel
by Marriott Bali Nusa Dua Resort in Bali. The fear that this program will only be
used as a symbol or a marketing gimmick to gain profits and only to support
government programs is a challenge that must be answered. Another thing, there is
not much writing about how the implementation of the CHSE program is the basis
of this research. It is increasingly interesting to study through the formulation of the
problem, namely how is the implementation of CHSE at the Courtyard Hotel by
Marriott Bali Nusa Dua Resort in the post-covid-19 pandemic phase?
Literature review
References used in this paper are referred to and clustered according to the
criteria. An implementation guidebook of CHSE was used as reference. It consists
of health protocol in four areas, namely, Cleanliness, Health, Safety, and
Environment Sustainability which was accessed from government website
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(accessed in August 2021 from kemenparekraf.go.id.). The list of guidebooks made

has been adapted to the implementation of tourism activities in their respective
fields. The hotel itself has two guidelines consisting of general guideline and
specific guideline which are aimed at employers/hotel managers, guests, and
employees. The general guideline contains governance guidelines in four areas of
CHSE which are reviewed from the management aspect, while the specific
guideline consists of procedures (SOP) of CHSE rules which is addressed to
employees. Another criterion used in this paper is the standard of hygiene and
sanitation at the Courtyard Hotel by Marriott Bali Nusa Dua Resort.
In analyzing the data, the theory of cultural study was used, namely the
negotiation theory by Daniel Druckman (1997). This theory emphasis the meaning
of negotiation that underlies structured actions (practices) at the Courtyard Hotel
by Marriott Bali Nusa Dua Resort. This theory is also expected to provide form,
function, and meaning for the application of CHSE at the Courtyard by Marriott
Bali Nusa Dua Resort Hotel.
METHODOLOGY
This study used a qualitative descriptive analysis method. An observation,
in-depth interviews and documentation or a triangulation were conducted in
obtaining a valid and reliable data. At the initial stage, the researcher conducted a
general exploration of the social situation/object being studied, everything seen and
heard were recorded. The data reduction process is carried out by summarizing,
selecting the key point, focusing on the important things, looking for themes, and
discarding the unnecessary. Thus, the reduced data will provide a clearer picture,
and makes it easier for researcher to conduct further data collection and look for it
when needed. Furthermore, the presentation of the data and theories referred to in
this study can be done in the form of a brief description and in a comprehensible
language. Data analysis can be divided into data collection, data reduction, data
presentation and drawing conclusions.
Hotel History and Facilities

Marriott International, Inc. is a company operating in the hospitality sector,
which was first founded on May 20, 1927, by John Willard Marriott, Sr., and his
wife Alice Sheet, who initially opened a tavern. Next J. Willard Marriott and his
wife Alice Sheets Marriott expanded by opening a restaurant. In 1957, John Willard
Marriott, Sr., opened the first hotel, the Twin Bridges Marriott Motor Hotel, located
in Arlington, Virginia, United States. Then the opening of a second hotel, Key
Bridge Marriott, in the same place. J.W. (Bill) Marriott, Jr. then continued his
family-owned hospitality business which is growing rapidly in the world. Currently,
Marriot International manages more than 710 properties in 23 countries and one of
the properties is Courtyard, where there are only three Courtyard properties in
Indonesia that have been registered, they are in Nusa Dua (Bali), Seminyak (Bali),
and in Bandung (West Java). The focus of this research is Courtyard Hotel Nusa
Dua, which formerly was the location of Hotel Club Bualu. In 2005, it was taken
over by PT. Peninsula Bali Resort, then in 2006, it was rebuilt by Marriott
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International. Almost four years, at the end of 2010 to be precise, the construction
had reached 75%. So that on February 4, 2011, Hotel Courtyard by Marriott Bali
Nusa Dua Resort was opened and is operating up to the present time.
In terms of facilities, Courtyard Hotel by Marriott Bali Nusa Dua Resort has
extensive accommodation facilities. The results of documentation and
observational study found that the hotel has 300 guest rooms. The guest rooms
consist of several types of rooms, such as: Deluxe Garden View, Deluxe Pool View,
Premium Deluxe, Deluxe Pool Terrace, and Suite with a private balcony and views
to the garden or pool as well as direct access to the swimming pool. Concerning
food and beverage services, Courtyard Hotel by Marriott Bali Nusa Dua Resort
indulges its guests with all day dining restaurant and daily buffet breakfast that
operate from 06.00 am to 10.30 pm and offers a variety of international à la carte
dishes and Asian cuisines for dining. Moreover, the hotel has a Pool Bar, Business
Center, Courtyard Spa, Fitness Center, Kids Club, Ballroom, and Meeting Room.
The result shows that the hotel owns many facilities, thus it raises a critical
assumption on how the hotel's ability to undertake CHSE activities.
Process for Obtaining CHSE Certificate

Courtyard Hotel by Marriott Bali Nusa Dua Resort conducted a series of
activities to obtain a CHSE certificate. Information related to these activities was
obtained from a direct interview with a management representative, Mr. Dhaniel
Fernando as the Training Manager. He explained that although CHSE is a new
program implemented in hotels, the training process must follow the procedures.
Further, these activities must be equipped with training materials, which will
initially be examined and studied by the Human Resources Department, namely the
Training Manager. Afterwards, the Training Manager processes the program in the
form of training materials and then conducts training to all hotel employees by
providing theory and practice. Therefore, all employees can understand efficiently.
When the training activity has been passed, all employees will take a Post Test
which aims at determining how much employees have progressed over a term of
training. Those who have participated in the training program will be input directly
into the system. Although CHSE is a new program, all employees, even
management must participate since this is a government program.
Other information gained was the participant of the training. The CHSE
training conducted by Courtyard Hotel by Marriott Bali Nusa Dua Resort, has been
attended by 248 participants, they are active employees/staffs of the hotel. CHSE
training program was conducted for three months, from July 2020 to October 2020.
To facilitate participants' understanding of the program, the training was divided
into two sessions; first session concerns with theoretical presentations online while
second session is the simulation or practical training conducted at the hotel. A
specific CHSE materials as well as other supporting materials were given by the
training manager so that all employees are well prepared. As stated by the training
manager, Mr. Dhaniel Fernando:
“Materi yang diberikan dalam pelatihan haruslah sesuai denganprogram

pelatihan untuk itu kami tentunya menggunakan panduan yang telah
diberikan serta menggabungkan materi Commitment to Clean dari Marriot
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karena materi ini sendiri adalah turunan dari program CHSE”(interview

data, on March 28, 2021).
During training process to obtain CHSE certificate, the management has not
been able to seek a face-to-face process due to Covid-19 issue in Bali. However, an
application through an online media supported by the Microsoft Team was the
solution. The use of several video tutorials and live demonstrations from several
employees invited to the session were indeed practical. For the record, each
department, such as the front office department was given a different achievement
depends on the number of direct contacts with potential tourists. Referring to the
theoretical training, the activities conducted seem to be in accordance with that
theory. Hariandja (2002:186-188) argues that there are two different kind of training
methods, namely, on the job training and off the job training. The hotel seemed
choosing "off the job training" method, using lectures, video presentations, role
playing, learning programs, and simulations. There were some interesting points
found from the data that were not mentioned from Hariandja's theory. This was
obtained from the interview with Mr. Fernando, as follows:
“Dalam membangkitkan minat karyawan untuk mengikutiprogram pelatihan

ini, apa lagi usia para karyawan adalah usia yang sudah terbilang matang dalam
industri kerja maka hal yang dilakukan adalah menggunakan personal mode yang
dimana saya memberikan pengertian serta membangun dan membuat mood mereka
tetap baik dan terus mau belajar serta membungkus materi pelatihan dengan hal-
hal yang menarik seperti memberikan games”(interview data, on March 28, 2021).
The additional elements, namely, games and quizzes, implemented by

Courtyard Hotel by Marriott Bali Nusa Dua Resort seems to add the training theory
of Hariandja which could be expected as a solution during online training.
After the training process was completed, it did not necessarily get a
certificate. The next activity was visitation from the appointed assessor to conduct
an assessment/direct visit to the hotel. For information, the Courtyard Hotel by
Marriott Bali Nusa Dua Resort must pass this process as a prerequisite to be able to
get a CHSE certificate. A certificate was finally issued after a series of CHSE
activities completed. Figure 4.1 is a proof that the hotel has passed the CHSE
program.
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Figure 4.1 E-Certificate CHSE Hotel Courtyard Nusa Dua
Source: Human Resources Department of Courtyard Hotel by Marriott

Bali Nusa Dua Resort
Implementation of CHSE Program at Courtyard Hotel by Marriott Bali Nusa

Dua Resort
In general, the implementation of CHSE program for guests and hotel
employees has been running correspondingly. This is supported by the results of the
observations for two days. All vital objects that could potentially be the source for
the spread of Covid-19 have been carefully observed and documented. The
observation also showed several important points. First, temperature checks were
carried out for all visitors, guests, and employees before entering the hotel. If it is
more than 36.8 degrees Celsius, it is forbidden to enter the hotel area. During the
observation, it was found that visitors, employees, and guests must wash their hands
in the wash basin provided, then rub the hand sanitizer on their palm. Regarding the
use of masks, it appeared that visitors, employees, and guests were discipline in
using masks. The seating distance was applied in the restaurant as well as the
arrangement of the queue distance was applied in the front office area. From the
observation, an appreciation should be given to the management of the Courtyard
Hotel by Marriott Bali Nusa Dua Resort who has implemented CHSE protocols in
details.
Second, the Courtyard Hotel by Marriott Bali Nusa Dua Resort was trying
to educate and took preventive actions related to the spread of Covid-19. A warning
(sign) on hygiene and health "by always washing your hands" was seen everywhere.
In addition, the hand sanitizers were also provided in several areas such as the front
office, restaurant, employee canteen, and several walls leading to the hotel
management office. In Figures 4.2 and 4.3, some efforts have been made by the
hotel in carrying out the health protocols as well as educating media by attaching
signs to public area. Some recommendations on social distancing, how to wash
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hands, and sneezing etiquette were also seen and photographed during observations.
This indicated that the hotel has implemented CHSE protocols and attempted to
prevent the spread of the Covid-19 pandemic.
Figure 4.2 Recommended Handwashing Techniques and Equipment
Source: Observation document in Courtyard Hotel by Marriott Bali Nusa

Dua Resort
Third, based on the observation at the Courtyard Hotel by Marriott Bali

Nusa Dua Resort, several places that were often touched by guests, such as,
doorknobs or chairs and tables in the front office area were regularly sprayed with
disinfectant. This was in accordance with the standards of CHSE program as an
attempt to prevent the transmission of covid. This activity seemed to be in
accordance with the recommendations of CHSE program.
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Figure 4.3 Social Distancing Suggestion Board
Source: Observation document in Courtyard Hotel by Marriott Bali Nusa

Dua Resort
In addition to the three points above, there were several things found from
the observation. This was the hotel's compliance with the government's
recommendation during pandemic in applying 50 percent of employees who were
in charge. This seemed to be in accordance with the condition of the hotel, not only
at the Courtyard Hotel by Marriott Bali Nusa Dua Resort, but also at other
accommodations in Bali due to the lack of income and decreasing number of tourist
visits. Another finding was the waste problem. The pandemic issue and the CHSE's
demand of minimizing direct contact and throwing something away as soon as
possible, became the hotel's homework for solution. It was demanded that the hotel
paid attention to the waste problem.
Behind the appropriateness and the disciplinary efforts practiced by the
Courtyard Hotel by Marriott Bali Nusa Dua Resort, there were still several things
needed to be addressed and managed. Discipline is needed to be improved in the
future because several times hotel employees seemed to take off their masks when
communicating with their colleagues. Social distancing needed to be improved,
especially during communication among employees. The old habit was still shown
several times when employees were together. Speaking loudly, especially if there
were guests, could cause inconvenience to the guests. An interview with HRD
showed that there was no clear SOP regarding to the rewards and punishments
related to CHSE program. The most important thing was the hotel budgeting for
CHSE facilities, such as provision of disinfectants and the installment of facilities
for temperature checks, and hand gloves.
In theory, what is shown by the Courtyard by Marriott Bali Nusa Dua Resort
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hotel is nothing more than a form of "negotiation". The negotiation is explicitly

making peace with the situation and going with the flow. Participating CHSE
program is a non-verbal negotiation aimed at the government, as a form of
compliant or in other words "hegemony" to the government regulation.
Negotiations are also performed as a responsibility requirement to the employees,
visitors, and potential guests.
Further discussion of the negotiations is presented as follows. The word
'negotiation' in 'licensing negotiation' comes from the English language
"negotiation" which means a discussion aimed at reaching an agreement or a
conversation in reaching the word "consensus". Negotiation is a process of
combining a dispute in an atmosphere of impartiality or in the same position
through diplomacy, rationality, and problem solving (Kissinger, 1969) in
Alfrendson (2008: 6). Negotiation according to Daniel Druckman (1997) in
Alfrendson (2008: 7) is a stage in the process. However, in practice its
implementation is essentially a problem solving, as a bargaining game, as part of a
management organization, and diplomacy that has a political signal.
Negotiation practice at Courtyard Hotel by Marriott Bali Nusa Dua Resort
by implementing CHSE program, has two significations. The first meaning is that
the practice that occurs at the Courtyard Hotel by Marriott Bali Nusa Dua Resort
does not want to be left behind or stay updated to keep getting guests either in post-
Covid-19 pandemic, or later in the era where the Covid-19 becomes endemic. The
second meaning, through CHSE, which is a safety standard, although there are
many sacrifices such as an extra budget for safety that must be disbursed by the
hotel, it looks forward that business is expected to be able to provide assurance
(guarantee) of the safety and health of tourists which of course leads to tourist
satisfaction and boils down to the hotel's profit.
CONCLUSION
In general, the implementation of CHSE at the Courtyard Hotel by Marriott
Bali Nusa Dua Resort has been succeeding. This can be seen from the
implementation of health protocols, such as: temperature checks, wearing masks,
washing hands, signs of health and work safety were well attached and positioned.
However, several things such as the discipline of employees, visitors, and tourists
must be monitored continually and SOP regarding to this issue should be
formulated. Meanwhile rewards and punishments should also be effectuated.
REFERENCES
Barker, Chris. 2005. Cultural Studies: Teori dan Praktik. Terjemahan Tim Kunci
Cultural Studies Center. Yogyakarta: Bentang.
Barker, Chris. 2014. Kamus Kajian Budaya. Yogyakarta: PT Kanisius.
Bangun, Wilson. 2012. Manajemen Sumber Daya Manusia, Jakarta: Erlangga
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Batam Tourism Polytechnic. 2020. CHSE: Protokol Kesehatan untuk Pariwisata

dan Ekonomi Kreatif. Diakses pada 12 Juni 2021, dari:
https://btp.ac.id/protokol-kesehatan-chse/
Dessler, Gary, 2011. Manajemen sumber daya manusia. Jakarta: Penerbit Indeks
Hamalik, Oemar. 2007. Manajemen Pelatihan Ketenagakerjaan: Pendekatan

Terpadu. Jakarta: Bumi Aksara
Kasmir. 2016. Manajemen Sumber Daya Manusia (Teori dan Praktik). Depok: PT
Rajagrafindo Persada
Kementerian Pariwisata dan Ekonomi Kreatif / Badan Pariwisata dan Ekonomi
Kreatif Republik Indonesia. 2021. Cara Mendaftar Sertifikasi CHSE
Pariwisata. Diakses pada 12 Juni 2021, dari:
https://www.gramedia.com/best-seller/cara-menulis-daftar-
pustaka/#4_Cara_menulis_Daftar_pustaka_dari_Internet_atau_Website
Kementerian Pariwisata Dan Ekonomi Kreatif/ Badan Pariwisata Dan Ekonomi
Kreatif .2020 .Panduan Pelaksanaan Kebersihan, Kesehatan, Keselamatan,
dan Kelestarian Lingkungan di Hotel Edisi Juli 2020. Jakarta:
Kemenparekraf
Yanwardhana, E. 2021. Dihantam Covid-19, Begini Kondisi Menyedihkan
Ekonomi Bali. CNBC Indonesia.
https://www.cnbcindonesia.com/news/20210522173134-4-
247581/dihantam-covid-19-begini-kondisi-menyedihkan-ekonomi-bali
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SOUND AND MEANING OF MEGALITHIC

TRADITIONAL VILLAGE AS A TOURISTIC
CONSUMPTION
Francisca Titing Koerniawaty 1, I Wayan Ardika 2

International Institute of Tourism and Business, Indonesia1.
Udayana University, Indonesia2
koe.titing@gmail.com1, ardikawayan52@gmail.com2
ABSTRACT
This study aims were to criticize and analyse the patterns of cultural heritage of megalithic
traditional village-Bena. The sound and meaning were to reflect the domestic and
international tourists towards the cultural heritage of megalithic traditional village-Bena
as a touristic consumption. Bena is the oldest and well-preserved of a megalithic
traditional village located in Ngada Regency, East Nusa Tenggara Province. This
qualitative study with ethnographic approach led to depth analysis on tourists’ perception
towards the megalithic traditional village of Bena as a touristic consumption. The minority
of tourists’ complaint constructs or damages, doesn’t it?
Keywords : Megalithic traditional village, touristic consumption.
INTRODUCTION
Bena is a traditional village of megalithic located in Tiworiwu Village,

Jerebu'u District, Ngada Regency, in the middle of Flores Island, East Nusa
Tenggara Province. This cultural heritage is still well preserved and the oldest
among other traditional villages as representation of Indonesia's cultural assets that
are still active and has its existence nowadays (living heritage). The meaning of
cultural products will not be damaged, since tourists are accustomed to accepting
them, even products can be stated to be authentic if their characteristics are
considered authentic, whereas they have acquired commodification transformation.
Authenticity needed to satisfy tourists, in turn, depends on the depth of tourist
experience desired by each tourist. Based on the indication above, generally, this
study has a beneficial insight to analyze tourism studies related to the implications
of destination management on tourist perceptions and satisfaction. The tourists’
perception towards the megalithic traditional village of Bena as a touristic
consumption was analyzed with the commodification and authenticity concept at
cultural heritage. The attraction asset of megalithic traditional village of Bena which
was analyzed involving the traditional wooden houses with thatched roof which
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functions as a living room for clan’s gathering as well as a homestay for tourists.
The sacredness of traditional ceremony to respect and give a gratitude for ancestors
and the ritual to officiate traditional wooden house by involving all villagers was
also a part of commodification. This touristic attraction is still well preserved as a
representation of Indonesia's cultural assets that are still active as a living heritage.
The existence of traditional villages as heirs, conservationists, as well as
perpetrators of local wisdom, has the potential to maintain cultural identity and
build awareness of cultural diversity in Indonesia. Beside it is being a national
identity, cultural asset can also carry the economic benefits because, since it is one
of the attractions of cultural tourism. Cultural tourism is an experience for urban
tourists to experience new things and enjoy the sensation of being in a real and
authentic place (Pedersen, 2002). The excessive use of culture as touristic
consumption can result in cultural erosion which may reduce the aesthetics of
products and traditions, furthermore it may damage nature as well. This superficial
assumption lacked common sense, since the meaning of cultural products will not
be damaged, since the tourists are accustomed to accepting them, even products can
be authentic, as long as their characteristics are considered authentic, while they
have been exposed by commodification transformation (Urry, 1995; Cohen, 1988;
Burns dan Holden, 1995). Cohen (1998) supported that the authenticity needed to
satisfy tourists, in turn, depends on the depth of tourist experience desired by each
tourist, since qualified tourists don’t really need the depth.
Literature Review
The previous studies which used as references is the study by Yang (2012:59-81)
entitled ‘Tourists’ perceptions of ethnic tourism in Lugu Lake, Yunnan, China.’
Secondly, by Day et al (2015:53-67) entitled ‘Perceptions of Authenticity At A
Heritage Destination: An Examination Of Visitor Perceptions of Authenticity At
South Luogu Alley, Beijing.’ The theory of commodification is used to analyze the
patterns of cultural heritage of traditional megalithic village-Bena. The authenticity
theory isused to analyze the tourist’s perception.
1.1 Commodification
Commodification is termed as a touristic or commercialization which can be
interpreted as a process associated with the symptoms of capitalism to expand the
market, increase the maximum profit by making products or services that are liked
by consumers (Picard, 2006). It is the process of various things and activities that
are evaluated for the exchange of values in trade contexts such as goods or services.
The development of exchanges such as the exchange of goods or activities is
expressed as market prices (Cohen, 1988). The economic value generated through
the commodification process is generally considered positive if it is in accordance
with traditional, artistic aspects with modern production features as long as it is
maintained at an adequate level and can contribute to the development of a
community identity that helps to preserve the culture in order to survive (Proschel,
2012). The patterns of commodification involves production, distribution and
consumption processes (Fairclough, 1995; Pitana, 2006; Meekaew and Srisontisuk,
2014). This reproduction of local cultural as tourist consumption is an effort to
improve the quality of life of indigenous people (Ardika, 2007).
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2.2 Authenticity
The theory of authenticity was introduced by MacCannell (1973) and Wang
(1999) to define the originality, reality, and reliability of museums. Authenticity as
a social interpretation observed, not as a real and objective phenomenon that can be
seen empirically (Bruner 1989, 1994; Cohen, 1988; Handler and Linnekin 1984;
Lanfant 1989; Spooner 1986; Taylor 2001; Wood 1993). This authenticity can be
negotiated (Cohen, 1988), depending on the context (Salamone 1997), ideology
(Silver 1993), dreams, images, or expectations of tourist destinations (Bruner 1991;
Silver 1993). The ideology and typology of authenticity as a limitation of the theory
of authenticity. The first ideology is modernism or realism. Boorstin (1961) and
MacCannell (1973) suggested that object authenticity can be tested or assessed
through certain standards. In tourism, artworks, artifacts, cuisine, or ritual products
are usually described as authentic or inauthentic, depending on the traditions carried
out by indigenous. Secondly, the ideology of constructivism contradicts modernist
ideas. Authenticity as a social interpretation can be observed, not as a real and
objective phenomenon that can be seen empirically (Bruner 1989, 1994; Cohen,
1988; Handler and Linnekin 1984; Lanfant 1989; Spooner 1986; Taylor 2001;
Wood 1993). Thirdly, postmodernist ideology does not concern objects that are
inauthentic, it is not fundamental to state between real or false, authentic or copy,
reality or symbol, even Eco (1986) tried to erase the boundary between copy and
authentic.
According to Cohen (1995), tourists could accept the lack of authentic, origin,
and reality. Postmodern tourists do not care about the authenticity and origin of the
attractions as long as they can be enjoyed. If a product transformed by the
commodification process maintains characteristics that satisfy tourists, it will
remain authentic. A philosophy by Heidegger claims that the term authentic can be
implemented on objects that mean real, authentic, untouched, or pure. Tourists who
think authentic then what is in this world is considered authentic, human power
determines the essence or form of authenticity (Heidegger, 1977a, b). Souvenir
production for the purpose of benefiting local people separates authentic meanings
(Halewood and Hannam 2001).
The typology of authenticity as a theoretical limitation is objective, constructive,
and existential authenticity (Cohen, 1988; Pearce & Moscardo 1986; Waitt, 2000;
Wang, 1999). Objective authenticity is used to test whether a work of art is real.
Thus, it can measure the value and price of goods (Trilling, 1972). Objective
authenticity claimed that the culture of the local community can be staged which is
called the authenticity of pseudoevents (Boorstin, 1961), but this theory has the
disadvantage of not being able to explain the whole phenomenon of tourism. To
address this weakness, (Wang, 1999) proposed constructive authority that considers
five criteria for authenticity, namely: the absence of absolute criteria for assessing
authenticity, traditions built to fulfill the development needs at a certain time,
interpretation of events, activities, and physical arrangements can influence
perceptions of authenticity, expectations tourists are associated with authenticity,
over time the authenticity of an object can change. Tourists do not pursue
authenticity, most of them enjoy and accept events that are staged and
reprogrammed (Bruner, 1991; Chhabra, Healy, & Sills, 2003; Cohen, 1988;
Moscardo & Pearce, 1999; Yang & Wall, 2009). Thus, it can be said that
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reproduction tends to be accepted if it is indeed authentic (Bruner, 1991).

Existential authenticity is different from objective and constructive. Kim and
Jamal (2007), Wang (1999) define existential authenticity as authentic and
independent experiences, since the tourists can get out of the routine through
escaping from the pressures of everyday life not because they feel the authenticity
of tourist destinations.
All the insight of the authenticity revealed that the commodification of Bena
cultural heritage was perceived as an authentic experience by the domestic and
international tourist.
METHODOLOGY
This is a qualitative descriptive study using an ethnography approach,
conducted in 2018 that analysed in depth, in detail and holistically the patterns of
cultural heritage of the Bena traditional megalithic village and the perception of
domestic and international tourists towards the cultural heritage of the Bena
megalithic traditional village as a touristic consumption. Primary data was obtained
through passive participatory observation and in-depth interviews to the selected
informants who were understood the research problem involving indigenous
people, domestic and international tourists by using purposive and snowball
sampling techniques. Secondary data was obtained through documentation studies
on pattern of cultural heritage of the megalithic traditional village of Bena as
touristic and the perception of international and domestic tourist towards cultural
heritage of the megalithic traditional village of Bena as a touristic consumption.
The Patterns of Cultural Heritage of Traditional Megalithic Village of Bena as a

Touristic
The patterns of commodification involved production, distribution and

consumption processes (Fairclough, 1995; Pitana, 2006; Meekaew dan Srisontisuk,
2012). This reproduction of local culture is an effort to improve the quality of life
of indigenous people (Ardika, 2003; 2007; 2015). In accordance with this
statement, it could be stated thar the first main pattern of cultural heritage product
of Bena as a touristic consumption, namely ‘Nua’ involving the uniqueness of
traditional wooden houses, namely Sao Saka Pu’u and Sao Saka Lobo. Another
uniqueness of the traditional house which becomes the main attraction of cultural
tourism is the spatial design consisting of three rooms namely Tedha Wena, Tedha
Oné and Oné. Tedha Wena is a semi-open veranda which its function to display
several traditional woven clothes, receiving guests, relaxing, and eating or doing
other social activities. The next room is Tedha Oné as a living room which is
functioned as a men's bedroom and dining room. This room is merely can be entered
by family members and the closest relatives. The core room of the traditional house,
namely Oné as a private room and is considered as a holy or sacred place, since it
is functioned as the place where traditional ceremonies are held. Based on its
function, this room has a double meaning that is sacred as a place of traditional
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ceremonies and profane as a place for the women activities to cook, take a rest and
eat with the family.
The second pattern of cultural product as a touristic consumption is a
traditional indigenous ceremony of Ka sa’o and Reba,’ including several attractions
during the ceremony such as a traditional dance of Ja'i with euphonic music
instrument, a unique traditional woven costume of Ikad, ceremonial attributes such
as colorful plastic bead necklaces, and women and men’s traditional bags of Bere.
The uniqueness of local language used by the shaman in leading the ritual through
prayers has a sacredness, as well as traditional food Ra’a rete, steamed casava and
Moke drinks typical of Bena are always consumed during the ceremony.
Since the Traditional Village of Bena was established as a cultural tourism
destination in 1990, the traditional houses, aside from being a place of residences,
are also functioned as homestays. The total number of traditional houses used as
lodging is forty-one (41) inhabited by nine different tribes. The homeowners are
women, since they adhere to the matrilineal kinship system that means every house
is named according to the names of the heiresses.
The Tourists’ Perception Towards Megalithic Traditional Village of Bena
The existential authenticity as authentic and independent experiences since

the tourists can get out of the routine through escaping from the pressures of
everyday life rather than their perceived to the authenticity of tourist destinations
(Kim and Jamal, 2007), Wang (1999). The tourists do not need the authenticity and
origin of the attractions, since it can satisfy tourists, it will remain authentic.
Fourthly, Heidegger's philosophy claims that the term authentic can be
implemented on objects that mean real, authentic, untouched, or pure. Tourists who
think authentic then what is in this world is considered authentic, human power
determines the essence or form of authenticity (Heidegger, 1977a, b). Souvenir
production for the purpose of benefiting local people separates authentic meanings
(Halewood and Hannam 2001). There are five criteria for authenticity that
proposed by (Wang, 1999). Those are the absence of absolute criteria for assessing
authenticity, traditions built to fulfil the development needs at a certain time,
interpretation of events, activities, and physical arrangements can influence
perceptions of authenticity, expectations tourists are associated with authenticity,
over time the authenticity of an object can change. Tourists do not pursue
authenticity, most of them enjoy and accept events that are staged and
reprogrammed (Bruner, 1991; Chhabra, Healy, & Sills, 2003; Cohen, 1988;
Moscardo & Pearce, 1999; Yang & Wall, 2009). It means the reproduction tends
to be accepted if it is indeed authentic (Bruner, 1991).
In accordance with the authenticity ideology and typology, it could be stated
that the megalithic traditional village of Bena was perceived as an authentic cultural
heritage destination with the criteria of genuine, unique, antique, and traditional.
The accessibility to the destination area was stated in good condition with very large
parking area outside the destination area. The entrance ticket is considered
reasonable. In spite of a little interaction is given due to the communication barrier
in English, the indigenous people are considered pure in welcoming tourists. There
were no complaints against indigenous children who asked for money or candy
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when photographed or when tourists passed through the traditional wooden houses
as well as a genuine player of traditional flute who entertained without asking any
fees to both international and domestic tourists.
The majority of tourists stated that the architecture of traditional wooden
houses is unique, traditional, authentic, and typically village, whereas the tourists
are lack of understand to the history of the traditional megalithic village. The rest
rooms as supporting facilities needed to be maintained regularly. The officers at
TIC should be more friendly and should always provide much information to
tourists about the stories and history of the traditional megalithic village of Bena.
The ceremonial of a new house blessing Ka sa'o and Reba are perceived as
a unique, sacred, pure and typically village ceremonial. The tourists perceived the
authentic experience by involving the ceremony. The uniqueness and sacredness
of rituals could be perceived from its local languages and traditional music
instrument. The traditional dancing, wearing local traditional costume, and
consuming the traditional local drink and food were perceived as an authentic
experience. The minority of women tourists stated that slaughtering of sacrificial
animals was not uncommon, since the way to slaughter the sacrificial animals by
swinging a long knife into the pig’s forehead. The host stated wisely that this ritual
has been carried down and well preserved from generation to generation by
ancestors for sacredness purpose than for pleasure.
The traditional food Ra’a Rete, steamed casava and Moke drinks typical of
Bena perceived as an authentic experience, since both international and domestic
tourists involved with the indigenous people to consume it altogether during the
ceremonial. The minority of international tourists stated that serving the traditional
food with the bare hands were not hygienic, it should be served with traditional
utensils to keep hygienic. The indigenous children have a positive perception from
both international and domestic tourists since they didn’t ask any contribution when
photographed as well as a flute player genuinely in entertaining the tourists.
The perceptions towards Bena woven cloth of Ikat and traditional bags was
stated as an authentic experience since the tourists experienced to wave the local
traditional fabric at each veranda of the traditional wooden houses and could see
several women waved the local fabric traditionally. The tourist perceived that
bargaining the souvenir price with the local woman was a unique interaction. The
woman in every veranda of the traditional wooden houses didn’t push any tourists
to buy the local souvenirs. The tourists prefer to buying organic colour of the local
woven than chemical colour, since the organic seemed antique and unique. The
local traditional woven motive was typically traditional village. The traditional bag
of Bere made of Lotar wore as an attribute of the ceremonial costume was perceived
more unique than plastic.
CONCLUSION
The patterns of commodification include the process of production,

distribution and consumption of the cultural heritage of Bena traditional village,
namely Nua in the form of constructing and or renovating the traditional wooden
houses, namely Sao Saka Pu’u and Sao Saka Lobo as a place to live and gathering
of all clans, as well as being used as homestays which are distributed to attract
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visitor's interest through brochures, local government official social media and
other stakeholders' social media and word of mouth. The traditional ceremony of
Ka sa'o is a new house blessing ceremonial which was merely attended by members
of the clan. However, it could be consumed as a tourist attraction. Reba is a sacred
ceremony as a thanksgiving to the ancestors, which is scheduled on the web of the
East Nusa Tenggara and Ngada, Lonely Planet and TripAdvisor tourism agencies
to make it easier for tourists to get information on the uniqueness of the ceremony.
The production of traditional woven cloth of Ikat and traditional bags of Bere were
to fulfill an attribute of traditional ceremonial costume. It has re-produced,
distributed, and consumed to tourists to improve the quality of life of indigenous
people.
Most of both international and domestic tourists stated that the overall
cultural product of the traditional megalithic village of Bena was distributed and
consumed as an authentic experience, since the tourists have never perceived it in
other cultural heritage destination and also in their countries. The criteria of the
authenticity experience were indicated with pure, unique, antique, natural,
traditional, and typical rural destination.
The minority complaint from both international and domestic tourist
concerning public facilities, indigenous’ hospitality, providing sufficient
information about the history of the traditional megalithic village, traditional food
hygienic should be considered as a positive recommendation to preserve the
sustainability of local heritage culture a touristic consumption.
ACKNOWLEDGEMENTS
The research was made to fulfill the author’s doctoral degree study
requirements. The authors would like to thank to the traditional megalithic village
of Bena family and the management of The Bali Institute of Tourism and Business
International as a sponsor to this research.
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PERCEPTIONS OF HOTEL WORKERS AFFECTED

BY THE PANDEMIC ON STOCKS
Komang Shanty Muni Parwati1, Utik Kuntariati2, Firlie Lanovia Amir3.

International Tourism and Business Institute, Denpasar Utara Bali, Indonesia
Komang.shanty@gmail.com 1, utik.kuntariati@ipb-intl.ac.id 2
ABSTRACT
The Covid-19 pandemic has become a momentum for major changes for tourism workers,
who have largely lost their livelihoods and are experiencing economic hardship. The
corona virus outbreak has led to massive job losses and reductions in income across Bali.
Covid-19 restrictions are ravaging the tourism sector which is the main source of economy
for Balinese and its surrounding island. Many have returned to their hometowns. And not
being able to pay for the necessities of life, such as boarding house, electricity, food, and
the difficulty of paying the existing instalments. The purpose of this study is to examine how
the views and enthusiasm of hotel workers at the operational level towards stock
investment. This quantitative descriptive research used mix methods from 89 respondents
aged 20-50 years, both from the back office and front office staff. The result of this research
is that stocks become an acceptable instrument for workers aged 20-30. Stock literacy only
works for millennial generation operational workers and back-office workers. Stock
literacy is given with more frequency by creating WhatsApp group discussion. So that the
understanding of stocks will improve.
Kewords: pandemic, poverty, stock market, hotel workers
INTRODUCTION
Investment growth continues to increase every year, no exception to the

stock investment instruments, the other thing stocks as an investment instrument
are not a priority chosen by tourism workers, especially the hotel industry in Bali
(Mahayani,2019). As a tourist destination, Bali is a place for workers in various
main sectors and tourism supporters to work and do business. This can be seen from
the history of Bali which at the beginning of World War II has been able to produce
tourists (Mantra, 1993). The result of previous survey that has been done toward
star hotels workers at Sanur stated that Hotel workers generally prefer to invest by
buying property, gold, or putting their funds in banks in the form of time savings or
deposits (Paningrum, 2013). The introduction of hotel workers in Bali to investment
instruments such as bonds, futures, shares traded on the capital market or stock
exchange is low. This is also because nationally, the ratio of Indonesia's capital
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market capitalization to domestic income is still relatively low compared to

neighboring countries, such as Malaysia and Singapore (Likuayang & Matindas,
2021).
The introduction of hotel workers in Bali to investment instruments such as
bonds, futures, shares traded on the capital market or stock exchange is low. This is
also because nationally, the ratio of Indonesia's capital market capitalization to
domestic income is still relatively low compared to neighbouring countries, such as
Malaysia and Singapore (Likuayang & Matindas, 2021). The low ratio of
Indonesia's capital market capitalization to GDP is thought to be related to the low
public participation in the capital market, which is only 0.35 percent of the total
population, compared to countries in the ASEAN region. (ILO, 2020)
In general, it can be seen that the understanding of the capital market is still
low (illiterate) as evidenced by the wrong perception of some people about the
capital market, and also because of the lack of socialization targeting the general
public, especially workers in the tourism industry. For more than 2 decades, tourism
workers have been able to live adequately and decently, because by becoming a
tourist destination, tourists who have vacationed and spent their funds in Bali are
enough to make the tourism industry a major focus for work and business (Bhaskara
& Filimonau, 2021). The funds invested are usually related to tourism support
sectors, such as building boarding houses for working migrants, buying cars for
rent, or creating culinary ventures targeting tourists, tourism workers and local
residents (Yusrizal & Yoga Asmoro, 2020).
In March 2020, tourism activities on the island of Bali in general underwent
drastic changes since being declared a pandemic. The corona virus is the cause of a
deadly disease in a relatively short time, spreading to various parts of the world
(Bhaskara & Filimonau, 2021). Countries have begun to impose lock down status
and take steps so that their citizens do not travel, limit social activities, and prohibit
leaving their homes. Social distancing, self-isolation and travel restrictions forced
a decrease in the workforce across all economic sectors and caused many jobs to be
lost, (Nicola, 2020). Hotel workers began to feel the impact when the Indonesian
government announced to stop flights from abroad, including for tourist purposes
(Shabrina Rahma & Fadhilia Arvianti, 2020). Social activities have also begun to
be restricted, including office and school activities. Public services were stopped,
except for hospitals and security.
The accommodation sectors in Bali, such as villas, bungalows, bed and
breakfasts, resorts, and hotels, have begun to close or carry out very limited
operational activities. Many facilities available, cannot serve guests as usual. The
management of various hotels began implementing policies for efficiency. It is
casual workers, day laborers or contract workers, who are the first to feel the impact
of this rule. The effect of COVID-19 on laborers in settlement and nourishment
services—which account for a huge extent of the neighbourliness sector—is
serious, with more than one third of these laborers losing their employments,
(Manoharan, 2021). After several months, permanent workers began to be
scheduled to come in periodically, not regularly according to schedule. This
abnormal operation also affects the managerial level. Managers and department
heads are also required to adjust.
Hotel workers affected by Covid-19 are experiencing various financial
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difficulties. The economic effects of COVID-19 have been far-reaching, (Mann,

2020). Many workers, especially those aged 20-30 years, generally have the status
of day laborers and have only recently been appointed as staff. Those who are not
from the area around the hotel are forced to be unable to continue renting rooms on
a monthly basis. Indonesian Hotel and Restaurant Association (IHRA) noted that
there were 1,226 hotels temporarily closed due to Covid-19. It is estimated that
there are 150,000 employees who have no income because their workplace is
closed, (Soehardi, 2020). Hotel workers do not always come from the surrounding
area, many migrants work in this industry. During a pandemic, and hotels reduce
their workforce, many returned home, returned to their hometowns (Shabrina
Rahma & Fadhilia Arvianti, 2020) It's not only difficult to pay the monthly rent for
accommodation, but also additional costs like electricity and water. Major needs
such as food, transportation that require routine costs, without the certainty of a
fixed and routine income, make it difficult for hotel workers to meet their daily
needs, and are exacerbated by financial obligations such as debt repayments or other
credit. This situation certainly makes workers affected by the pandemic become a
group whose economic capacity has decreased (Bhaskara & Filimonau, 2021).
According to data that the authors obtained from various sources, the low
interest in investing in the capital market is related to the misunderstanding of some
hotel workers about the stock exchange. Hotel workers think that they are very
smart transactions in the capital market and also require large capital. If you want
to buy shares, you have to complete various complicated requirements. Not
infrequently, among the hotel workers, they are familiar with the word shares, but
do not know that the companies they meet every day are public companies, whose
shares they can trade.
These misperceptions need to be straightened out so that the hotel workers'
understanding of the capital market does not cause losses. There are many
opportunities to invest safely, but because they have never heard that investing
closes their opportunity to get profit from investing in the capital market
additionally closes the possibility for the issuer to get additional income and the
opportunity to invest in a safe place.
Of these various problems, some research questions that need to be answered are:
1. What causes the low literacy of hotel workers to the capital market?
2. What can be done so that hotel workers are interested in investing in stocks?
METHODOLOGY
The type of research used in this research is descriptive quantitative

research. According to Whitney in Moh. Nazir (2011), descriptive method is a fact
finding with the right interpretation. Descriptive research studies problems in
society, as well as the procedures that apply in society and certain situations,
including relationships, activities, attitudes, views, and ongoing processes and the
effects of a phenomenon. The object of research is 89 respondents who are
representatives of several five-star hotels in the Sanur area, with an age range of 20-
50 years. The research was carried out in April 2021-October 2021. According to
Sugiyono (2013), quantitative research methods can be defined as research methods
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based on the philosophy of positivism, used to examine certain populations or

samples. The sampling technique is generally done randomly, data collection uses
research instruments, data analysis is quantitative/statistical with the aim of testing
predetermined hypotheses.
Data sources are anything that can provide information about data. Based
on the source, the data is divided into two, namely primary data and secondary data.
Primary data is data created by researchers for the specific purpose of solving the
problems that are being handled. The data were collected by the researcher himself
directly from the first source or the object of the research. The research was
conducted, namely direct interviews with employees of five-star hotels in the tourist
area of Sanur. Secondary data is data collected for purposes other than solving the
problem at hand. This data can be found quickly. In this study, the secondary data
sources are literature, articles, journals, and sites on the internet related to the
research conducted
Data collection techniques in this study used a questionnaire and direct
interviews because researchers need data that are directly related to the community
and with interview techniques researchers can get closer and easier to get data.
Basuki (2010) said that the questionnaire is a data collection technique which is
done by giving a set of questions or written statements to the respondents to answer.
And is an efficient data collection technique if the researcher knows with certainty
the variables to be measured and knows what is expected of the respondents.
Questionnaires are also suitable if the number of respondents is large enough and
spread over a wide area. According to Esterberg in Sugiyono (2013), an interview
is a meeting of two people to exchange information and ideas through question and
answer, so that meaning can be constructed in a particular topic.

The first finding that stock literacy is still low is seen from the following
questionnaire:
From the questionnaire given to more than 89 staff in 7 different departments
Tabel 1.
KNOWLEDGE RELATED TO STOCK
NO DEPARTMENT TOTAL KNOWLEDGE RELATED TO STOCK

UNDERSTAND NEVER DON’T
HEARD UNDERSTAND
1 FRONT OFFICE 11 3 4 4
People
2 HOUSEKEEPING 26 8 10 8
People
3 F & B SERVICE 22 5 6 11
People
4 F & B PRODUCT 7 1 2 4
People
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5 FINANCE 6 2 1 3
People
6 SECURITY 8 0 3 5
People
7 RECREATION 6 2 2 2
People
Source: Research Data 2021
Tabel 2
KNOWLEDGE TRANSACTION COSTS RELATED TO SHARES
NO DEPARTMENT TOTAL KNOWLEDGE TRANSACTION COSTS

RELATED TO SHARES
IDR IDR IDR

100.000 ≥ 1.000.000 ≥ 100.000.000
1 FRONT OFFICE 11 3 4 4
People
2 HOUSEKEEPING 26 8 10 8
People
3 F & B SERVICE 22 5 6 11
People
4 F & B PRODUCT 7 1 2 4
People
5 FINANCE 6 2 1 3
People
6 SECURITY 8 0 3 5
People
7 RECREATION 6 2 2 2
People
Source: Research Data 2021
Based on the tables above, it can conclude that the literacy rate of hotel
workers affected by the pandemic on the capital market is very low, resulting in low
participation of hotel workers to invest in shares. The causes of the low level of
literacy of hotel workers towards stock instruments are: (a) Most workers assume
that to transact in the capital market requires large capital, (b) lack of technical
knowledge about stock investment instruments, (c) hotel workers perception, which
stated it is difficult to have transaction in stock.
CONCLUSION
Hotel workers are not familiar with stocks because in their work
environment, this topic is not discussed due to most of hotel staff are over 38 years
old, and they are not digital natives. The stock’s issue of shares on social media is
not their priority topic, compared to millennials. The issue of financial literacy, is
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not an everyday topic, because the salaries and services at the hotel are sufficient
for the family's needs and have been sustained for more than 3 decades in the
tourism industry. When the pandemic came, the new business they did to support
their life was just a standard business. Where businesses cannot compete because
at the same time many people are doing the same thing. On the other hand, for the
stock market, if local people invest, trading in the stock market is more dynamic.
The stock market can become a new profession in the midst of a pandemic because
hotel workers can carry out the buying and selling process and generate profits from
existing transactions. This alternative can be a new livelihood option. During this
pandemic, workers have time to learn and get to know new things, such as
transactions in the capital market through stock literacy. To support stock-related
literacy, collaboration with academics is needed so that stock-related knowledge is
better. With the government's program of “saving stocks” money that can be
invested in the capital market, it becomes more affordable for the general public.
After the initial literacy related to stocks is given to hotel workers, various materials
related to stocks and the stock exchange can be given periodically. This activity can
be done by opening classes via WhatsApp (WA) group between hotel workers. The
aspect of trust is higher if the WA group comes from the same group.
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JBHOST

Journal of Business on Hospitality and Tourism

First Published in December 2015

Published by IPBI, Institut Pariwisata dan Bisnis Internasional. First published in

Published twice a year in June and December.

INTERNATIONAL ADVISORY BOARD

Prof. Dr. Enno Schmoll. Jade University, Wilhelmshaven, Germany

Dr. Denok Lestari. STPBI, Indonesia

Putu Mega Putra, M.Pd. STPBI, Indonesia

Ni Made Ayu Sulasmini, S.Pd.,M.Pd.,CHT.,CHE. STPBI, Indonesia

Ni Luh Supartini, S.Pd.,M.Pd. STPBI, Indonesia

Oktarini, Kadek Ratih Dwi. Nanyang Technological University, Singapore

Prof. Vickneswaran Nair. Taylor's University, Malaysia

Prof.Dr. Theodore Benetatos. IMI, Switzerland

Dr. Qu Xiau. Hongkong Polytechnic University, Hongkong

Prof. Dr. I Nyoman Dharma Putra, M.Litt. Udayana University, Indonesia

Dr. Devi Kausar. Pancasila University, Indonesia

Dr. I Nyoman Laba. . International Bali Tourism of Institute, Indonesia

Dr.I Made Bayu Wisnawa.,A.Par.,M.M.,M.Par. STIPAR Triatma Jaya,

Professor Nigel R Hemmington. Auckland University of Technology, New

Dr. Ir. Fitri Abdilah, M.Pd, Agung Podomoro University, Indonesia

Fajar Kusnadi Kusumah Putra, B.A.Sc., MSc., D.HTM. Sekolah Tinggi

Deddy Kurniawan Halim, PH.D. Politeknik Internasional Bali, Indonesia.

Mohanty, Patita Paban. Siksha O Anusandhan University | SOA · Hospitality and

Donny Susilo, MBA. Department of Business Administration, Asia University,

Dr. Gede Yoga Kharisma Pradana, S.Sos., M.Si. International Institute of

I Wayan Pantiyasa, S.E, M.M. Institut Pariwisata dan Bisnis Internasional,

Wirawan, Putu Eka, M.Par. Institut Pariwisata dan Bisnis Internasional,

The seventh Journal of Business on Hospitality and Tourism, JBHOST, is finally

THE EFFECT OF GREEN PRODUCT AND GREEN PROMOTION ON INCREASED CONSUMER

Submitted 11th December 2020

THE EFFECT OF GREEN PRODUCT AND GREEN

Keywords: green product, green promotion, consumer loyalty

Currently, public awareness regarding environment is starting to increase,

environment usually prefer environmentally friendly products, because they pay

Green promotion is a promotion carried out by companies to change

Consumer loyalty is defined as a strong role for consumers to buy products

Meanwhile, according to Suhaily and Darmoyo (2019), defining consumer

Figure 1: Research Model

RESULTS AND DISCUSSION

There is a significant influence between green product and green promotion

Fardani, N. E., & Azis, E. (2015). Analisis Faktor-Faktor yang Mempengaruhi

Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product

Iswanto, Rendy. (2019). "Green Design Starbucks". Diambil pada 19 September

Jabeen, S. S., & Kavitha, M. (2020). Effect of Green Marketing Strategies on

Maulina, Rishna. (2019). "Meningkatkan Loyalitas Konsumen dalam Persaingan

Bisnis". Diambil pada 18 September 2020 dari

Palaguna, I. G. N. F., & Ekawati, N. W. (2016). Green Promotion Memedasi Green

Sari, I. G. A. W., & Setiawan, P. Y. (2017). Pengaruh Green Marketing dan

Sari, K., & Nurhayati, I. K. (2019). Pengaruh Strategi Komunikasi Pemasaran

Zuraya, Nidia. (2019). "Kemenperin: Industri Makanan dan Minuman Tumbuh 8

Submitted 27th April 2021

THE MOTIVATIONAL FACTORS ON USING

James G. Esguerra1 and Mariae Khrisna Baring Arreza2

Keywords: Foreign Tourists, Local Tourists, Motivational Factors, Virtual Hotel

Hospitality is one of the sectors in the tourism industry that is no exemption

VHO and other related technologies are multibillion-dollar markets in

Domestic Tourists Foreign Tourists

Figure. 1 Conceptual Framework of the Study

Figure 1 presents the conceptual framework of the study, the researchers

This study utilized a quantitative method specifically a descriptive -

RESULTS AND DISCUSSION

Table 1. Profile of the Respondents