ATF Conference Proceedings - 19.4.2024

ISBN 978-988-7884620
Foreword from Conference Chair
The Asia Tourism Forum was founded in 1993 to address

important issues facing Asia's tourism industry, particularly in
the areas of development, service management, marketing,
and sustainability of tourism.
The 14th Asia Tourism Forum 2024 is designed with the
theme of "Tourism Development, Marketing and
Sustainability" for tourism academia and practitioners to
share their insights. The Forum is held in Palembang,
Indonesia, on 6-8 May 2024, and it is co-hosted by
Palembang Tourism Polytechnic and School of Hotel &
Tourism Management, The Hong Kong Polytechnic
University.
This year the Forum accepted 21 abstracts and 35 full papers
and they are published in this Conference Proceedings.
Compliments to the editorial team comprising of Dr Tony Tse,
Ms Flora Ng, Ms Bubble Cheung, and Ms Ada Leung!
Professor Kaye Chon

Dean and Chair Professor
Walter and Wendy Kwok Family Foundation Professor in
International Hospitality Management
School of Hotel and Tourism Management
The Hong Kong Polytechnic University
1
An Exploration of Sustainability Strategies smong Hospitality Industry
General Managers (GMs) in Gauteng, South Africa
Sharon Mukhola, Elona Ndlovu ............................................................... 8
Analisis Swot Potensi Pengembangan Wisata Sejarah Berkelanjutan Di

KCBN Muaro Jambi, Provinsi Jambi
Abdul Aziz1, Pelliyezer Karo Karo2 ....................................................... 10
Analysis of Community Participation in the Development of Tourism

Villages in Nainggolan Tourism Village, Samosir Regency, North
Sumatra Province
Deafani Clara Sinaga1, Sumihar S Sitompul2, Dewi Yanti3 ................... 11
Analysis of the Development Strategy of Al-Munawar Village as

Sustainable Cultural Tourism in Palembang City
Nurvia Nathasya1, Lili Anggraini2 ......................................................... 19
Analysis of the Influence of Eco-Guilt and Environmental Knowledge on

Environmentally Friendly Indonesian Tourist Behavior
Devi Destiani Andilas*, Tasya Bunda Rika, Jennifer Tasya ................. 31
Analysis of the Potential Development of Musi Sekanak River Tourism in

Palembang City, South Sumatra Province
Lili Anggraini1, Nurvia Nathasya2 ......................................................... 42
Analysis of the Potential Sport Tourism at Sriwijaya Ranau Gran Fondo

South Sumatra
Mustika Permatasari1, Alditya2, Hanif Hasan3 ....................................... 54
Applying ESG Evaluation to Tourism Sustainability Indicator System

LI Shu & ZHU Li ................................................................................... 55
Artificial Intelligence (AI) in Hotel Check-in Services in Palembang OYO

Rooms
Hariman .................................................................................................. 72
Benefits of Community-Based Tourism in the Old Denai Tourism Village

Nurhafizhah Khairi, Fizra Kartika, Dina Adelia, Sabrina Alya Zahwa . 73
Challenges in Developing Community Based Tourism in Denai Lama

Tourism Village
Norman Albert Wilfried Sitohang1, Arie Afandi Manalu2, Aulia
Maharani Putri3, Alra Dayndivie Tanjung4, Raihan Rafiandra
Hutagalung5 ............................................................................................ 79
2
Contribution of SMEs in Tourism Sectors to the Economic Growth (Case
Study of West Java Province - Indonesia)
Yuhana Astuti, Latifah Anggraeni, Daffa Athallah Zulfikar Anwar,
Ahmad Ario Gymnastiar ........................................................................ 87
Dampak Kinerja Karyawan Magang Terhadap Produktivitas Perusahaan

Event Organizer Di PT Napindo Media Ashatama, Jakarta
Abdul Aziz1, Pelliyezer Karo Karo2 ....................................................... 88
Development of Environmental, Social and Government (ESG) Concept

in Tanjung Kelayang as Priority Tourism Destination (DPP), Bangka
Belitung Province
Zakia Ayu Lestari1 Marissa Pusparini2, Dani Fauzi3, Iga Safa Marwani4,
Kunkun Kurniawan5, Anugrah Gusta Prima6 ......................................... 89
Digital Transformation in Local and International Chain Hotels: Guest

Experiences Perspective through Multiple Case Studies
Irma Citra Resmi*, Reza Ashari Nasution, Nila Armelia Windasari ..... 97
Ecotourism Product Development Strategy in the Bukit Lawang Area

based on Boston Consulting Group (BCG) Analysis
Liyushiana1*, Agustinus Denny2, Martina Erniat Kristiani Laowo1,
Valentina Lumban Gaol1 ...................................................................... 112
Effectiveness of Tourism Potential Development in Palembang City,

South Sumatera Province, Indonesia
Budi Wibowo1, Muhammad Iqbal2, Ahmad Kurniawan3 .................... 122
Embracing Hybrid Horizons: A Comprehensive Analysis of MICE

Industry Students' Readiness and Perspectives Towards Hybrid
Learning
1
Muhammad Hafizi Zamri , 2Aida Nur Mohd Kodri ............................ 136
Experience Matters: How Avatar-Guided Virtual Tour Experience

Satisfies Senior Travelers
Jingxian Liu, Fei Hao, Chen Zhang, Adil Masud Aman, Xuejie Qiu,
Shuxu Liu ............................................................................................. 142
Exploration of East Nusa Tenggara Tourists' Behavior in the Urban Area

of DKI Jakarta
Elda Nurmalinda [1] *, Pandita Nandana [2] ....................................... 143
Exploring Sustainable Strategies in Backpacker Tourism: A Case Study

of Sri Lanka's Tourism Suppliers and Marketing Practices
Pathirana, M. T.1 and Hettiarachchi, D. K.2 ......................................... 156
3
Factors affecting Word-of-Mouth Intentions in Kinabalu Park, Sabah:
Examining Memorable Experiences, Destination Image, Social Media
Interactions, and Satisfaction
Tressy Belly, Quratul Ain Syahirah Awang Ali, Mohd Hafiz Hanafiah,
Spencer Hedley Mogindol .................................................................... 175
Generation Z and Adventure Tourism: What's Driving Their Decisions?

Wahyu Setiawan1; Galih Ernawati Wibawa1 ....................................... 176
Geotourism Guide Teaching Model

Debi Rusmiati1 Doddy Wihardi2 .......................................................... 188
Harmonizing Tradition and Thrills Lombok-Sumbawa Motocross

Competition 2023 as a Gateway to Sports Tourism
Pandita Nandana [2] *, Elda Nurmalinda [1] ....................................... 196
How Does Housing Asset affect Household Tourism Expenditure?

Evidence from China
Zuwei Xie1, 2, Long Wen2, Haiyan Song1............................................. 208
Implementation of Heritage Preservation Perspective in Cultural Tourism

Development in Maros Pangkep Prehistoric Cave Area
Yadi Mulyadi12, Nur Lisani3, Edison4, and Supriadi5 .......................... 212
Integrating Heritage Tourism and Sustainable Urban Development: A

Case Study of Bogor City, Indonesia
Nexen Alexandre in Pinontoan............................................................. 214
Marketing Strategy of MSMEs (Micro, Small and Medium Enterprises)

Batik Mangrove in Tanjung Rejo Mangrove Tourism Village in the
Concept of CBT (Community Based Tourism)
Emya Dhia Pertalisa Lingga, Nurhafizhah Khairi, Adelia Miftahul
Jannah, Bhimo Adrian Abimayu .......................................................... 230
Misconceptions of Community-Based Tourism Model towards the

Implementation of Tourism Villages
Nur Lisani ............................................................................................. 235
Muslim Pilgrimage in Bukhara: Trends and Issues in Development,

Future Directions
Obidjon X. Xamidov1 and Mohinur X. Kurbanova2 ............................ 237
Peace Tourism Implementation Model as a Cultural Approach for

Religious Organizations' Conflict Resolution in Indonesia
Ghifari Yuristiadhi Masyhari Makhasi................................................. 247
4
Pengaruh Relationship Marketing Terhadap Customer Retention Pada
CV Media Solution
Syahna Nur Azizah1, Pelliyezer Karo Karo2 ........................................ 262
Pilgrimage Tourism in Bukhara: Perspectives and Challenges

Omonova Nilufar Rahmonovna ........................................................... 264
Program Pengabdian Kepada Masyarakat Berbasis Blended Untuk

Pembangunan Pariwisata Berkelanjutan
Octaviani Gita Putri1a, Rizka Yuniarti2b, Moch Bagoes Pakarti3c ........ 271
Revitalization Path of Ancient City Tourism Based on Cultural Heritage

Conservation: A Case Study of Zhangzhou Ancient City in Fujian
Province
SU Sisi, GAO Huina ............................................................................ 272
Rural Tourism as a Catalyst: A Deep Dive into the Synergy between

Rural Tourism and Poverty Eradication
Suduweli Kondage, Lathisha Jayangi Ramanayaka ............................. 286
Slow Food Movement and Farmer’s Markets Tourism: Are We

Preserving the Environment Around Us?
Ryan Patrick Smith............................................................................... 289
Social Media Development Model based of Influencer to Increase

Interest of Tourist Visits in Tourism Villages
Iwan Asaad1, Andi Alimuddin Unde2, Muliadi Mau3, M. Iqbal Sultan4
.............................................................................................................. 291
Sustainable Cultural Tourism in the Era of Sustainable Development

Irene Hanna H. Sihombing*, Ni Made Suastini, Ida Bagus Putu Puja 292
Sustainable Service Models on Quality Control and Management:

Insights from Nordic Countries
Madina Sayfullayeva2........................................................................... 310
The Dynamics of Twice Once Fandom and Its Contribution to Cultural

Tourism Development in Indonesia: An Economic and Cultural
Perspective
Ghifary Ramadhan1, Nexen Alexandre Pinontoan2 ............................. 318
The Effect of Food Quality on Consumer Satisfaction at Royal Tulip

Gunung Geulis Resort & Golf Hotel Bogor
Julia R.Skawanti1, Salsabila Alhadar2 .................................................. 333
5
The Impact of Taman Wisata Alam Punti Kayu Attractiveness on
Tourists Reoccurring Visit through Visit Interest as Intervening Variable
Meisya Anggraini1, Vania Okky Putri2 ................................................ 344
The Influence of Celebrity Endorsers on the Travel Intention of Millenials

Generation Travelers to Labuan Bajo
Sinaga, Endang Komesty1, Ramadhani, Iqlima2 .................................. 345
The Influence of E-Wom on TikTok on Tourist Interest and Its Impact on

the Visit Decision to the Special Region of Yogyakarta
Heppy Millanyani, Tarandhika Tantra, Kiran Maroep Maulana Husni,
Adyakhansa Mustika Jagatnata ............................................................ 357
The Influence of Online Reviews and Price on Purchase Decisions Hotel

Room Booking at Online Travel Agent in Banyuasin Regency, South
Sumatra
Mustika Permatasari1, M. Halfi Indrasyahputra2, Khadijah3, Rikki
Nelson L.G4 .......................................................................................... 366
The Influence of Viral Marketing on Tourist Preferences in the City of

Bandung as a Culinary Tourism Destination
Gery Dewanto1, Elena Kartika Sari2 .................................................... 381
The Role of the Lom Tribe as a Cultural Tourism Attraction in Bangka

Island
Zakia Ayu Lestari1, Marissa Pusparini2, Dani Fauzi3, Iga Safa Marwani4,
Kunkun Kurniawan5, Anugrah Gusta Prima6 ....................................... 394
Tinjauan Pengembangan Festival Perahu Bidar Sebagai Upaya

Pelestarian Warisan Budaya Melalui Konsep Pentahelix Di Kota
Palembang
Abdul Aziz1, Pelliyezer Karo Karo2 ..................................................... 395
To Foster ‘She’ Power in Hotel Management - Developing a ‘C-level

Female Leadership Measurement Model in the Hotel Industry’
Li, Shu .................................................................................................. 396
Tourism Development Model Based of Traditional Sports to Increase

Community Income in the Village (Case Study: Tugu Mulyo Village,
Ogan Komering Ilir Regency, South Sumatra)
Muhammad Iqbal Djohan1, Budi Wibowo2, Ahmad Kurniawan3........ 407
Unveiling the Healing Horizons: Exploring the Untapped Medical

Tourism Potential in Medan City
Nova Bernedeta Sitorus, Liyushiana, Ngatemin .................................. 409
6
Utilizing Augmented Reality Technology for Providing Information on
Tourist Attractions in Margamulya Village, Pasir Jambu, Bandung
Regency
Dr. Ersy Ervina, S.Sos., M.M.Par.1, Sonia Humaida2, Muhammad Yadi3,
Muhammad Fatham4 ............................................................................ 429
Walking Tour as Cultural Tourism: Mlaku 01 Cirebon

Ramiz Ansharil Haq1*, Ahmad Candra 2, Ahmad Habibi3 .................. 430
Workplace Spirituality in Tourism Vocational Education: Developing the

Future Young Talents for Sustainable Tourism
Desak Gede Chandra Widayanthi, Hardina ......................................... 441
7
An Exploration of Sustainability Strategies smong Hospitality Industry
General Managers (GMs) in Gauteng, South Africa
Sharon Mukhola, Elona Ndlovu
Abstract
Amidst the challenging landscape of the global hospitality industry, General Managers (GMs)
stand as frontline leaders responsible for ensuring the long-term business sustainability. This
qualitative research centres on the critical role played by GMs in ensuring sustainability within
the South African hospitality. The study focuses on exploring strategies for sustainable
economic practices, fostering social sustainability, and addressing environmental concerns
within the South African hospitality industry.Through semi-structured interviews, data was
gathered from a sample n=6 GMs in South Africa's Gauteng province hospitality industry.The
study’s findings reveal that to integrate sustainable economic practices into hospitality industry
business operations, General Managers in South Africa collaborate with local resources,
applies efficient strategic resource management process, and reduce reliance on traditional
energy sources by implementing off-the-grid initiatives. To foster social sustainability, the
South African hospitality industry practices that align to social well-being, implementing
impactful community initiatives and encouraging various stakeholders and suppliers to widen
their initiatives in the social category. The South African hospitality industry addresses
environmental sustainability concerns through the conservation of natural resources,
implementing various water conservation strategies and the reduction of carbon footprint.The
studies regional focus on Gauteng, South Africa, might impact broader applicability and
exclude perspectives from other industry stakeholders.Ultimately, these outcomes provide
practical implications for GMs and stakeholders navigating challenges while adhering to local
sustainability objectives.
Keywords: Hospitality, operations, strategy, strategies, sustainability, entrepreneurship
References
Alreahi, M., Bujdosó, Z., Dávid, L. D., & Gyenge, B. (2023). Green Supply Chain
Management in Hotel Industry: A Systematic Review. Sustainability, 15(7), 5622.
https://doi.org/10.3390/su15075622
Colmekcioglu, N., Dineva, D., & Lu, X. (2022). “Building back better”: The impact of the
COVID-19 pandemic on the resilience of the hospitality and Tourism Industries. International
Journal of Contemporary Hospitality Management, 34(11), 4103–4122.
https://doi.org/10.1108/ijchm-12-2021-1509
Jones, P. and Comfort, D., 2020. The COVID-19 crisis and sustainability in the hospitality
industry. International journal of contemporary hospitality management, 32(10), pp.3037-
3050.
Morales-Contreras, M.-F., Bilbao-Calabuig, P., Meneses-Falcón, C., & Labajo-González, V.

(2019). Evaluating sustainable purchasing processes in the hotel industry. Sustainability,
11(16), 4262. https://doi.org/10.3390/su11164262
Murad, A., Farid, Nirwan, Nainggolan, E., Nurisky, & Hadi, S. (2022). Entrepreneurial
resilience in the hospitality industry during the outbreak covid-19: A case study of the togean
8
islands-tojo una-una. IOP Conference Series: Earth and Environmental Science, 1075(1),
012057. https://doi.org/10.1088/1755-1315/1075/1/012057
Ruiz Molina, M. E., Belda-Miquel, S., Hytti, A., & Gil-Saura, I. (2021). Addressing sustainable
food management in hotels: Proposing a framework and examining hotel groups. British Food
Journal, 124(2), 462–492. https://doi.org/10.1108/bfj-12-2020-1171
9
Analisis Swot Potensi Pengembangan Wisata Sejarah Berkelanjutan Di KCBN
Muaro Jambi, Provinsi Jambi
Abdul Aziz1, Pelliyezer Karo Karo2
1
Palembang Tourism of Polytechnic
Indonesia
abdulaziiz1316@gmail.com
2
Indonesia
pelliyezer@poltekpar-palembang.ac.id
Abstract
Pengembangan Kawasan Cagar Budaya Nasional (KCBN) Muaro Jambi sebagai destinasi
pariwisata daerah yang berkualitas oleh pemerintah harus diikuti dengan sistem pengelolaan
yang baik serta promosi yang efektif dan efisien kepada masyarakat. Apabila jumlah
wisatawan meningkat, maka akan berdampak pada pemasukan yang didapatkan oleh
pemerintah daerah sebagai pihak pengelola. Oleh karena itu sangat penting disusun sebuah
strategi pengembangan wisata yang tepat, efektif dan efisien. Adapun tujuan penelitian ini
adalah untuk menggali dan menganalisis potensi pelaksanaan wisata sejarah berkelanjutan di
kawasan KCBN Muaro Jambi. Hal tersebut dikarenakan kawasan ini merupakan kawasan
cagar budaya terbesar di Indonesia yang menyimpan beragam peninggalan sejarah masa
lampau yang belum dimanfaatkan secara maksimal melalui kegiatan wisata sejarah
berkelanjutan. Berdasarkan analisis SWOT yang dilakukan, potensi pengembangan wisata
sejarah berkelanjutan di KCBN Muaro Jambi berada di kuadran satu dengan strategi yang
paling dominan untuk dijalankan adalah strategi SO (Strength Opportunities) yaitu suatu
strategi yang menggunakan kekuatan yang dimiliki untuk memaksimalkan peluang yang ada
sebesar-besarnya, dengan rincian yaitu: (1) Meningkatkan kerjasama promosi wisata dengan
pihak terkait; 2) Membuat paket wisata sejarah yang lebih menarik; 3) Meningkatkan sarana
prasarana pendukung kegiatan wisata seperti penyediaan souvenir bagi para wisatawan.
Keywords: KCBN Muara Jambi, Wisata Sejarah Berkelanjutan, Metode SWOT.
10
Analysis of Community Participation in the Development of Tourism Villages
in Nainggolan Tourism Village, Samosir Regency, North Sumatra Province
Deafani Clara Sinaga1, Sumihar S Sitompul2, Dewi Yanti3

Politeknik Pariwisata Medan (Medan Tourism Polytechnic)1-3
Email: Deafany@gmail.com
Abstract
Nainggolan Tourism Village (Desa Wisata Nainggolan) is one of the tourist villages in Samosir
Island, North Sumatra, and has been legalized since 2022. Nainggolan Tourism Village has
much potential as a tourist attraction because Lake Toba encircles around 75% of its land.
Pandua White Sand Beach (Pantai Pasir Putih Pandua) is one of the primary tourist destinations
in Nainggolan Village. As part of a tourism village development project, this village was
created by incorporating several community organizations. Data for this study is gathered
through in-depth interviews and direct observation using qualitative descriptive approaches.
Examining community involvement strategies in the development of tourist communities is
the goal of this study. The forms of participation of the Nainggolan community are
Participation of Ideas that are not involved yet by the community to express ideas regarding
the shortcomings or advantages of the Naingolan Tourism Village. Second, Participation in
Physical Labor which is still lacking, construction of several infrastructure and tourist
attraction facilities is still carried out by only a few community groups. Third, Participation
Skills and Abilities that have not been involved yet by some communities in the form of
agricultural education, animal husbandry, making special foods, outbound management,
making tour packages, providing homestays, and providing local guides, and the last is
Property Participation with the implementation of Sapta Pesona (Seven Charm). Supporting
factors for the development of the Nainggolan tourist village are cultural and natural diversity,
infrastructure connectivity, the development of facilities and services, and sustainable
environmental management. Meanwhile, the inhibiting factors are a lack of local community
awareness, a lack of tourism management and promotion, as well as a lack of innovation and
diversification of tourist products and attractions. The strategy for developing the Nainggolan
Tourism Village can be in the form of implementing education and training for local
communities, involving community participation in planning the Nainggolan tourist village,
forming a working group for managing the tourism village such as POKDARWIS (tourism
awareness group), developing local products and services from the Nainggolan tourist village,
involving more women and youth in the Nainggolan tourist village, as well as promoting local
culture
Keywords: Tourism Village, Community Participation, Tourist Village Management,
A. INTRODUCTION
Tourism development in one of the tourist destinations, namely the Tourism Village,
has the aim of making the village a tourism destination by combining natural and cultural
tourist attractions, public tourism facility services, and adequate accessibility with the
procedures and traditions of village community life. The attraction of a tourist village is
definitely expected to attract tourists to visit the village. This must go hand in hand with efforts
to develop tourist villages as a step to make tourist villages more popular with tourists.
According to the Ministry of Tourism and Creative Economy/Indonesian Tourism and Creative
11
Economy Agency (2021), there are 4 categories of stages in developing a tourist village,
namely: pilot stage, developing stage, advanced stage, and independent stage.
Nainggolan Tourism Village is one of the tourist villages on Samosir Island, North
Sumatra. This village is located close to the beach area, namely Pasir Pandua Beach, which is
one of the favourite attractions in Nainggolan Village. This village also has beautiful natural
potential, namely from the mountains and rice fields. This can be seen from the many rice
fields and mountain views on the beach.
The development of a tourist village cannot be separated from the role and participation
of the local community to support the development of the tourist village, but looking at the
existing conditions, the Nainggolan village community does not appear to be actively involved
and participates in the management and development of the tourist village. This can be seen
from the response of the community who still do not understand that the Nainggolan tourist
village has the potential to become a tourist attraction in Samosir Island, the community's
current focus on livelihoods as farmers and livestock breeders could be a factor in the
community's disinterest in tourism activities
B. LITERATURE
1. Tourism
Tourism is a variety of tourist activities supported by various facilities and services that
can be provided by the community, government entrepreneurs, and regional governments (Law
No. 10/2009) (Bonita, 2016). Tourism is a symptom of the modern era, which is based on the
need for health and change of air, enjoyment of natural beauty, pleasure, and in particular, the
increasing interaction of various nations and the improvement of the community's economy as
a result of the development of commerce, industry, and transportation (Riani, 2021). According
to Khodiyat (1983), tourism is a temporary journey from one place to another carried out by
individuals or groups as an effort to find balance, harmony, and happiness with the
environment in social, cultural, natural, and scientific dimensions. Tourism is an activity that
directly touches and involves the community, so that it can have various impacts on local
communities (Pitana and Gayatri, 2005). According to Sudiana (2018, tourism is a journey
undertaken by individuals or groups on a temporary basis from one place to another in an effort
to achieve happiness and balance with the natural environment and involve the community in
various social and cultural dimensions.
2. Tourism Village
Tourism villages are one form of implementing community-based and sustainable tourism
development (Dewi et al., 2013). According to Inskeep (1991), village tourism is a form of
tourism in which small groups of tourists stay in or near traditional life or in remote villages
and study village life and the local environment. Nuryanti (1992) explains that tourist villages
are a form of integration between attractions, accommodation, and supporting facilities
presented in a structure of community life that is integrated with the prevailing procedures and
traditions. A tourist village is an area related to a region or various local wisdom (customs,
culture, potential), which is managed as a tourist attraction according to its capabilities and is
intended for the social and economic interests of the community (Hermawan, 2016).
Meanwhile, according to Zakaria and Suprihardjo (2014) a tourist village is a rural area that
has several special characteristics to become a tourist destination.
12
3. Society Participation
According to Isbandi (2007), community participation is community participation in the

process of identifying problems and potential that exist in the community, selecting and making
decisions about alternative solutions to handle problems, implementing efforts to overcome
problems, and community involvement in the process of evaluating changes that occur.
Community participation can also take the following form: (a) Participation in the form of
personnel is community participation provided in the form of energy for the implementation
of efforts that can support the success of a program. (b) Participation in the form of money is
a form of community participation provided to facilitate efforts to achieve a development
program. This participation can take the form of donations in the form of money, but it is not
forced by some or all of the community for an activity or development program. (c)
Participation in the form of property is community participation given in the form of donating
property, usually in the form of work tools.
4. Tourism Village Development
According to Pitana (2009), the development of a tourist village will directly touch and
involve the community, thereby bringing various impacts, both negative and positive, to the
community, where the benefits of developing a tourist village can have an impact on the
economy, socio-culture, and the environment. However, sometimes the development of a
tourist village can bring losses to the local community of that village. This loss can be caused
by ineffective implementation, so the implementation of tourism village development must be
planned in an integrated manner with considerations, especially the economic and socio-
cultural aspects of the local community. At each stage of development, tourism actors should
be able to minimize as much as possible the negative impacts that will arise and are closely
related to the economic and socio-cultural development of the local community.
C. RESEARCH METHOD
This research was conducted in Nainggolan Tourism Village, Samosir Regency, North
Sumatra Province. The results of observations and interviews were analyzed using literature
studies. The research method used is a qualitative method to describe forms of community
participation, inhibiting factors, and supporting factors in the development of the Nainggolan
Tourism Village. A qualitative approach obtained through interviews, observation, and
documentation.
The research focus, which is the limitation of this research, uses the following forms of
participation:
1. Participation in physical activity.
2. Participation in thinking.
3. Participation in, which includes: animal husbandry education, agricultural education,

making special foods, making tour packages, outbound management, providing homestays,
and providing.
4. Participation in Property.
13
D. CONCLUSION
1) Participation in Physical Activity
Participation is given in the form of energy to carry out efforts that can support the success of
the activity. In this case, the community and also Pokdarwis are mostly actively involved in
making toilets, installing Sapta Pesona banners, providing boats for tourists to cross to Parapat
and Balige, making footpaths to get to tourist attractions, cleaning beaches from water
hyacinth, and also rubbish.
2) Participation in Thinking
This participation still does not involve the community as a whole in providing ideas regarding
the shortcomings or advantages that Nainggolan Village has in the tourism sector. The
community does not yet fully know about tourist villages and their development because the
Nainggolan Tourism Village does not yet have a development strategy, so the community does
not yet have a place to express their ideas. However, Piker's participation was in real action
when expressing ideas for building facilities at tourist attractions in Nainggolan Village. This
activity still involves the community cwhichunity, also acts as managers of tourist villages,
also known as pokdarwis.
3) Participation in Skills and Proficiency
Participation of the skills and expertise of the Nainggolan Tourism Village community in
tourism, namely making typical food, providing homestays, making tour packages, outbound
management, education on agriculture and animal husbandry, and providing local guides.
There are still a few people who actively participate in this matter. This is because people are
still not aware of the tourism sector, which can generate added value to the family economy.
Apart from that, there is minimal community participation due to the lack of provision of
services to tourists. This is due to the lack of tourists visiting the Nainggolan Tourism Village.
4) Participation in Property
Participate in property development by making donations for the development of tourist

villages. Not many people actively participate in this, but the people in the Nainggolan Tourism
Village carry out this participation through the application of Sapta Pesona. The application of
Sapta Pesona has a more important role than fees or donations for developing tourist villages
because, in developing tourist villages, the community must be able to apply Sapta Pesona for
the environment and tourists. In the Naingolan Tourism Village, security, order, cleanliness,
coolness, beauty, hospitality, and memories have been implemented. The environment of
Nainggolan Tourism Village is considered safe, judging by the absence of crime or false
information regarding tourist attractions. The environment is clean and beautiful, with green
plants in the form of trees around the village. The cool air is an added value to the Nainggolan
Tourism Village, and the residents are friendly to tourists who visit, so this gives an impression
to tourists who visit.
14
Supporting Factors for The Development of The Nainggolan Tourism Village
1. Cultural and Natural Diversity
Villages with diverse cultural and natural riches have great potential to be developed into
attractive tourist destinations. This diversity includes cultural heritage, traditional
architecture, natural landscapes, and unique natural attractions. Nainggolan Tourism
Village has natural beauty in the form of beaches and mountain views. There are several
beaches in Nainggolan Village because the position of this village is close to the water edge
of Samosir Island.
2. Infrastructure Connectivity
Good accessibility to tourist villages via roads, public transportation, and other
infrastructure makes it easier for tourists to visit and spend time in these villages. Good
infrastructure also supports economic activities and the development of tourist facilities.
Nainggolan Village, which has become an open village, also carries out many inter-island
trade activities. This inter-island trade activity is accommodated using passenger motor
ships on the Nainggolan-Muara route and the Nainggolan-Bakara route. The pier in
Nainggolan Village has the potential to be used as a tourist attraction because it is the
gateway to Nainggolan Village.
3. Development of Facilities and Services
Providing facilities and services such as accommodation, restaurants, tourist information

centres, public toilets, and other recreational facilities enhances tourists' experiences and
extends the duration of their visit. Nainggolan Village already has facilities and services
such as homestays, restaurants, a market centre that is held once a week (called "Onan"),
and recreational facilities such as Pandua Beach, which offers restaurants on the beach.
4. Sustainable Environmental Management
Sustainable management of the natural and cultural environment is very important to

maintain the long-term attractiveness of tourist villages. This includes environmentally
friendly practices such as recycling, conservation of natural resources, and protection of
cultural sites. Activities for cleaning the shoreline around tourist attractions have also been
carried out by the community and tourism actors in the Nainggolan tourist village, one of
which is the activity of regularly cleaning water hyacinths around the shoreline.
Inhibiting Factors for Tourism Village Development
1. Lack of awareness of local communities
Non-participation of local communities in the development of the Nainggolan tourist

village. Because the main livelihoods of the community are currently farmers and livestock
breeders, there are still not many people involved in tourism activities as tourism actors.
The community has not felt the direct impact of tourism activities, and there has not even
been socialisation with all communities regarding tourism activities in Nainggolan village,
so awareness of the Nainggolan tourism village community is still lacking.
15
2. Lack of Tourism Management and Promotion
Currently, the Nainggolan tourist village does not have good planning and management,
and tourism promotion is less effective, so it is still difficult to attract the attention of
tourists visiting the Nainggolan Tourism Village.
3. Lack of innovation and diversification
In connection with the absence of tourist attractions and tourist activities in the Nainggolan
Tourism Village, there is no party who is fully responsible for the management and
development of the Nainggolan tourist village, so there is no product innovation or tourist
attractions yet.
The development strategy of Nainggolan Tourism Village
1. Education and Training
Most people in the Nainggolan Tourism Village do not yet know the benefits and impacts
of tourism activities; this could be the cause of the lack of involvement and participation
of the Nainggolan village community. Providing education in the form of training to local
communities regarding tourism village management, environmental sustainability,
marketing, and community skills so they can participate in the development and
management of tourist villages
2. Participation and Planning
Actively involving the community in the tourism village planning process can also be a
strategy to build community involvement in the development of the Nainggolan tourist
village. By holding community meetings, workshops, or open discussion forums, local
residents can provide their input, ideas, and concerns about the development of the
Nainggolan tourist village.
3. Establish a working group
The formation and management of Pokdarwis (Tourism Awareness Groups) is a common

thing carried out by a tourism village, but in the Nainggolan Tourism Village,
POKDARWIS has not been implemented optimally. POKDARWIS ideally consists of
local residents who are committed to managing and promoting tourist villages. This helps
the community feel ownership of the project and strengthens their involvement.
4. Development of Local Products and Services
Nainggolan Tourism Village is known for its agricultural and livestock income, including
corn and coffee; then there are natural products such as various vegetables, fruit, various
livestock, and of course goldfish, a typical fish from Lake Toba. This potential resource
can encourage the development of local products and services that can attract tourists in
the Nainggolan Tourism Village, such as involving the community in making local
handicrafts, regional specialties and drinks, or cultural activities. This can not only increase
people's income but also increase the uniqueness and attractiveness of the Nainggolan
tourist village.
16
5. Empowerment of Women and Youth
Involving women and youth in the Nainggolan Tourism Village to become more involved
to support the management of the tourist village, involvement can be in the form of a
community of mothers making craft products, souvenirs, and culinary specialties from the
tourist village, then youth involvement in ideas and concepts for managing the tourist
village and becoming tourism actors like a local guide in the Nainggolan tourist village.
6. Promotion of Local Culture
The culture in the Nainggolan Tourism Village is Batak culture. Batak traditional activities
and other cultural celebrations can be used as attractions in the Nainggolan tourist village,
where these activities also require the involvement of the Nainggolan tourist village
community to take an active role and become the main actors.
E. SUMMARY
Most of the community participates in the development of the tourism village. Participation
carried out is participation of ideas, participation of physical energy, participation of skills and
abilities, and participation of property, which is only for people who live near the coast.
Supporting factors for the development of the Nainggolan tourist village are cultural and
natural diversity, infrastructure connectivity, the development of facilities and services, and
sustainable environmental management. Meanwhile, the inhibiting factors are a lack of local
community awareness, a lack of tourism management and promotion, as well as a lack of
innovation and diversification of tourist products and attractions in the Nainggolan Tourism
Village.
The strategy for developing the Nainggolan Tourism Village can be in the form of
implementing education and training for local communities, involving community
participation in planning the Nainggolan tourist village, forming a working group for managing
the tourism village such as POKDARWIS (tourism awareness group), developing local
products and services from the Nainggolan tourist village, involving more women and youth
in the Nainggolan tourist village, as well as promoting local culture.
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18
Analysis of the Development Strategy of Al-Munawar Village as Sustainable
Cultural Tourism in Palembang City
Nurvia Nathasya1, Lili Anggraini2
1
Pengelolaan Perhotelan, Universitas Bina Darma Palembang
2
Pengelolaan Perhotelan, Universitas Bina Darma Palembang
Nurvia Nathasya, nurvianathasya@gmail.com

Lili Anggraini, lili.anggraini@binadarma.ac.id
Correspondence author: Nurvia Nathasya, Univeristas Bina Darma Palembang, Jl. A.Yani.
Abstract
Indonesia is a developing country which has great natural and cultural potential and can be
developed as an economic activity that can generate foreign exchange. This study aims to: 1)
Identify and analyze the aspects that influence tourists to visit Al-Munawar village again; 2)
Knowing and analyzing what strategies can be developed in the Al-Munawar village as cultural
tourism in Palembang. This research is a descriptive research that is processed qualitatively
and uses a survey approach. The population in this study are; 1) Government components: the
tourism office, all civil servants working in the Tourism Office; 2) Community Components:
religious leaders, community leaders around Al-Munawar Village; 3) Management
Component: all managers of Kampung Al-Munawar; 4) Tourist Component: all tourists
visiting Al-Munawar Village. The samples in this study were: 1) Government samples: Head
of the Sub-Directorate of Public Relations of the South Sumatra Province Tourism Office (1
person); 2) Community samples, taken using purposive sampling, with the following criteria:
gender, marital status, age, education and number of visits; 3) Sample Manager is the person
in charge of the field in Kampung Al-Munawar (1 person); 4) Tourist sample: 6 people are
taken randomly. The results in this study are; 1) Aspects that influence tourists to revisit Al-
Munawar Village are: Accessibility, Attractions, Activity, Amenity and Accommodation; 2)
Strategies that can be developed in Al-Munawar village are: 1) craft centers in Al-Munawar
village, 2) development in aspects of promotion design, technology, production and marketing;
3) the creativity possessed by the people of Kampung Al-Munawar in making calligraphy will
make visitors always interested; 4) Cooperate with craftsmen from several cities to create more
interesting souvenirs; 5) Providing entry access for tourists by adding cloth covering the
genitals while in the village of Al-Munawar; 6) Designing an effective promotion program,
and Providing briefing to the community for coffee and calligraphy craftsmen.
Keywords: Cultural Tourism, Village, Tourist, Al-Munawar
Basically, the development of a region is determined by its mainstay and superior potential
which can be used as a source of regional original income (PAD). Apart from that, development
is expected to have a large multiplier effect for an area. Development as an effort to improve
the quality and standard of life of the community is not only limited to the economic sector but
covers all aspects of life, including recreation. One form of need for recreation is traveling or
visiting tourist attractions (Paramitha, 2010).
This tourism development will have a very broad and significant impact on economic
development, efforts to preserve natural resources and the environment and will have an impact
19
on the socio-cultural life of the community, especially local communities. It is hoped that
tourism development can have a good influence on people's lives, especially local communities
and be able to encourage the development of various other sectors, both economic, social and
cultural (Kurniawan, 2015).
Palembang City is the oldest city in Indonesia which is known as a historical city. The
reason why it is known as a historical city is because the city of Palembang has many historical
heritages that have the potential to become tourist attractions. Therefore, most of the tourism
destinations in Palembang City are referred to as heritage tourism and have various tourist
attractions, including historical tourism, cultural tourism and man-made tourism. Cultural
tourism includes 7 tourist attractions such as Rumah Limas Cek Mas, Rumah Limas Bayumi,
Kampung Rumah Limas 10 Ulu, Dekranasda Traditional Houses, Region 1 Ilir (Temenggung
Jompong House, Mosque, and Sultan Agung's Tomb). Al-Munawar Village, and Limas Azis
House.
Al-Munawar Village is one of the settlements for foreign immigrants in Palembang

which still maintains its homogeneity. This homogeneity is something that other villages in
Palembang do not have. Homogeneity, culture, traditions and historic buildings with traditional
and indie architectural characteristics are one of the attractions and the identity of the area. The
regional identity of Al-Munawar Village has a lot of prominent tourism potential, because of
this potential, in 2016 the South Sumatra Province Culture and Tourism Office and the
Palembang City Tourism Office made programs/efforts to develop this tourist attraction.
Al-Munawar Village began to be developed by repairing buildings by changing the

colors that looked worn out but not changing the original shape of the buildings. Then
improving the roads to be more neatly arranged and building good facilities and infrastructure
such as location directions, public toilets, clinics, information boards about historical buildings
in Al-Munawar Village, as well as Cuba for tourists who want to hold events/activities such as
reunions, meetings (meetings), and other activities.
Of course, tourism development will bring new things to society and the conditions
existing in a destination will have an influence on the economic and socio-cultural processes
of society. Economic and socio-cultural changes that occur in society can have positive or
negative impacts, so it is necessary to know and explain further the extent to which tourism
and tourist arrivals influence the economic and socio-cultural conditions of society. The need
for sustainable tourism in Indonesia is to preserve the cultural customs and local wisdom of a
region and to be able to serve as a destination that pays attention to the regional social
environment today.
The concept of developing a tourist village is an illustration of the Palembang City

government in making Palembang City a tourism city in Indonesia. By combining the natural
attractions of the village area with culture and public tourism facility services with adequate
accessibility following the ways and traditions of life of the people of Palembang City. Al-
Munawar Village has the main principle in developing the city of Palembang as a sustainable
tourist village, namely to be able to build a tourist village and to focus on empowering the
community to be able to build their village independently. The development of tourist villages,
which is also the mission of the Palembang City Government, South Sumatra, is to improve
the economy of the surrounding community through developing productive businesses in the
tourism sector, in accordance with existing local potential and resources.
With good planning and effective management, the government hopes that sustainable
tourism implemented in Al-Munawar Village can produce positive benefits in terms of
20
economic, social/cultural and natural environment. The opposite can also happen, causing
losses, if public policy procedures and implementation and management resources are
inadequate. This can include high numbers/values of economic leakage, widespread negative
social and cultural impacts and environmental degradation. Encouraging a sustainable tourism
industry that is more environmentally and socially friendly is an important step that will
contribute to socially inclusive development and preserve environmental capital, so that the
industry can thrive in the medium and long term. This will also further increase fulfillment of
competitive market demands.
Al-Munawar Village is one of the tourist destinations In Palembang. The uniqueness

of Al-Munawar village as a new destination in Palembang City has developed very rapidly
since its opening. Al-Munawar Village was officially opened in 2017. Al-Munawar Village is
located on Jl. K.H Azhari 13 Ulu Palembang was formed as a religious tourism village. Al-
Munawar village can be visited by the general public, both Muslims and non-Muslims. One of
the unique things about Al-Munawar village tourism is that people who want to visit Al-
Munawar village are not allowed to wear revealing clothing, and only men are not allowed
during their visit. Men and women are only allowed for tourists who have families and are
married. Considering that the village is a religious tourism village, the regulations within the
tourist attraction must be in accordance with Arabic law. Another unique thing about the
Kampung Al-Munawar tourist village is that the location of the village is on the edge of the
Musi river, so that people who visit can immediately enjoy the beauty of the Musi river.
This tourism development is able to attract tourist visits. Tourists who visit Al-
Munawar Village are not only local tourists but also foreign tourists. Based on initial
observations made by researchers, they chose the village of Al Munawar due to several factors
that are taken into consideration, namely because This village is the oldest Arab village in
Palembang, and has culture that is still maintained to this day. Then in Al Munawar community
involvement is very important and necessary in relation to culture in the village. Because
existing cultural values can be preserved if the community is able to collaborate and support
existing cultural tourism. Apart from that, based on an interview conducted with one of the Al-
Munawar residents, there was a decline in visitors starting from 2020 to 2023.
Method
Research Design
This research is descriptive research which was processed qualitatively and used a survey
approach. This research also aims to determine respondents' opinions regarding the objects that
have been determined.
Participants
A. Government Sample: Head of Public Relations Sub-Directorate of South Sumatra

Province Tourism Office (1 person).
B. Community samples, taken using purposive sampling, with the criteria: gender, marital
status, age, education and number of visits
C. Sample Manager is the person in charge of the Al-Munawar Village field (1 person).
D. Tourist Sample: 6 people taken randomly.
21
Based on the results of the research that has been carried out, interviews were conducted from
3 different sources. This is so that the information provided is more accurate. The following is
the identity of the source who was interviewed regarding the strategy for developing Al-
Munawar village as Sustainable cultural tourism in Palembang City.
Data Analysis
The analysis technique used in this research is a qualitative analysis technique for
understanding the problem being studied.
A. Analysis of Aspects that influence Return Visits
In accordance with the currently developing tourism development paradigm, namely

sustainable and environmentally friendly tourism development, which prioritizes tourism that
is able to attract tourist visits without ignoring the impact on the environment and contribution
to the community around the tourist attraction. This will certainly motivate managers to
increase the number of tourist visits by making efforts to maintain the authenticity, beauty and
sustainability of the environment, so as to attract tourists to visit. Bearing in mind that tourists'
return visit intentions influence the number of tourist visits from year to year as well as the
impact of the number of tourist visits on community welfare and local revenue. Based on this,
it can be analyzed: 1) the influence of tourist attractions, facilities and service quality on tourist
satisfaction. 2) the influence of tourist attractions, facilities, service quality and tourist
satisfaction on tourists' return visit intentions. 3) the indirect influence of tourist satisfaction
which mediates tourist attractions, facilities and service quality on tourists' intention to revisit.
Due to the many indicators put forward by several literatures regarding sustainable tourism
development, to avoid confusion and data on sustainable tourism development so that it can be
developed, UNWTO states that 12 basic indicators for sustainable tourism can be applied to
every type of tourism region throughout the world, namely:
1. Economic Viability
2. Local Capabilities
3. Quality of Work
4. Social Requirements
5. Visitor Introduction
6. Local Control
7. Community Welfare
8. Culture Culture
9. Physical Integrity
10. Biodiversity
11. Source Efficiency
12. Environmental Personality
22
B. Sustainable Al-Munawar Village Development Strategy
SWOT analysis is an analysis method in formulating strategies, product sales and new business
ideas. Freddy Rangkuti (Rangkuti, 2015). .explains that SWOT analysis is the systematic
identification of various factors to formulate company strategy. This analysis is based on logic
that can maximize strengths and opportunities, but simultaneously minimize weaknesses and
threats. The strategic decision making process is always related to the development of the
company's mission, goals, strategies and policies. Thus, strategic planning must analyze the
company's strategic factors (strengths, weaknesses, opportunities and threats) in the current
conditions.
SWOT analysis compares external factors, opportunities and threats, with internal factors,
strengths and weaknesses. SWOT elements consist of strengths, weaknesses, opportunities and
opportunities. threats (threats). External and internal factors: to analyze SWOT more deeply,
it is necessary to look at external and internal factors as an important part of the SWOT analysis.
After the IFAS and EFAS have been prepared, then the results are entered into the SWOT
quadrant matrix
Tabel 1
SWOT Matrix Diagram
Internal (Weakness) W
Factor (Strength) S
Eksternal
Factor
SO Strategy: How to optimize great WO Startegy: How to
(Opportunities) O strengths and opportunities minimize weaknesses and
increase opportunities
ST Strategy: How to optimize strengths WT Strategy: Minimize
(Threats) T and minimize threats weaknesses and threats
Results
Description Analysis Result
The result to SWOT analysis compares external factors of opportunities and threats with
internal factors of strengths and weaknesses. SWOT elements consist of strengths, weaknesses,
opportunities and threats.
23
Tabel 2
IFAS SWOT Analysis (Internal Factor Analysis Strategy)
NO EFAS AMOUNT RATING SCORE DESC
STRENGTHS
1 Kampung Al-Munawar have small and 0,21 5 1,07
medium businesses in the food, beverage
and clothing industries and has great
potential to penetrate domestic and
international markets
2 It has been designated as an Arab tourist 0,14 4 0,57
village by the Palembang City
Government
3 Art which has tourism potential, art 0,14 3 0,42
owned by Al-Munawar Village
4 Arabic culture is also one of the potentials 0,14 4 0,57
that can be developed at Al-3Munawar
5 The unspoiled natural beauty is the view 0,14 3 0,42
of the Musi River which lies right at the
end of Al-Munawar camp and along the
edge of Al-Munawar village
6 The location in the center of Palembang 0,21 3 0,64
city makes it very easy for tourists to
obtain the necessities they need while
traveling.
AMOUNT 1 22 3,17
WEAKNESESS
1 Strict regulations for entering Al- 0,23 1 0,23
Munawar village deter some non-Muslim
visitors.
2 Attractions are seasonal, so tourists easily 0,15 1 0,15
get bored if they are only presented with
the appearance of the village.
3 The narrow road around the entrance to 0,15 1 0,15
Al-Munawar village causes traffic jams
when large tourist buses park on the side
of the road.
4 There is no tourist village identification 0,23 2 0,46
sign at the entrance, so there are still
many people who don't know that the
village is a tourist village.
5 Can't visit with family because men and 0,23 1 0,23
women have to be separated for visiting
activities.
AMOUNT 1 6 1,23
24
Tabel 3
EFAS SWOT Analysis (External Factor Analysis Strategy)
NO IFAS AMOUNT RATING SCORE DES
OPPORTUNITIES
1 As the largest Arab village in South 0,09 4 0,36
Sumatra, it is one of the riches of South
Sumatra. The local community can take
advantage of this to develop the Al-
Munawar tourist village and collaborate
with other agencies
2 Outside the Arab Village area, the 0,18 3 0,54
surrounding community can take advantage
of selling clothes (there are also foreigners
who don't wear clothes according to the
rules and can buy clothes). typical Arab
food such as dates, chane bread, kebuli rice,
mandi rice, kebabs
3 The expertise or ability to recite the Koran 0,27 5 1,36
and knowledge about Islam possessed by
the people of Al-Munawar village
4 The skill of creating handicrafts is making 0,18 3 0,54
wall decorations in the form of calligraphy
containing Hadith or Surahs from the Koran
which can be sold to tourists visiting Al-
Munawar Village.
5 The Arab village of Al-Munawar, which is 0,09 1 0,27
located on the banks of the Musi River, can
also take advantage of water tourism
opportunities at the same time. This will
add to the uniqueness of the Arab village
itself.
AMOUNT 1 18 3,09
THREATS
1 Have same products will make buyers feel 0,36
bored and uninterested
0.18 2
2 The location of the entrance on the side of 0,18
the main road causes tourists to always be 0.18 1
careful when entering Al-Munawar village.
3 There is traffic jam at certain hours along 0,36
the Al-Munawa village road
0.18 2
4 The buildings and facilities in Al-Munawar 0,54
village are increasingly fragile because the 0.27 2
dominant material is wood
5 The location of the village along the river is 0,18
where high tides sometimes occur, causing 0.18 1
water to enter the village
AMOUNT 1 8 1,63
Based on the results of IFAS analysis calculations, it is known that the total score for strengths
and weaknesses is 3.17 and 1.23. It is known that the total strength score is greater than the
total weakness score. While the results of the EFAS analysis calculation show that the total
scores for opportunities and threats are 3.09 and 1.63, it is known that the opportunity results
are greater than the threat calculation results. So, the first step that can be taken in formulating
a tourism development strategy in an effort to increase the number of tourists is to identify
internal strengths to be further optimized so that they continue to have an impact on economic
growth and identify sources of weaknesses. The next step in the tourism development strategy
in an effort to increase the number of tourists is to identify opportunities in external factors to
25
be optimized and threats that can be used as opportunities in developing Al-Munawar Village
tourism.
Based on the results of the IFAS-EFAS analysis, the following equation is used to determine
the X and Y factors which are input into the strategic matrix (figure 4.3 and figure 4.4). The
equation is as follows:
X = Streghts – Weaknesess Y = Opportunitties – Threats

X = 3,17 – 1,23 Y = 3,09 – 1,63
X = 1,94 Y =1,46
OPPORTUNITY
QIII :Strategi Turn-arround (WO) QI: Strategi Progresif (SO)

X (1,94); Y (1,46)
WEAKNES STREGHTS
QIV:Strategi Defensif (WT) QII: Strategi Diversifikasi

(ST)
THREATS
Based on the results of the IFAS and EFAS Quadrant calculations above, the X value
is 1.94 and the Y value is 1.46, which means it is in quadrant one or a progressive strategy.
This means that the tourism development strategy in Al-Munawar village in Palembang City
provides excellent and stable conditions so that it is possible to continue to expand, increase
development and achieve maximum progress in developing tourism in Al-Munawar.
Of the five aspects that have been carried out SWOT analysis in tourism development
in Al-Munawar Village, Palembang City, in general several causal factors were found, both
internal and external factors. The following is a matrix of internal factors and external factors
for the Kuto Besak Palembang Fort tourist attraction.
From the identification of Strength, Weakness, Opportunity and Treath factors, a

development strategy for Al-Munawar Village can be formulated as follows:
1. S-O Strategy
This craft center in Al-Munawar Village has built a collaboration with PT JASA RAHARJA
in terms of marketing management, IAIN Raden Fatah Palembang University to conduct IT
training and is supported by DIKTI RI with development in aspects of promotional design,
technology, production and marketing.
26
2. S-T Strategy
The creativity of the people of Al-Munawar Village in making calligraphy will always keep
visitors interested, namely by holding calligraphy exhibitions at several points in Al-Munawar
village.
3. W-O Strategy
a. Collaborate with craftsmen from several cities to create more interesting souvenirs
b. Providing entry access for tourists by adding a cloth covering their private parts while they
are in Al-Munawar village
4. W-T Strategy
a. Designing effective promotional programs
b. Providing training to the community for coffee and calligraphy craftsmen regarding
product knowledge.
From the SWOT analysis and S-O, S-T, S-W, and W-T strategies, a strategy for
developing the potential of Al-Munawar Village can be formulated with participatory planning
in development.
Discussion
This research aims to Identify and analyze the aspects that influence tourists to visit Al-
Munawar village again, and knowing and analyzing what strategies can be developed in the
Al-Munawar village as cultural tourism in Palembang.
The result of this research show spects that influence tourists to return to Al-Munawar Village
are: Accessibility. Availability of transportation facilities and services including easy
transportation access to a tourist attraction, internal transportation system connecting to the Al-
Munawar Village tourist location, attractions, namely all natural attraction activities. , as well
as special and various activities related to the tourism area that can attract people to visit Al-
Munawar Village, there are Marawis, Gambus, arts typical of Arab culture. Activities are many
unique things that arise from tradition and culture. The birth of this tradition and culture has
never been separated from the elements of human understanding of the teachings of the Islamic
religion, such as: Rumpa-rumpakan, Haul Aulia, grave pilgrimage, Walimatul Ursyi, Maulid
Arba'in, in commemoration of the birthday of the Prophet Muhammad SAW, the people of
theAl- Munawar village held a celebration of Maulid Arba'in which was held for 40
consecutive days. Amenities Social facilities, namely facilities provided by the government or
private sector for the community, such as schools, clinics, halfway houses, places of worship,
and other similar things. Public facilities, namely facilities provided for the public interest,
such as roads, bridges, city parks, public lighting equipment, and other similar things. Hotel
accommodation, guest houses, homestays and other similar facilities, as well as services that
tourists can use to stay while visiting Al-Munawar Village
Conclusion
The strategies used to develop the tourism potential of the Al-Munawar village are: SO
Strategy: The craft center in Al-Munawar Village should build networking with PT JASA
27
RAHARJA in terms of marketing management, IAIN Raden Fatah University Palembang to
conduct IT training and supported by DIKTI RI with development in aspects of promotional
design, technology, production and marketing. S-T strategy, the creativity possessed by the
people of Al-Munawar Village in making calligraphy will always make visitors interested,
namely by holding calligraphy exhibitions at several points in Al-Munawar village. W-O's
strategy, Collaborating with craftsmen from several cities to create more attractive souvenirs
and providing entry access for tourists by adding cloth to cover their private parts while they
are in Al-Munawar village. W-T's strategy is to design effective promotional programs and
provide training to the community for coffee and calligraphy craftsmen about product
knowledge.
Recommendation
Further research It would be better to carry out research that discusses aspects such as
endogamous marriage, a form of marriage that is still carried out by the people of Al-Munawar
Village. Endogamous marriage is a marriage in which the bride and groom must come from a
circle of close relatives and it is prohibited to marry with parties from outside the tribe or who
are not of Arab descent.
Declarations
Acknowledgments
The researchers would like to thank all participants for participation in this research
Funding
This study was funded independently, without help from any external.
Author Contributions
Author designed and writing this paper. Author also performing the study data analysis.
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30
Analysis of the Influence of Eco-Guilt and Environmental Knowledge on
Environmentally Friendly Indonesian Tourist Behavior
Devi Destiani Andilas*, Tasya Bunda Rika, Jennifer Tasya

Creative Tourism Program, School of Business and Management, Petra Christian University,
Surabaya, Indonesia.
Correspondence*: Address: Jl. Siwalankerto 121-131, Surabaya, Indonesia, 60235
e-mail: devi.destiani@petra.ac.id
Abstract
Purpose: This research investigates the influences of environmental knowledge and eco-guilt
on the environmentally friendly behavior of Indonesian tourist.
Design/methodology/approach: A total of 381 valid questionnaire responses were collected

through an online survey. The collected data were processed using SPSS and analyzed using
the multiple linear regression technique.
Findings: The results show that eco-guilt does not affect the environmentally friendly behavior
of Indonesian tourists, while environmental knowledge influences the environmentally
friendly behavior of Indonesian tourists.
Research Limitation/Implications: The limitation of this research stems from the nature of
the data collection process. Despite distributing the questionnaire online for broad
demographic reach, the majority of the responses were received from young adult tourists
residing in East Java
Practical Implications: The findings of this research can serve as a reference for public
policymakers/government to formulate a persuasive strategy to raise the sense of eco-guilt, as
well as to enhance the facilities and infrastructure for environmental preservation. Facilities
and infrastructure available in Indonesia were not adequate in promoting environmentally
friendly behavior, while the enforcement of law and regulations by the government was also
weak. Visitors who violated the rules were not imposed with penalties.
Originality/value: Different research locations represented variety in the moral standards from
different cultures which could have formed tourists’ behavior. This research took place in
Indonesia, where substantial differences in Western and Eastern moral standards and cultures
were observed.
Keywords: environmental knowledge, eco-guilt, environmentally friendly tourist behavior
31
1. Introduction
Member countries of the Association of Southeast Asian Nations (ASEAN) are dedicated
to transforming Southeast Asia into a premier tourist destination that showcases the unique and
diverse experiences the region has to offer. This ambition is underpinned by two key strategies
outlined in the ASEAN Tourism Strategic Plan 2016-2025: [1] enhancing ASEAN's appeal as
a cohesive tourist destination, and [2] promoting sustainable tourism practices and inclusivity,
as detailed in the ASEAN Framework on Sustainable Tourism Development in the Post
COVID-19 Era (Executive-Summary_ASEAN-Framework-on-Sustainable-Tourism-
Development.Pdf, n.d., p. 1). The success of this strategic plan depends not only on the efforts
of governments, the tourism sector, and local communities but also on the active participation
of tourists. However, Indonesia faces significant challenges in adhering to the principles of
sustainable tourism—economically, socially, and environmentally. Numerous instances of
environmentally harmful behavior by tourists at Indonesian destinations have been reported,
including the over visit and resultant damage at the Amaryllis Flower Park in Jogja (Gara-
Gara Pengunjung Selfie Taman Bunga Amaryllis Rusak Parah - Citizen6 Liputan6.Com, n.d.),
1.6 tons of plastic waste left by climbers in Sembalun-Mount Rinjani National Park (1,6 Ton
Sampah Dibersihkan Dari Gunung Rinjani, Mayoritas Plastik, n.d.), littering at Bogor Safari
Park (Pelempar Botol Ke Mulut Kuda Nil Di Taman Safari Cisarua Minta Maaf, n.d.), and
disruptive activities in Komodo National Park (BTNK: Wisatawan Yang Akibatkan Kerusakan
Lingkungan Di TN Komodo Bisa Dipidana | Kumparan.Com, n.d.) and the Ranca Upas-
Bandung deer conservation area (Event Motor Trail Rusak Edelweis Rawa Di Ranca Upas,
Bagaimana Perizinannya? Halaman All - Kompas.Com, n.d.), among others.
According to Mkono & Hughes (2020), instilling a sense of guilt in tourists is crucial for
mitigating the adverse environmental impacts of tourism. Guilt is a powerful motivator,
encouraging responsible behavior and efforts to remedy negative consequences (Bahja &
Hancer, 2021). This emotion can drive tourists towards more eco-friendly actions (Mallett,
2012). Additionally, a cognitive approach focusing on environmental education can further
promote sustainable tourist behavior. Studies by Pan et al., (2018) and Abdullah et al. (2019)
have demonstrated that environmental knowledge significantly influences the adoption of
"green behavior" and participation in eco-friendly activities.
The disparity between ASEAN's goals for sustainable tourism and the current
environmental practices of tourists in Indonesia's destinations, alongside the findings of
previous research, prompts further investigation into the relationship between eco-guilt and
environmental knowledge on sustainable tourist behavior among Indonesians. This research
was performed to identify strategies to expedite the adoption of sustainable tourism practices
in Indonesia. Quantitative data collected in this research were analyzed using multiple linear
regression on SPSS software.
2. Literature Review and Hypothesis Development
Figure 1 Research Framework
32
2.1 Eco-Guilt
Eco-guilt is an emotional response that arises when an individual recognizes they have
engaged in behavior that negatively impacts the environment (Mallett, 2012); (Bahja &
Hancer, 2021). This sentiment typically emerges following the realization that one's actions
are either in violation of established norms and regulations or have detrimental effects on
others, as explained by (Dahl et al., 2003) In the context of tourism, when visitors, who
have the capacity to engage in environmentally considerate behaviors, choose not to do so,
they may experience eco-guilt. This is because emotions are closely linked to behavior
(Mallett, 2012). The experience of guilt often leads to feelings of regret and a renewed
intention to adopt positive behaviors as a form of moral responsibility (Shen, 2018) From
these insights, the first hypothesis was proposed as follows.
H1: Eco-guilt affects the influence the eco-friendly behavior of Indonesian tourists.
2.2 Environmental Knowledge
Bahja & Hancer, (2021) describe environmental knowledge as the understanding

individuals possess regarding environmental issues and the interplay between human
activities and the environment. This knowledge forms the basis for making informed
decisions concerning environmental actions. In the realm of tourism, environmental
knowledge significantly influences tourist behaviors, such as choosing sustainable modes
of transportation (Higham et al., 2016), opting for eco-certified tourism offerings (Gössling
& Buckley, 2016) demonstrating a preference for visiting environmentally friendly
museums (Han & Hyun, 2017), showing interest in eco-tourism products (Lee et al., 2010)
and expressing intentions to stay at green hotels (Wang et al., 2018). Therefore, the second
hypothesis was formulated as follows.
H2: Eco-knowledge affects the influence the eco-friendly behavior of Indonesian tourists.
2.3 Environmentally Friendly Tourist Behavior (EFTB)
Song et al. (2012) define Environmentally Friendly Tourist Behavior (EFTB) as the
deliberate actions taken by tourists to protect the environment from potential harm by
choosing and utilizing eco-friendly products and services. Juvan & Dolnicar (2016) further
elaborates on this by stating that behavior aligned with environmental sustainability is
characterized by actions that not only avoid harming the environment but also contribute
positively to it, both on a global scale and within specific tourist locales. Examples of such
environmentally responsible behaviors among tourists include the efficient use of water
and electricity, opting for public transport or vehicles that use low-emission fuels, engaging
in conservation efforts for nature and wildlife, and minimizing waste generation during
their travels.
3. Method
3.1 Research Design
To explore the causal relationship between eco-guilt and environmental knowledge

on Environmentally Friendly Tourist Behavior (EFTB) among Indonesian tourists, this
research employs a quantitative research approach. The target population consists of
Indonesian tourists aged 18 and above who have engaged in travel activities at least three
times over the course of the previous year (2022). The research utilizes a convenience
33
sampling method, a type of non-probability sampling, allowing the researchers to select
participants who are readily accessible or able to provide quick responses.
The research identifies one dependent variable, Environmentally Friendly Tourist

Behavior (EFTB), and two independent variables: Eco-Guilt (EG) and Environmental
Knowledge (EK). The instruments used to measure these variables are derived from the
theoretical frameworks established by Mallett (2012) for Eco-Guilt, Bahja & Hancer (2021)
for Environmental Knowledge, and Song et al. (2012) for Environmentally Friendly
Tourist Behavior. These instruments are further tailored to reflect the specific conditions
of tourist destinations in Indonesia and the behaviors of Indonesian tourists.
3.2 Data Collection & Analysis
Data collection for this research was achieved through an online questionnaire
using Google Forms, distributed across various WhatsApp groups and Instagram stories
from February to March 2023. The questionnaire was structured into two sections: the first
capturing respondent profiles and the second assessing research variables on a 1-5 Likert
scale. Of the 410 participants, 381 responses were deemed valid after screening and used
for further analysis. The data underwent multiple linear regression analysis using SPSS
software. Preliminary steps included the validation and reliability testing of the instruments
and checking for regression assumptions such as normality, multicollinearity, and
homoscedasticity, ensuring the robustness and reliability of the findings derived from the
analysis.
3.3 Preliminary Analysis
The processes of validity and reliability testing for research instruments are critical
steps to ensure the accuracy and consistency of measurement outcomes, thereby providing
a robust foundation for proper interpretation of research results (Ghozali, 2021). Validity
testing verifies that the instrument precisely measures the construct it is intended to,
requiring that each instrument's Rhitung (Pearson correlation coefficient) surpasses the
Rtabel (significance level threshold). For a degree of freedom (DF) of 279 (N-2) at an α
level of 0.05, the threshold Rtabel value is 0.1170. According to Table 1, all research
instruments exhibit a Rhitung value greater than 0.1170, confirming their validity. On the
reliability front, an instrument must achieve a Cronbach's alpha (α) value greater than 0.6
to be considered reliable. Table 2 reveals that the Cronbach's alpha values for the three
research variables fall within the 0.7 to 0.8 range, thereby affirming their reliability.
34
Table 1. The Results of Validity Testing
Rcount
pearson
code Item Conclusion
correlation
coefficient
Eco-Guilt (EG)
EG1 I regret buying souvenirs made from rare animals or plants. 0.266 Valid
EG2 I regret buying bottled water because I forgot to bring my own water bottle. 0.447 Valid
EG3 I regret when I prefer to use private transportation instead of public transportation. 0.296 Valid
EG4 I regret when I destroy environmental life just for social media needs (example: photos by lifting coral reefs 0.339 Valid
and picking flowers)
EG5 I regret when I feed animals that should not be fed by tourists (example: feeding monkeys in monkey forest- 0.397 Valid
Ubud)
EG6 There is a feeling of guilt when I use another card to stop the AC, TV, and hotel room lights from turning 0.420 Valid
off when I leave the room.
EG7 There is a feeling of guilt when I step on the grass that has been marked with a "no stepping on grass" sign. 0.363 Valid
EG8 There is a feeling of guilt when I use too many plastic bags to go shopping 0.455 Valid
EG9 I feel guilty when I watch an animal attraction. 0.371 Valid
EG10 I am ashamed when I litter in public. 0.219 Valid
EG11 I am ashamed when people reprimand me for my actions that can damage the environment (Example: 0.272 Valid
damaging trees, plants, and flowers).
Environmental Knowledge (EK)
EK 1 I know that if I frequently change towels in hotels, there will be a lot of water wasted. 0.176 valid
EK 2 I know that when I dispose of waste according to its type, it will have a good impact on the environment 0,494 valid
(e.g. disposing of plastic waste in the plastic waste type).
EK 3 I know that if I litter, it can disrupt the cleanliness of the environment. 0,283 valid
EK 4 I know that if I prefer to use private transportation, it will increase air pollution. 0,456 valid
EK 5 I know that consuming bottled water can increase the amount of plastic waste. 0,415 valid
EK 6 I know that throwing garbage on the beach will damage the marine ecosystem. 0,418 valid
EK 7 I know that staying in an eco-friendly hotel that implements energy-saving policies will reduce global 0,493 valid
warming.
EK 8 I know that if wild animals are used as a show, it can damage the animal's instincts (for example: orangutans, 0,588 valid
lions, tigers, and elephants are used as circus attractions).
EK 9 I know that feeding animals carelessly will damage the animal's food chain. 0,518 valid
EK 10 I know that excessive use of electricity will cause global warming. 0,506 valid
Environmentally Friendly Tourist Behavior (EFTB)
EFTB 1 When traveling I will buy products that can be recycled (example: souvenirs). 0.436 valid
EFTB 2 I do not buy souvenirs made from wildlife (e.g. bags made from snakeskin). 0.461 valid
EFTB3 When traveling I always use environmentally friendly transportation (e.g. bicycle, walking and public 0.570 valid
transportation).
EFTB 4 When traveling I always choose hotels that apply environmentally friendly principles. (e.g. hotels that 0.614 valid
implement energy-saving policies, hotels that have chemical-free swimming pools, and use recycled
furniture and furnishings)
EFTB5 When traveling, I always bring my own water bottle. 0.574 valid
EFTB6 When traveling, I always throw garbage in the right place. 0.330 valid
EFTB 7 When at tourist attractions I never pick or damage plants and flowers. 0.310 valid
EFTB 8 When in a hotel I always minimize the use of electricity (for example: turn off the lights, tv, and ac, when 0.633 valid
not in use).
EFTB9 When at the hotel I always use water carefully (e.g. when brushing my teeth I will turn off the water). 0.470 valid
EFTB10 When traveling I like environmentally friendly activities, such as releasing turtle eggs and planting 0.578 valid
mangroves.
EFTB 11 When traveling, I often go to the nature (e.g. mountain, lake, beach). 0,506 valid
Table 2. The Results of Reliability Testing

Variable Cronbach α Conclusions
Eco Guilt 0.702 Reliable
EnvironmentalKnowledge 0.758 Reliable
Environmentally FriendlyTourist Behavior 0.831 Reliable
4. Result and Discussion
The research featured a total of 381 respondents, showcasing a notable demographic diversity
as detailed in Table 3. The gender distribution among the respondents was nearly even, with a
minor disparity observed between males (188 respondents) and females (193 respondents). A
significant portion of the participants fell within the 18-23 age range, with 189 respondents in
total, indicating a predominance of younger individuals in the study. In terms of educational
background, the majority of respondents had completed their S1 degree (equivalent to a
Bachelor’s degree). Geographically, the largest group of respondents originated from East Java
with 291 respondents.
35
Table 3. Respondents’ Demographic Profile
Item Categories Frequency %
Gender Male 188 49.3%
Female 193 50.7%
Age 18-23 189 49.6%
24-40 113 29.7%
41-56 72 18.9%
57-75 7 1.8%
Education Background Middle School 6 1.6%
High School 130 34.1%
Bachelor's Degree 227 59.6%
Master’s Degree 18 4.7%
Location East Java 291 76.4%
West Java 31 8.1%
Central Java 18 4.7%
Outside Jawa (Bali, NTB-NTT, Sumatera, Kalimantan) 41 10.8%
The results of Multiple Linear Regression Analysis are presented in Table 4, with
equation or regression model as follows.
𝐸𝐸𝐸𝐸𝐸𝐸𝐸𝐸 = 16.524 + 0.102 EG + 0.478 EK
The regression coefficient analysis for the variables Eco-Guilt (EG) and Environmental
Knowledge (EK) indicates a positive relationship between them. Specifically, a 1% increase
in Indonesian tourists' eco-guilt is associated with a 0.102 increase in their environmentally
friendly behavior. Similarly, a 1% rise in environmental knowledge among Indonesian tourists
correlates with a 0.478 increase in their environmentally friendly behavior.
The significance threshold was set at 0.05. The significance value for EG was found to
be 0.272, exceeding the 0.05 threshold. Consequently, it can be concluded that the null
hypothesis (H0) is accepted, indicating that eco-guilt among Indonesian tourists does not
significantly influence their environmentally friendly behavior. This finding suggests that
feelings of guilt towards the environment do not substantially motivate Indonesian tourists to
adopt more eco-conscious behaviors. This may be due to a perception among these tourists that
their individual impact on the environment is negligible, allowing them to easily dismiss any
feelings of guilt. Moreover, there appears to be a tendency among Indonesian tourists to
rationalize eco-unfriendly behaviors, such as justifying the use of plastic bags at tourist sites
with the thought that "other tourists are doing it too," or rationalizing the wasteful use of
electricity in hotel rooms with the thought "I've already paid for this."
These results diverge from the findings of studies by Bahja & Hancer (2021) and
Bissing-Olson et al. (2016) which identified a significant influence of eco-guilt on tourists'
environmentally friendly behaviors. The discrepancy may stem from differences in socio-
cultural contexts and mindsets between the populations studied in the Caribbean Islands and
Australia, compared to Indonesia, suggesting that the effectiveness of eco-guilt in promoting
eco-friendly behavior may vary across different cultural settings.
36
Table 4. The Results of Multiple Linear Regression Analysis
Model Unstandardized Coefficients Standardized (t) value Sig.
Coefficients
B Std. error β
(Constant) 16.524 4.713 3.506 0.01
EG 0.102 0.093 0.077 1.101 0.272
EK 0.478 0.108 0.309 4.442 0.000
Notes: Dependent variable: EFTB
The significance value of Environmental Knowledge (EK) is 0.00, which is below the
threshold of 0.05, leading to the rejection of the null hypothesis (H0). This indicates a
significant effect of environmental knowledge on the environmentally friendly behavior of
Indonesian tourists. This finding aligns with previous research by Kollmuss & Agyeman (2002)
and Latif et al., (2013) which highlighted the crucial role of environmental knowledge in
shaping environmental values and determining an individual’s environmental behavior.
Essentially, environmentally friendly behavior is more likely to occur when individuals are
aware of the correct actions to take towards the environment.
Informal interviews with several respondents revealed that their environmental

knowledge, including topics such as pollution prevention, animal conservation, and global
warming, was acquired as early as junior high school. Additionally, in recent times, the
increased visibility of campaigns on social media platforms, such as Instagram, focusing on
reducing single-use plastics, promoting renewable energy, protecting wildlife, and
encouraging sustainable transportation, spearheaded by influencers, activists, and non-
governmental organizations (NGOs), has further contributed to their awareness. This exposure
has directly motivated individuals to adopt more environmentally friendly behaviors,
underscoring the significant influence of environmental knowledge on promoting positive
environmental actions among Indonesian tourists.
Table 5. The Results of Determination Coefficient Test (R2)

Model R R Square Adj R Square Sid. Error of the estimate
1 0.349 0.122 0.114 6.71295
As seen in Table 5, the coefficient of determination (R-squared) is presented as 0.122,

or 12.2%. This indicates that approximately 12.2% of the variance in environmentally friendly
tourist behavior (EFTB) can be attributed to the variables of eco-guilt and environmental
knowledge. Consequently, this suggests that a substantial 87.8% of the variance in EFTB is
accounted for by factors not investigated in this study. It is hypothesized by researchers that
among these unexamined factors, perceived consumption effectiveness and environmental
attitude play significant roles.
Perceived consumption effectiveness refers to a consumer's belief in the impact of their

actions on the environment, including how their engagement can contribute to societal benefits
and protect the environment from harm (Ghvanidze et al., 2016). This is particularly relevant
when tourists hold the conviction that an individual's attitudes and behaviors towards the
environment can influence and modify the environmental conditions (Ren et al., 2021). On the
other hand, environmental attitude is defined as an individual's psychological disposition or
judgment concerning matters related to nature (Milfont, 2012).
37
5. Conclusion
This research reveals that environmental knowledge among tourists significantly

influences their environmentally friendly behaviors; however, feelings of guilt do not play a
similar role. The research finds that Indonesian tourists' guilt over environmentally unfriendly
actions is fleeting and fails to shape long-term environmentally friendly behavior. "For guilt to
be experienced, one must first recognize that an action is wrong or intends to engage in
wrongdoing," Shen comments. Drawing on Shen (2018), this research suggests a model for
future studies where eco-guilt serves as a mediating factor between environmental knowledge
and environmentally friendly tourist behavior. This model is based on the premise that
recognizing an action as a mistake requires an understanding of fundamental right and wrong
concepts.
Furthermore, this research identifies a significant gap: 87% of the variance in

environmentally friendly tourist behavior (EFTB) is attributed to factors not explored in this
study. Future research could also investigate the role of perceived consumption effectiveness
in influencing EFTB, especially considering individual perceptions that deem environmentally
friendly actions as 'futile' due to perceived minimal contributions or 'insignificant negative
impact.'
Figure 2 Prohibition sign in Indonesia tourist destination
Researchers are optimistic that fostering environmentally friendly behaviors among

Indonesian tourists can emerge from heightened feelings of guilt, motivating an intention to
adopt better practices. Currently, in Indonesia, efforts to nurture such feelings of guilt primarily
rely on traditional campaigns, marked by prohibitions as illustrated in figure 2. To enhance
these efforts, managers of tourist attractions could leverage music or jingles as an innovative
method to communicate environmental preservation messages. Music, particularly with an
'easy listening' rhythm and when played repetitively, is considered an effective medium for
message absorption by the brain.
Lwin & Phau (2014) have indicated that guilt, when coupled with actionable solutions,
tends to encourage individuals to adopt the suggested behaviors. These solutions might include,
but are not limited to, enhancing information infrastructure, or offering incentives to tourists
demonstrating eco-friendly actions. For instance, practical measures could encompass: [1] the
provision of paper cups and water taps/dispensers at attractions, [2] the establishment of central
parking zones linked by eco-friendly transport options (such as bicycles or electric shuttles) or
walkways to major natural sites, and [3] incentives for tourists who contribute to cleanliness
by taking trash with them upon departure. Furthermore, it's crucial to enforce and monitor
penalties for behaviors detrimental to the environment. Social sanctions, in particular, are
recommended as they can heighten the perpetrator's sense of shame. Such sanctions might
involve obligatory participation in clean-up or repair efforts for areas they've polluted or
38
damaged, with these actions being publicly displayed at tourist sites to serve as a deterrent to
others.
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***
41
Analysis of the Potential Development of Musi Sekanak River Tourism in
Palembang City, South Sumatra Province
Lili Anggraini1, Nurvia Nathasya2

1
Hospitality Management , Bina Darma University Palembang
2
Hospitality Management , Bina Darma University Palembang
Lili Anggraini, lili.anggraini@binadarma.ac.id

Nurvia Nathasya, nurvianathasya@gmail.com
Correspondence author: Lili Anggraini, Univeristas Bina Darma Palembang,

Jl. A.Yani.
Abstract
River tourism is one of the tours that needs to be developed in Indonesia, river tourism is
currently widely developed in the world. This study aims to: 1) analyze the efforts of the
Palembang City government and tourism actors in developing river tourism in Palembang City;
2) To analyze the level of river tourism security in Palembang City: 3) To analyze the strategies
used in the development of Palembang city tourism. The method used in this study is
descriptive qualitative with SWOT analysis. The results of this study are: 1) The efforts of the
government and tourism actors in developing river tourism in Palembang City are: a) launching
"Visit Musi 2008" b) Introducing Palembang as an Icon Waterfront City; c) Developing water
tourism in the Musi River; d) Communicating and promoting "Musi River Tourism"; e) Using
promotional media; 2) The level of security at the palembang city river tourism location
supported by the decision of the government in order to ensure the safety and comfort of
tourists has issued a Regional Regulation of South Sumatra Province Number 41 of 2007
concerning the Organization and Work Procedures of the South Sumatra Provincial Office and
Palembang City Governor Regulation Number 45 of 2008 concerning Details and Duties of
the Palembang City Tourism Office.; 3) The strategies used in the development of river tourism
in Palembang City are as follows: a) Utilizing the advantages and disadvantages of the musi
river; b) Arranging facilities that can support the tourist attraction of the Musi River; c)
Maintain facilities of the Musi River Area; d) Maintaining the beauty of the mudi river which
is the attraction and uniqueness of musi river water tourism in Palembang City.
Keywords: Tourism, River, Palembang
42
Tourism sector middle growing so much be supportive sector economy a country or area .
From existence activity tourist economy area will increase with itself . Current society this is
very popular with social media will more easy in reach something destination travel and will
more easy in introduce something destination to public wide ( Yoeti , 2018).
Riches natural like mountains , sea , beaches , lakes , even river become something objects
sought by society For made as place vacation and travel . Riches nature has something area
can made as main capital for government area in sell the beauty it has . This matter be one
reason main For moment This Government currently incessantly in develop something object
tourism , besides riches nature does not will damaged If No destroyed , wealth created nature
Destinasti is also the main capital in product tourism sought by the public moment this ( Tityas
, 2019).
Tour river is part from the necessary tourism sector developed in Indonesia, in the world
tour river Already Lots developed . Ha here proven from many countries have it river open
tour themed tour river in interesting attention For visit tour the area . Tour river can made as
foreign exchange region and country if managed with Good remember condition geographical
Indonesia has Lots island . Source Power Indonesia's nature is also potency big in advance
tourism ( Tityas , 2019).
Apart from that , the city Palembang also became center activity government , central
activity trade , center education , and centers culture that has taking place since the Sriwidjaya
Kingdom during its leadership Palembang Darussalam Sultanate to moment This . Palembang
has Lots river in the middle City center . From the list of rivers the longest on the island Sumatra
, river musi is One among them . Development tour existing river moment This Still Not yet
managed with good , even though the Musi River has it uniqueness that is Still Lots ships
sailing along river and views settlement resident with miscellaneous culture local .
Since held 16th National Sports Week 2004 in Palembang, city This in a way sustainable
organize activity sports world level . For example, in 2018 , Palembang was the host in activity
ASIAN GAMES. Procurement slow events gradually become Palembang City's identity as city
river start the more is lost . Through Palembang City Regulation No. 15 T h. 2012 says that
the area on the banks of the Musi River has planned For become location For tourism program
developed cultural , tourist programs history , and development programs water city .
Development tour rivers in Palembang City are expected capable become tourist sustainable .
Owned water flow river musi has divides the city of Palembang into two large regions . As
for the area in question namely the opposite region Ilir , and the region across Ulu. Musi River
too is estuary on nine child river that flows in some area Sumatra south . Ninth child the river
in question including the Komering River , river Rawas , river Batanghari, river Leko, river
Lakitan , river Kelingi , river Lematang , river Semangus , and Ogan River . From conditions
geographical on so that make river musi as track transportation important for life public
Sumatra south .
Today Palembang city government is moderate drive optimization programs potency

Which owned by the Musi River. Activity the optimization in question is with developing the
Musi river as one object tour superior area . Existence AMPERA Bridge which has been known
by many The public really supports the development program river musi as object tour superior
. City image waterfront that has uniqueness character is also a potency alone can developed in
the city Palembang . Ownership land by parties private throughout edge river musi is hindering
problems area Development . Orientation parties the private sector owns it land along edge
river musi is For materials industry activities raw and Port, no development of tourist areas .
43
From observations that have been made done researchers in 2023 at the Palembang City
Tourism Office found fact that disappearance title city river make traveler outside nor traveler
local the more reduce in visit river in Palembang City. This matter proven since in 2018 the
usual bidar activities held every the year Already start lost and almost d some point river the
city of Palembang is lost . At the moment river in Palembang City only made as track
transportation for market trader 16 Ilir, Palembang City.
Development tourist based rivers in Palembang City are considered capable be one
alternative in return nickname city rivers in the city of Palembang and from development river
become River Based Tourism or tour based the river is also expected capable increase number
visitors tourism and rivers capable contribute in increase economy public around Palembang
City. The results of observations that have been made done previously in its development will
There is a number of obstacles that will faced like poor society responsive in accept tour based
river , security is still doubtful in the surrounding area tourism , policy government in set
development strategy tour based river and provision service service tourism that hasn't
happened yet adequate , to be constraint in development tour based river in Palembang City.
Method
A. Data
Research conducted by researchers classified into the study descriptive . Furthermore done
processing study with method qualitative , which use survey as approach . Apart from that ,
there are also goals in study For know opinion respondents to object research that has been
determined .
B. Method
In research This use approach study qualitative , with design study survey . In data
collection using research instruments in the form of interview instruments that have been
prepared . Unit of analysis in study This For develop Musi River tourism is with analysis
triangulation and SWOT analysis of SEKANAK MUSI RIVER tour with preparation IFAS
and EFAS strategies .
Result
Government Efforts in do development tour The river in Palembang City begins with
step strategic with make Palembang as objective tourism and launched the well-known “ Musi
River Tourism ” program with name Visit Musi 2008. Main objective done activity This is by
the Palembang City Tourism Office and works The same with South Sumatra Government and
govt center This is For introduce the potential and beauty of the Musi River in the entire city
of Palembang tourists , fine domestic and tourist tourism tour International . First attempt in
restore the Musi River as river tour still considered Not yet maximum , considering Visit Musi
2008 only endure in a number of year just . Development tour river in the Musi River indeed
Still limited especially in activities like wide rafting , canoing , fishing and others. However ,
tourism with along river use ship ( River Cruise ) still Not yet done with Seriously , this is it
proven from results a visit that shows that pier in the Musi Sekanak River yard recently This
seen No well maintained .
Government efforts in develop the Musi River as destination water tourism is not stop so
just . Latest moment This is the central Palembang city government develop children's water
tourism river musi To use increase number visit traveler to Palembang city , good domestic
44
nor abroad . One of developed water tourism is water tourism in the area child river musi that
is river childhood lambidaro . Restoration development river childhood lambidaro has done
from May 2020 to December 2021. Opening river water tourism childhood lambidaro be
marked with implementation of the river festival childhood lambidaro from 5 – 6 February
2022. River water tourism festival activities childhood lambidaro get enthusiasm enough
tourists tall . In this festival , miscellaneous culinary typical area can traveler enjoy in 30 outlets
perpetrator business micro small and medium enterprises (MSMEs) . Other activities that can
be done traveler enjoy including tourism boat For along river , enjoy miscellaneous folk
entertainment and games .
The community plays a very important role important To use continuity program tour
river sustainable m usions , esp in assist the tourism department the city of Palembang did
promotion to Indonesian people and the world community will impact more maximum Capian
amount visitors to Palembang City in particular For objective Musi River Water Tourism . This
matter showing the Palembang City Tourism Department did not do it optimally sustainable
development specifically in matter socialization to society and organizations the community
in Palembang City which has no impact participative the people of inner Palembang City
follow do promotion to Indonesian society and the world.
As it goes time , proven moment that location tourism in Palembang City indeed own
enhancement in security , p This is also supported by attention the government provides it not
quite enough responsibility and trust to public around for capable guard security and comfort
tourists . This matter remember Mostly object tourism in Palembang City in part big is in the
heart Palembang city , so enhancement security really needs to be improved .
Security at the Musi River tourist attraction in Palembang City is still in dire need
attention government . With held tour river so the risk will be faced also become No Certain .
Apart from creating security from factor public so the government is also necessary create
security from risk nature does not Certain .
In Musi River tourism there are activity related adventures tightly with activity tourism ,
to be precise activity adventure moment This Already become choice activity normal tour
called tour adventurousness natural free . Tour adventurousness natural free is activities that
offer activity adventure in nature free . In the present this , activity tour adventure natural very
free interested in activities by the world community , including Indonesia adventure Already
become style enough life popular in society .
Palembang City Tourism Department as cause tour Manager Palembang City Musi River
Tourism is aware that on their activities do there is high risk . So the Tourism Department local
must managing risk For guard quality they . Basically , p the main thing is to do it done For
managing risk is follow development and fulfillment all aspect standard security has been
determined by the government . With so You can tour the Musi River in Palembang City still
awake and protected from all existing risks .
IFAS and EFAS analysis is analysis to various type factor strategic in the internal and
external environment with method give weight and rating on each factor strategic the . Factors
strategic is factors dominant from strengths , weaknesses , opportunities and threats that it
provides impact to existing situations and conditions as well as give benefit when done action
positive (Dyson, 2004)
45
Table 4.1. Calculation of Internal Factors Analysis Summary (IFAS)
Strength Weight Ratings Weight Weakness Weight Ratings Weight
x X
Ratings Ratings
Speed generally more low
Means of transportation always is all
0.05 4 0.194 compared to mode other 0.03 2 0.065
along coast of the Musi River
transportation
Rates for going down the Musi River Comfort and standards
0.03 5 0.161 0.03 1 0.032
is relatively cheap safety is relatively low
No need build waterway , because Availability supporting
river as existing infrastructure 0.05 5 0.242 facilities 0.05 2 0.097
available in a way experience Still not enough .
Lack of quality human
resources . Minimum
educational background ,
Can give service door to door 0.02 3 0.048 0.05 2 0.097
high school and skills
source Power limited
humans
The hotels around the
Musi River are old hotels,
Able to achieve area inland with
0.05 4 0.194 so the hotel building is 0.05 2 0.097
domicile waters
visible outdated and
lacking interesting .
Capable of transporting goods
without influence load on the river 0.05 5 0.242 Place less 0.03 2 0.065
body parking adequate
Lack of awareness public
For care for and look after
existing facilities provided
0.05 3 0.145 0.03 1 0.032
, so a number of existing
Environmentally friendly and facilities spotted shabby
not congested and dirty .
Some objects Tours
The hotel location is strategic around the Musi River are
0.02 5 0.081 0.06 2 0.129
Because is in the middle city only open For general at
the time certain
Hotel prices around the Musi River Attractions limited and
0.03 3 0.097 0.05 2 0.097
are still low affordable lacking varies
Still not enough promotion
Most of the hotels there are around
0.02 5 0.081 to activity attractions on 0.05 2 0.097
the Musi River are star hotels
the Musi River
Hotel service is friendly Competition between
and ready help visitors in give trader often triggers the
0.02 5 0.081 0.03 2 0.065
information about object tourism in quarrel that makes Afraid
Palembang City visitors
Many are surrounded object tour A number of person utilise
others , so the more help visitors For circumstances traveler
0.03 4 0.129 0.03 1 0.032
choose place tour furthermore after visit with raise price
the Musi River. parking .
Strategic location make area around Speed generally more low
the Musi River is equipped with 0.05 5 0.242 compared to mode other 0.03 2 0.065
updated facilities and not left behind transportation
There are annual events that can be
Comfort and standards
held support development Musi River 0.03 4 0.129 0.03 1 0.032
safety is relatively low
tour
Availability supporting
old settlement became view the banks
0.03 4 0.129 facilities 0.05 2 0.097
of the Musi River
Still not enough .
Lack of quality human
resources . Minimum
educational background ,
0.02 3 0.048 0.05 2 0.097
high school and skills
Own rural characteristics , which can source Power limited
become Power pull separately humans
Total 1 27 2,048 Total 1 11 0.903
46
Table 4.2. Counting External Factor Analysis Summary (EFAS)
Opportunity Weight Ratings Weight Threat Weight Ratings Weight
x X
Ratings Ratings
The owners boat can contested in
relatively short time , so There is It happened disaster
performances presented for visitors 3 0.07 4 natural like Rain dense , 2 0.05 2
and becomes an icon of the attraction flooded etc
that visitors are waiting for
Damage to water
transportation
Boats are facilitated with 2 0.05 5 caused due to 2 0.05 1
more facilities complete so that own negligence so that cause
price sell more . accident
Conventional hotel
Development economic , political ,
development . Every
social and cultural . Development
conventional hotel in
economic , political , social and
Palembang City the year
cultural in the city of Palembang 3 0.07 5 1 0.02 1
experience rapid and
shows to more direction Good so that
continuous development
become opportunity for old hotels
endeavor For increase
with its history .
level residence
Palembang has market potential
potential and opportunities big in
historical hotel
development remember part big the Decline conventional hotel
majority of Palembang's population is prices . Several
2 0.05 3 3 0.07 1
Muslims . Apart from that, conventional hotels in
Palembang has a number of factor Palembang City
supporter form place tourism , cottage implement this tariff
boarding schools and availability pormo for interesting
product halal food and drinks visitors
In its development , the government
and society around can develop There are people who
opportunity For make package tour haven't aware tour can
with One ticket enter , with higher 3 0.07 4 damage with cross out 3 0.07 1
rates economical . With so so will existing facilities provided
give choice package economical to .
visitors .
Opportunity development /
investment in the segment this is very There are people who
high with do collaboration with object 3 0.07 5 abuse it circumstances 3 0.07 2
tour around , so can create with do illegal levies on
atmosphere tour new . land parking .
Disturbed ecosystem
swamp consequence
2 0.05 2
development so that can
cause disaster natural
Starting to develop object
tour nature in another city 2 0.05 1
.
Competition that has a
2 0.06 1
negative impact
There are illegal fees in
3 0.07 2
the parking area
Total 1 20 2.93 Total 1 1.02
Based on results calculation IFAS ( Internal Factor Analysis) analysis is known that total
score For aspect strength ( Stregh ) is of 2.048 and score weakness ( Weekness ) is of 0.903.
That matter means that total score value strength more big rather than the total score weakness
. Whereas For results EFAS ( External Factor Analysis ) calculations are known that the total
score on the calculation opportunity is of 1.927 and the total score calculations on aspects threat
( Treath ) is of 1.02, which is where results calculation score opportunity more big than results
calculation threat .
first step to take for formulate development strategies tourist in effort development water
tourism on the Musi River is with identify strength in internal to optimized more continue to
stay give impact for growth economics and identify sources weakness . The next step is a
development strategy tourist in effort development water tourism on the Musi River is with
47
identify opportunity in factors external For optimized and threats can made as opportunity in
development Musi River water tourism .
Based on results IFAS-EFAS analysis , eq following used For determine factors X and
Y are input matrix strategic ( figure 4.22 and figure 4.23). The equation is as following :
X = Strengths – Weaknesses Y = Opportunities – Threats

X = 2.048 – 0.903 Y = 1.92 – 1.02
X = 1.145 Y =0.9
Opportunity
QIII: Turn- around (WO) Strategy QI: Progressive Strategy (SO)
Weakness
Internal Stregh
X (1,145) Y (0,9)
QIV: Strategy Defensive (WT) QII: Diversification Strategy (ST)
Treath
Figure 4.23 IFAS and EFAS quadrants
Based on results calculation The IFAS and EFAS quadrants above are the ones that
produce The X value is 1.145 and the Y value is 0.9 which is significant is in a quadrant One
or progressive strategy . This matter means that development strategy tourist Water tourism on
the Musi River in Palembang City provides excellent and stable condition so it's very possible
For Keep going do expansion , enlarge development and achievement progress in a way
maximum in development Musi River water tourism in Palembang City.
From the fifth aspects that have been done deep SWOT analysis development water
tourism, in fact general found a number of factor reason Good internal factors and factors
external . Following This is matrix internal factors and factors external object Musi Sekanak
River water tourism in Palembang City.
48
Table 4.8 Matrix of Internal Factors and External Factors
Object Musi Sekanak River Water Tourism , Palembang City
Internal factors External Factors
Strength : Weakness
1. Means of transportation always is all along coast of the 1. Speed generally more low compared to mode other
Musi River transportation
2. Rates for going down the Musi River is relatively cheap 2. Comfort and standards safety is relatively low
3. No need build waterway , because river as existing 3. Availability supporting facilities
infrastructure available in a way experience Still not enough .
4. Can give service door to door 4. Lack of quality human resources . Minimum educational
5. Able to achieve area inland with domicile waters background , high school and skills source Power limited
6. Capable of transporting goods without influence load humans
on the river body 5. The hotels around the Musi River are old hotels, so the hotel
7. Environmentally friendly and building is visible outdated and lacking interesting .
not congested 6. Place less
8. The hotel location is strategic Because is in the middle parking adequate
city 7. Lack of awareness public For care for and look after existing
9. Hotel prices around the Musi River are still low facilities provided , so a number of existing facilities spotted
affordable shabby and dirty .
10. Most of the hotels there are around the Musi River are 8. Some objects Tours around the Musi River are only open For
star hotels general at the time certain
11. Hotel service is friendly 9. Attractions limited and lacking varies
and ready help visitors in give information about object 10. Still not enough promotion to activity attractions on the Musi
tourism in Palembang City River
12. Many are surrounded object tour others , so the more 11. Competition between trader often triggers the quarrel that
help visitors For choose place tour furthermore after the makes Afraid visitors
Musi River. 12. A number of person utilise circumstances traveler visit with
13. Strategic location make area around the Musi River is raise price parking .
equipped with updated facilities and not left behind 13. Speed generally more low compared to mode other
14. There are annual events that can be held support transportation
development Musi River tour 14. Comfort and standards safety is relatively low
15. old settlement became view the banks of the Musi 15. Availability supporting facilities
River Still not enough .
16. Own rural characteristics , which can become Power 16. Lack of quality human resources . Minimum educational
pull separately background , high school and skills source Power limited
humans
49
Opportunity Threat
1. The owners boat can contested in relatively short time 1. It happened disaster natural like Rain dense , flooded
, so There is performances presented for visitors and etc
becomes an icon of the attraction that visitors are 2. Damage to water transportation
waiting for caused due to
2. Boats are facilitated with negligence so that cause accident
more facilities complete so that own price sell more . 3. Conventional hotel development . Every conventional
3. Development economic , political , social and cultural . hotel in Palembang City the year experience rapid and
Development economic , political , social and cultural in continuous development endeavor For increase level
the city of Palembang shows to more direction Good so residence
that become opportunity for old hotels with its history 4. Decline conventional hotel prices . Several conventional
. hotels in Palembang City implement this tariff pormo for
4. Palembang has market potential potential and interesting visitors
opportunities big in historical hotel 5. There are people who haven't aware tour can damage
development remember part big the majority of with cross out existing facilities provided .
Palembang's population is Muslims . Apart from that, 6. There are people who abuse it circumstances with do
Palembang has a number of factor supporter form place illegal levies on land parking .
tourism , cottage boarding schools and availability 7. Disturbed ecosystem swamp consequence development
product halal food and drinks so that can cause disaster natural
5. In its development , the government and society around 8. Starting to develop object tour nature in another city .
can develop opportunity For make package tour with 9. Competition that has a negative impact
One ticket enter , with higher rates economical . With 10. There are levies look at the parking area
so so will give choice package economical to visitors .
6. Opportunity development / investment in the segment
this is very high with do collaboration with object tour
around , so can create atmosphere tour new .
7. Government should facilitate environment around as
provided place For street vendors so more locations
around the Musi River organized neat .
Based on the SWOT matrix so can arranged four main strategies namely SO strategy (
Strength -opportunity ), ST Strategy ( Strength-Treath ), WO Strategy ( Weekness -
Opportunity ), and WT Strategy ( Weakness - Threats ). Following This is explanation
regarding the strategy used For development Musi River water tourism area The city of
Palembang.
50
1. SO Strategy ( Strength -Opportunity )
a. The advantages and uniqueness of the Musi River at its best so that can interesting
attention domestic visitors as well abroad
b. Arrange available facilities support Power pull Musi River tour
2. ST Strategy ( Stregh-Treath )
a. Maintain Musi River Area facilities
b. Taking care of beauty river mudi that becomes power attraction and uniqueness Musi
River water tour in Palembang City
c. Invite government in effort enhancement service available give convenience ,

tranquility , comfort and security for tourists .
3. WO Strategy ( Weekness - Opportunity )
a. Expand tour promotion about beauty Musi River water tourism
b. Facility construction other like place rest and toilet breaks.
4. WT Strategy ( Weakness - Threats )
a. Utilise technology as promotional media in development tourist based tour river in

Palembang City
b. More notice development of the inner Musi River Area development and
maintenance facility .
This matter agree with research that has been carried out by Chairunnisa (2019) who
stated that something business For develop or advance object tourist attraction tour the more
good and more interesting reviewed from facet place nor existing objects inside it For can
interesting interest traveler For visit him . Main reason in development tourism at a time area
objective travel , fine in a way local or regional or room scope nationality in a country is very
close connection with development economy area or that country . Development tourism at a
time area objective tour will always taken into account with advantages and benefits for public
Lots .
Tourist is something business in a way planned and structured For fix existing and built
objects and areas objects and areas new tours that will be marketed to candidates tourists .
Development tourism in principle The same with development product tourism , which is in
development product tourism which is means tourist should customized with change appetite
very dynamic tourists .
51
Discussion
Based on results research and discussion so can d i si m pull it out h a si l - h a si l study

as be a part of :
1. Effort government and actors tour in do development tour Rivers in Palembang City are
:
a. launching "Visit Musi 2008" as beginning management tourist professionally in

South Sumatra.
b. Introducing Palembang as Icon Waterfront City and that's it stated in Palembang

City Regional Regulation Number 15 of 2012 concerning Palembang City Regional
Spatial Planning (RTRW) 2012-2032 .
c. Do development water tourism on the Musi River and several child river For
interesting traveler visit .
d. Do communication and promotion of " Musi River Tourism " which was initiated
by the Palembang City Tourism Office since in 2017.
e. Using the promotional media used is above the line media , lots of media used by
the " Musi River Tourism " committee is print media , in particular letter Sumatra
Express news .
2. Security level at location tour Palembang City rivers are supported with decision party
government in frame ensure safety and comfort traveler has emit South Sumatra Province
Regional Regulation Number 41 of 2007 concerning Organization and Work Procedures
of the South Sumatra Provincial Service and Regulations Governor of Palembang City
Number 45 of 2008 concerning Details and Duties of the Palembang City Tourism Office
.
3. Development strategy in study This is a progressive strategy . This matter means that
development strategy tourist Water tourism on the Musi River in Palembang City
provides excellent and stable condition so it's very possible For Keep going do expansion
, enlarge development and achievement progress in a way maximum in development
Musi River water tourism in Palembang City.
References :
Ardika, I Wayan. (2007). Denpasar Tourism : Bali: Library Culture
Arikunto . (2013). Procedure Research : A Approach Practice . Jakarta: Rineka Cipta
Coridotul Bahiya, 2018. Development Strategy Potency Tourism at Duta Regency Beach
Probolinggo . Journal
Copp e r ., Jhonason ., Gracia. 2000. Improving Safety Culture: A Partical Guide . London
Dayansyah . (2014). Development Strategy Potency Tourism in the District Tangerang .

Journal Public Administration , Vol. 2 No. 3
52
Hadiwijoyo , SS (201 2) . Planning Tourist Rural Community based . Yogyakarta: Graha
Knowledge
Hugo , I .A . , Al a m, S,. And R a hmatul l a h . (2014). Development Strategy Tourism in

Tana Toraja.
Inskeep, E. (2011). Guide for Local Authorities on Developing Sustainable Tourism. Word
Tourism Organization, New York
53
Analysis of the Potential Sport Tourism at Sriwijaya Ranau Gran Fondo South
Sumatra
Mustika Permatasari1, Alditya2, Hanif Hasan3

Author Correspondent: Mustika Permatasari

Email: mup@poltekpar-palembang.ac.id
Abstract
Sports tourism is a tourist attraction that offers tourism and sports activities to tourists. This
study examined the possibilities for establishing sport tourism in South of Sumatra, with the
goal of attracting tourists to South of Sumatra. The strength of sport tourism as unique natural
tourist attractions and South Sumatra has been designated as a Center of Excellence for sports
tourism in Indonesia. Also, where the province has met the criteria to become the center of
excellence for the implementation of sports tourism in Indonesia. Sriwijaya Ranau Gran Fondo
was held as an effort to introduce and increase the number of tourist visits in South Sumatra
while also encouraging the community's economy. Tourism through the Sriwijaya Ranau Gran
Fondo event is believed to increase the interest of tourist visits to Lake Ranau attractions. This
research uses a descriptive research design. The data collected using interviews and
observation methods were analyzed using SWOT analysis. From the results of the studies that
have been conducted, it can be concluded that Sriwijaya Ranau Gran Fondo is feasible and has
the potential to be developed.
Keywords: Sport Tourism, Potential, SWOT Analysis
54
Applying ESG Evaluation to Tourism Sustainability Indicator System
LI Shu & ZHU Li

School of Hotel and Tourism Management at the Hong Kong Polytechnic University
Li, Shu - htm-shu.li@connect.polyu.hk

Zhu, Li - louise.zhu@connect.polyu.hk
Abstract
In this study, the authors explore the concept of ESG (Environmental, Social, and Governance)
evaluation as it applies to the tourism sustainability indicator system, with the methodology of
literature review using multiple databases and open resources to review prevenient research.
The authors aim to develop a framework for China's tourism indicator system based on
sustainable development theory, incorporating elements from ESG and CSR (Corporate Social
Responsibility) theories. They delve into the definition of sustainability and its integration with
tourism and sustainable development. The study highlights the importance of measuring
tourism sustainability development through various indicators and discusses the lack of
research on sustainability in tourism. The authors also explore the development and definition
of ESG, its application in financial investments, and its global participation. The study
emphasizes the significance of incorporating ESG evaluation into the tourism sustainability
indicator system.
Keywords: Tourism Sustainability Indicator System; Environmental, Social, and Governance

(ESG); Environmental, Social, and Governance (ESG) evaluation; Corporate Social
Responsibility (CSR); Sustainable development theory; Tourism management
1. Introduction
Sustainable development has emerged as a critical pursuit in an era marked by increasing

environmental consciousness and social responsibility. As industries strive to align their
operations with sustainable principles, the tourism sector has recognized the urgent need to
prioritize Environmental, Social, and Governance (ESG) practices.
Tourism, as a major global environment-based, culture-related and economic force, faces

significant challenges in addressing its environmental and social impacts. The demand for
travel and recreation continues to rise, exerting pressures on destinations in terms of resource
consumption, waste generation, and cultural preservation. In this context, incorporating ESG
principles becomes crucial to ensure the long-term viability of the tourism sector and its ability
to support sustainable development goals.
The primary objective of this paper is to navigate the theoretical combination between ESG
and tourism sustainability. By drawing upon established theoretical frameworks from the fields
of sustainability studies, corporate social responsibility, and tourism management from
literature review methodology, this paper aims to shed light on the interplay between ESG
principles and sustainable tourism practices.
By critically analyzing existing literature, case studies, and industry practices, this paper seeks
to offer insights into the need and opportunity of integrating ESG principles in the tourism
sustainability indicator system. It will examine the incentives, current problems, and multi-
55
stakeholder collaborations necessary to foster a sustainable tourism ecosystem that aligns with
global sustainability agendas concerning local features.
Ultimately, this conceptual paper will contribute to our understanding of the intricate
relationship between ESG principles and tourism sustainability. By exploring theoretical
perspectives, we aim to incorporate ESG practices in evaluating and promoting a more
responsible, resilient, and sustainable tourism industry. It is through such integration that the
tourism sector can be embrace a sustainable development for present and future generations.
2. Materials & Methods
2.1. Materials
As this study is intended to use literature review rather than bibliometrics as methodology
which eliminates the need to focus study materials on a limited and specific database, multiple
databases and open resources will be used to review more articles. As current doctoral students
at The Hong Kong Polytechnic University (PolyU), the authors of this study will utilize the
abundant online library resources provided by the school which facilitates a corpus of
professional databases like Google Scholars. Besides, to fully understand the research progress
and current situation in China’s practice, https://www.cnki.net/(CNKI) will be used in
browsing Chinese researchers’ work, which is a large-scale specialized portal website that
provides Chinese academic literature and other related content to readers both at home and
abroad.
2.2. Methods
This study aims to engage in theory development by utilising the existing theories from a
specialized industry practice. A conceptual framework of China’s tourism indicator system
will be discussed based on sustainable development theory adding elements or experiences
borrowed from ESG and CSR theories. Therefore, as Snyder (2019) suggested, a semi-
systematic review approach is deemed appropriate for identifying research gaps and mapping
theoretical approaches or themes, when researchers are focusing on a specific direction instead
of the holistic theory.
As this study conducts cross-analysis between different theories, trying to understand the
proposition, development and research focus on each, an understanding of complex areas is
required. By overview of these topics, the common characteristics and advanced features will
be recognized, transplanted and borrowed to enrich the content of other fields.
3. Result
3.1. Sustainable Tourism Development Theory
3.1.1. Definition of sustainability
The theoretical status of sustainable development was officially established in 1987. The
United Nations Commission on World and Environmental Development, chaired by
Norwegian Prime Minister Brundtland, published a report titled "Our Common Future",
officially proposing the concept of sustainable development and comprehensively discussing
environmental and development issues of common concern to humanity under this theme. It
has received great attention from government organizations and public opinion around the
world. At the 1992 United Nations Conference on Environment and Development, the
56
principles of sustainable development received consensus and recognition from participants.
The term "sustainable development" first appeared in international documents in the "World
Conservation Outline" formulated by the International Union for the Conservation of Nature
in 1980. Its concept originated from ecology and refers to a management strategy for resources.
Subsequently, it was widely applied in the fields of economics and sociology, adding some
new connotations, and is a comprehensive and dynamic concept involving the economy,
society, culture, technology, and the natural environment.
The concept of sustainability applied to human activities is mainly reflected in the following
three aspects. First, equity includes intra-generational and inter-generational equity, which
means that people from all over the world in the same generation and people from all
generations enjoy the equity to use the resources on the earth. Second, sustainability indicates
that rational development is carried out on the premise of ensuring the sustainable use of
resources. As the environment and resources are the basis of human survival and other
activities, it is the starting point and core of the concern of sustainable development, and also
a prerequisite for any human activities, which is the key to practising the concept of
sustainability. Third, common destiny lies in the common understanding that sustainable
development concerns the interests of every person, society, and country and requires all
human beings to work together to promote common development to achieve sustainability (Xin,
2020).
3.1.2 Integration of tourism and sustainable development
Vehbi stated in 2012 that sustainability stands for "long-term economic, environmental, and
community health," and the same can be said for sustainability in tourism. After years of
research, scholars have come up with different definitions of sustainable tourism. The English
Tourism Board (ETB, 1991), the European Federation of Nature and National Parks
(EUROPARC,1993), Bramwell and Lane (l993), Theobald (1998), McMinn (1997), WTO
(2004) all believe that the development of tourism should be based on sustainability by
protecting the environment and resources, achieving harmony between tourists and destination
communities, and meeting the needs of both tourists and residents of the destination.
Research on sustainable tourism has undergone nearly three decades, and Molina-Collado et
al. (2022) divided research between 1994 and 2020 into two phases. The first is the Emerging
period, in which biodiversity and its preservation, attitudes towards sustainable development,
and climate change were the most popular topics, with the topics on satisfaction, place
attachment, travel, and consumption following. The second is the Expansion period. As the
name suggests, the topics of research in this phase became increasingly diversified with
protected areas, sustainable attitudes, and satisfaction as the most researched objects. The
number of satisfaction studies increased rapidly in this period because satisfaction is highly
related to the performance of the tourism industry from an economic point of view (Koch et
al.,2020). However, nine topics related to sustainable tourism were comparatively under-
researched, either because they were just emerging or because they were losing interest as
research topics and tended to disappear, including islands, strategy, stakeholders, identity,
travel, sport tourism, voluntary tourism, preferences, and social media. Eight topics were
weakly researched, including policy, China, behaviour, consumption, poverty, destination
image, knowledge, and demand.
The concept of tourism sustainability encompasses three aspects: natural, economic, and social
sustainability. While the initial focus was mainly on the impact of tourism on the environment,
it gradually shifted towards a more humanistic approach. Sustainable development studies are
themselves sustainable, with some themes remaining stable over time (such as satisfaction,
57
consumption, demand, tourism, and rural tourism), while others emerge or disappear with
changes in circumstances, such as regional cooperation, tourist demand, and the economic
environment. Examples of such emerging themes include destination image, over-tourism, and
inclusive tourism.
There are problems in the development process of sustainable tourism. According to Molina-
Collado et al. (2022), research on sustainability in tourism is still underdeveloped, even though
sustainability emphasizes equity in the environment, economics, and society. The academic
research has not been implemented effectively in practice in the industry (Gössling and
Higham, 2021; Sharpley, 2020). Although tourism companies are aware that practical
problems can be solved by applying sustainability, they only focus on pursuing profit,
restricting the implementation of sustainability theory to improve economic sustainability.
Sustainable tourism development is also facing a series of theoretical challenges, as it
advocates sustainability, tolerance, adaptation to change, and the environment. Therefore, the
connotation of sustainable tourism development itself is a challenge. The COVID-19 pandemic
has created new opportunities and challenges for the tourism industry. New demands from
society and stakeholders require a response from sustainability (Jones and Comfort, 2020).
3.1.3 Indicator System of Tourism Sustainability Development
Tourism has been described as a double-edged sword, like "a goose that not only lays a golden
egg but also fouls its own nest" (Hawkins, 1982). Although tourism relies on the natural
environment, it also has negative impacts on it. Additionally, tourism development is highly
dynamic, unstable, and unpredictable (Schianetz et al., 2007). The ultimate goal of tourism is
sustainable development, which is achieved by using indicators to measure and identify
problems (Choi & Sirakaya, 2005).
Indicators play a crucial role in indicating and describing the state of a phenomenon,
environment or domain (Rong, 2008). They provide information beyond the value of the
parameter itself, making it easy, convenient and quantitative to communicate complex
phenomena. In the context of sustainable development, evaluation indicators should be capable
of describing and evaluating sustainable development. Anderson (2011) has recommended a
good system of sustainability indicators should have readily available, measurable, meaningful
and easily understandable indicators. The system should also have short intervals between the
state described by the indicator and the acquisition of the indicator. It should be able to compare
different geographic regions and be applied in international comparisons. Since the World
Commission on Environment and Development (WCED) proposed sustainable development
in 1987, there have been various indicator systems designed from different perspectives. These
include the Human Activity Intensity Indicator (HAI), Human Development Indicator (HDI),
Driving Force (Pressure) -State-Response (DSR) conceptual model, Degree of Sustainability
model (DSD), etc. Koch(2001, 2005) has recommended the systematic organization,
combination, and evaluation of different indicators to obtain consistent standards.
Indicator systems for tourism sustainability have been extensively researched. However, most
past studies have either focused on one of the three traditional dimensions of sustainability
(economic, socio-cultural, and environmental) or have added dimensions such as institutional
sustainability (Ko, 2001, 2005). For instance, Viljoen developed indicators to assess the
sustainability of tourism along two tourist routes in Africa but did not consider the satisfaction
of local residents or tourists. Similarly, Cernat and Gourdon (2012) collected data from 75
countries and analyzed it in-depth in three countries but did not take into account stakeholder
perceptions. Mahdav et al. (2013) developed an indicator system to assess the sustainability of
rural tourism in Iran, while Amiryan (2013) assessed the sustainability of tourism in developing
58
countries. Asmelash (2019) summarized the existing indicators of sustainable tourism,
although the World Tourism Organisation (2004) suggests that 12 to 24 indicators are optimal,
while Sors (2001) argues that 20 to 50 indicators are sufficient. As it is unrealistic to use only
a small number of indicators as it will not be able to incorporate all the important dimensions
and it is impractical to use more than 100 indicators. It is essential to select indicators that
address the problem of multicollinearity and have good internal consistency and convergent,
discriminant, and construct validity.
The debate on constructing the indicator system has become increasingly clearer over time.
Firstly, scholars have started to pay more attention to the opinions of destination residents and
tourists, which are gradually being included in the indicator system. It is now widely accepted
that both subjective and objective indicators are important. Secondly, scholars are currently
engaged in a heated discussion regarding the scope of application of research indicators,
whether they should be global, regional or even local.
3.2. ESG / CSR
3.2.1 Definition and Development of ESG
In recent years, ESG, as a trendy term, has frequently appeared in securities investment reports.
Currently, it is mainly used in the financial investment field to evaluate the indicators of
enterprises from three non-financial dimensions: environment, society, and corporate
governance, and to evaluate the contributions of enterprises in promoting sustainable economic
development and fulfilling social responsibilities.
The initiation of the ESG term should be tracked back two decades ago, when former United
Nations Secretary Kof Annan started the reform of the UN in 2003 and raised a call to more
than 50 Executives to join forces in 2004, bringing ESG topic to protect our planet with
incorporating Corporate Financials (Kell, 2018). The paper “Who Cares Wins” written by Ivo
Knoepfel officially marked the milestone time ESG became a widely recognized standard to
measure corporate performance.
Mainly driven by investment companies like Blackrock, MSCI and Standard & Poor’s, ESG
has had a large participation group worldwide throughout these years, mainly in developed
countries. According to statistics from China Securities Index Corporation, as of 2020, the
global investment scale integrating ESG concepts has reached nearly 40 trillion US dollars,
accounting for about 30% of the global asset management scale. Bloomberg predicts that by
2025, the global ESG asset management scale is expected to exceed $53 trillion, accounting
for more than one-third of the estimated total asset management scale ($140.5 trillion).
According to the Global Institutional Investor Survey released by MSCI in 2021, 73% of
respondents said they plan to increase ESG investments by the end of 2021; 79% of
respondents stated that they sometimes or often use climate-related data to manage risks;
Regarding investment trends in the next 3-5 years, 62% of respondents mentioned ESG.
The main application of ESG is creating quantitative measurements for investment companies
to evaluate stock and corporate performance. As Pederson et al(2020) proposed, ESG plays
two roles in the stock market: providing information about firm fundamentals and affecting
investor preferences. Apart from the traditional pecuniary motive, ESG serves as a non-
pecuniary motive and becoming central in the financial market(Lioui et al, 2022). Due to Wan
et al(2023), a positive correlation between ESG and company performance or value has been
found. Significant evidence shows that corporations with sustainable higher ESG evaluations
benefit from markets as Mansouri and Momtaz(2022) suggested.
59
The most adopted ESG rating systems internationally are Bloomberg, MSCI and Thomson
Reuter ESG evaluation system(Li et al, 2021), but neither of them is firmly accepted as the
only or authoritative one and more systems are published by nearly 600 other institutes
consistently(Cort and Esty, 2020). Therefore, one of the main constraints of ESG is the lack of
united evaluation standards and the high number of existing standards has led to considerable
overlap resulting in dilution of practice (Cort and Esty, 2020; de Colle, Henriques, and
Sarasvathy, 2014). There is plenty of research creating new ESG rating frameworks in terms
of different industries or specific aspects but they can only represent a “frozen photograph”
limited to a particular context(Torres et al,2023).
In terms of research on the ESG topic, Li et al(2021) and Wan et al(2023) conducted
bibliometric analysis using CiteSpace to analyze more than 700 papers published from 2004
to 2021. It shows that the number of articles grew rapidly in very recent years, with 675 articles
from 2016 to 2021 and only 60 from 2009 to 2015(Wan et al, 2023), meaning the topic grows
its importance in short and close periods of time. Most of the articles focus on the financial
perspective(Li et al, 2021). It is worth noting that there are several terminology including ESG
are used as synonyms in articles like ESG, CSR, corporate responsibility, sustainability, and
socio-environmental governance (Garcia et al.,2017), with vague definitions and boundaries.
3.3. Definition and development of CSR
CSR (Corporate sustainable responsibility) is another term often shown together with ESG
these years but CSR has a longer and more robust history than ESG(Mukhtar et al, 2023). Way
earlier in the last century, CSR became prevalent and mature during the 1960s and 1970s when
enterprises started to recognize social responsibility and grow notice of environment protection
in their practice(Padilla-Lozano and Collazzo, 2022). As Wan et al.(2023) stated in their
bibliometric analysis, ESG is the enrichment and extension of CSR. The detailed comparison
between ESG and CSR will be discussed in subsequent sectors.
3.4. The relationship between the three theories
3.4.1 The horizontal comparison between CSR, ESG and SDT.
In this sub-section, a detailed horizontal comparison between ESG, CSR and sustainable
development theory will be conducted based on a literature review, demonstrated in eight
dimensions with a table(see table 1): Definition, history, focus of research, measurement,
business application, Main concerning and implementing subjects(user group), limitation,
application and development in China. Sustainable development, CSR, and ESG are closely
related, but they also have significant differences. The transition from sustainable development
and CSR to ESG performance demonstrates the maturity of business practices and provides
more accurate measurements of portfolio performance.
60
Table 1: Horizontal comparion between ESG & CSR & Sustainable Development Theory
Sustainable Development
ESG CSR
Theory
The development that
Comparable quantifiable meets the requirements of
data and accountability Self-regulation by companies; the present generations
over the supply chain, Meaningful positive impact without compromising the
Definition
employees, climate on customers, employees and ability of future
change and carbon public society. (Gupta, 2021) generations to meet their
footprint. (Gupta, 2021) own needs (Oxford
University Press, 1987)
“Our Common Future” in
“Who Cares Wins” in Proposed in the last century,
Milestone of Brundtland Commission
2004 proposed by the firmly established in The
Concept report published by Oxford
United Nations Global Compact in 2000 and
proposition University Press in 1987
Environment Programme UN Global Compact in 2002.
The philosophy of the
ESG system; factors CSR standard and theory; SDT theories; Sustainable
affecting ESG; the CSR disclosure and reporting; development goal; triple
Focus of financial outcomes of employee perception; bottom line; biodiversity;
research ESG; the association consumer perception; health; human (Diksha and
between ESG and CSR; communication; community Chakravarty, 2022; Tseng
ESG investing (Wan et involvement (Patrinjan, 2022) et al, 2020)
al,2023)
Long-term, holistic,
dynamic, qualitative and
relational phenomenon,
Data-driven and requires participation at all
measurable quantifiable Philanthropical non- levels.
Measurement approach to support measurable approach on Measured by the
Diversity & Inclusion in voluntary basis(Gupta, 2021) achievement of an ethical
our society.(Gupta, 2021) and aesthetic objective,
with “three triple bottom-
line”(Stahel and
Cendra,2011)
A practical technique to A soft regulation at the
quantify corporate social corporate level (Torres et
responsibility insurance al,2023) A soft regulation at all
mechanisms used by Principles and values to be levels from worldwide,
Application investment companies, integrated across the value national to
establishing different chain from the own company individual.(Stahel and
index systems, rating towards suppliers and Cendra,2011)
scales(Kim et al, 2021; customers (Helmold & Terry,
Wan et al,2021) 2021).
Main concerning A concept proposed from the
A concept proposed from A concept proposed from
and perspective of enterprises
the perspective of the perspective of holistic
implementing (Torres et al,2023) but equally
investors(Torres et human society. (Crowther
subjects(User satisfies the shareholders and
al,2023) & Seifi, 2020)
group) investors(Mukhtar et al, 2023)
Limited to ecological and
Greenwashing of environmental civilization
“Beyond law” commitments
KPIs(Dathe, 2022) protection;
and activities without
Limitation Insufficient due to a lack International conventions
coercive force and
of reliable data and and individual
supervision(Dathe, 2022)
compilations(Kell, 2018). consciousness without
coercive force
61
3.4.2 The current practice of theory collaboration
In business practice, ESG and CSR are two entrepreneurial tool sets for responsible investing
from sustainability perspective(Dathe, 2022) and in academic articles, ESG, CSR and SDT are
consistently discussed together and interchangeable as similar terms. However, the trend that
these theories are used to enrich each other’s content is observed: Mukhtar et al(2023)
integrated ESG disclosure into the relationship between CSR and green organizational culture
toward green Innovation; Shaw(2022) discussed the relationship between Female Board
Changes and ESG Scores with CSR Influences; Albitar et al(2023) analyzed the impact of
corporate governance mechanisms and ESG disclosure on CSR; Yun and Lee(2023) analyzed
the relationship between corporate CSR investment and business performance using ESG
Index; Merzlikina(2023) combined sustainable development theory with ESG agenda; etc. As
the preceding research was published all after 2021, mainly using the ESG index or
rating/measurement system to supplement other theories, this cross-analysis is deemed
applicable to this research as well.
Moreover, Crowther and Seifi(2020) applied CSR and SDT to the research of the public sector,
ranging from universities to government agencies to airports and prisons, instead of traditional
research focusing on business corporations. This research will zoom in on the theoretical
research in the Chinese tourism industry with preceding theories.
3.5. Methods for indicator system developing
The Delphi method is commonly and widely used in the development of tourism sustainability
indicator systems. This method involves distributing questionnaires to a committee of experts
who are not aware of each other's identities. This technique was developed in the 1960s and is
useful for refining group decision-making, especially when there is no exact knowledge
available. A group of experts is better than a single expert, making the Delphi method essential
for this purpose. However, identifying sustainability indicators remains subjective, as per
studies conducted by Sors (2001) and WTO (1993, 2004).
Asmelash (2019) thought the ideas from various stakeholders are important for the
development of a tourism sustainability indicator system, while Delphi is the proper method
which can be used to gather opinions from the stakeholders. In the past research, many scholars
used this method to develop tourism sustainability for specific regions, where are there are
naturally characterized with no developed indicator system to use. For example, Rong (2008)
combined Delphi and AHP analysis to develop the indicator system of sustainable development
of coastal ecotourism. Ng et al. (2017) developed a tourism sustainability indicator system
specifically for island tourism sites using Delphi. Mou (2019) constructed and applied the
evaluation indicator system of wetland tourism resources by Delphi. Xin (2020) created the
evaluation system of sustainable development of rural ecotourism based on the combination of
Delphi and AHP. In-depth interviews with experts are also popular in developing tourism
sustainability indicator systems. Qiu et al.(2019) developed and validated a framework for
assessing the economic sustainability of tourism from the perspective of local stakeholders.
4. Discussion
In the discussion sector, focusing on developing a conceptual framework of the Tourism

Sustainability Indicator System collaborating with ESG evaluation in China, the authors will
answer three questions in order to draw a more adequate and sophisticated blueprint: What
methods should be used to build the system? Who will become the stakeholders in building the
62
system? Is the system intended to go local or international? And finally, what do the Tourism
Sustainability Indicator System authors suggest to build?
4.1. Methods in use
It is essential to consider the opinions of stakeholders in achieving sustainable tourism, even

though these opinions are subjective (Ng et al., 2017). One way to do this is by organizing
opinions into an indicator system, but this approach may have limitations, as not all experts on
the panel may agree. Therefore, it is highly recommended to combine qualitative research
methods such as Delphi and in-depth interviews, with quantitative methods such as
questionnaires and experimental methods to achieve more reliable results.
In a study conducted by Bae (2022), the methodology was used to generate ESG assessment
indicators. However, it was observed that due to the Delphi survey's nature, only a limited
number of experts' views were taken into consideration. To gather more comprehensive
opinions on relevant indicators, it is suggested to expand the sample from the perspectives of
hospitality industry personnel and customers in future studies. Additionally, all the experts in
the study were from South Korea, hence it is recommended that future research should collect
the opinions of experts, customers, and hotel personnel from different countries to confirm the
validity and reliability of the ESG assessment indicators, and determine whether they can be
used globally.
4.2. Stakeholders
In recent years, researchers have increasingly turned their attention to the concept of
"stakeholders" as a means of shifting from a nature-focused to a more humanistic-oriented
approach to sustainable development.
Freeman (2010) defines a stakeholder as any group or individual who has the potential to affect
or be affected by an organization's objectives. Hardy and Beeton (2001) suggest that
sustainable tourism requires an understanding of stakeholder perceptions, and therefore,
encourages a dialogue between individuals with varying perspectives on tourism's economic,
social, and environmental impacts. The World Tourism Organization (2004) and the World
Conservation Union (1997) highly recommend involving a broad range of stakeholders in the
assessment of tourism sustainability, despite their differences in competitiveness or
cooperation and perspectives on sustainable development (Melis et al., 2015; Merinero et al.,
2016). Thus, it is essential to consider stakeholders' views when assessing indicators of
sustainability. Scholars generally agree that involving stakeholder views is crucial for
achieving sustainable tourism development (Hardy and Pearson, 2018; Waligo et al., 2015).
The stakeholders involved in sustainable tourism development are constantly increasing. In the
beginning, only tourists (Baral et al., 2012), local communities (Somarriba-Chang &
Gunnarsdotter, 2012), or local governments (Dymond, 1997) were considered stakeholders.
However, subsequent studies have taken into account an increasing number of stakeholders in
an integrated manner (Ng et al., 2017). In his book "Tourism: A Community Approach," Peter
E. Murphy (2013) describes the impact of tourism on communities and community responses
to tourism, treating tourists and local residents as key components of local ecosystems. To
ensure broad participation (World Tourism Organization, 1993, 2004), a small number of
tourists and local residents are encouraged to participate in the assessment process. In his
proposal of a 'community ecosystem' approach, Hu(2008) places community residents at the
centre of the tourism product in the application of the 'community ecosystem' approach. Fuller
& Bao (2022) emphasize the importance of this approach in their study of rural tourism
63
revitalization in China. Studies on rural tourism revitalization in China have highlighted the
concept of multiple stakeholders. The multiple perspectives of academics from different fields,
profit-driven tourism managers, and government officials with local and regional
responsibilities, albeit sometimes conflicting, form a broad view of development that
fundamentally contributes to the sustainable development of the tourism industry (Fuller &
Bao, 2022). In addition, external experts play an important role in proposing evidence-based
policy recommendations to reconfigure the tourism system, effectively engaging community
participants. This allows for diverse participants to be involved in tourism decision-making,
and their views and recommendations are fully respected and taken on board, thus
strengthening the democratic processes and ownership that are widely associated with
sustainable development. This is the first feature that advances the goal of sustainable tourism.
To achieve sustainable tourism, it is essential to use appropriate tools and involve and organize
a wide range of stakeholders in the indicator system (Bramwell & Lane, 1993). To achieve this,
it is important to establish good relationships between stakeholders in the first place. Social
participation is a crucial criterion for sustainability, therefore it is necessary to analyze local
stakeholders and assess the level of interaction and cooperation between them. The different
views of stakeholders should be taken into account when interpreting sustainability and
selecting the appropriate course of action for the specific context (Damian & Ruiz, 2021).
Secondly, tourism governance processes involve various practices and interests of multi-level
stakeholder groups, including government, local communities and residents, NGOs, and
tourists. Each stakeholder group has its own interests, which can lead to potential conflict in
the tourism governance process. To avoid conflicts, frequent communication between
stakeholders is essential (Bramwell & Lane, 1993). However, even when stakeholders
communicate frequently to carry out their activities, they may differ in their opinions on
sustainability (Bogren & Sörensson, 2021). Therefore, it is important to have views from all
different perspectives to favour sustainable development. Finally, stakeholders' opinions are
included in the indicator system to measure the degree of sustainability from different
perspectives. This is necessary to ensure that the indicator system reflects the diverse views of
stakeholders (Fernández & Rivero, 2009).
4.3. International or local
Another discussion on sustainable tourism development is whether to develop and use

international, regional, or local indicators.
According to Broman and Robèrt,(2019), sustainable tourism development is not an easy task
and requires extensive cooperation across various fields. It cannot be achieved without a clear
definition of sustainable development and a systematic approach to planning and action.
Gössling and Higham (2011) suggest the need for a research agenda to understand the macro
effects of micro decisions made in governance practices. They also advocate the creation of
standard indicators to reflect the degree of difference and sustainability to internationalize.
Failure to make such decisions can lead to negative impacts over time, which can be likened
to "death by a thousand cuts".
However, scholars advocate regional or localized indicators in practical work and relevant
research. According to Bramwell and Lane (1993), global standards and regulations should be
closely integrated with local contexts and practices to be accepted by destination actors and
feasible in their practical research. Hu (2008) compared Chinese and Western scholars for
example. Chinese and Western scholars have different perspectives on sustainable tourism due
to their cultural backgrounds. Western scholars focus more on long-term views and
maintenance, while Chinese scholars prioritize improvement in the short term. The former
64
takes more consideration on the local stakeholders, the community and residents while the
latter the tourists. In addition, sustainable tourism is localized in nature as indicators are chosen
differently based on the sustainable development conditions and problems of each region (Hu,
2008). The World Tourism Organisation recommends using their guidebook as a menu for
developing meaningful localized indicators that can be adapted to the specific context of the
destination. Molina-Collado et al.(2022) argue that incorporating local perspectives leads to a
better assessment of sustainability capacity. Ng (2017) based the SEIS framework and
creatively designed nine targeted indicators for Tioman, a developing country island, applying
the indicators whare are designed for land-based tourism research to the practical research in
Tioman with its characteristics.
4.4. Construction of the Tourism Sustainability Indicator System
To ensure sustainable tourism development, it is crucial to have a reliable indicator system to

monitor progress. The development of such a system is the main focus of this study. By
reviewing the literature and existing research, we have identified three key points to consider
when constructing the indicators.
4.4.1 Integration of ESG evaluation systems with tourism sustainability
The World Organization believes that tourism managers need an operational framework to
determine the extent to which tourism development has achieved or deviated from
sustainability objectives. This framework should provide a clear picture of the current state of
development. With the global trend towards ESG management, the tourism sector recognizes
the necessity of ESG management for sustainable tourism (Bae, 2022). In 2017, the WTTC
presented a guide on how the tourism industry can respond to ESG, which was the first of its
kind. Molina-Collado et al. (2022) argue that there is a lack of a comprehensive look at
sustainability research in tourism, which is crucial to developing a framework to position future
research in the field. According to Broman & Robèrt (2017), many good frameworks, concepts,
methodologies, tools, etc. exist for sustainable development. However, none of them can
replace a unified structured framework. The ideal framework should have a unifying approach
while also leveraging the utility of all forms of support and reflecting the expertise of each sub-
framework in its own right.
According to this study, ESG (Environment, Social and Governance) encompasses the three
important aspects of sustainable tourism. The study argues that ESG provides a suitable
framework for building a sustainable tourism indicator system that promotes sustainable
development in tourism. This framework can be used to develop a sustainable tourism indicator
system that will help promote the sustainable development of tourism. Nature forms the
foundation of human existence and serves as the starting point for all activities. The importance
of natural resources reflects the significance that human beings place on sustainable
development. Scholars have conducted extensive studies on evaluating and promoting
sustainable development of the natural environment. As a result, they have developed various
forms of sustainability assessment indicators, including those that relate to land, sea, islands,
mountains, rivers, and forests. According to Mou (2019), ecotourism involves experiencing
and appreciating the natural environment through behavioural activities related to tourism. This
approach helps protect the ecological environment and promotes local development while
allowing human beings to practice ecologically sustainable protection. Ecotourism emphasizes
the responsible and moderate use of natural resources, ultimately achieving the goal of
harmonious development of tourism and ecosystems. Therefore, it is evident that the primary
objectives of ecotourism are sustainable development and the harmonization of human-land
relations. Like Mou, Hu (2008) suggests that when creating a sustainable tourism development
65
indicator system, it is important to provide an objective and truthful representation of the eco-
tourism area's development status, while also considering the local situation. For example,
when assessing China's natural tourism resources, their national environmental quality
standard should be taken into account. Firstly, this standard is feasible and authoritative in the
country and is often used in ecological evaluations, making it a reliable reference. Secondly,
the indicator system should be easily accessible, simple to analyze and calculate, and highly
feasible. Thirdly, the statistics of the indicators should have temporal continuity to reflect the
dynamic nature of sustainable development.
Society is comprised of individuals with diverse backgrounds and characteristics, such as

ethnicity, race, culture, customs, economic status, political affiliations and more. These factors
can impact tourism resources and the way tourism activities are managed in a destination. The
key stakeholders involved in sustainable tourism activities are the tourists and the local
residents of the destination. Sustainable tourism development can have a positive impact on
the quality of life for both groups. It is important to consider the needs of these stakeholders in
the development of relevant humanistic-oriented indicators for the indicator system. While
many sustainability assessment tools and guidelines focus on environmental and social
perspectives, it is necessary to also consider the needs of these key stakeholders (Molina-
Collado et al., 2022). In terms of maximizing economic benefits, both Chinese and Western
scholars agree that it is not the main ingredient of sustainable tourism (Hu, 2008). This
indicates that, in the early stages of sustainable tourism development, people tended not to
consider economic development in sustainable tourism development, believing that developing
the economy would hinder sustainable tourism development. This is because, in the early
stages of tourism development, the economy tends to prioritize quantity over quality. However,
sustainable economic development is all about ensuring quality rather than just quantity. This
has raised concerns about the negative economic impacts of tourism on host communities,
emphasizing the need to assess economic sustainability when developing tourism destinations
(Mou, 2019). Development aims to enhance the quality of human life, and economic
sustainability is the means to achieve that goal. Thus, economic sustainability is the foundation
of sustainable development (Rong, 2008). The sustainable development of the tourism
economy is extremely important for conserving local resources, promoting positive attitudes
of local residents towards tourists, and ensuring the sustainable development of the local
tourism industry.
The term 'governance' was not commonly used in tourism sustainability research before 2011
(Bramwell and Lane, 2011). However, it has been recognized for some time that continuous
monitoring is necessary and focusing on governance can provide insights into issues related to
tourism and sustainability. This helps ensure that plans and initiatives described as 'sustainable'
truly contribute to sustainable tourism development (Bramwell and Lane, 2011). Monitoring
and control are essential to make the use of the term 'sustainable' meaningful (Fernández &
Rivero, 2009). Governance refers to the construction and realization of the system (Molina-
Collado et al., 2022). It encompasses how resources are allocated, control is exercised and
management is administered. Scientific management tools can greatly strengthen the potential
for sustainable development in coastal ecotourism (Rong, 2008). Incorporating management
monitoring into the indicator system of sustainable tourism development is necessary because
management itself needs to be sustainable and it influences socio-economic-environmental
sustainability.
As a result, the tourism sustainability indicator system can be adapted from the ESG framework
to create the first level of the ESG evaluation system. This means that tourism sustainability
covers three aspects: sustainability of tourism's impact on nature, sustainability of its impact
on society, and sustainability of its governance.
66
4.4.2 International and Local Indicators
The concept of sustainable tourism involves applying sustainable development principles with
consideration for local characteristics (Fernández & Rivero, 2009).
The present study suggests that a sustainable development system should be broad and targeted
in order to reflect the specific practices of different geographic regions, while also being a
common goal for people worldwide. To achieve this, the second-level indicators consist of
fixed and non-fixed components, with the fixed component being globally applicable and the
non-fixed component being adaptable to regional specificities. This includes the selection of
stakeholders to reflect local characteristics in the context of nature and society. By assigning
separate scores to each of the two components of the secondary indicators, the overall score
can be used to assess sustainable tourism development. This allows countries to compare
themselves with other countries and chronologically with their own past development.
Tourism sustainability indicators have been established over the years, including the Tourism
Competitiveness Monitor by the World Travel and Tourism Council and the Environmental
Sustainability Index by the World Economic Forum. Other indicators include the Tourism
Sustainability Synthesis Index, the Relationship Maintenance Capability Framework and so on.
Based on the study, it is suggested to create an indicator system by combining existing
indicators and performing a Delphi method. This involves extracting the common parts of the
various mature indicators, establishing a targeted indicator system, and determining the
weights according to the specific tourism sustainability status and potential of each
geographical region. The indicator system should reflect regional culture and characteristics
such as the environment. Additionally, it should include the perceptions of the local people,
the expectations of the managers, and the tourists.
4.4.3 Dynamics of Sustainable Tourism
The world is changing with the environment, society, and people and consequently,
sustainability requires adaptation to change.
The natural environment and ecosystems are facing increasing risk challenges, as a result of
multiple pressures and demands from growing populations. Human societies are experiencing
declining levels of trust, while the ecological and social systems are becoming non-
maintainable, leading to increasing economic impacts. As these internal and external
conditions change, all tourism development is affected, and the nature of tourism itself and its
impacts on landscapes and local societies are constantly evolving. Therefore, tourism
sustainability is a dynamic process that needs to adapt to these changes (Broman & Robèrt,
2017).
Damian and Ruiz (2021) highlight the importance of flexibility in the selection of indicators
for sustainable tourism development. In this study, the secondary indicators proposed are
designed to be open and adaptable, taking into account not only spatial but also temporal
dynamics.
67
5. Conclusion
Sustainability is a topic worth researching, as it concerns the future of nature and human beings.
Sustainability implies and adapts to changes in the environment, new trends of technology and
any human creativity in practice, which is the same in tourism sustainability. To achieve
sustainability, supervision with reliable indicators is the key. From the literature review, this
study finds a chance and possibility to apply an ESG evaluation system to tourism
sustainability to creatively set up a simple but worldwide popular indicator system.
The indicator system of tourism sustainability is featured with globalization and localization,
which means it can be applied worldwide, in any country, but also localized, showing natural,
economic, cultural, and systematic characteristics of the region.
Openness is supposed to be another creativity of the system. Firstly, the system is open to any
promising stakeholders. Stakeholders from a wide range are welcome to participate in the
construction of the indicator system and the evaluation process. Secondly, the system is open
to any form of natural resources, and human societies. Last but not least, the system is open to
any change in nature, human beings and the tourism industry.
The two features above are supposed to be the guideline and also the aim of the indicator
system. The indicator system consists of two parts, the framework and indicators. The
framework is the application of ESG, three sections, Environment, Society and Governance,
globally standardized while localized with specific indicators with weight. The indicators of
each section are divided into fixed indicators and non-fixed indicators, with the fixed ones
leading to globalization and inter-regional comparison and the non-fixed ones showing
localization and intra-regional development chronologically.
This study is subject to some limitations, based mainly on a literature review without sufficient
cases applied ESG to tourism sectors. Shortly, it’s promising to see the tourism industry
implement an ESG indicator system to show tourism sustainability development and tailor
improvement suggestions for governance.
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Artificial Intelligence (AI) in Hotel Check-in Services in Palembang OYO
Rooms
Hariman
Abstract
The purpose of this study is to understand the local perspective on technology adoption in the
hospitality sector by investigating visitor responses to the installation of Artificial Intelligence
(AI) in hotel check-in services in Palembang OYO Rooms. Palembang OYO Rooms offers a
fascinating backdrop for examining how visitors respond to the incorporation of AI into their
hotel experiences because of its distinct cultural and regional features.
Using a mixed-methods approach, the study collects detailed feedback from hotel customers
who have used AI-driven check-in services in Palembang OYO Rooms through surveys,
interviews, and analysis of online reviews. The goal of the study is to ascertain how visitors
feel about the effectiveness, dependability, and general level of satisfaction related to the usage
of AI in the check-in procedure.
According to preliminary findings, hotel guests in Palembang OYO Rooms had a varied range
of responses, indicating a combination of acceptance, skepticism, and curiosity. Key issues in
comprehending guest feelings include cultural factors, the perceived influence on personalized
service, and concerns over data protection. By contextualizing AI deployment within the
unique socio-cultural milieu of Palembang's hospitality industry, this research adds to the body
of knowledge already in existence.
In order to adjust their strategies to local preferences, hotel owners and tech developers must
comprehend how guests react to AI in check-in services. This research offers useful insights
that can guide decision-making processes for hoteliers seeking to improve their services
through technical advancements while honoring the cultural nuances of the area by exposing
the subtleties of guest sentiments in Palembang OYO Rooms.
Keywords: Artificial Intelligence, Check-in, Services, Palembang, OYO Rooms
72
Benefits of Community-Based Tourism in the Old Denai Tourism Village
Nurhafizhah Khairi, Fizra Kartika, Dina Adelia, Sabrina Alya Zahwa

Politeknik Pariwisata Medan, Medan, North Sumatra, 20371, Indonesia
dinaadelia2312@gmail.com
Abstract
Denai Lama Tourism Village is located in Percut Sei Tuan Sub-district, Deli Serdang Regency,
North Sumatra. This tourist village consists of four hamlets, and has successfully implemented
the concept of community-based tourism. This study aims to determine the benefits of local
community-based tourism in Denai Lama Tourism Village, North Sumatra. The research used
a qualitative method with in-depth interviews with the management of the tourist village. The
results showed that tourism provides economic, socio-cultural, and educational benefits for the
community. There are additional jobs and increased income from the informal sector such as
traders, dancers, tour guides, and craftsmen. The main sources of income from agriculture and
fisheries are also maintained. In addition, there is an increase in income for non-tourism
businesses due to increased money circulation. Socio-culturally, tourism in Denai Lama
Tourism Village encourages the preservation of cultural heritage. In conclusion, community-
based tourism provides a positive multiplier effect for village development.
Keywords: community-based tourism; tourism village; tourism benefits
INTRODUCTION
The concept of community-based tourism emerged as an alternative form of tourism

that provides greater opportunities for local communities to be involved in and benefit from
tourism activities in their area (Suansri, 2003). This is different from conventional tourism,
which often ignores the rights and interests of local communities in favour of financial gain.
Community-based tourism is a tourism development approach that places local

communities as the main actors or central subjects, not just mere tourist objects (Pitana &
Gayatri, 2005). This approach aims to empower communities so that they have greater control
over the direction and benefits of tourism activities in their area. One concrete form of
community-based tourism implementation is the concept of a tourist village. A tourist village
is a form of integration between attractions, accommodation, and supporting facilities
presented in a structure of community life that blends with the prevailing procedures and
traditions (Nuryanti, 1993).
Tourism village is also interpreted as a rural area that offers an overall atmosphere that
reflects rural authenticity both from socio-economic life, socio-culture, customs, daily life, has
a distinctive building architecture and village spatial structure, or unique and interesting
economic activities and has the potential to develop various tourism components (Permatasari,
2022).
Thus, a tourist village is an integration of attractions, accommodation and supporting

facilities presented in a natural and rural atmosphere, and integrated with the way of life of the
local community. Tourism villages also have the potential to be developed into tourist
destinations with various tourism components in them.
In line with the concept of community-based tourism, village tourism places the village
community as the host as well as the main actors in the management of tourism activities in
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the village. The community is actively involved in the process of planning, implementing, and
evaluating tourism village development programmes (Fildzah A'inun N et al., n.d.).
Thus, tourism villages play a role in empowering the local economy and improving the
welfare of village communities through the creation of new jobs, increasing household income,
improving village infrastructure, and preserving local culture (Gunanto et al., 2017). Tourism
villages are expected to bring a positive and comprehensive multiplier effect to the village
community as a whole.
One of the tourism villages that is growing rapidly in North Sumatra is Denai Lama
Tourism Village, which is located in Percut Sei Tuan District, Deli Serdang Regency. Denai
Lama Village is administratively divided into 4 hamlets with a population of around 2,345
people based on BPS Deli Serdang data in 2021.
Before it was inaugurated as a tourism village in 2019, most of the people in Denai
Lama Village worked as farmers (75 per cent) and fishermen (15 per cent), with the rest
working as civil servants and other professions.
The Denai Lama Tourism Village was formed with the hope of creating an alternative
source of income for local communities in the coastal area of Pantai Labu. In addition to
economic reasons, the establishment of this tourism village also aims to preserve the cultural
heritage of the local community which is almost extinct due to modernisation. By packaging
the village's potential into ethnic Malay tourism attractions such as traditional dance and
culinary specialities, it is hoped that the local community can preserve and maintain their
unique cultural identity in this era of globalisation.
Now, Old Denai Village has been transformed into a mainstay tourist village known for
its various interesting tourist attraction businesses such as Pasar Kamu, Sanggar Lingkaran,
Slyer Denai, and Paloh Naga Agrotourism.
The development of a tourism village in Old Denai is expected to improve the welfare
of the community through the creation of new jobs, increased income for local people, and the
preservation of local cultural heritage. However, to date there have not been many in-depth
studies analysing the extent to which the tangible benefits of tourism have been felt by the local
community.
Therefore, the purpose of this study is to analyse the benefits of community-based

tourism for local communities in the Denai Lama Tourism Village. The research sought to
understand the various economic and social benefits obtained by local communities after the
development of their village into a tourist village.
METHODS
This research was conducted using a qualitative approach. This approach was chosen
because it is more capable of exploring in-depth understanding of the benefits of community-
based tourism in Denai Lama Tourism Village. The research subject in this study was Mr
Irwanto, S.H, who is the Director of the Village-Owned Enterprise. Data for this study was
collected through in-depth interviews using pre-prepared interview guidelines. Interviews were
conducted face-to-face with informants to explore informants' views on the benefits of
community-based tourism. The data obtained from the interviews will be analysed using the
transcription method. The transcription process involves converting interview recordings into
written text that can be further analysed. With this approach, this research is expected to
74
provide an in-depth insight into how community-based tourism benefits in Denai Lama
Tourism Village.
RESULTS AND DISCUSSION
Denai Lama Tourism Village consists of 4 hamlets, ranging from hamlet 1 to hamlet 4.
Among the four hamlets, only 3 hamlets are the main tourist spots, namely Pasar Kamu (hamlet
1), Sanggar Lingkaran and Slyer Denai (hamlet 2), and Paloh Naga Agrotourism (hamlet 4).
Nevertheless, all residents of the four hamlets in Denai Lama Tourism Village still
benefit from the development of village tourism. This is because the development and
management of the tourism sector involves the active role of the entire local community.
Starting from the planning, implementation, and evaluation stages, the tourism village
programme always involves the input and participation of residents from all hamlets.
With this community-based tourism management model, there is no domination of

tourism benefits that are only enjoyed by one or two hamlets. Similarly, access to employment
opportunities and capacity building training is opened and provided fairly for all residents of
the Denai Lama Tourism Village.
Based on the results of interviews and field observations, it is known that tourism
provides various benefits for the entire community of Denai Lama Village. These benefits can
be categorised into economic benefits and socio-cultural and educational benefits. The full
description is presented below.
1. Economics
a. Emergence of new employment opportunities
Before becoming a tourism village, most of the people in Denai Lama Village
relied solely on the agriculture and fisheries sectors as a source of income. Now, with
the development of village tourism, new job opportunities have emerged that can be
filled by the local community.
Informants mentioned that family members in the old Denai village can now
sell food at tourist spots, become tour guides for visiting guests, or participate in art
and cultural centres.
Thus, village tourism has provided new employment alternatives to the

agriculture and fisheries sectors that have dominated. New jobs in the informal sector
related to tourism include food vendors, traditional dancers, village tour guides,
souvenir craftsmen, and homestay managers.
75
b. Increased income of non-tourism businesses
The economic benefits of tourism are not only felt by those directly involved in
tourism services. Tourists visiting Denai Lama Village also have a positive impact on
the village's turnover in general. For example, retail fuel oil (BBM) sellers claim that
their sales have increased up to 3-4 times since the village began to be visited. The
multiplier effect of tourism is felt by the entire community of Denai Lama Village.
Although there are now new alternative jobs available in the tourism sector, most people in
Denai Lama Village continue to maintain their professions as farmers and fishermen. Income
from the informal tourism sector such as selling food, dancing, making crafts, or guiding
tourists is only used as additional income for some residents. The majority of people still
depend on farming and fishing as their main livelihoods. This dual work pattern can be seen,
for example, in a father who continues to work every day as a farmer, while his wife uses the
weekends to sell traditional cakes in the village tourism area.
Thus, it can be said that the presence of village tourism does not necessarily shift or
eliminate the community's main livelihood in the agricultural and marine sectors. Tourism only
adds a variety of alternative jobs that can be done by the community in between their daily
routines as farmers and fishermen. Food security and the village economy are also maintained
by maintaining the agriculture and fisheries sector as the backbone of the economy of Denai
Lama Village.
1. Socio-Cultural
In addition to economic benefits, community-based tourism in Denai Lama Village also

provides a number of social benefits. The presence of tourists in Denai Lama Village has a
positive impact on the preservation and promotion of local cultural heritage. According to
several informants in this study, interactions with tourists have made villagers more
appreciative and proud of their cultural identity.
For example, traditional dancers are now increasingly active in performing village-
specific Malay dances for visitors. The people of Denai Lama Village see the importance of
preserving and promoting their traditional arts as an effort to maintain their rich and diverse
cultural identity.
In addition to traditional dancers, communities are also increasingly proud to introduce

local cuisine to visitors. With the growing interest from tourists who want to get closer to local
culture, local communities are motivated to continue maintaining the authenticity and diversity
of their traditional cuisine.
In addition, the socialisation also discussed the presentation of traditional cuisine that
is free from preservatives, colourings and artificial sweeteners. This initiative aims to preserve
the authenticity of the flavour and nutritional value of traditional food, while supporting the
healthy lifestyle trend that is increasingly becoming a global concern. Providing knowledge
about the health and authenticity of traditional food ingredients through socialisation not only
benefits tourists, but also empowers local communities to understand and manage their
culinary heritage more wisely.
The socialisation of traditional culture and culinary is run by the Daya Desa institution
in the Denai Lama Tourism Village. Based on information from informants, Daya Desa is a
76
village facilitator under the auspices of the education office. Daya Desa's role in disseminating
traditional cultural and culinary knowledge is a key element in maintaining the sustainability
and preservation of local heritage in Denai Lama Tourism Village. Thus, community-based
tourism in this village not only creates a memorable tourism experience, but also makes a
positive contribution in preserving the cultural and culinary richness that is the main identity
of Denai Lama Village.
2. Education
The educational benefits resulting from community-based tourism in Denai Lama

Tourism Village have a significant positive impact on the education level of the local
community. The interaction between tourists and residents of Denai Lama Village, who come
from a variety of educational backgrounds, has had a positive side effect on improving the
quality of education in this tourist village. According to informants in the study, tourist visits
to their village are often filled with various educational activities through the Circle Studio.
The Circle Studio not only preserves local cultural values, but also conducts character
education activities based on local wisdom.
In addition, interacting directly with tourists, who are mostly educated, motivates the
residents of Denai Lama Village to send their children to the highest possible level of education.
The hope is that village children can achieve the same education as tourists who come from
the city. This phenomenon has led to a significant increase in the average years of schooling
for residents of Denai Lama Village in recent years.
Thus, it can be said that the presence of the Denai Lama tourism village has brought
benefits in improving the quality of education of the villagers. Positive interaction through
tourism activities turns out to be able to trigger the quality of education of the village
community. Of course, this increase in education is expected to be an asset for more sustainable
village development.
CONCLUSIONS
From the research results, it is illustrated that Denai Lama Tourism Village implements
community-based tourism by involving all residents from the four hamlets, making the benefits
evenly distributed. Although only three hamlets are the focus of tourism, the entire community
still feels the positive impact of the development of the tourism sector. This indicates that the
community-based tourism management model in this village avoids the domination of benefits
in one or two hamlets only.
Economically, tourism in Denai Lama Village has created new jobs in the informal
sector, such as food vendors, traditional dancers, tour guides, and homestay managers.
Nevertheless, the majority of the community maintains their main occupations as farmers and
fishermen, so the agriculture and fisheries sectors remain the backbone of the village economy.
This phenomenon shows the sustainability and balance between the tourism sector and the
traditional sector.
In addition to economic benefits, community-based tourism in Denai Lama Village

contributes significantly to the preservation and promotion of local cultural heritage.
Interaction with tourists encourages the community to appreciate and introduce traditional arts,
such as Malay dance, and local cuisine. Socialisation of the authenticity of traditional culinary
that is free from preservatives is also conducted through the Daya Desa institution, which plays
a role in preserving cultural and culinary wealth as the village's main identity.
77
Educational benefits are also realised through educational activities at the Circle Studio,
which not only preserve local cultural values but also improve the quality of education in the
village. Interaction with highly educated travellers is a trigger to increase the average years of
schooling of Denai Lama villagers.
Thus, the conclusion of the research shows that community-based tourism in Denai
Lama Tourism Village not only provides economic benefits, but also participates in cultural
preservation and educational improvement. The management model that involves the entire
local community is able to create a sustainable balance between tourism development and the
preservation of local values. The village serves as an inspiring example of how community-
based tourism can be a driver of holistic and sustainable development at the local level.
LITERATURE
Fildzah A'inun N, O.:, Krisnani, H., Rudi, &, Darwis, S. (n.d.). TOURISM VILLAGE
DEVELOPMENT THROUGH THE CONCEPT OF COMMUNITY BASED
TOURISM. 2, 301-444.
Gunanto, E., Hendarto, M., & Darwanto. (2017). THE BENEFITS OF CAVE TOURISM AND
JATIBARANG RESERVOIR FOR THE ECONOMY AND COMMUNITY
ENVIRONMENT. Economics and Management Media, 32, 119-136.
Irwanto, S. (2023, December 15). Benefits of Community-Based Tourism in the Old Denai
Tourism Village. (F. Kartika, Interviewer)
Pitana, I. G., & Gayatri, P. G. (2005). Sociology of Tourism. Yogyakarta: Andi Offset.
Suansri, P. (2003). Community Based Toursim Handbook. Thailand: REST Project.
Permatasari, I. (2022). The Role of Community Based Tourism Development Model in

Realising Sustainable Tourism in Bali. KERTHA WICAKSANA, 16(2), 164-171.
https://doi.org/10.22225/kw.16.2.2022.164-171
78
Challenges in Developing Community Based Tourism in Denai Lama Tourism
Village
Norman Albert Wilfried Sitohang1, Arie Afandi Manalu2, Aulia Maharani Putri3, Alra
Dayndivie Tanjung4, Raihan Rafiandra Hutagalung5
Medan Tourism Polytechnic1,2,3,4,5

E-mail: normanalbert123@gmail.com1,
afandi.arie44@gmail.com2,nauliamhr@gmail.com3,dayndivieayusa@gmail.com4,raihanrafia
ndra@gmail.com5
Abstract
Tourism Village is a program used to explore the potential of villages that are managed
as tourist attractions. Local communities in the community-based tourism concept have the
awareness to actively participate in tourism development in their region through cultural, social
and environmental sustainability. The keywords attached to the concept of community-based
tourism are community empowerment and community participation. The aim of this research
is to identify challenges in developing Community Based Tourism in the Denai Lama tourist
village, Pantai Labu, Deli Serdang, North Sumatra. The method used in this research is
descriptive with a qualitative approach, the type of data used is primary data through interviews
with sources and secondary data obtained indirectly. Denai Lama Village or better known as
Kampoeng Lama Tourism Village is one of the villages that is considered to have a lot of
potential for development. The Kampoeng Lama tourist village has 3 tourist spots, namely
Sanggar Circle, Paloh Naga Agrotourism, and Kamu Kawan Lama Market. The first challenge
in developing community-based tourism is to unite community perceptions so that people are
aware of tourism, understand and actualize Sapta Pesona. Then, tourism training for the
community has not been maximized in the field of digital marketing because human resources
in this field still do not have the capacity to promote tourism.
Keywords: village tourism, community based tourism, tourism development.
A. INTRODUCTION
Tourism Village is a program used to explore the potential of villages that are managed
as tourist attractions. A tourist village can be defined as a village that has attractions and
characteristics that are different from other villages, both in terms of natural resources, cultural
and artistic resources, and even the social activities of the people in the village. Then manage
this potential with facilities, means and infrastructure supporting tourism activities. Thus,
villages designated as tourist villages have opportunities and selling points that enable tourists
to enjoy existing tourist attractions, gather experience, various knowledge, and have
memorable memories. However, the aspect of developing a tourist village cannot be separated
from community participation, which is a challenge in itself. The reason is, it is not easy to
invite local people to take part in the world of tourism, this is very different from what they did
before. Therefore, it is necessary to take approaches to reach local communities so that they
understand how tourism activities take place and how the tourist village is run.
Tourist interactions with local communities, other tourists, government, local authorities
and entrepreneurs are also reflected in the definition of tourism itself. Tourism includes all
activities related to tourism and is multidimensional, arising from the needs of each individual
and country, as well as interactions between tourists and local communities, fellow tourists,
79
government, local authorities and entrepreneurs. This is regulated in the provisions of Article
1 number 4 of the Tourism Law Number 10 of 2009(Permatasari, 2022). In the promotion and
development of tourism, management of tourist villages has become an option for local
governments, both at the state level and at the district or city level. The Ministry of Tourism
and Creative Industries encourages local governments to include community participation in
tourism activities in their village strategies. Tourism through tourist villages is expected to be
a catalyst for improving the economy of rural areas (Andriani & Sunarta, 2015; Junaid et al.,
2022; Pramusita & Sarinastiti, 2018 inJunaid, 2023).
Regarding community participation, the term "community-based tourism" emerged in

the 1990s (Putra, 2015). More specifically, in 1995, the Indonesian Ministry of Tourism
introduced the term “community-based tourism” to the public, and this term became
increasingly popular until 2017, when this type of tourism became a dominant part of
Indonesian society. this is one of the catalysts for promotion. Indonesian Development. Local
communities in the concept of community-based tourism have a sense of active participation
in the development of local tourism through cultural, social and environmental sustainability
(Prabawati: 2013). Based on this definition, there are at least two key words associated with
the concept of community-based tourism. It's about community empowerment and community
involvement.(Nugraha, 2021)
Community-based tourism (CBT) has emerged as an alternative to mainstream tourism

development. Nicole Hausler (2005), in Tourism Forum International, defines CBT as a form of
tourism that provides opportunities for local communities to control and participate in tourism
management and development. Hard(Nurhidayati & Fandeli, 2012). The results of the research show
that youth are part of the actors managing CBT in the Jenissari (Dewi Peri) Tourism Village. Youth
participation is at the citizen power participation level with an average weight of 70 percent. The
CBT development model at Dewi Peri allows the entire community to be actively involved as main
actors. Youth participation in the development of CBT in Dewi Peri contributes to the socio-cultural
resilience of the region based on the principles of partnership, prosperity, protection, independence,
harmony, social values and local culture. Regional socio-cultural resilience is formed through
dynamic socio-cultural preservation by protecting, developing and utilizing local socio-culture
through tourism activities.
Even though community-based tourism is known as a development catalyst and one of the
approaches to sustainable development, there are still challenges and obstacles in implementing ideal
community-based tourism. This challenge (Putra 2016) stems from various criticisms of community-
based tourism development. First, community-based tourism has failed to eradicate poverty. The
second criticism of community-based tourism is the museumization of ethnicity (Burns 2004: 31).
This means that indigenous or local communities are forced to freeze their cultural traditions as tourist
attractions in order to meet tourist expectations. They must respond to the needs of tourists who come
to discover something new, in this case the culture of the local community. Third and most
commonly, community-based tourism is doomed to failure. Funding institutions are only one option,
and communities will not be able to do this because they are not ready if support from funding
institutions stops. The power of managing tourist destinations is not yet strong. As stated in
(Moscardo, 2008), if donor agencies stop supporting community-based tourism projects, CBT
projects will stagnate, stagnate and be cancelled. The fourth challenge in developing community-
based tourism is the lack of attractive tourism products for tourists.
80
The principles of community-based tourism as a community development tool are:
1. Guaranteed environmental sustainability.
2. Community pride is encouraged.
3. Community involvement from the start in community-based tourism as custodians of

Samiran village traditions is one aspect of Prasta Yostitia Pradipta.
4. Improve quality of life.
5. Recognize, support and promote community ownership of tourism.
6. Preservation of regional characteristics and culture.
7. Respect cultural differences and human dignity.
8. Promote cross-cultural learning.
9. Distribute fairly the results achieved among community members.
10. Contribute regular income to community projects(Suansri, 2003 in Prasta, 2021)
Although community participation has been a successful model in developed countries, it faces
obstacles in developing countries (Chili & Ngxongo, 2017). Even though Indonesia as a developing
country presents the community as actors in tourism development (Setiyorini, Andari, Masunah,
2019), it does not rule out the possibility that community participation is still an issue in tourism
development. Problems related to community participation in tourism development are caused by a
lack of adequate information (Chili & Ngxongo, 2017; Sood, Lynch & Anastasiadou, 2017) and a
lack of community capacity (Chili & Ngxongo, 2017; Lenao, 2015; Sood et al., 2017) as well as a
mismatch between participation and expected benefits (Mubita, Libati & Mulonda, 2017). Limited
community participation in decisions can also result in communities losing the benefits of tourism
(Kala & Bagri, 2018). Indeed, community participation as a key actor is a key element of tourism
development (Chan, Marzuki & Mohtar, 2021; Chili & Ngxongo, 2017; Rahman, Asbi & Putri,
2020; Setiyorini et al., 2019 inSunarti et al., 2022).
Denai Lama Village is located on Labu Beach, Deli Serdang, North Sumatra. Denai Lama
Village is an area that includes rice fields and plantations, the rice fields are ± 147 hectares, so from
this data, the people of Denai Lama Village dominate the farmer and labor sectors. Those who
dominate are daily laborers, but in this case the workers are also included in the agricultural sector,
because many of the people of Denai Lama Village farm by renting, borrowing and taking wages or
working in other farmers' fields. Denai Lama Village has 4 hamlets and consists of a majority of
Malay and Javanese tribes. The aim of this research is to identify challenges in developing
Community Based Tourism in the Denai Lama tourist village, Pantai Labu, Deli Serdang, North
Sumatra.
B. RESEARCH METHOD
In this research, the method used is descriptive with a qualitative approach. According to
Corbin and Strauss (2015: 5), a qualitative approach is a form of research where participants become
part of the research process together with informants who provide data, and researchers collect and
analyze data(Pelzer et al., 2017). The qualitative method is trying to understand and interpret an event
81
of human interaction in certain circumstances according to the researcher's perspective(Gunawan,
2013). Furthermore, this research uses primary data obtained from interviews with informants and
secondary data obtained indirectly(Sugiyono, 2015)The resource person in this research is Mr.
Irwanto, SH who serves as Director of BUMDes in the Denai Lama Tourism Village.
C. FINDINGS AND DISCUSSION
A tourist village is a combination of accommodation, attractions and supporting facilities that

are integrated into the community's life system in accordance with applicable rules and traditions. A
village that is called a tourist village is a village that has tourism potential that can be exploited, has
distinctive traditions and culture, accessibility and infrastructure that supports the tourism village
program, security is guaranteed, and order and cleanliness are maintained. The basis for developing
a tourist village is to understand the characteristics and capabilities of village elements, such as
environmental and natural conditions, social culture, community economy, spatial structure,
historical aspects, community culture, and buildings, including local wisdom (local knowledge and
skills) possessed public. (Karangasem, Yusuf A. Hilman et al. 2018 in(Chafid Fandeli, 2002)
Conceptually, community-based tourism (CBT) envisions communities becoming key players

by empowering them in various tourism activities. According to UNEP and WTO quoted by
Suansri (2003: 21-22), the five principles that represent the main aspects in developing
community-based tourism (CBT) are(Syafiqah, 2022)
1. Economy
Economic principles with indicators:
a. The emergence of funds for community development
b. Creation of jobs in the tourism sector
c. Generation of local community income
2. Social
Social principles with indicators:
a. There is an improvement in quality of life
b. Increased community pride
c. Fair distribution of roles between men and women
d. The younger generation and parents are strengthening community organizations
82
3. Culture
Cultural principles with their indicators:
a. Encourage people to respect different cultures
b. Encourage the development of cultural exchange
c. There is a development culture that is closely embedded in local culture
4. Environment
Environmental principles with indicators
a. Development of carrying capacity area
b. There is an environmentally friendly waste disposal system
c. Concern about the importance of conservation
5. Political
Political principles with indicators:
a. There are efforts to increase participation from local residents
b. There are efforts to increase the power of the wider community
c. There is a mechanism that guarantees the rights of local communities in managing

natural resources
Denai Lama Village or better known as Kampoeng Lama Tourism Village is one of the
villages that is considered to have a lot of potential for development. The Kampoeng Lama tourist
village has 3 tourist spots, namely Sanggar Circle, Paloh Naga Agrotourism, and Kamu Kawan Lama
Market. There are two types of community participation in the Kampoeng Lama Tourism Village,
namely people who are directly involved and people who are involved indirectly. Direct community
involvement in this village is quite large, reaching 80%. Community proposals that can be financially
realized will be realized by the management. Decision making on Community proposals is still
carried out jointly.
The increase in income and employment opportunities for local communities is quite large, so
that village communities have the opportunity to sell according to the nearest location at several
tourist spots. Then, people who are currently studying have the opportunity to continue their
education at a higher level. There is a flow of funds in the form of development from the district and
provincial governments for Kampoeng Lama Village. And there is educational training that is not
directly involved in tourism but in preserving culture and the environment. In preserving the
environment, the Kampoeng Lama tourist village community has a waste bank program, which
manages waste from culinary production at tourist spots.
The challenges in developing community-based tourism in the Old Denai village are as
follows:
83
1. Economy
a. The community has quite a high income by selling at 3 tourist attraction spots in the
village, but the community cannot occupy all the spots.
b. Income is high but not evenly distributed.
2. Social
a. Unifying community perceptions so that people are aware of tourism.
b. Understanding and actualizing Sapta Pesona.
c. Tourism training for the community has not been maximized in the digital marketing
field because human resources in this field still do not have the capacity to promote
tourism.
d. Training sources are divided into two related to tourism actors (tourguides) and the
field of tourism promotion.
e. The village has a Pokdarwis but it is not running due to a lack of education and training
regarding awareness and understanding of tourism.
3. Culture
a. Increasing education about culture from Hulu, Batang, Hilir.
b. Strengthening education about Malay culture in villages.
4. Environment
a. Applications to obtain clean water have not been realized for the village.
b. Local infrastructure is quite adequate, only the entrance bridge needs to be repaired.
c. Diversification of natural tourism products is utilized which is maintained and

preserved to maintain the ecosystem but is not optimal.
5. Political
a. Collaboration between communities, government and the private sector for tourism
development, namely the community, HNSI Bank Sumut, BUMN, BRI, Pokdarwis,
MSMEs organized by BUMDes, Angkasa Pura and organizations in the village.
b. Involvement in decision making.
84
D. CONCLUSION
The challenge in developing Community Based Tourism (CBT) in Denai Lama Village is that
in general it meets the indicators that help measure the success of CBT in tourist villages. The success
of community-based tourism certainly cannot be separated from the role of the community itself.
This success will create jobs, reduce poverty rates and improve the economy(Yusita & Duadji, 2022).
However, there are several challenges and obstacles that exist, namely: Lack of public awareness in
tourism awareness resulting in a lack of comfort for tourists in visiting the Kampoeng Lama Tourism
Village, Community involvement in decision making is not yet complete due to a lack of
understanding about tourism. So that decision making is only 60%, Pokdarwis is not running so that
tourism training for the community is not running well, the waste bank program is not running
optimally, the quality of tourism services is inadequate because there is no community contribution
to tourism, lack of evaluation in improving service quality in tourist villages, training and human
resource development are not yet optimal in the tourism sector. So that training and human resource
development is carried out in accordance with what is proposed by the government or private sector.
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Realizing Sustainable Tourism in Bali. Kertha Wicaksana, 16(2), 164–171.
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Sugiyono. (2015). Quantitative, Qualitative, and R&D Research Methods.
Sunarti, S., Damayanti, M., Esariti, L., Rahdriawan, M., & Medina, NC (2022). Challenges
of Tourism Development Based on the Dynamics of Community Participation in
Montongsari Village, Kendal Regency. Journal of Regional and Urban Development,
18(4), 367–380. https://doi.org/10.14710/pwk.v18i4.49740
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86
Contribution of SMEs in Tourism Sectors to the Economic Growth (Case
Study of West Java Province - Indonesia)
Yuhana Astuti, Latifah Anggraeni, Daffa Athallah Zulfikar Anwar, Ahmad Ario Gymnastiar
Abstract
SMEs have a vital role to play in the growth of the tourism industry. They are one of the most
significant contributors to the economic prosperity of a country. In West Java Province, SMEs
in leisure areas have been driving the growth of the tourism sector, leading to an increase in
original local government revenue (PAD) and economic development. This study aims to
analyze the contribution of SMEs in the tourism sector to the economic growth of West Java,
providing insights into the hotel restaurant sector, transportation, accommodation,
communication, cultural tourism, and the labour sector of tourism. The study is based on a
quantitative approach utilizing SmartPls for data analysis. Data from Statistics Indonesia (BPS)
have been collected for 14 years, from 2010 to 2023, to examine the impact of SMEs in the
tourism sector on Economic Growth. The results of this study are expected to show a positive
correlation between the three sectors and the Gross Regional Domestic Product of the West
Java Province. By analyzing this research, policymakers, tourism industry stakeholders, and
entrepreneurs can gain insights into the importance of SMEs in the tourism sector. They can
use the findings to develop policies and strategies that support the growth of SMEs in the
tourism industry. It will increase economic growth and prosperity for the West Java Province.
Keywords: SMEs, economic growth, tourism sectors, labour in tourism
87
Dampak Kinerja Karyawan Magang Terhadap Produktivitas Perusahaan
Event Organizer Di PT Napindo Media Ashatama, Jakarta
1
Indonesia
2
Indonesia
Abstract
Penggunaan karyawan magang dalam aktivitas operasional sebuah perusahaan harus diikuti
dengan proses evaluasi kinerja berkala oleh perusahaan. Karyawan magang yang ada di event
organizer PT Napindo Media Ashatama diberikan beban tanggung jawab yang hampir sama
dengan yang dilakukan oleh karyawan tetap perusahaan. Pengukuran kinerja karyawan
magang penting untuk dilakukan karena berhubungan dengan produktivitas yang dihasilkan
perusahaan. Berdasarkan observasi awal, terdapat beberapa fenomena terkait kinerja karyawan
magang di PT Napindo Media Ashatama seperti rendahnya disiplin kerja yang dimiliki oleh
karyawan magang. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh Kinerja
Karyawan Magang terhadap Produktivitas Perusahaan Event Organizer di PT Napindo Media
Ashatama, Jakarta. Metode penelitian ini menggunakan metode kuantitatif dengan teknik
analisis data berupa uji instrumen, uji asumsi klasik, dan uji regresi sederhana dengan
menggunakan SPSS 26. Adapun sampel yang digunakan pada penelitian ini adalah sebanyak
30 orang karyawan tetap yang dianggap mengetahui bagaimana kinerja karyawan magang
selama bekerja. Hasil penelitian menunjukkan adanya pengaruh sebesar 57,2 % antara kinerja
karyawan magang terhadap produktivitas perusahaan. Oleh karena itu dapat disimpulkan
bahwa kinerja karyawan magang berdampak secara signifikan terhadap produktivitas
perusahaan event organizer di PT Napindo Media Ashatama, Jakarta.
Keywords: Kinerja Karyawan Magang, Produktivitas Perusahaan Event Organizer, PT

Napindo Media Ashatama Jakarta
88
Development of Environmental, Social and Government (ESG) Concept in
Tanjung Kelayang as Priority Tourism Destination (DPP), Bangka Belitung
Province
Zakia Ayu Lestari1 Marissa Pusparini2, Dani Fauzi3, Iga Safa Marwani4, Kunkun
Kurniawan5, Anugrah Gusta Prima6
1,2,3,4,5
Tourism Program Study, Muhammadiyah University of Bangka Belitung, 6Tourism
Destination and Marketing Division, Tourism, Culture and Youth Sports office of Bangka
Belitung Islands Province
Correspondence: zakia.ayu@unmuhbabel.ac.id
Abstract
The development of Environmental, Social, and Governance (ESG) principles in tourism

destinations is essential to ensure sustainable development, especially in areas such as Tanjung
Kelayang in Bangka Belitung Islands Province. This study synthesises existing literature to
explain key aspects of ESG implementation in Tanjung Kelayang, focusing on environmental
conservation, social equity, and effective governance. Using a qualitative research design, the
study used a literature review approach to systematically search and analyse relevant articles,
books and academic sources published between 2019-2024. Practical recommendations
include prioritising sustainable waste management practices, establishing a dedicated
regulatory sandbox system, and promoting equitable distribution of benefits among residents.
In addition, aligning tourism development with the sustainability goals of disability strategies
is essential to increase inclusivity and capitalise on the market for accessible tourism. This
research underscores the importance of integrating ESG principles into tourism development
strategies to ensure long-term sustainability and resilience in Tanjung Kelayang.
Keywords: Environtment, Social, Government, Tourism Priority Destination, Destination

Develpoment
INTRODUCTION
The concept of Environmental, Social & Governance (ESG) has become an important
issue in the effort to achieve sustainable development, especially in the context of the tourism
industry. This concept covers three main aspects, namely environmental, social, and
governance, which are key considerations in responsible decision-making and business
practices. The application of the ESG concept in tourism destination development is becoming
increasingly relevant given the significant impacts that tourism activities can have on the
environment, local communities, and natural resource governance.
The Province of Bangka Belitung Islands, with its stunning natural beauty, has
designated Tanjung Kelayang as a Priority Tourism Destination (DPP). Tanjung Kelayang,
located in East Belitung Regency, offers stunning coastal charm, as well as rich biodiversity.
However, to develop Tanjung Kelayang as a sustainable tourism destination, the application
of the ESG concept becomes very important to ensure that development is carried out by
considering environmental, social, and governance aspects. Tanjung Kelayang area has an area
of 324.4 hectares. In its development, this destination must promote the concept of sustainable
and environmentally friendly tourism. Based on projections of Kemenparekraf RI (2023), the
Tanjung Kelayang destination is expected to attract considerable investment, reaching Rp10.3
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trillion by 2036. In addition, this area is also projected to absorb a significant amount of labour,
as many as 5,000 people in the same year.
The development of Tanjung Kelayang as a Priority Tourism Destination has an

important role in driving economic growth in the Province of Bangka Belitung Islands. With
the increase in tourist visits, both domestic and foreign, the tourism sector will contribute more
to Regional Original Revenue (PAD) through tourism levies, hotel taxes, and other revenues.
In addition, the tourism sector also has the potential to absorb large amounts of labour,
especially for local communities around Tanjung Kelayang, to reduce unemployment rates and
improve community welfare. The development of Tanjung Kelayang also has a significant
multiplier effect on the local economy. Tourist visits will increase demand for goods and
services from other sectors such as agriculture, craft industries, and others, driving economic
growth in these sectors and creating a larger value chain. In addition, the development of
Tanjung Kelayang can also encourage the growth of Micro, Small and Medium Enterprises
(MSMEs) around the area, such as snorkelling equipment rental, food and beverage sales, and
handicrafts, which will ultimately increase the income of local communities.
The tourism industry's reliance on natural resources and local communities necessitates
a strong emphasis on Environmental, Social, and Governance (ESG) factors. A "green" tourism
model, based on ESG principles, can create a competitive tourist product, maintain sustainable
development, and adaptability in the tourism sector (Lesnykh & Sozinova, 2022).
Implementing eco-friendly practices, respecting local cultures, and adhering to ethical business
conduct are crucial for environmental sustainability, social responsibility, and building trust
with stakeholders.
Driving ESG principles can help tourism companies mitigate risks, attract responsible
investors and travelers, drive innovation, and enhance competitiveness. By integrating ESG
considerations, the tourism industry can contribute to sustainable development, preserve its
long-term viability, and foster profitability while minimizing 3 negative impacts on the
environment and communities. All ESG components positively impact financial and stock
market performance in the travel and tourism industry, with the hotel industry showing the
highest compliance (Bodhanwala & Bodhanwala, 2021).
Figure 1. Framework of ESG Principle (Nareswari et al, 2022)
The environmental aspect in the ESG concept relates to efforts to preserve and protect
natural resources, such as marine ecosystems, forests, and biodiversity. More businesses who
want to get a competitive edge and high market rates are becoming interested in green
innovation in today's competitive environment (Chen, 2023).
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The social aspect in the ESG concept relates to efforts to respect the rights of local
communities, ensure welfare, and preserve cultural heritage. As of 30 November 2023, the
poverty rate in Kabupaten Belitung was recorded at 6.46%. This figure shows a slight increase
of 0.01 percentage points compared to the previous year, when the poverty rate was recorded
at 6.45%. Despite this small increase, the overall poverty rate in the region is still relatively
stable, although it is still a concern that requires focused attention and efforts to alleviate
poverty and improve the standard of living of the underprivileged population.
The governance aspect in the ESG concept relates to good governance practices,
transparency, and accountability in the management of tourism resources. There are still
challenges in terms of coordination between stakeholders, transparency of management, and
enforcement of regulations in the development of tourism destinations in Indonesia, including
in the Province of Bangka Belitung Islands (Kemenparekraf RI, 2022).
The concept of ESG principles in Tanjung Kelayang is critical to ensure the sustainable
development of this natural tourist destination. With its stunning coastal charm and rich
biodiversity, Tanjung Kelayang needs to be well prepared to develop significantly as a Priority
Tourism Destination. However, to utilise its full potential while protecting its natural resources
and respecting local communities, the integration of ESG ideals is crucial. Implementing
environmentally friendly practices, respecting cultural heritage, and encouraging transparent
governance will not only enhance the destination's competitiveness, but also promote long-
term sustainability. By prioritising ESG considerations, Tanjung Kelayang can attract
responsible investment, mitigate risks and ensure fair benefits for local communities, thus
laying the foundation for a resilient and thriving tourism sector that balances economic growth
with environmental and social responsibility.
METHODOLOGY
The study employed a qualitative research design utilizing a literature review approach
to synthesize existing scholarly works and gain a comprehensive understanding of the
Environmental, Social & Government (ESG) concept and its application in sustainable tourism
development for Tanjung Kelayang as a Priority Tourism Destination (DPP). The methodology
involved a systematic search and analysis of relevant peerreviewed articles, books, and
academic sources published between 2019-2024, using specific keywords related to the ESG
concept, sustainable tourism, environmental conservation, social responsibility, and
governance in tourism. Data was collected from reputable online databases such as Web of
Science, Scopus, and Google Scholar to ensure thorough coverage of relevant literature.
FINDINGS AND DISCUSSION
Based on some literature related to the ideal implementation of environmental, social, and
governance aspects in a tourist destination, the following are some key points obtained:
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Table 1. Key Takeaway of Findings Research
Aspects Key Takeaway References

1. Sustainable waste management practices based on the Das et.al (2019)
"reduce," "reuse," and "recycle" principles can reduce
environmental impact through innovative solutions and
life cycle assessment (LCA) models.
2. Renewable energy sources can increase tourism Beer et.al (2018)
attractiveness, with geothermal power plants and wind
parks attracting the highest number of visitors due to their
unique visual aspects.
3. Eco-engineering on marine urban structures, such as Bishop et.al
rockpools and crevices, can enhance biodiversity by (2022)
Environmental providing moisture retention and cooling, with most
designs supporting unique species.
4. Wildlife-watching tourism can contribute to sustainable Marco et.al
economic development in coastal communities but should (2021)
follow best practices to minimize disturbance and protect
nesting behavior.
5. Accommodation sector has the potential to fully Gössling & Lund-
decarbonize by 2040, with renewable energy use, energy Durlacher (2021)
consulting, and climate-friendly service design being
key to reducing CO2 emissions.
1. Tourism development in an island community has created Kinseng et.al
jobs and increased access to commodities. (2018)
2. Capital, knowledge, information, and benefit expectations Anaba et.al
significantly influence residents' investment decisions in (2023)
the tourism industry, impacting economic growth and
development.
Social 3. Indigenous tourism experiences include nature enjoyment, Wu et.al (2020)
participation in activities, and experiencing ethnic culture,
leading to happiness and enrichment.
4. Tourism should align with Disability Strategy Cockburn-
sustainability goals to create enjoyable accessible Wootten &
experiences and achieve equity and inclusion for all access McIntosh (2020)
tourists.
5. Understanding the relationship between tourism and Robinson et.al
young workers, potentially advancing understanding of (2019)
fair labour practices and ethical treatment.
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1. A specialized regulatory sandbox system for the tourism Park (2023)
sector is needed to promote innovation and consolidation
of regulatory authorities, while enhancing stakeholder
participation and expertise.
2. ESG reporting enhances stakeholder value by providing Raghavan (2022)
transparency and meeting stakeholders' information needs,
with financial professionals playing a key role in adopting
and implementing such reporting.
Governance 3. Smart tourism destination governance requires Errichiello &
collaboration, user-driven services, social innovation, and Micera (2021)
local community involvement to effectively implement
innovative technologies and boost competitiveness.
4. Good governance, including control of corruption, Swamy &
regulatory quality, rule of law, and voice & accountability, Lagesh (2022)
significantly impacts foreign tourist inflows, enhancing a
country's tourism competitiveness.
5. All generations are aware of overtourism, but the youngest Szromek et.al
generation shows indifference, suggesting a need for (2019)
responsible tourism management practices.
DISCUSSION
1. Integrating Environmental Sustainability
The development of the ESG concept in Tanjung Kelayang as a Priority Tourism

Destination in Bangka Belitung should prioritize sustainable waste management practices. By
adopting the "reduce," "reuse," and "recycle" principles, the destination can minimize its
environmental impact and promote innovative solutions. The implementation of life cycle
assessment (LCA) models can further guide the efficient management of waste streams,
ensuring a circular economy approach. The integration of renewable energy sources, such as
geothermal power plants and wind parks, can enhance the attractiveness of Tanjung Kelayang
as a tourism destination. These unique visual aspects not only contribute to the area's appeal
but also align with the principles of sustainable tourism development. Furthermore, the
adoption of renewable energy sources can contribute to the decarbonization efforts of the
accommodation sector, which has the potential to be fully carbon-neutral by 2040 through
energy consulting and climate-friendly service design.
Eco-engineering techniques, such as the creation of rockpools and crevices on marine

urban structures, can play a crucial role in enhancing biodiversity in Tanjung Kelayang. These
structures not only provide moisture retention and cooling benefits but also support unique
species, contributing to the conservation of local ecosystems. Wildlifewatching tourism, a
popular activity in coastal communities, can contribute to sustainable economic development
in Tanjung Kelayang. However, it is essential to implement best practices to minimize
disturbance and protect the nesting behavior of local wildlife. This approach ensures that
tourism activities are conducted responsibly, safeguarding the area's natural resources while
providing economic opportunities for local communities.
2. Promoting Equitable Tourism
While tourism development has created job opportunities and increased access to
commodities, it is crucial to ensure that the benefits are distributed equitably among residents.
Encouraging residents to invest in the tourism industry can contribute to economic growth and
development, but this should be supported by providing access to capital, knowledge, and
information, as well as aligning benefit expectations. Incorporating indigenous tourism
93
experiences, such as nature enjoyment, participation in cultural activities, and immersion in
ethnic traditions, can enrich the visitor experience and promote happiness and personal
enrichment. However, these experiences must be designed and implemented in a respectful
and sustainable manner, preserving the cultural heritage and avoiding exploitation.
Aligning tourism development with the Disability Strategy sustainability goals is

essential to create enjoyable and accessible experiences for all visitors, including those with
disabilities. This not only promotes equity and inclusion but also taps into the growing market
for accessible tourism. Furthermore, understanding the relationship between tourism and
young workers is crucial for fostering fair labor practices and ethical treatment within the
industry. By engaging with young workers and addressing their concerns, Tanjung Kelayang
can position itself as a responsible and sustainable tourism destination, attracting visitors who
value ethical and socially responsible practices.
3. Fostering Sustainable Tourism Innovation and Governance
To promote innovation and consolidation within the tourism sector, a specialized

regulatory sandbox system should be established. This system would facilitate stakeholder
participation, leverage industry expertise, and streamline regulatory processes, thereby
fostering a conducive environment for sustainable tourism development. Implementing ESG
reporting practices is crucial to enhance transparency and meet the information needs of
various stakeholders, including investors, local communities, and regulatory bodies. Financial
professionals can play a pivotal role in adopting and implementing such reporting mechanisms,
ensuring the integration of ESG principles into the decision-making processes. Effective
governance of Tanjung Kelayang as a smart tourism destination necessitates collaboration
among stakeholders, user-driven service design, social innovation, and active involvement of
local communities. This collaborative approach will enable the successful implementation of
innovative technologies, boost competitiveness, and ensure that the benefits of tourism
development are shared equitably among stakeholders.
Good governance practices, including control of corruption, regulatory quality, rule of

law, and voice & accountability, have a significant impact on foreign tourist inflows and a
country's overall tourism competitiveness. By adhering to these principles, Tanjung Kelayang
can position itself as a responsible and attractive destination, fostering sustainable tourism
development. While awareness of overtourism exists across all generations, the indifference
exhibited by the youngest generation highlights the need for responsible tourism management
practices. Engaging with younger stakeholders, promoting sustainable tourism education, and
implementing measures to mitigate the negative impacts of overtourism are essential steps to
ensure the long-term viability of Tanjung Kelayang as a Priority Tourism Destination.
CONCLUSION
Practical implementation in Tanjung Kelayang should prioritize sustainable waste

management practices, embracing the "reduce," "reuse," and "recycle" principles to minimize
environmental impact. Policy recommendations suggest the establishment of a specialized
regulatory sandbox system to foster innovation and consolidation within the tourism sector,
ensuring stakeholder participation and regulatory compliance for sustainable development.
Integrating indigenous tourism experiences and promoting equitable distribution of benefits
among residents will enhance visitor satisfaction and contribute to community welfare, while
aligning tourism development with disability strategy sustainability goals will promote
inclusivity and tap into the growing market for accessible tourism.
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Future research in Tanjung Kelayang should expand its scope to include dimensions of
sustainability like cultural preservation, economic impacts, and community resilience, while
utilizing primary data collection methods to enhance research validity and reliability.
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96
Digital Transformation in Local and International Chain Hotels: Guest
Experiences Perspective through Multiple Case Studies
Irma Citra Resmi*, Reza Ashari Nasution, Nila Armelia Windasari

Institut Teknologi Bandung
Irma_citra@sbm-itb.ac.id, reza@sbm-itb.ac.id, nila.armelia@sbm-itb.ac.id
Abstract
Digital transformation has revolutionized the hotel industry, reshaping the guest experience
in local and international chain hotels. This study employs a multi-case study methodology to
examine the impact of digital transformation initiatives on customer experiences.
Through a customer-centric lens, the research explores how these hotels utilize digitalization
to enhance the guest journey. The study investigates two distinct categories of hotels: local
chain hotels and international chain hotels. Analyzing multiple case studies within each
category offers a comprehensive view of the strategies, technologies, and practices
employed by hotels of varying scales and global reach. From the customer's perspective,
the research delves into the entire guest cycle, encompassing Pre-Arrival, Arrival, Stay,
Departure, and After Departure stages. It explores how digital technologies seamlessly
integrate into each phase to meet guest expectations, provide personalization, and facilitate
convenience. The findings highlight the significance of digital transformation in shaping
guest experiences, including the role of mobile apps, self-check-in kiosks, and digital concierge
services. This research contributes to a deeper understanding of how digitalization impacts
guests interacting with local and international chain hotels, both 4-star and 5-star Hotels.
It offers valuable insights for hotel management, technology providers, and
policymakers seeking to optimize digital strategies to meet evolving customer demands and
preferences in the modern hospitality landscape.
Keywords: Digital Transformation, chain hotel, customer experience, guest cycle
1. Introduction
The tourism industry has been making a concerted effort to recover, relying on technology
to adapt to the challenges brought by the pandemic and its impact. The key to digital
transformation was to focus on the transformation aspect rather than the digital aspect,
requiring organizational agility in systems, processes, structure, setup, and people with the
right mindset and culture (Westerman et al., n.d.).. Hotels must respond to the quick speed
of digital transformation by integrating cutting-edge technology to improve corporate
operations and consumer behavior. It is a way to rebuild business models following
customers needs by using new technologies (Berman, 2012). When tapped into using AI-
run databases and other cutting-edge digitalized tools, they transform the opportunity
landscape for hospitality companies (Zsarnoczky & Gospodarki, 2018).
Industry researchers are analyzing the widespread adoption of technology, focusing on its
potential impact on guest satisfaction and the value of technology (Mercan et al., 2021)
Digitalization improves hotel experiences by enhancing marketing, communication, plant
management, and guest-host interactions, leading to changes in initial behavior towards
hotel products. Those changes can boost operational efficiencies, enhance management
effectiveness, decrease expenses, increase profits, and improve sustainability (Cobanoglu et
al., 2011).
97
That fundamental change in relationships between consumers and service providers makes
digitalization the most important shift in the hospitality industry (C. Ristova & Dimitrov,
2019)). Hotel technology is frequently utilized at both managerial and operational levels, as
well as for providing room services to guests. (Cobanoglu et al., 2011).
Travelers are increasingly adopting digital technology, enhancing the customer experience
by managing bookings, payments, and evaluating service ratings through reviews. (Lam &
Law, 2019). Hotels utilize digital transformation in daily operations, enhancing customer
service and transforming their facilities for guests who become users of their facilities.
This study explores digital transformation in 4-star and 5-star hotels, both local and
international, and its application in the guest cycle process. It aims to contribute to the digital
transformation literature by examining the five stages of the guest cycle, focusing on guest
activity and hotel management. Previous studies have only discussed the use of digital
technologies in hotel operations, but this study aims to expand this understanding.
2. Literature Review
2.1 Digital Transformation
There are three phases of digital transformation: digitization, digitalization, and digital
transformation. Most of literature suggests that the most widespread phase of digital
transformation requires the completion of the first two incremental phases (Loebbecke &
Picot, 2015).These can lead to cost and time effectiveness in hotel operation.
Research also refers to digitization as a change of analog to digital tasks (Sebastian et al.,
2017) or conceptualized it as the integration of IT with existing tasks, and, more broadly,
as the development or enabler of cost-effective resource configurations using IT
(Vendrell-Herrero et al., 2017). The application of Digital technology will change the
service process to be more automated and more structured. Digitalization describes how
IT or digital technologies can be used to alter existing business processes (Li et al.,
2016). The creation of new online or mobile communication channels that allow all
customers to connect with firms easily, and which change traditional firm-customer
interactions (Ramaswamy & Ozcan, 2016).
At this moment, customer-customer interaction through digital transformation is able to

happen to influence each other. Digitalization streamlines processes enhances user
experiences, and optimizes coordination, leading to cost reductions and improved
customer value.
How the enterprise creates and delivers value to customers and then converts payment
received to profits (Teece, 2010). Digital transformation introduces a new business
model by implementing a new business logic to create and capture value (Pagani &
Pardo, 2017). Digital transformation affects the whole company and its ways of doing
business by changing simple organizational processes and tasks (Amit & Zott, 2001).
Furthermore, the use of mobile apps developed by hotel chains and found that most of
them viewed functional hotel booking from their phones as both enjoyable and useful—
enough so that they planned to continue planning their stays that way (Ozturk et al.,
2016). Digital service platforms, including dedicated booking apps, live check-in tools,
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and digital room keys, enable guests to plan their stay at their convenience and time.
(Kansakar et al., 2019).
2.2 Five Stages Customer Journey in Hotels
According to customer experience includes all the aspects that a company is offering —
advertising, packaging, product and service features, the quality of service, ease of use,
and reliability (Meyer & Schwager, 2007). The guest experience is a multifaceted
process that involves direct or indirect interactions with the hotel organization before,
during, and after a guest's stay.
Digital Transformation for company could leverage digital capabilities and technologies to
create unique value for business models, operational procedures, and customer
experience (Morakanyane et al., 2020). Digital Transformation for customer enables
their journey become much more efficient, could be improved throughout the whole
journey as described by Process Guest-cycle includes five stages (pre-arrival stage,
arrival stage, stay stage, departure stage and after-departure stage) each of them includes a
set of ITs as follows(Lukanova & Ilieva, 2019)
Picture 1
5 Stage Guest Cycle
2.3 Hotel
Guests search data from the internet through social media and normally find several
choices of the hotel based on classification. Hotel classification n is the ranking of
hotels, usually by using nomenclatures such as stars (or diamonds), with one star
denoting basic facilities and standards of comfort and five stars denoting luxury in
facilities and service (Hotel Classification Systems: Recurrence of Criteria in 4 and 5
Stars Hotels, 2015).
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3. Methodology
A case study design is advised when the study seeks to address "how" and "why" questions,
cannot control participant behavior, encompasses crucial contextual conditions, or has
ambiguous boundaries between the phenomena and context. (Yin, 2002). To prevent an
explosion, boundaries can be placed on a case by time and place, time and activity, and
definition and context. (Creswell & Cresswell, 2018). Multiple case studies allow
researchers to study differences within and between examples, with the goal of replication
findings for literal or theoretical replication (Yin, 2002).
Chain hotels offer a brand name and are preferred by guests who search for hotels based
on star classification. (O’Neill & Carlbäck, 2011). Undoubtedly, the brand allows greater
market visibility of the property. The hotel receives directly the image and reputation of the
brand (Cai & Hobson, 2004). However,the contractual types of affiliation allow hotels to
keep a great part of their independence (Cunill, 2006).
The research explores two distinct operator management approaches in 4-star and 5-star
chain hotels: local chain hotels and international chain hotels. International chain hotels
prioritize brand standards and maintain comprehensive SOPs, while local chain hotels focus
on local values and resources. This classification enables guests to gain insights into the
facilities and services provided by the hotels, each offering similar facilities and strategies.
The local chain hotels adhere to standardized products, while the international chain hotels
provide higher facilities and service quality.
Tripadvisor.com ranks top hotels in their categories, with resort and business hotels chosen
for guests' enhanced exploration and utilization of facilities, ensuring greater enjoyment
and time spent in accommodations. The first hotel is a 4-star local chain managed by MGM
Management, overseeing 64 hotels in Indonesia. This resort and business-type hotel offers
92 rooms, meeting rooms, a ballroom, a restaurant, a swimming pool, and other facilities
across a 5-hectare area. The second hotel is a 4-star international chain managed by SBI
Management, overseeing 75 hotels in Indonesia. This resort and business-type hotel offers
161 rooms, meeting rooms, a ballroom, a restaurant, a swimming pool, and other facilities,
located near one of Bandung's oldest golf courses. The third hotel is a 5-star local chain
managed by Padma Group, operating five luxury hotels in Bali, Bandung, and Semarang.
This resort and business-type hotel offers 124 rooms, meeting rooms, a ballroom, a
restaurant, a swimming pool, and other facilities, situated in a prime hillside area in North
Bandung. The fourth hotel is a 5-star international chain managed by Accor Group,
overseeing 137 hotels in Indonesia. This resort and business-type hotel offers 205 rooms,
meeting rooms, a ballroom, a restaurant, a swimming pool, and other facilities, located in
the northern part of Bandung. The qualitative case study commences with extensive
interviews involving the esteemed General Managers (GMs) of each hotel. Additional
discussions with the Marketing Communication Managers of the respective hotels then
supplement these interviews. Furthermore, comprehensive field observations are
conducted throughout the hotel premises, encompassing the entire guest experience from
check-in to check-out.
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4. Findings
The outcomes derived from the extensive interviews with the General Managers (GMs) and
marketing managers, coupled with comprehensive field observations, are synthesized into
tabular formats. This facilitates a comparative analysis of the technological implementations
in the daily operational processes involving guests across various hotels. The ensuing
presentation will delineate the findings from each hotel, encompassing two distinct
perspectives: that of the guests, who are the primary stakeholders experiencing the hotel's
operations firsthand, and that of the hotel itself, which orchestrates these experiences. It is
pertinent to clarify that this study does not delve into the hotel's back-office operational
practices. The focus is exclusively on the hotel's interactions with its guests.
Table 1
Digital Technology Applied in 4 different Hotel Management
4 Star 5 Stars 5 Stars

4 Star Local
PHASE Detail International Local Chain International
Chain Hotel Chain Hotel Hotel Chain Hotel
Guest Side
all channel in
Searching
social media all social media except TikTok due to Head
information on
including Office Company Policy
Social Media
TikTok
loyalty
Reservation Rely on OTA the most program for
process member
influencing to
booked in
hotel group
PRE website
ARRIVAL Payment Bank transfer most preferable
all payment type are accepted
process for payment
Hotel Operator Side
Sharing
From reservation staff to From FO agent to related
Reservation
relevant department department
information
By
Guest request
Application Manual
option while Manual request
provided by request
staying hotel
101
Guest Side
guest
check in guest counter desk counter desk guest counter
method and mobile desk
check in
wherever in
the hotel
area
displayed in displayed in
Welcoming
ARRIVAL room smart not available not available room smart
guest
TV TV
Hotel Operator Side
room status system
(cleaning installed in HT and Phone
process) Tablet device
Room status system
(cleaning installed in by paper check list (manual)
status) Tablet device
Guest Side
payment, menu in restaurant, menu in room and order by
Scanning QR phone.
in hotel area in room
not available appliance in room
in room
how to use artwork info
chatbot, maps
linked to linked to
in the hotel
YouTube YouTube
area linked to
video, plant video, online
hotel website,
tag news paper,
hotel
identification artwork in
information
in hotel public area
and promo
garden linked to
linked to
linked to YouTube for
STAY website(spread
Wikipedia information,
all over hotel
for membership
area).
explanation hotel sign in
about it
all payment channel are
Payment Bank transfer and EDC more
available(QR, EDC, CC and
process preferable
bank transfer)
Digital Digital Digital
application in application in not available not available application in
smart TV smart TV smart TV
How to Butler
in room
communicate not available operator not available
chatbot
with guest WhatsApp
102
what's on
activities or QR, in room
QR
promotion in tv, hard copy
hotel
Hotel Operator Side
F&B service,
kitchen operator operator kitchen
order linked to
Guest Side
all payment channel are
Billing Bank transfer and EDC, cash
available(QR, EDC, CC and
payment more preferable
bank transfer)
Hotel Operator Side
DEPARTURE billing,
checked in system
room installed in Check by HT
consume(mini Tablet device
bar etc.)
Guest Side
AFTER
DEPARTURE Customer hotel web,
hotel web, TripAdvisor, google and OTA
hotel review TripAdvisor
Hotel Operator Side
check guest
comment in Check by HT
review and system
make solution installed in
if possible Tablet device
before
departure
Among the four categories of hotels mentioned—4-star local chain, 4-star international
chain, 5-star local chain, and 5-star international chain—we can discern variations in the
application of digital transformation. Each hotel demonstrates distinct approaches in
integrating digital transformation into its operations, leading to unique characteristics in the
implementation of digitalization in hotel practices.
From the guest's standpoint, digital transformation aims to enhance the overall customer
experience throughout the guest cycle, encompassing Pre-Arrival, Arrival, Stay, Departure, and
After Departure stages. Integrating digitalization into each stage offers guests a distinctive
experience during their stay. Hotel operators play a crucial role in supporting this process,
ensuring the seamless execution of the guest cycle through digitalization.
Hotel operators are undergoing a transformation in their guest cycle, integrating digitalization
into their operations. This transformation is crucial for staying competitive in the dynamic hospitality
industry. From the guest's perspective, digitalization helps hotels meet changing guest needs,
streamline internal processes, and stay ahead in an increasingly digital-centric market.
103
1st stage Pre Arrival
Hotel guest side
Over the recent years, there has been a discernible increase in the significance attributed to mobile
application in the hospitality sector. This surge has subsequently stimulated a great number of
hotel integrate these application into their operations. Mobile apps in hotels have significantly
improved guest experience, highlighting the importance of engaging, interacting, and
attracting guests in the hospitality industry. (C. Ristova & Dimitrov, 2019). Digital
technology enables hotel guests to access information instantly via various devices, with
mobile bookings experiencing continuous growth. (C. Ristova & Dimitrov, 2019). The
utilization of mobile applications within the hospitality industry has significantly transformed
the overall experience for hotel guests. Due to its significant relevance within the hospitality
business, it is imperative to emphasize the importance of active engagement, effective
interaction, and successful attraction fornew customer connectedness in mobile application.
The integration of mobile applications has fundamentally reshaped the guest experience
within the hospitality industry. Given its substantial impact, it is imperative to underscore the
significance of actively engaging customers, facilitating effective interaction, and successfully
attracting new customers through mobile applications. The effective utilization of mobile
applications in the hospitality sector demands a strategic focus on cultivating guest
engagement, optimizing user experience, and leveraging digital marketing initiatives to expand
the hotel's customer base.
Hotel operator side
Mobile applications can optimize hotel marketing efforts, expand reach, and reduce costs by
allowing guests to self-search, thereby expanding their reach and reaching potential guests
more effectively. (Mo Kwon et al., 2013). The hospitality industry is attracting tech-savvy
travelers who are budget-conscious and seek convenient, engaging experiences through
digital interfaces.(Yaldaie, 2019).
By providing a user-friendly mobile application designed to meet the specific needs of customers,
hotels can enhance their appeal to potential guests. This application should offer effortless access to a
comprehensive array of hotel services and essential information. By implementing this approach,
hotels can attract and retain customers who prioritize the use of mobile apps for streamlined and
convenient experiences during their stays. Furthermore, this strategy not only elevates the overall
customer experience but also aligns with the contemporary demand for seamless and intuitive
technology in the hospitality sector.
2nd stage Arrival
Guest side
Digitalization, in its upcoming stage, has the potential to eliminate the need for consumers
to manually manage and monitor various details before and during their travels. The process
starts with personalized targeting and digital communication adjustments, then transitions to
digitally enhancing the tourist experience through scheduling, custom information, planning,
incentives, and physical environment changes. (Kansakar et al., 2019). The hotel is
104
transforming the communication stage by allowing guests to interact with staff through
their smartphone application, eliminating the need for traditional phone calls. (C. Ristova &
Dimitrov, 2019).
The integration of digitalization into the initial phase of arrival the hotel guest experience
holds substantial promise for optimizing processes and augmenting guest contentment. Through
the application of digital technologies, hotels can automate formerly manual tasks like travel
oversight and accommodation management. This digital evolution enables tailored
communication and adjustments personalized to individual guests, thereby fostering a more
seamless and efficient experience. For instance, guests can now directly communicate with
hotel staff via smartphone applications, obviating the need for conventional methods such as
phone calls or visits to the concierge. As technology continues to progress, hotels that
embrace digitalization in guest services are likely to gain a competitive advantage and meet the
rising demand for convenient, personalized experiences in the hospitality sector.
Hotel operator side
The implementation of digital transformation in the hotel industry should aim to enhance
operational efficiency and streamline employee tasks, ultimately facilitating improved guest
service. Systems need to be designed to prioritize clear, easy-to- understand visual displays
because the positive effects of the system depend on accessibility for clients as well as on
ease of use for employees (Shamim et al., 2017). Prioritizing user accessibility and ease of use
in digital systems is paramount, as it ensures seamless interaction and operational effectiveness,
ultimately contributing to an enhanced guest experience. By embracing digital transformation
in this manner, hotels can effectively meet the dynamic demands of their clientele and
maintain competitiveness in the hospitality sector.
3rd Stage Stay
Guest side
The hotel operator offers digitization for guests to explore, allowing them to be considered
co-producers and co-creators of value during service encounters. They contribute to service
quality, satisfaction, and value creation through physical and social elements. (Montargot,
2020). The service environment has shifted towards digitization, providing increased
personalization and interaction opportunities between hotel staff and guests.(Morosan &
DeFranco, 2016).
In conclusion, the integration of digital tools in the hotel environment empowers guests to
engage with the services offered actively. This engagement transforms guests from passive
consumers into co-producers and co-creators of value. They not only influence the quality of
service and their own satisfaction but also contribute to the overall value creation process
through their interactions with the physical and social aspects of the service. Moreover,
this shift towards digitalization enhances personalization and facilitates greater interaction
between hotel staff and guests, leading to improved guest experiences and higher levels of
satisfaction. Guests can now easily communicate with hotel staff through their smartphone
applications, eliminating the need to call reception or concierge for urgent requests.
105
Hotel operator side
The hotel provides activities in daily operation for guests to be involved and be part of this to
gain more experience to the guest. The propagators of the concept of “co- creation” propose
that co-creation occurs when “the customer and the firm are intimately involved in jointly
creating value that is unique to the individual customer and sustainable to the firm” (Prahalad
& Krishnan, 2008). The hotel's strategic integration of daily operational activities
demonstrates co-creation in value generation, involving both customers and firms in
jointly creating unique and sustainable value. This approach underscores the collaborative
nature of value creation, where the hotel and its guests work together to craft experiences
that are tailored to individual preferences while ensuring the hotel's ongoing viability. By
embracing co-creation, the hotel can enhance guest experiences and cultivate enduring
relationships built on mutual value creation
4th Stage Departure
Guest side
Guests can share their experiences after their stay at the hotel, ensuring the consumer experience
is tailored to individual guest needs. Guests disclose their personal consumption preferences
and information to the hotel service staff, using smartphone apps (Kristensson et al., 2008), for
example, they offer online reviews and updates regarding adding a new service or improving a
present one (Oliveira & Panyik, 2015). the post-stay phase of the guest experience in hotels is
marked by guests sharing their experiences and feedback, which plays a significant role in
shaping the overall consumer experience. This process underscores the hotels'
adaptability and responsiveness to the individual needs of guests, as they actively
engage in communication to express their preferences and provide valuable insights for future
improvements. Hotels can improve their services and offerings by actively seeking and
incorporating feedback, aiming to deliver a more tailored and satisfactory experience for
guests, thereby maintaining competitiveness and enhancing guest satisfaction.
Hotel operator side
Digital technology offers numerous options for businesses, including hotels, to improve their
performance, simplify operating tasks and become more competitive. Inline with The lodging
industry increasingly relies on digital technology and innovations in various operations in
order to develop a competitive strategy and improve their operational activities during the
pandemic (Farías & Cancino, 2021). Digital technology presents a range of opportunities
for hotels, to enhance their operational efficiency and competitive positioning. Hotels can
enhance guest satisfaction by continuously engaging with guests and refining their
services through active solicitation and integration of feedback.
5th after Departure
Guest side
Review platforms serve as a place for the customer to share their experience to their social
network public. Social media can assist potential customers in their search stages, enhancing
customer journeys through site-based sign-in applications, sharing experiences, and promoting
106
hotel registration through Twitter and Instagram. The trend in technology is expected to
continue, with hotels expecting increased social media activity from guests to provide
feedback, complaints, and compliments about their stay (C. Ristova & Dimitrov, 2019).
Review platforms serve as influential channels for customers to share their experiences
publicly, impacting how potential customers perceive a hotel. While these platforms provide
valuable information for decision-making, they can also influence customer journeys in
diverse ways, presenting both advantages and challenges. Hotels are adapting by utilizing
social media and digital tools to improve guest experiences and operational efficiency,
particularly in processes like guest registration. As the trend of using social media for feedback
and sharing experiences persists, hotels must proactively manage their online presence to
effectively engage with feedback and uphold a positive brand image.
Hotel operator side
Most hotels do indeed retain basic guest information, including guest preferences as references
e for return visits. This practice allows hotels to offer more personalized and efficient experiences
when guests return for subsequent stays. Database marketing (consumer segmenting and
further improvement of the guest’s profile) was a trend 20 years ago, and now it is a standard tool
in the day-to-day operation of hotels (Petrovits, 2014). The trend in technology is expected
to continue, with hotels expecting increased social media activity from guests to provide
feedback, complaints, and compliments about their stay.
5 Conclusion
It is essential for hotels to keep up with the rapid changes in technology and actively
pursue digital transformation by adopting modern information technology. The results of
the study indicate that Local Chain Hotels show a higher level of adaptability to the
changing landscape of digital transformation in hotel operations. Interviews with Hotel
General Managers suggest that Local Chain Hotels, including both 4 and 5-star hotels, are
more inclined to initiate and improve new programs tailored to the specific strategies
of each hotel. This inclination depends on the availability of adequate funding from
the hotel's ownership. Additionally, the local chain hotel operator provides guidance,
enabling each property to adjust its approach based on its unique requirements and the
financial support provided by the owning company.
The implementation of digital transformation in the hotel industry is expected to

streamline everyday operations, enhance cost-effectiveness, and reduce time-
consuming tasks, all while maintaining the essential elements of hospitality and
personalized service provided by the employees. Further investigation into the
implementation of digital transformation in hotel operations, specifically from the
perspective of guests, is expected to provide advantageous outcomes. Digital
transformation will make daily hotel operations easier, cost-efficient, and less time-
consuming without forgetting the hospitality and warmth service from the staff. For
further research digital transformation that is applied in hotel operations from a guest point
of view will be beneficial.
107
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Ecotourism Product Development Strategy in the Bukit Lawang Area based on
Boston Consulting Group (BCG) Analysis
Liyushiana1*, Agustinus Denny2, Martina Erniat Kristiani Laowo1, Valentina Lumban Gaol1
1
Tourism Department, Politeknik Pariwisata Medan
2
Hospitality Department, Politeknik Pariwisata Medan
Jl. Rumah Sakit Haji No.12, Deli Serdang, Sumatera Utara 20371, Indonesia
*Corresponding Author: liyushiana@poltekparmedan.ac.id
Abstract
Bukit Lawang Ecotourism Area is a popular tourist destination located in the North Sumatra
Province. This tourist area is renowned for being the natural habitat of orangutans. Many
tourists visit to engage in jungle trekking and witness the beauty of its flora and fauna. As a
developing tourist area, it faces challenges such as inadequate accessibility and limited
participation from the local community, despite already reaching its capacity. With ongoing
development as a tourism destination, it is imperative to initiate the construction of supporting
infrastructure, educate the local community, and identify suitable tourism elements to address
issues and harness existing potential. Given these conditions, the objective of this research is
to identify ecotourism products in the Bukit Lawang Area and formulate a Boston Consulting
Group (BCG) model for the development strategy of ecotourism products in the Bukit Lawang
Area. This research adopts a qualitative method. Primary data was obtained through interviews
with the manager of Bukit Lawang Ecotourism, specifically the head of the local ecotourism
association. Meanwhile, secondary data was sourced from journal articles, previous research,
and the opinions of experts. The data analysis technique employed in this research is the Boston
Consulting Group (BCG) model, which assesses tourism marketing based on product and
market variables. The results of the research indicate that the Bukit Lawang Tourism Area falls
under the "Stars" category, signifying high growth in both product and tourism market.
Keywords: Bukit Lawang, Ecotourism, Tourism Products, BCG Model
INTRODUCTION
Tourism is one of the sectors with significant potential to support economic growth and
development in a country (Camilleri, 2018). Indonesia, with its diverse natural wealth, culture,
and tourist destinations, has become a primary global destination(Gunawan et al., 2016). The
relationship between tourism products and tourism development is closely intertwined. Unique
and appealing tourism products can serve as the main attraction for tourist destinations. The
development of quality tourism products can enhance destination appeal, attract more tourists,
and, in turn, have a positive impact on local economic growth (Falcone, 2019).
Bukit Lawang is one such popular tourist destination located in the Langkat Regency,
North Sumatra Province, within the Gunung Leuser National Park, a UNESCO World Heritage
Site that is home to various bird species, plants, and mammals, with the Sumatran orangutan
(Pongo abelii) being the most famous, observable in the Bukit Lawang forest. With its
incredible natural beauty, including tropical rainforests, rivers, and rich biodiversity, Bukit
Lawang has become a major attraction for tourists seeking a deep natural experience (Ginting
& Veronica, 2019; Lase et al., 2022). However, in recent years, there have been significant
112
environmental changes and market demands in the global tourism industry (Dirgantara, 2022;
Ginting & Veronica, 2019; Sudirman & Sitepu, 2019). Increased awareness of nature
conservation, climate change, and shifting consumer preferences towards sustainable tourism
have all influenced how we view and manage tourist destinations like Bukit Lawang (Ginting
& Putra, 2019; Liyushiana et al., 2023; Nurkadri et al., 2022; Susilawati et al., 2020).
Therefore, this research aims to conduct a comprehensive analysis of the development

of the Bukit Lawang ecotourism area using the Boston Consulting Group (BCG) model as the
primary tool. The BCG model, initially used in a business context, will be applied here to
understand the relative position and growth potential of various aspects of ecotourism (Mo et
al., 2020). In this study, the author will identify potential market segments, evaluate existing
ecotourism assets, and design long-term development strategies. By integrating sustainable
principles and nature preservation in this analysis, the author hopes to assist Bukit Lawang in
maintaining its allure as a sustainable ecotourism destination.
Ecotourism
According to the Republic Indonesia Minister of Home Affairs Regulation No. 33 of

2009 on Guidelines for Ecotourism Development in Regions, Ecotourism is a responsible
natural tourism activity that emphasizes education, understanding, and support for the
conservation of natural resources as well as the enhancement of the local community.
Ecotourism can be defined as a journey to natural areas that are relatively untouched or
minimally intervened with the purpose of observing, admiring, and enjoying the beauty of
nature, plants, or wildlife, as well as manifestations of culture around them in the past and
present (Fletcher, 2019; NİŞANCI & TATKAN, 2020; Purwoko et al., 2022; Sentanu et al.,
2021)
RESEARCH METHOD
This research was conducted at Bukit Lawang Ecotourism, Langkat Regency, North
Sumatra. The research utilized a qualitative approach. Primary data was obtained directly
through interviews with the manager of Bukit Lawang Ecotourism, Mr. Dedi Irwan, who is
also the head of POKDARWIS (Local Ecotourism Association). Secondary data was sourced
from journal articles, previous research, and the opinions of experts. The data analysis
technique employed in this research is the Boston Consulting Group (BCG) model. The BCG
model is a strategic analysis tool used to classify a company's business portfolio based on their
relative market growth and market share. BCG is a method used to develop strategic business
unit plans by classifying the potential profitability of the company (Mo et al., 2020)
113
Figure 3. Boston Consulting Group (BCG) Matrix
These elements help companies identify where to allocate their resources and how to
manage their business portfolios for maximum growth and profitability.
The following are the variables of tourism products and markets in scoring for the BCG matrix
in this research:
Table 1. Tourism Product and Market Variables for the BCG Method
Tourism product Tourism market

Aspect Indicator Aspect Indicator
Attraction 1. The uniqueness of Tourism trends 1. Development of
tourist attractions tourist numbers
2. The quality of Tourist 2. Factors of
tourist attractions destination distance from
location tourist areas to the
city center
Accesbility 3. Accessibility Population 3. The growth of the
conditions to population in the
Ecotourism areas ecotourism area
4. The availability of Per capita 4. Level of income
public income of the community
transportation as prospective
tourists.
Amenities 5. Infrastructure Tourist Profile 5. Community
Quality Supporting Based on participation level
Tourism Social Aspects in tourism
6. Human Resource activities
Quality in 6. Tourists
Accommodation participation level
Services in tourism
activities.
114
7. Human Resource Information 7. Promotional
Quality in Systems activities carried
Accommodation out
Services
Availability of
Accommodation in
Ecotourism Areas
Institutional 8. Availability of
tourism institutions
or agencies that
accommodate
ecotourism areas
Tourism Elements
The tourism elements analyzed in this research align with the tourism system
framework proposed by Gunn in 1988, which includes tourist attractions, tourist visitors,
transportation and accessibility, information and promotion, as well as facilities and services.
Based on the interview results, among the four tourist attractions available, the greatest
interest among tourists is in jungle trekking to observe orangutans. This is due to the uniqueness
of jungle trekking, which allows visitors to witness orangutans, a feature exclusive to Sumatra
and Kalimantan. Among the available attractions, tourists can engage in both active and passive
activities. Active activities include jungle trekking, rafting/white-water rafting, exploring bat-
filled caves, and river tubing. Meanwhile, passive activities involve enjoying the beauty of
flora and fauna. Considering these conditions, the tourist attractions in this tourism element
can support the natural potential of jungle trekking, specifically observing orangutans, which
can attract the attention of visitors.
Regarding accessibility, the road conditions leading to the Bukit Lawang area are
subpar, with damaged roads and inadequate road width capacity. Public transportation is
available but limited. Given these conditions, they are not conducive to the development of
existing tourism, leading many tourists who genuinely wish to explore this tourism area to
prefer using private vehicles.
Information and promotion are disseminated through various channels such as websites,
Instagram, and travel agencies. Indirect promotion through word of mouth is more effective,
as tourists can obtain more comprehensive information about routes, available attractions, and
ticket prices.
Facilities and services in the analysis of tourism elements are examined based on the
availability of accommodation, the quality of human resources, and travel agencies or bureaus.
The analysis of infrastructure availability concludes that it is already present and quite adequate
in terms of both quantity and quality. The quantity of human resources in the Bukit Lawang
area to support tourism activities is sufficient, but the quality for supporting tourism activities
remains low. Travel agencies or bureaus are available and effective in providing information
to tourists. Information about tourism indicates the potential availability of resources, both
115
physical and human. However, a problem exists: the availability of these resources is not
matched by their quality.
Tourist elements, as the demand side (market) in the tourism elements, are assessed
based on characteristics, the number of visitors, and the tourist market. The number of visitors
consistently increases from year to year. The tourist market, assessed by population growth and
per capita income, falls into the high and medium categories, respectively.
Analysis of Development Efforts
From the scoring conducted and then adjusted with intervals to determine the growth
level for tourism products with the lowest value (1x8=8) and the highest value (3x8=24). For
the tourist market, the lowest value is (1x7=7), and the highest value is (3x7=21). By knowing
the intervals of the lowest and highest values, the growth of tourism products and markets can
be measured as follows:
• High tourism product growth if the scoring assessment is 16 ≤ x ≤ 24

• Low tourism product growth if the scoring assessment is 8 ≤ x ≤ 15
• High tourism market growth if the scoring assessment is 14 ≤ x ≤ 21
• Low tourism market growth if the scoring assessment is 7 ≤ x ≤ 13
Table 2 Tourism Product Scorig for the BCG Matrix
No Determining Indicator Criteria Score

Variables
1. The uniqueness of 1 = There is only 1 type of tourist 3
tourist attractions attraction
2 = There are 2 to 3 types of tourist
attractions
3 = There are more than 3 types of tourist
attractions
2. The quality of 1 = Limited activities, only passive 3
tourist attractions activities.
2 = There are both active and passive
tourist activities, but the number is still
limited.
3 = There are active tourist activities and
tourism activities available.
3. Accessibility 1 = Accessibility condition in the form of 2
conditions to the road is still in poor condition and its
Ecotourism areas capacity has not been fulfilled.
2 = Accessibility condition in the form of
the road is still in poor condition but its
capacity has been fulfilled.
3 = Accessibility condition in the form of
the road is already in good condition and
its capacity has been fulfilled.
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4. The availability of 1 = There is no direct public transportation 3
public available to the tourist village.
transportation 2 = Available but the quantity is still
limited.
3 = Already available and the quantity is
sufficient for access to the tourist area.
5. Infrastructure 1= Facilities and infrastructure are not yet 2
Quality Supporting available."
Tourism 2=Facilities and infrastructure are all
available but still limited in their use."
3=Facilities and infrastructure can now be
enjoyed to the fullest."
6. Human Resource 1 = There is no supportive accommodation 3

Quality in yet.
Accommodation 2 = There is already accommodation, but
Services the quantity is still limited for its use.
3 = The accommodation is already very
adequate in terms of both quantity and
quality.
7. Human Resource 1 = The number of human resources is still 2
Quality in insufficient, and the quality of service is
Accommodation not yet adequate.
Services 2 = The number of human resources is still
Availability of insufficient, and the quality is already
Accommodation in good, or vice versa.
Ecotourism Areas 3 = The number of human resources is
sufficient, and the quality of service is
already adequate.
8. Availability of 1 = There is no tourist bureau yet that 3
tourism institutions accommodates activities in the tourism
or agencies that village.
accommodate 2 = There is already one, but it hasn't been
ecotourism areas effective in providing marketing
information to tourists.
3 = There is already a tourist bureau
functioning well and effectively.
TOTAL 21
(HIGH Tourism Product Growth)
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Table 3 Tourism Market Scoring for the BCG Matrix
No Variable Criteria Score

1. Development of 1 = Decrease in the number of visitors 3
tourist numbers 2 = Number of visitors is unstable
3 = Increase in the number of visitors
2. Factors of distance 1 = >10 km 1
from tourist areas to 2 = 5-10 km
the city center 3 = < 5km
3. The growth of the 1 = Low population growth (less than 1%) 3
population in the 2 = Moderate population growth (between
ecotourism area 1-2%)
3 = High population growth (more than
2%)
4. Level of income of 1 = Low per capita income (less than Rp 2
the community as 1,500,000)
prospective 2 = Medium per capita income (Rp
tourists. 1,500,000 to Rp 2,500,000)
3 = High per capita income (more than
2,500,000)
5. Community 1 = There are no activities carried out by 2
participation level the community related to tourism
in tourism activities activities.
2 = The community participates, but it is
still minimal.
3 = The community actively participates
in developing its tourism activities.
6. Tourists 1 = There are no active activities that 3
participation level tourists can do.
in tourism 2 = There are only a few active activities
activities. that tourists can do.
3 = There are many active activities that
tourists can do.
7. Promotional 1 = Promotion is only done through less 2
activities carried than 2 promotional media.
out 2 = Promotion is done through 2 to 5
promotional media. 3 = Promotion is done
through more than 5 tourism promotional
media.
TOTAL 16
(HIGH Tourism Market Growth)
Based on the scoring calculation results, for tourism products, the total score is 21,
categorized as high, and for the tourism market, the total score is 16, also categorized as high.
When placed into the Boston Consulting Group (BCG) matrix, the resulting matrix is as follows:
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High III
I QUESTION
STARS MARKS
TOURISM PRODUCTS Low
II IV
CASH COW DOGS
High Low
Figure 4 BCG Matrix Analysis Results
Based on the above BCG matrix, tourism activities in the Bukit Lawang area are
positioned in quadrant I, which is Stars. This means that the Bukit Lawang area is a tourist
destination with high growth in both tourism products and the tourism market. With a high
demand aspect (demand) in the form of the tourism market and a high supply aspect (supply)
in the form of tourism products, it should strongly support the development of the Bukit
Lawang area, especially as an ecotourism destination with its attractive natural features. If a
product is in the Stars quadrant, it means that the product has a high market share and rapid
market growth. An effective strategy for products in the Stars category is development, such
as focusing on new products, expanding into new markets, or increasing investment to expand
dominance in a growing market. Intense competition in the growing market makes it important
to have high concentration and focus.
CONCLUSION
Based on the research and analysis conducted, it can be concluded that the Bukit
Lawang Tourism Area has great potential as a tourist destination, primarily due to its main
attraction, jungle trekking to see orangutans. However, there are some issues that need attention,
such as the lack of accessibility and transportation limitations in the area. In terms of
promotional strategy, disseminating information through platforms such as websites, Instagram,
and travel agents has proven to be more efficient in attracting the attention of tourists. Although
facilities and services in the area already exist, there is a need for improvement in the quality
of human resources supporting the tourism industry.
Through scoring analysis, the Bukit Lawang area is identified as "Stars" in the BCG
matrix, indicating a high level of growth in both tourism products and the tourism market. This
suggests that further development, such as focusing on new products, expanding into new
markets, and increased investment, can be an effective strategy to expand dominance in the
growing market.
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RECOMMENDATIONS
Based on the potential and issues identified, the following recommendations are proposed:
1. The community needs a deeper understanding of the benefits and potential of the
ecotourism concept. Through workshops, seminars, or community meetings, the
government can provide clear and structured information about the differences between
village tourism and tourist villages, as well as the benefits that can be obtained by
changing this paradigm.
2. Further education and emphasis on the benefits that can be obtained from the existence
of the Community-Based Tourism Organization (POKDARWIS) to local communities
and visitors. Highlighting the real benefits that have been felt by both the community
and travelers from the services and information provided by POKDARWIS.
Additionally, conducting periodic evaluations of the information provided by
POKDARWIS and ensuring that the information provided is current, informative, and
meets the needs and interests of tourists.
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Effectiveness of Tourism Potential Development in Palembang City, South
Sumatera Province, Indonesia
Budi Wibowo1, Muhammad Iqbal2, Ahmad Kurniawan3
Event and Convention Management Study Program

Sapta Pesona Street Number of 10, Silaberanti, Seberang Ulu , Palembang City,
South Sumatera Province, Indonesia
Correspondent email: buw@poltekpar-palembang.ac.id
Abstract
Seeing the large amount of potential and development of the tourism sector in the Palembang
City, South Sumatra Province, which has not been implemented on target and the management
is less than optimal, resulting in budget expenditures that are not in accordance with the plan.
This research aims to analyze the effectiveness of developing tourism potential in Palembang
City. This research method is qualitative with a phenomenological approach which provides
research results that the desired target of visitors or tourists has not been achieved and the
development of potential and selection of tourism destinations that are adapted to effective
management aspects is very important in supporting various tourism charms in Palembang City,
South Sumatra Province. Indonesia. Which will have an impact on achieving the number of
tourist visits from various regions and various countries in the world, so that the existence of
potential tourism areas is managed effectively. This research contributes to increasing income
and maximizing local and national economic turnover and contributes to the importance of
tourism in economic development. Therefore, the synergy is needed between the government,
society, the business world, and the world of education as well as other sectors to advance
tourism in a sustainable manner.
Keywords: Economy; Effectiveness; Tourism; Tourism Development, Tourism Potential
INTRODUCTION
Tourism is an important sector for the development of the country because it can help
increase the country's foreign exchange and improve people's welfare. (Shevchenko &
Petrushenko, 2021) . Another objective of developing the tourism sector is also to expand
employment (Nazura et al., 2023a) By developing the tourism sector in Indonesia, it is also
believed that it can better introduce the culture and beauty of Indonesia abroad. (Calundu et al.,
n.d.). Tourism is one alternative to improve the economy in South Sumatra, because by
developing this sector, it is expected that many tourists will visit Palembang, which in itself
will bring foreign exchange, (Larasati Setianingsih et al., n.d.), for the development and
utilization of regional tourism potential in the form of beautiful natural wealth, pluralistic
traditions and cultural arts as well as historical and ancient relics, or it can be said that the city
of Palembang has many selling points in the world of tourism that is quite famous among
Indonesian and foreign people. (Setiawan et al., 2021) The problem that causes the tourism
sector to become one of the strategic issues in the city of Palembang is that the target of tourist
visits has not been achieved, indicating that there is a program that has not run optimally, so
new strategies are needed, both in terms of tourism promotion, and strengthening the quality
of tourist destinations in Palembang City. It is necessary to manage and improve tourist
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attractions effectively and planned, in order to advance the world of tourism in Palembang City.
(Yuniningsih et al., 2021), (Listen Prima, n.d.)
Like tourism development, tourism destination development requires strategy and

support from community members and stakeholders (Philipp et al., 2022). Where, the city of
Palembang tries to align it with the tagline "Charming Palembang", we provide beauty,
diversity, and comfort in the city of Palembang. (Yuniningsih et al., 2021). The Palembang
City Government through the Palembang City Tourism Office continues to strive to intensify
the tourism industry in order to increase visits and introduce Palembang City as a World Class
River Tourism and Sports City with steps to revitalize and create new destinations, organize
events, promotions and cooperation in the tourism sector effectively and planned, and involve
all stakeholders to advance the world of tourism. (Larasati Setianingsih et al., n.d.). This cannot
be done without enhancing and integrating the main components of tourism (i.e., attractions,
accommodation, and ancillaries) (Suwanto, 2020), and adapting them to the structures and
traditions of the local community while also trying to meet the needs of tourists, (Nazura et al.,
2023a), (Maulana, 2016) : said what was done in Sukawati art market. Finding the condition
of the parameters of a tourist attraction can be measured from several indicators, such as,
accommodation, accessibility, tourism information, and infrastructure. (Calundu et al., 2023).
Tourism cannot be separated from 2 (two) things, namely demand and supply(Brar et al., 2022),
tourism offers are generally identified in the form of the number of people who travel or want
to travel who use tourism facilities while in a place that is not their daily residence(Kim et al.,
2021), while bidding is described as something that has a period of time, so it can be measured,
((Arman & Putu Butsi Triyanti, 2018). But it needs to be realized that there are various factors
that affect the development or development of tourism potential such as, Capital potential and
potential in nature, Capital and cultural potential and Capital and human potential, (Lei et al.,
2023) But also in fact the above factors can be obstacles also in the development of tourism
potential and it must be realized that there are various obstacles in bringing or encouraging
visits Travelers according to the aspects of effectiveness(Meiztiazalia, n.d.)
Palembang City as the provincial capital greatly benefits in terms of its economic
multiplier effect, (Listen Prima, n.d.) where the hope of tourism activities can move the
economic sector and prosper the community(Suwanto, 2020) The above phenomenon is the
basis that this research is important to see whether the planning, management and development
of tourism potential (Rah Mada & Wibowo, 2017) of Palembang city has been effective and in
accordance with the criteria of tourist needs or expectations, and also looking at the factors that
affect tourism development, this will be the focus of discussion in this study.
LITERATURE REVIEW
In Law No. 9 of 1990 it is stated that tourism is a travel activity or part of it that is
carried out voluntarily and temporarily to enjoy tourist objects and places, where it is continued
that tourists are people who do tourism. To clarify the connection, the author uses the term
visitor which in this study will include two categories, namely tourism and tourists (Suprapto
& Surianti, 2021) While (Nazura et al., 2023b) mentions tourism is the activity of temporarily
moving people to destinations outside their homes or workplaces and carrying out activities
while at the destination as well as the preparation of facilities to meet their needs. Salah
conclude that tourism is a human activity that is carried out consciously and obtains services
in a way that people in one country (abroad) include tranquillity in another area (a particular
region, country or continent) for a while in search of satisfaction that is diverse and different
from what he experienced where he found a permanent job (Padrón Ávila & Hernández Martín,
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2023). This is in accordance with the Law. No.9. 1980 article 1, concerning a tourist spot and
attraction entered or targeted in a tourist trip includes:
1. Natural landscapes, beautiful panoramas, jungles with all the Creation of God
Almighty, which means the state of nature and flora and fauna of tropical forest plants
and rare animals.
2. Human works with museums of art historical relics, argo art (agriculture), tirta tourism
(water), adventure tourism, recreational parks and entertainment venues.
3. Special interest tourism targets such as hunting, mountain climbing, caves, industries
and crafts, shopping, rushing water rivers, places of worship, places of passage. (Travel
Conscious Handbook) (Setiawan et al., 2021))
While the terminology of tourism etymology comes from the word "Pari" which means
to rotate and "Tourism" which means travel. On that basis, tourism is defined as a trip that is
carried around or rotates from one place to another. For a clearer understanding, tourism is:
1. All travel-related activities.
2. Businessmen of tourist attractions, such as tourist areas, recreational parks, historical

heritage areas (temples, tomb forts), museums, reservoirs, cultural art performances,
community life and nature: natural beauty, volcanoes, lakes, beautiful beaches and so
on.
3. Tourism and infrastructure service entrepreneurs, namely:
1. Tourism services business (Travel agents, travel agents, concierges, intensive

travel conventions and exhibitions, presariat, tourism consultants, tourism
information.
2. Tourism facilities business consisting of accommodation, restaurants, bars,

tourist transportation facilities, and other service businesses related to the
implementation of tourism (tourist guidebook). (Zhao et al., 2023)
(Philipp et al., 2022) , destinations include aspects such as culture, sports, nature,
cuisine, accommodation, health, local traditions, shopping, recreation, sightseeing or transport
and communication infrastructure. Therefore, it requires the interaction of various stakeholders
and consideration of their various interests and demands. There are several principles that must
be considered in developing tourism, including natural, building and cultural components; meet
the needs of local host communities by improving living conditions and quality of life; satisfy
tourist demand while continuing to attract tourists" ((Listen Prima & :, 2014). Where tourism
destinations or tourism potential in Palembang will be considered according to what is offered
(Thomas, n.d.), Things that are of concern in the tourism offer in (Suwanto, 2020), namely:
attraction (tourist attraction) both tourist attractions in the form of nature, culture, and
community artificial; accesable (means of transportation) tourists can easily visit tourist
attractions; amenities ; Tourism facilities are important things that must be present in tourist
destinations so that tourists can stay in tourist attractions; ancillary (institutional); with the
existence of tourism institutions, so that tourists can feel security, and comfort(Suwanto, 2020).
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Ideal conditions are in accordance with the basic components of tourism above, namely
attractiveness, ease of transportation facilities, facilities provided and the existence of
institutions that manage professionally in accordance with an understanding of something that
falls into the effective category, because the level of effectiveness can be measured by
comparing between predetermined plans with real results that have been realized (Kim et al.,
2021). However, if the effort or results of work and actions taken are not appropriate so as to
cause the goal not to be achieved or the expected goal, then it is said to be ineffective (Lew &
McKercher, 2006).Aspects of effectiveness in the opinion (Bayar et al., 2022) can be explained
that the effectiveness of a program can be seen from aspects including:
1. Aspects of tasks and functions: That is, the institution is said to be effective if it carries
out its duties or functions, so will a learning program be effective if its tasks and
functions can be carried out properly and students learn well.
2. Aspects of plans or programs: What is meant by a plan or program here is a programmed

learning plan, if the entire plan can be implemented then the plan or program is said to
be effective.
3. Aspects of provisions and regulations: The effectiveness of a program can also be seen
from the functioning or not of the rules that have been made in order to maintain the
continuity of the activity process.
4. Aspect of ideal objectives or conditions: That is, a program is said to be effective from
the point of results if the ideal objectives or conditions of the program can be achieved.
(Jani et al., n.d.)
Three factors affect tourism potential according to (Arumsari & Yosintha, 2021)
namely:
1. Natural Capital and Potential: Natural potential is the state and type of flora and fauna
of an area, the landscape of an area, such as beaches, forests, and others (the physical
condition of an area). The advantages and uniqueness possessed by nature if developed
by taking into account the circumstances of the surrounding environment will
undoubtedly attract tourists to visit the object.
2. Capital and Cultural Potential: Cultural potential is all the results of human creation,
taste and charities in the form of customs, handicrafts, art, historical relics of ancestors
in the form of buildings, monuments.
3. Human Capital and Potential: Humans also have potential that can be used as a tourist
attraction, through dance or performance performances and cultural arts performances
of an area. (Hall, 2010)
But in reality the existing tourism potential has not been able to increase tourist arrivals
both local and foreign, nor has it become a place of business that opens jobs, provides profits
and improves the economy in existing tourism destinations (Lokeshwara et al., 2023) there are
still problems in its management or the non-establishment of good cooperation between
stakeholders to provide tourism benefits that can be seen from various aspects, namely tourism
benefits in terms of economy, socio-culture, environment, social and scientific values, as well
as opportunities and employment opportunities (Tóth, 2023). This is more illustrated by the
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factors that influence the development of ineffective tourism (Rajab, n.d.). Here are the
research questions that will be analyzed in this study :
1. What are the aspects of effectiveness in tourism management
2. What factors influence (supporters and hinders) the development of tourism potential
With the aim to know and analyze and provide input and improvement on the
effectiveness in developing tourism potential and encourage supporting factors and avoid
inhibiting factors in the effectiveness of tourism potential development in the city of
Palembang, South Sumatra, Indonesia.
RESEARCH METHODOLOGY
This research is qualitative research through a phenomenological approach, (Suherlan

et al., 2020), where the qualitative paradigm is also called the naturalistic or interpretive
constructive approach that emphasizes understanding problems in social life based on holistic,
complex and detailed reality conditions. (Wibowo et al., 2017) By informal problem discovery
by phenomenological method. While phenomenology itself is said to be the discovery of
research problems through the results of observation of facts or events. Observation of possible
phenomena can lead to the preparation of a conjecture or hypothesis. (Suherlan et al., 2020).
The type of data source consists of primary sources obtained from direct observations of the
researcher himself and secondary sources in the form of sources derived from the observations
of others called research sources, determination of sources using purposive sampling
techniques, ((Ziegler et al., 2021) Then secondary data sources can be obtained through
documentation and other sources that can provide information related to the research focus.
(Rah Mada & Wibowo, 2017)) Data collection is carried out by interviews and documentation,
followed by the process of data analysis, Quality in this study, refers to qualitative research
that must meet data validity(Lee et al., n.d.).
The city used as the locus by researchers is Palembang, Palembang is the capital of
South Sumatra province, Indonesia. The city has an area of 400.61 KM2. Inhabited by 1.7
million people according to June 2022 data and claimed to be the 2nd most populous and largest
city in Sumatra after the city of Medan, Palembang City is surrounded by several regencies as
neighbours or direct boundaries of this city, namely Banyuasin Regency, Ogan Ilir Regency
and Ogan Komering Ilir Regency. As the capital of the largest Buddhist maritime empire in
Southeast Asia. At that time the sovereignty of Srivijaya which dominated the archipelago and
the Malay Peninsula in the 9th century also made this city better known as Bumi Srivijaya.
Based on the hill dredging inscription located on Siguntang hill west of Palembang city which
states the formation of wanua which is interpreted as a city on June 16, 683 AD making the
city of Palembang the oldest city in Indonesia. While in the world outside the city of Palembang
is known or nicknamed Venice of the East. (Yuniningsih et al., 2021) (Larasati Setianingsih et
al., n.d.)
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Picture 1, Map of Palembang Tourism Destination
Source : Palembang Tourism Office Website
RESULT AND DISCUSSION
Figure 2, Conceptual Framework

Source : Results Processed by Author
The objective of increasing competitivity in the tourism sector is seen through the
effectiveness of developing tourism potential with the target and performance indicator
in the form of a numerical list about the number of tourist visits in Palembang, both
domestic and foreign tourists in a year. Although it did not meet the target set in 2022,
the number of Tourism Visits in Palembang on this year increased exponentially, when
compared to the number of visits on in 2021. The number of tourist visits can be seen in
the following table:
Figure 3, Achievements of Increasing Competitivity in the Tourism, Youth and Sports

sector in 2022.
Figure 4, Achievements of Increasing Competitivity in the Tourism, Youth and Sports

sectors in 2019-2022.
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Figure 5, Graphic of Increased Number of Tourists from 2018 – 2023.
The achievement towards the target in increasing the competitivity of the tourism,
youth and sports sectors with performance indicators shows that the number of tourist
visits in 2022 experienced a high success (with 77.12%), of the target set in 2022 (figure
3), this increase was 27.85% higher (336,038 tourists visiting) than what we had in 2021.
The number of tourist visits in 2021 was 1,206,448 people, while the number of tourist
visits in 2022 was 1,542,485 people, as presented data on the illustrations in figure 4 and
figure 5. Based on figure 4 and figure 5, it also shows the achievement of the performance
indicator, in which the number of tourist visits in 2022 reached 16.35% of the final target
of the RPJMD set for 2023, which was for the 2018 – 2023 period, with a total of
8,400,000 people. The achievement in 2022, which is still relatively small when
compared to the final target of the RPJMD, it s thought to be due to overestimation,
considering that at the beginning of the RPJMD, the number of visitors only amounted
to 2,217,661 people. The number of the RPJMD’s final target is almost 3 times increase
from the initial number in the beginning of the RPJMD, and it is considered that the
pandemic factors highly impacted the public sector, especially the transportation sector,
being the main component in supporting tourism.
The relatively high number of tourists to Palembang in 2022, has had a major
impact on the city’s economy. Besides being able to stimulate the growth of smaller
industries (handicrafts, souvenirs, delicacies), it also helped stimulate transportation
services, hotels, and restaurants. The development of the tourism sector also encourages
contributions of Regional Original Revenue, especially from the tax sector. The increase
of visits from 2021 shows a positive indication of economical recovery, starting by
increasing the mobility of people or goods within and between regions. This is also
supported by the wheels of economy in Palembang, as well as the increase of various
events both at regional and national levels held in Palembang. The rise of events in sports,
culture or tourism, business, mass organizations, and religion, encourages and increases
the number of visitors from inside and outside of the city or province to Palembang. This
is inseparable from the role of the City’s government of being active in promotion,
improving facilities, ensuring the safety and comfort of visitors or tourists in Palembang.
Although in data theory there are indicators that the tourism potential management has
not ran well, in actuality the tourism potential in Palembang has not been optimally
explored yet.
BASIC COMPONENTS OF TOURISM
Various efforts has been made by the City government to make Palembang a leading
tourist destination spot in South Sumatera Province in promoting to both domestic and
international tourists. This development effort is done to attract tourists that will in turn increase
regional income from the tourism sector. Here are potential tourism destinations in Palembang
as tourist spots for traveling in the City based on basic tourism components: Musi River, a
128
natural tourist attraction, a river 750km long that divides Palembang into two parts. The longest
river on Sumatera Island being a river that divides Ulu and Ilir.
-Various natural and artificial tourist attractions, such as: Kambang Iwak Family Park, Punti
Kayu Tourism Forest, Sriwijaya Royal Antiquities Park, Bukit Siguntang Archaeological Park,
Kapitan Village, and Kemaro Island. Ampera Bridge, an iconic bridge built in 1962, this 1,177
meter long bridge is one of the biggest tourist attraction. A magnificent bridge that crosses over
the Musi River, connecting the Ulu and Ilir areas, the icon of Palembang. Various Monumental
Buildings, such as: Rakya Struggle Monument, Kuto Besak Fort. Various Religious Buildings
such as: Cheng Hoo Grand Mosque or better known as Sriwijaya Mosque located in Jakabaring,
Palembang. Soei Great Kiong Temple, the oldest temple in Palembang. Various Historical
Buildings, such as: the Mayor’s Office Building, Balaputradewa State Museum, Sultan
Mahmud Badaruddin II Museum, Textile Museum, Sports Tourism Centre being Jakabaring
Sport City.
EFFECTIVENESS ASPECTS
1. Effectiveness of task and function aspects
In the aspect of duties and functions on various occasions, the Mayor of Palembang,
oversees the role of stakeholders, who are less synergistic in carrying out their roles and
functions in the management and development of tourism in the city of Palembang
effectively. They add and emphasize the seriousness in saving (managing) cultural and
tourism reserves in Palembang, which are in damaged condition and it is unknown who or
which institution is responsible for its maintenance. And there is no appropriate grouping,
on how or who will handle promotion. In this case, the Department of Culture and Tourism
needs to further enhance cooperation among all stakeholders involved and increase
partnerships that will increase visitors or tourists.
2. Effectiveness of aspects of the plan or programme
The plan or program said by the Head of the Palembang City Tourism Office is to prepare
strategies in order to realize certain targets, including reaching the targeted number of
tourists and also income in the Palembang’s treasury, so that the tourism sector can move
and contribute economical income to the regional treasury. This can be seen from our
seriousness in encouraging the growth of new tourist attractions, packaging various kinds
of tourism events packed as promotional agendas, it also continues to strive to improve a
number of mainstay attractions in the city such as the icon, Ampera bridge. Tourism is an
activity that directly touches and involves the community, thus bringing various benefits to
the local community and its surroundings. In addition, with the directions of the Mayor and
Vice Mayor of Palembang, we have made several arrangements. Various efforts to make
Palembang City a leading tourist destination in South Sumatera Province have been carried
out by the city government, including promoting to both domestic and international tourists.
Various promotions are carried out by holding advertisements in both physical and
electronic media, but the results that has been gained has not been optimal. The same could
be said relating to partnerships and cooperation in tourism development in Palembang,
which has also been proven to be ineffective. This however is more due to the sporadic and
incomprehensive planning of the program, due to the comprehensive roadmap has yet to
be formulated.
129
3. Effectiveness of Aspects of Terms and Regulations
Therefore, when we talk about tourism, it will not be separated from talking about
"activities, time, purpose, and the availability of these supporting elements of travel
(tourism)". Understanding the elements of Tourism will lead us to an understanding of what
the components of tourism development is, when we want to make it a beneficial activity
for the State and Society. What directions and policies should be taken for the development
of Indonesian Tourism and the world. Please also note that tourism cannot stand alone as
tourism is a multi-dimensional activity, activities related to other elements such as politics,
economy, social, culture, law, defence & safety, and other social dimensions. Various
program interventions are carried out to increase the attractiveness of tourism destinations,
through various guidelines, regulations, as well as guidance. Which in this case is in the
form of regional policies or regulations regarding tourism management. Furthermore, he
said that as one of the leading tourism cities in South Sumatra Province, it still has various
potentials that can be optimized. Palembang as one of the provincial capitals in South
Sumatra, and as the second largest city after Medan, Palembang continues to improve. This
development effort is an effort to attract tourists that will increase regional income from
the tourism sector. In fact, the tourism potential has not been optimally explored in
Palembang, although there are still policies that have not been implemented or can be said
to be the implementation of policies that have not met the target, this is due to information
about the policies set not properly reaching the actor’s or tourism manager’s themselves
both internally and externally, or it could be due to the attitude and behaviour of
implementing officials who are not committed in implementing policies, or ignoring the
disposition given so that it still requires inherent and fostering supervision.
4. Effectiveness of the ideal goal or condition aspect
Tourism has many benefits for the community and even for the country, the benefits of
tourism can be seen from various aspects, namely the benefits of tourism affects the
economy, socio-culture, environment, social value and science, as well as opportunities and
job opportunities. This data can be seen from BPS (Central Statistics Agency). The
Palembang tourism office targets tourist visits to the city of Palembang in 2022 as many as
1.5 million people, the head of the Palembang tourism office said that tourist visits are very
important to restore the tourism sector and creative economy which has decreased due to
the impact of COVID-19 pandemic in 2020-2021 which at the time only reached 898
thousand tourists visiting the city, whereas in 2019 it reached 2.5 million visits. While there
were 1,019 tourist visits until the first semester, especially in July, which increased
optimism for achieving the target, but at the end of 2022 there were only 1.4 million tourists
visiting, this figure has not reached or exceeded the declared target of 1.5 million tourists.
Although it did not meet the target set in 2022, the achievement of the Number of Tourism
Visits in Palembang in 2022 when compared to the achievement in 2021, allegedly due to
overestimating when making the target.
FACTORS AFFECTING THE DEVELOPMENT OF TOURISM POTENTIAL
The increase in the number of tourists is usually also accompanied by the development
of good tourism potential which can be interpreted that there are various factors that determine
or influence the development of tourism potential, where the overall development of tourism
potential is influenced by capital factors and natural potential, capital and cultural potential, as
130
well as capital and human potential. That is why tourism in the potential of nature and culture
in the current era develops in various dimensions of destinations such as natural / marine
tourism, cultural tourism (real: sites, / prehistoric, temples, religious buildings, historical
buildings, traditional buildings, museums; intangible: arts, customs, cultural values), culinary
tourism, health tourism, sports tourism, educational tourism, agrotourism, work tourism,
MICE, religious tourism and so on. While in human potential stated "People in this city began
to be creative in creating new tourist attractions by utilizing the potential of nature, art and local
culture, this creativity needs to be supported so that it develops according to mutual
expectations," said the Head of the Palembang Tourism Office. This is inversely proportional
to the lack of human resources in the implementation of the program, both as implementers
and other resources which results in the implementation of tourism potential development is
less than optimal.
Supporting factors for the development of this tourism potential are:
1. Policy and Budgetary support from municipal, provincial, and central governments,
2. Economic conditions that are gradually recovering after the pandemic,
3. Palembang’s strategic position as the provincial capital,
4. Availability of adequate supporting facilities and infrastructure,
5. The existence of tourist attractions of various types,
6. High public interest in enlivening tourist events.
Inhibiting factors for the development of tourism potential are:
1. Non-optimal management of tourist objects.
2. Limited information relating to tourism events held
3. Limited transportation access to several attractions
4. Appropriate and / or professional Human Resources
5. Suboptimal role of policy makers in various fields both planning, implementation

and marketing
The solution of problems or inhibiting factors can be done in the following ways:
1. Improving Management (Arrangement, and Maintenance) of tourist objects
2. Increased promotion and socialization of tourism agendas with good communication

flow
3. Increase of ease and smooth transportation access to tourist attractions
131
4. Training and improvement of capacity in the existing human resources to the
maximum
5. Increased participation of the community, organizations and other community

groups such as stakeholders in terms of planning, managing and implementing
tourism events.
CONCLUSION
The development of tourism potential or the selection of potential tourism destinations

is very important in order to adjust aspects of effectiveness in supporting the progress and
welfare of a region. Calling for synergy among various stakeholders to ensure the continuation
and success of tourism activities. Alignment of programs and plans that are also adjusted to
applicable rules and regulations in order to get maximum results from the tourism destination
itself in this case is the achievement of the number of tourist visits in accordance with what has
been planned and even exceeds it so that it has an impact on other sectors, namely economic
growth and community welfare.
The effectiveness and sharpening of existing supporting factors are utilized as much as
possible to achieve goals and provide solutions to inhibiting factors and minimize them so that
all existing factors can influence the development of tourism potential in bringing in maximum
number of tourists.
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135
Embracing Hybrid Horizons: A Comprehensive Analysis of MICE Industry
Students' Readiness and Perspectives Towards Hybrid Learning
1
Muhammad Hafizi Zamri , 2Aida Nur Mohd Kodri
1,2
Faculty Business and Management Studies, Universiti Teknologi MARA, Malaysia
muhamm9811@uitm.edu.my; aidanur@uitm.edu.my
*Corresponding author: Aida Nur Mohd Kodri (Aidanur@uitm.edu.my)
Abstract
This research delves into the perceptions of MICE (Meetings, Incentives, Conferences, and
Exhibitions) Event students regarding challenges, willingness, self-efficacy, and usefulness in
hybrid learning activities. The study employed a self-administered survey to collect data,
utilizing a proportionate stratified random sampling design based on strata defined by MICE
event students. The data was analyzed using the Statistical Package for the Social Sciences
(SPSS). The results reveal that students perceive hybrid learning activities as cost-effective,
facilitating two-way communication, enhancing autonomy, and improving the overall quality
and accessibility of education. This study sheds light on the positive aspects of hybrid learning
as perceived by MICE Event students, providing valuable insights for educators and institutions
aiming to enhance the learning experience in the MICE industry.
Keywords: MICE Event students, Hybrid learning activities, Quality of learning, Education
accessibility
INTRODUCTION
E-learning, short for electronic learning, refers to using electronic technologies, primarily the
Internet, to facilitate and support learning and education. E-learning is effective in improving
learning outcomes compared to traditional teaching methods. It provides new opportunities for
students to access necessary knowledge and develop digital literacy skills (O., Kovalenko.,
Iryna, Hontarenko., 2023). However, there is a need to improve the quality and efficacy of e-
learning modules to ensure their effectiveness (B., Curry., et al., 2023). The research papers
have explored several approaches to improve the quality and efficacy of e-learning modules
and ensure their effectiveness. One approach uses IT-based e-modules with Problem-Based
Learning (PBL) models, which are more effective than conventional learning methods (Risky,
Octa, Vianis., 2022). Another approach is developing electronic modules oriented towards
effective problem-solving, which has improved student learning outcomes (Muhammad,
Andrean, Lazuardi., 2023).
Developing valid, practical, and effective e-modules is also feasible in improving student
learning outcomes in various subjects (Muhammad, Rojikin., 2022). Furthermore, the
application of hybrid learning methods and the combination of learning mechanisms have been
suggested to enhance the effectiveness of e-learning modules (Sutiah., et al., 2020). By
implementing these approaches, the quality and efficacy of e-learning modules can be
improved, leading to more effective learning outcomes.
136
The problem of the study
Event management students must learn outside the classroom to enhance their skills and
employability. Experiential learning techniques and industry exposure initiatives are crucial
for students to develop the hard and soft skills required in event management (Karina, M,
Wardle., et al., 2023). These initiatives can include volunteering at business events,
participating in student-led in-person events, and transitioning between online and in-person
live event projects (Esti, Venske., 2019). Students recognize the value of experiential learning
and the benefits of developing digital skills, communication, resilience, adaptability, and
confidence through these experiences (Trudie, Walters., 2021). However, Hybrid learning is
recommended for event management students as it combines the benefits of online and offline
learning (Florin, Nechita., et al., 2023). It allows for efficient management of future crises and
reduces the impact on teachers (Leeann, M., Lower-Hoppe., 2019). A particular event-planning
course in a hybrid format using interactive Problem-Based Learning activities has proven to be
a successful learning activity for event management students. Therefore, this paper aims to
reveal MICE event students' perception of the usefulness of hybrid learning and their readiness
for this respective teaching and learning approach.
2. LITERATURE REVIEW
Performance expectancy, effort expectancy, social influence, and facilitating conditions are
determinants of e-learning acceptance. Several studies have examined these factors in the
context of e-learning adoption. Abdekhoda et al. (2022) found that performance expectancy,
effort expectancy, social influences, and facilitating conditions directly and significantly
affected e-learning adoption. Tyagi and Krishankumar (2023) emphasized the importance of
considering individual and technological factors, including performance expectancy, effort
expectancy, social influence, and facilitating conditions, in understanding learners' behavioural
intention to adopt e-learning. Latip et al. (2022) also found that performance expectancy, social
influence, and facilitating conditions significantly affect students' acceptance of e-learning,
with self-efficacy moderating the relationship between performance expectancy, social
influence, and e-learning acceptance. Therefore, these studies prove that performance
expectancy, effort expectancy, social influence, and facilitating conditions are essential to e-
learning acceptance.
According to Shraim and Khalif (2010), students' opinions on challenges, willingness, self-
efficacy, and usefulness indicate their information and readiness. Challenges include language
barriers, distractions, lack of motivation, lack of online learning experiences, and technical
problems. Willingness refers to the preference for face-to-face learning, the adoption of e-
learning in the future, and the recommendation of e-learning to colleagues. Self-efficacy relates
to the ability to learn from online tutorials, ease of use of e-learning elements, and no issues
with access and logging on. Usefulness encompasses cost savings, improved communication,
increased autonomy, enhanced learning quality, and greater accessibility to education.
3. METHODOLOGY
The study's sample population consisted of Event Management students from the Faculty of
Business and Management at Universiti Teknologi MARA (UiTM Puncak Alam) Selangor. A
stratified random sample method was employed in this study, with a proportional allocation of
20% from each stratum of each semester, explicitly targeting the Event Management students.
137
The research instrument consisted of a carefully designed set of questionnaires divided into
seven sections. These sections covered the respondent's profile, the student's background or
knowledge of hybrid learning activities, and factors indicating the readiness of Event
Management students to engage in hybrid learning activities. The questionnaire also sought
information on students' perceptions of the usefulness and preparedness (self-efficacy and
willingness) to adapt to the learning process of hybrid learning, and the problems students may
encounter.
The researcher personally administered the questionnaire to ensure accurate distribution and
collection, obtaining valid results. Every completed questionnaire was carefully annotated and
entered the database for documentation.
4. FINDINGS
According to the data collected from the study, 72% of the participants were female, while 28%
were male. The results also indicate that 46% of the students utilized the Hybrid Learning
activities at their residential hostel. In comparison, 26% accessed them at the library and 28%
at the faculty students' lounge. Utility. Many students utilized the Hybrid Learning platform
during their leisure hours.
Most responders concurred that Hybrid Learning activities are a valuable tool in the Learning
System. In addition, the respondents regarded Hybrid Learning as cost-effective (M = 3.00) as
it did not entail any expenses, such as fees. Hybrid learning is undeniably advantageous as it
allows students to express themselves openly, promoting communication skills (M=3.00).
Additionally, the enhanced learning activities enable students to freely express themselves
without the constraints imposed by lecturers (M=4.00), thus fostering autonomy. Most
respondents agreed that hybrid learning activities significantly improve access to educational
resources (M = 4.00).
4.1 Willingness
Based on the data above, it is evident that even while MICE event students possess a strong
understanding of technology, they still prefer direct, in-person communication with their
lecturers (M = 4.00). This finding is consistent with the earlier study by Shraim and Khlaif in
2010. Most participants agreed with adopting Hybrid Learning (M = 3.00) and indicated their
willingness to attend any familiarization workshop (M = 3.00).
4.2 self-efficacy
Most respondents are technologically proficient, with an average rating of 4.00. The swift
progress of digital information and communication technology (ICT) has resulted in significant
transformations in digital literacy. This aligns with their response on their capability to utilize
the Hybrid Learning System (M = 3.00) and their proficiency in learning from the availability
of online tutorials (M = 4.00).
4.3 Challenges
The findings indicate that students had difficulties in the following areas: languages (mean =
4.00; standard deviation = 0.983), time distraction (mean = 4.00; standard deviation = 0.776),
lack of motivation (mean = 3.00; standard deviation = 0.764), lack of online experience (mean
138
= 3.00; standard deviation = 1.149), and technological challenges (mean = 4.00; standard
deviation = 0.977). In the case of hybrid learning, challenges include digitizing learning
materials, disseminating them through various accessible platforms, and motivating students
(Pedro, Mendonça, Silva., 2022).
CONCLUSIONS
This study has yielded significant knowledge regarding the difficulties encountered by students,
their motivation to participate, their belief in their abilities, and their opinions on the
effectiveness of hybrid learning aids in the specific domain of learning event management. The
findings emphasize that hybrid learning has substantial benefits but is not designed to supplant
traditional learning methods. Instead, it functions as a supplementary and alternative technique.
Gaining insight into the difficulties encountered by students in adjusting to hybrid learning is
crucial for customizing educational approaches. The findings indicate that students view hybrid
learning as a valuable resource, highlighting its cost-effectiveness, facilitation of interactive
communication, empowerment of self-direction, and development of the overall quality and
accessibility of education.
Educators and academic institutions must recognize and tackle these difficulties. With the
increasing prevalence of hybrid learning in education, educators must equip themselves with
the necessary skills and strategies to effectively implement and advocate for various methods
that support students' smooth transition to this instructional approach. The successful
incorporation of hybrid learning in event management education can be achieved by adopting
creative tactics, offering sufficient assistance, and cultivating an environment that promotes
active involvement.
This study emphasizes the need for educators and students to be prepared for the changing
nature of education, where hybrid learning is seen as a dynamic and effective option rather than
a complete replacement. This research emphasizes the importance of continuous collaboration
and adaptability in the ever-changing educational environment. It argues for the necessity to
connect the integration of hybrid learning with the different demands of students studying event
management.
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141
Experience Matters: How Avatar-Guided Virtual Tour Experience Satisfies
Senior Travelers
Jingxian Liu, Fei Hao, Chen Zhang, Adil Masud Aman, Xuejie Qiu, Shuxu Liu
Abstract
This study aims to investigate the impact of tour experience on tourist satisfaction through the
satisfaction of psychological needs among senior tourists in the context of avatar-guided virtual
tourism. Data from a sample of 454 senior tourists are analyzed using partial least squares path
modeling. The findings indicate that the sensory, affective, behavioral, and intellectual
dimensions of tour experience have varying effects on satisfaction of autonomy, competence,
and relatedness needs. Furthermore, satisfaction of these needs positively influences the overall
satisfaction of senior tourists. This study underscores the mediating role of psychological needs
between tour experience and tourist satisfaction. This research can contribute to the extension
of Self-determination Theory in explaining psychological needs satisfaction and its relationship
with tourist satisfaction, as well as enriching the literature on multidimensional experiences in
tourism. Stakeholders in the tourism industry can benefit from designing and delivering avatar-
guided virtual tour experiences tailored to the psychological needs of senior tourists, thereby
enhancing their overall satisfaction.
Keywords: tour experience; psychological needs; tourist satisfaction; self-determination

theory; virtual tour; avatar; senior traveler
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Exploration of East Nusa Tenggara Tourists' Behavior in the Urban Area of
DKI Jakarta
Elda Nurmalinda [1] *, Pandita Nandana [2]
elda@iptrisakti.ac.id
Panditanandana@poltekpar-palembang.ac.id
[1] Doctor Candidate, Trisakti Institute of Tourism, Indonesia

[2] Tourism Polytechnic of Palembang, Indonesia
Abstract
This qualitative study investigates the behavior of tourists from East Nusa Tenggara in the
urban setting of DKI Jakarta. Through in-depth interviews and observational methods, it seeks
to comprehend these tourists' preferences, motivations, and experiences as they navigate the
dynamic metropolitan environment. The research explores the intersection of cultural tourism
and urban landscapes, shedding light on the interaction between traditional cultural attractions
and contemporary urban spaces. By analyzing the perceptions and behaviors of East Nusa
Tenggara tourists, the study aims to provide valuable insights for destination management and
marketing strategies to enhance the tourist experience in DKI Jakarta. The findings underscore
the importance of understanding the unique needs and expectations of tourists from different
cultural backgrounds in urban destinations, highlighting opportunities for cultural exchange
and sustainable tourism development.
Keywords: Tourist behavior, Urban environment, Cultural tourism, Destination management,

Tourist experience
1.1 Introduction
In less than two centuries, the modern tourism industry has rapidly evolved into a
global sector, interconnecting and depending on various countries. Tourism involves the
movement and visits of tourists within a country or across borders. As an industry, tourism
comprises diverse elements, including tourist attractions, activities, transportation,
accommodation, food, and other tourism products (Zuckerman, 2020). With its rapid
growth, global tourism has played a crucial role in the economies and growth of countries
worldwide, even facing challenges such as the COVID-19 pandemic.
Indonesia, with its diverse ecosystem, stands out as an attractive destination for both
international tourists (foreign tourists) and domestic tourists. The Government of the
Republic of Indonesia has made efforts to diversify and support national economic growth,
including positioning tourism as one of the pillars of a new economic strategy since 2014.
The Jakarta Special Capital Region offers various types of tourism, such as cultural,
shopping, culinary, theater performances or festivals, pilgrimage, and other urban tourism
(Government of DKI Jakarta, 2023). This diversity opens opportunities for the
development of urban tourism in Jakarta, aiming to introduce the city as an appealing
destination, boost the economy through the tourism sector, and promote the Enjoy Jakarta
brand. Through this slogan, the government seeks to represent the diversity and vibrancy
of this 10-million-population city, catering to both domestic and international visitors.
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Figure 1. Enjoy Jakarta Logo
Source: https://jakarta-tourism.go.id/, 2023
Various promotional efforts for tourism and improvements in tourism infrastructure

have contributed to the increase in domestic tourist (Wisnus) visits to DKI Jakarta. The
growth of Wisnus is evident through the rising number of visits to various tourist attractions
such as the National Monument (Monas), Ancol Dreamland, Beautiful Indonesia in
Miniature Park (TMII), Kota Tua (Old Town), as well as shopping centers and other
entertainment hubs in Jakarta (Government of DKI Jakarta, 2023). Additionally, initiatives
to enhance tourism infrastructure, including the development of better public transportation,
an increase in the quantity and quality of accommodations, and the promotion of Jakarta as
a tourist destination on social media and marketing campaigns, have also positively
impacted the growth of Wisnus in DKI Jakarta.
The growth in the number of Wisnus in DKI Jakarta has shown a positive trend over
the past decade. Based on data on Wisnus visits to the Jakarta Special Capital Region
between 2014 and 2018, there has been fluctuation in the number of visits, as seen in Table
1.1 below
Table 1
The Number of Domestic Tourist Visits to DKI Jakarta
Tahun Jumlah
2014 26.994.509
2015 30.512.989
2016 31.645.333
2017 35.464.110
2018 34.192.577
Source: Tourism and Culture Department of DKI Jakarta Province, 2018
During the COVID-19 pandemic, DKI Jakarta witnessed a decline in tourist arrivals,
with December 2021 still registering a relatively high number of visitors. Stringent
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government regulations were implemented to maintain control over daily COVID-19 cases.
However, January 2022 saw a 15.9% decrease compared to the previous month. In contrast,
when compared to January 2021, international tourist numbers surged by an impressive
1,028.9%, attributed to the government's decision to reopen international flights with strict
supervision and quarantine measures. Nusa Tenggara Timur (NTT) emerged as a
significant source of domestic tourists to Jakarta during this period. The province,
particularly Kupang and Labuan Bajo, benefited from Jakarta's unique position as the only
city with direct flight access to these NTT cities. Kupang, being the administrative and
economic hub of NTT, enjoyed easy connectivity to Jakarta, attracting residents for
business, shopping, and family visits. Labuan Bajo, renowned for its connection to Komodo
National Park, served as a base for NTT tourists exploring nature, with Jakarta becoming
an additional stop in their travel itinerary.
Data depicting tourist visits from NTT to DKI Jakarta is presented in Figure 2 below.
The data reveals a dynamic pattern in the travel landscape, indicating a resilient tourism
sector despite the challenges posed by the pandemic. Jakarta's appeal to domestic tourists
from NTT is not only rooted in connectivity but also in the diverse motivations driving
their visits, ranging from business engagements to cultural events and family trips. As
Jakarta positions itself as a gateway to urban experiences and economic opportunities, the
city's accessibility from NTT has become a catalyst for tourism growth. The government's
strategic decision to reopen international flights has evidently contributed to revitalizing
the tourism industry in Jakarta, with January 2022 witnessing a remarkable surge in
international tourist numbers. This multifaceted approach in managing tourist flows reflects
the adaptability and strategic planning employed to navigate the complexities of the
evolving tourism landscape during the ongoing global health crisis.
Figure 2
Tourist Visits from East Nusa Tenggara (NTT) Year 2020-2022
Source: Statistics Agency of East Nusa Tenggara (BPS NTT), 2023
Through Figure 2, it can be observed that the travel of domestic tourists (Wisnus)
from East Nusa Tenggara (NTT) increased during the COVID-19 pandemic. The data
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indicates a significant rise in Wisnus from NTT traveling outside their province, escalating
from 387,066 individuals in 2020 to 802,600 in 2023. This positive trend contributes to the
national tourism sector, potentially yielding positive impacts on the local economy, tourism
promotion, and the overall growth of the tourism industry.
Efforts in tourism promotion and improved connectivity between NTT and Jakarta,
such as direct flights or the availability of tour packages, can influence the number of NTT
tourists choosing to visit Jakarta. Factors like holiday seasons, transportation ticket prices,
and economic conditions may also affect the decisions of NTT tourists in selecting Jakarta
as their travel destination. Regardless of the current popularity of Labuan Bajo, there
remains potential for tourists from other regions in NTT to visit DKI Jakarta for various
reasons. Kupang and Labuan Bajo stand out as two areas that may have particular interest
in exploring Jakarta.
As the provincial capital, Kupang plays a crucial role as the center of governance,
economy, and culture in East Nusa Tenggara (NTT). Situated on the west coast of Timor
Island, Kupang shares a direct border with Timor Leste. The city boasts a rich history,
especially as a significant trading and port hub during the Dutch colonial period.
Additionally, Kupang serves as an educational and healthcare hub in the NTT region. On
the other hand, Labuan Bajo serves as the capital of West Manggarai Regency, located on
the western part of Flores Island. Its strategic geographical location positions Labuan Bajo
as the gateway to the western part of Flores Island. Known for its proximity to small islands
with pristine waters and picturesque beaches, Labuan Bajo has become a new attraction in
the national tourism industry and holds great potential for visitor interest. One of Labuan
Bajo's strengths is its proximity to the Komodo National Park, transformed into a world-
class tourist attraction, with Labuan Bajo serving as the entry point to the Komodo National
Park.
Cultural differences between NTT and Jakarta generate high interest among
domestic tourists from NTT visiting DKI Jakarta to enjoy urban tourism, cultural events,
festivals, shopping, business engagements, and family visits. Conversely, the hustle and
bustle of Jakarta motivate residents of DKI Jakarta to visit NTT to experience its natural
wonders. Moreover, accessibility from Kupang to DKI Jakarta has become more
convenient with direct flights from El Tari Airport through Citilink and Batik Air, with a
travel time of approximately 2 hours and 50 minutes. Meanwhile, residents of Labuan Bajo
also have the ease of visiting Jakarta through direct flights or transit in Bali. Direct flights
from Komodo Airport are provided by Batik Air.
Referring to the background that forms the basis of this study, including the
potential of Wisnus from NTT in DKI Jakarta, there is a need for a market study to identify
and segment the market of Wisnus from NTT visiting DKI Jakarta. This study is expected
to provide information about the target market and the need for tourism products in Jakarta.
The market study is designed considering DKI Jakarta as an integrative tourist destination.
The approach used in this study is participatory analysis, a bottom-up research method
where researchers actively engage with the community directly and provide opportunities
for them to share their views and knowledge. This participatory approach allows for richer
and contextual data collection, strengthening the understanding of consumer needs and
preferences, as well as the acceptance and implementation of analysis results by the local
community related to domestic tourists from NTT visiting DKI Jakarta. In this approach,
researchers encourage and support community participation in data collection. The
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community is invited to share their knowledge about the market, consumer trends, buying
behavior, and factors influencing consumer decisions. The opinions and views of the
community are valued and are an essential part of shaping a comprehensive market analysis.
The title "Exploration of East Nusa Tenggara Tourists' Behavior in the Urban Area
of DKI Jakarta" was chosen because it reflects an exploratory focus on the behavior of
tourists from East Nusa Tenggara (NTT) in the urban area of DKI Jakarta. By emphasizing
"Exploration," the title implies an in-depth research intensity regarding how NTT tourists
behave in the urban context of Jakarta. The emphasis on the "Urban Area of DKI Jakarta"
indicates that the study not only focuses on NTT destinations but also on the interaction
and responses of tourists to the urban environment of the Indonesian capital. With the term
"Behavior," the title implies research that goes beyond mere visitation statistics, delving
into the psychological and social aspects of tourists' behavior, providing profound insights
into their motivations, preferences, and thought patterns. The overall title was chosen to
create a comprehensive and compelling depiction of the research scope and objectives.
1.2 Literature Review
Tourism, as defined by the World Trade Organization (WTO) according to Ismayanti

(2010), refers to the human activity of journeying to and temporarily residing in
destinations outside one's daily environment. This travel, not exceeding one consecutive
year, serves purposes such as pleasure, business, and other motivations. Norval, as
elucidated in Suryadana (2013), expands this definition by describing tourism as a complex
of activities interconnected with the entry, stay, and movement of foreign residents within
or beyond specific countries, cities, or regions. Kraf, also highlighted in Suryadana (2013),
contributes by stating that tourism encompasses relationships, phenomena, or events
emerging from the travel and stay of foreigners, where the journeys aren't intended for
settlement and remain unrelated to income-generating activities. Essentially, tourism
entails the temporary displacement of individuals for brief periods to destinations outside
their habitual living and working areas, along with their activities during the stay at these
destinations (Medik in Suryadana, 2013). An analysis of these definitions reveals their
interconnectedness. Aligned with the WTO's perspective in Ismayanti (2010), tourism is
portrayed as the human activity of traveling to and residing in destination areas beyond
one's everyday environment. In coherence with WTO's viewpoint, Norval, as cited in
Suryadana (2013), describes tourism as the totality of human activities related to the entry,
stay, and movement of foreign residents within or outside specific countries, cities, or
regions. Further clarification by Kraf in Suryadana (2013) indicates that tourism
encompasses relationships and phenomena arising from travel and the stay of foreigners,
with the journeys not intended for settlement purposes and having no connection with
income-generating activities. Hence, it can be deduced that tourism involves human
activities linked to travel events beyond their everyday environment and the movement of
foreign residents in specific regions. Pendit's classification (Marsono, 2018) based on
objects and attractions introduces three types: nature tourism, cultural tourism, and special
interest tourism. Nature tourism emphasizes natural beauty, cultural tourism focuses on
cultural artifacts, and special interest tourism revolves around specific interests. An
alternative perspective by Pendit (Utama, 2017) categorizes tourism based on tourists'
motives, including cultural tourism, maritime tourism, natural reserve tourism, sports
tourism, commercial tourism, industrial tourism, and health tourism. Additionally, the
Institute of Tourism in Britain (1979), cited in Mutty (2015), provides another classification
involving recreational tourism, maritime tourism, nature tourism, cultural tourism, sports
147
tourism, business tourism, and convention tourism. Urban tourism, delineated by Haylarr,
B. & Griffin (2005), represents another facet, encompassing visits to urban areas
distinguished by features like dining, nightlife, unique architecture, historic buildings, and
connections with specific cultural groups. Urban tourism, a prevalent form leveraging
urban elements and everything associated with urban life, falls under the broader
categorization of tourism (Pratiwi, 2014). In summary, tourism manifests in diverse types,
including nature, man-made attractions, special interests, and those based on tourists'
motives, with this research aligning with urban tourism. Classifying someone as a tourist
involves embarking on a journey lasting more than 24 hours to a destination other than their
residence but not exceeding 12 months, and not for the purpose of earning income from
work during the journey (Mcltosh et al., 1995). In contrast, those excluded from the tourist
category, as explained by Mulyadi (2009), include individuals seeking employment or
engaging in business activities in a country, those pursuing asylum to become permanent
residents, individuals working in another country's border area, and those who have
traveled beyond national borders even if it has been more than 24 hours. Kotler and Keller
(2009) emphasize that tourist characteristics encompass understanding how individuals or
groups meet needs and desires related to the purchase, use, and disposal of goods, services,
ideas, and experiences. According to March & Woodside (2005), tourist characteristics
reveal an individual's responses to the use and utilization of tourism products and services.
Recognizing these characteristics is crucial for predicting travel behavior associated with
destination choices (Holloway, 2004). Tourist characteristics, based on Plog's personality,
involve openness and closeness, dependence and independence, and an adventurous or
conforming spirit (Cooper et al., 2005; Mclntosh and Goeldner, 2003). These categories
include psychocentric, near-psychocentric, midscentric, near-allo-centric, and allo-centric.
Psychocentrics tend to focus on a single theme or destination, while allocentrics enjoy
various tourism activities and seek cultural differences. Midscentric groups are in the
middle, pursuing relaxation, visits to family, and various other reasons. The psychocentric
and allocentric approaches show characteristics of high ego, orientation to social status,
and preferences for specific tourist destinations, while near-allo-centrics tend to have
motivations such as religious pilgrimage, sports activities, and MICE tourism. Consumer
preferences within the tourism context include attitudes toward brands and evaluations of
various tourist destination options (Kotler and Keller, 2009). Location, price, and product
are key factors influencing consumer preferences. Other factors, such as comfort, location
atmosphere, service, accessibility, and facility completeness, also contribute to shaping
consumer preferences for specific tourist destinations (Essa et al., 2019; Ihsan and Siregar,
2020).
1.3 Research Methodology
This study collected data from secondary and primary sources through diverse methods,
including literature review, observation, stakeholder discussions, and the distribution of
research instruments like questionnaires, surveys, and Focus Group Discussions (FGD).
Initial secondary data, obtained mainly through literature studies in the Preliminary
Report's preparation, included information sourced from published materials. This
encompassed the profiles of East Nusa Tenggara Province, West Manggarai Regency, and
Kupang City, the Medium-Term Regional Development Plan (RPJMD) of NTT Province,
statistics from the Central Statistics Agency of NTT Province, details from the Department
of Tourism and Creative Economy of NTT Province, and insights from the Department of
Tourism of Kupang Regency. As suggested by Sarwono (2006), literature studies involve
examining previous references and research. In this study, a literature review of various
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publications was conducted to present empirical data and theories related to the existing
market potential. This approach enabled researchers to identify trends, patterns, and
findings from prior research relevant to market potential, providing a more comprehensive
understanding of the study's issues and identifying knowledge gaps that may require further
research. The qualitative approach, initiated with secondary data through desk study, was
reinforced with qualitative primary data through direct observations of on-site conditions
(Sugiyono, 2020). This was further strengthened by collecting qualitative primary data
through direct on-site observations, allowing researchers to directly or indirectly observe
the activities and behaviors of NTT tourists visiting the DKI Jakarta Province Additional
qualitative primary data, serving as reinforcement and verification of previously obtained
data, were acquired during Stakeholder Discussions. Input and feedback related to market
analysis, particularly NTT domestic tourists' visits to the DKI Jakarta Province, were
obtained during these discussions. Several secondary data were also obtained during these
discussions, including Geographic Data of NTT Province, West Manggarai Regency, and
Kupang City; Demographic Data of NTT Province, West Manggarai Regency, and Kupang
City; Welfare Data of NTT Province, West Manggarai Regency, and Kupang City; and
Tourism Aspects Data of NTT Province, West Manggarai Regency, and Kupang City.
Subsequent primary data were sought and obtained through the distribution of four types
of research instruments: Tourist Questionnaire; Market Aspect Questionnaire; Product Mix
Questionnaire; and Participatory Planning Approach (PPA) Questionnaire for stakeholder
engagement at the research locations. The primary data obtained from the distribution of
research instruments were then confirmed using qualitative primary data through Focus
Group Discussions with a broader range of stakeholders related to the research. The
regional population used in this study consists of Kupang City and West Manggarai
Regency, located in the East Nusa Tenggara Province. Data analysis technique using the
Participatory Planning Approach (PPA), which is an approach that actively involves
various stakeholders, including local governments, local communities, tourism industry
players, academics, and relevant non-governmental organizations, in the planning and
decision-making process related to the development of the domestic tourist market in East
Nusa Tenggara Province. PPA focuses on collaboration, participation, and involvement of
all parties with an interest in developing the tourism sector in the NTT region.
1.4 Data findings and discussion
West Manggarai Regency, located at the westernmost tip of East Nusa Tenggara
Province (NTT), enjoys a strategic advantage as the gateway to this region. Its optimal
accessibility makes it a vital connection point with economic growth centers in the western
and central parts of Indonesia. The presence of tourist destinations such as Komodo Island
and the natural beauty of Labuan Bajo positions West Manggarai Regency as a prime
potential hub for packaged tourism in Indonesia (BPS Manggarai, 2020). Demographically,
in 2020, the population of West Manggarai Regency reached 256,317 people with a growth
rate of 1.41 percent. However, population distribution is still uneven across the entire
region (BPS Manggarai, 2020).
The well-being of the community is reflected in the economic growth rate in 2020,
which reached 0.89%, experiencing a decline due to the COVID-19 pandemic.
Nevertheless, the economic growth is still relatively better compared to the provincial and
national levels. The per capita income of the West Manggarai Regency community also
increased from Rp 8.2 million in 2013 to Rp 12.5 million in 2020. In the context of tourism,
West Manggarai Regency is involved in the Nusa Tenggara Growth Corridor, emphasizing
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the development of natural, cultural, and historical tourism. The number of foreign and
domestic tourists continues to increase from 2020 to 2022. This growth is accompanied by
an increase in the number of hotels, reaching 81 in 2021, despite a decrease from the
previous year. The number of hotel guests fluctuates, but there was a significant increase
in 2021 after a decline in 2020. The average length of stay for domestic guests in hotels
shows fluctuations, with a decrease in 2021. Overall, the average length of stay for foreign
and domestic guests in hotels in West Manggarai Regency decreased from 2.00 days in
2020 to 1.8 days in 2021 (BPS Manggarai, 2020).
Based on the profile of the East Nusa Tenggara (NTT) community in a survey
conducted in 2023, the majority of participants were female, comprising 51% of the total
400 respondents. The majority of respondents fell within the age range of 25-29 years,
accounting for 35%, indicating that this age group is the primary segment in their travels
to DKI Jakarta. The dominant occupational sector among respondents was private
employees at 45%, and the majority held Bachelor's degrees (S1) at 58%, reflecting a high
level of education in the respondent population. The monthly income of most respondents
ranged from 2.5 million to 5 million Indonesian Rupiahs, with a percentage of 37%,
reflecting purchasing power and potential expenditures that could influence tourists'
decisions in choosing destinations and activities in DKI Jakarta. A total of 84% of
respondents expressed interest in visiting DKI Jakarta, with Monas being the most preferred
destination by 26% of the total respondents.
In the context of demographic segmentation, the data indicates that the 20-24 age
group, particularly those who are married, represents a significant potential market. This is
also related to their interest in natural tourist destinations and outdoor life, as well as
adventure and sports activities, which can serve as a basis for the development of tourist
destinations in DKI Jakarta. Regarding pricing, respondents tended to state that their
expenses during tourism in DKI Jakarta corresponded to the quality offered, indicating that
price is not the main hindrance in travel decision-making. The aspect of location also
received positive feedback, with the majority of respondents feeling that tourist destinations
in DKI Jakarta are easily accessible, strategic, and have clear and informative information.
In terms of promotion, respondents showed interest in promotions offered at tourist

destinations, and most responded positively to promotional efforts for DKI Jakarta at
various tourism events and outdoor media. This underscores the importance of promotional
efforts in capturing attention and influencing tourists' perceptions of DKI Jakarta. Thus, the
results of this survey provide a strong overview to identify potential market segments,
determine target markets, and formulate more effective marketing strategies to enhance the
appeal of DKI Jakarta as a tourist destination.
The utilization of Participatory Prospective Analysis (PPA) in planning analysis

marks an approach that stimulates participation and delineates future scenarios. By
engaging key informants and pinpointing key variables, PPA opens the door to in-depth
exploration. These key variables, characterized by high influence yet low dependence on
other variables, form the foundation for formulating pertinent scenarios (Banjade et al.,
2020). This constitutes the focal point of this analytical process, providing profound
insights into the potential events of the future and empowering stakeholders in strategic
planning.
150
Figure 2. Level of influence and dependence of research factors
Source: Researcher's processing, 2023
In the illustration, four quadrants portray distinct characteristics of factors influencing

the final outcomes. The initial quadrant encompasses factors exerting substantial influence on
other system elements but displaying low dependence. This implies significant impact yet
minimal reliance on external factors. The input variable, "Diversity of Tourist Attractions,"
suggests a noteworthy influence on the analysis results, such as the tourist market's growth
from East Nusa Tenggara to DKI Jakarta. Given their low interdependence, these factors,
emphasizing the importance of diverse tourist attractions, become a primary focus in strategic
planning and development actions. The second quadrant, termed "connecting factors,"
comprises diverse elements with substantial impact and mutual interdependence. Strategic
measures, market improvement planning, government and private sector involvement, and
institutional relationships play a pivotal role in transforming potential input, like the diversity
of tourist attractions from East Nusa Tenggara (NTT), into desired outcomes for DKI Jakarta's
tourist market. While dependent on other factors, these elements necessitate careful
consideration in planning steps for tourist market growth.
Institutional relationships, effective collaboration among tourism agencies, local

governments, and tourism industry associations, play a vital role in creating a supportive
environment for tourist market growth. Despite interdependence, well-planned cooperation and
strategies are essential to guide potential input towards desired outcomes in DKI Jakarta's
tourist market development. The third quadrant (autonomous factors) includes factors with low
influence and dependence, considered less impactful on tourist destination appeal. Travel
distance and cost, cultural and language differences, and the lack of infrastructure in East Nusa
Tenggara are among these variables. Policymakers are advised against strategizing for these
autonomous factors due to their minimal influence on output factors. Understanding this
quadrant aids policymakers in resource allocation, focusing on factors with more significant
influence on NTT tourist market growth in DKI Jakarta.
The fourth quadrant (output factors) comprises factors with low influence but high
dependence on other elements. Intervening in these factors demands significant effort due to
151
their strong dependence on other elements. Factors like competition between destinations and
marketing and promotion potential are closely tied to critical elements in developing tourist
markets. Despite limited impact, intervention in these factors remains crucial due to their high
dependence on other elements. In conclusion, the fourth quadrant emphasizes understanding
that factors within this group have limited impact on final outcomes but require intervention
due to high dependence on other factors. Strategies and actions related to managing
competition between destinations and improving marketing and promotion potential are vital
in developing NTT tourist markets in DKI Jakarta.
Based on PPA analysis results, strategies are directed at factors in quadrant 1,

specifically enhancing the diversity of tourist attractions. Achieving this involves discovering
new attractions or improving existing ones. Strategies include environmental observation,
promotion, training professional tour guides, adding attraction spots, and considering natural
factors. Developing diverse attractions remains a central focus in achieving expected growth
and success in the tourism sector in NTT's tourist markets in DKI Jakarta. The data
interpretation of the Alternative Strategy Matrix for Enhancing Attractiveness Diversity
unveils critical insights for the development of the tourist market in DKI Jakarta. It emphasizes
the importance of collaborative efforts between the government and the tourism industry in
crafting an effective marketing strategy, leading to increased tourist visits and heightened
public awareness. While existing promotional steps are acknowledged, there is a pressing need
for optimization and improved accessibility of information to yield more favorable outcomes.
The limited and ineffective promotional endeavors, coupled with a dearth of a clear marketing
strategy and financial support, contribute to the destination's diminished allure for potential
tourists.
The successful collaboration between the government and the tourism industry in
destination promotion has resulted in increased visits and heightened public awareness. Despite
these positive outcomes, there remains room for improvement in the effectiveness of marketing
campaigns and the accessibility of tourism information. Budget constraints and insufficient
government support serve as impediments to robust destination promotion, detracting from its
appeal to tourists. The collaborative efforts between the government and the tourism industry
to enhance the quality of human resources (HR) in tourism have yielded satisfactory tourist
experiences. However, there is still a need for the expansion of comprehensive training and
skills development programs. The inadequate investment in training adversely impacts the
quality of tourism services, leading to suboptimal tourist experiences.
The commitment of the government and the community to actively engage in

environmental conservation and management programs reflects a dedication to maintaining the
sustainability of natural resources. While these efforts have been somewhat successful, there
are lingering issues that need to be addressed, and further improvements are necessary.
Uncontrolled development continues to contribute to the decline of natural resources,
demanding more robust conservation endeavors. The active promotion of cultural elements
attracts tourists seeking immersive cultural experiences. Despite these positive strides, the
absence of a comprehensive strategy to integrate culture as a primary attraction has resulted in
the neglect of cultural heritage. This multifaceted data provides valuable insights into the
challenges and opportunities entwined in unlocking the tourism potential of DKI Jakarta.
152
1.5 Implications
The results of this analysis bring implications and applications that can significantly
enhance the tourism appeal of DKI Jakarta for visitors from outside East Nusa Tenggara
(NTT). Firstly, the successful collaboration between the government and the tourism
industry in creating effective marketing strategies indicates the need to adopt these
principles. Improving marketing approaches through digital and conventional media can be
a primary step to capture the attention of potential tourists. Secondly, awareness of
shortcomings in information availability and accessibility demands attention. Enhancing
the quality and availability of tourism information through official websites, mobile
applications, and interactive maps can provide significant advantages in facilitating
information access for tourists. Furthermore, the need to improve the development and
training of Human Resources (HR) in tourism creates opportunities to promote
comprehensive training programs. Collaboration between the government and the industry
needs to be encouraged to provide funding and incentives for HR training, ensuring higher
quality services. In addition, awareness of commitment to natural resource sustainability
demonstrates the need to intensify conservation and environmental management programs.
Involving the community and private companies in sustainability efforts, such as tree
planting, recycling, and maintaining city parks, can strengthen the destination's image as a
sustainable environment. Lastly, the untapped potential of cultural tourism requires a
comprehensive strategy to integrate cultural elements as a primary attraction. Support for
traditional art performances, cultural festivals, and the enhancement of the city's cultural
heritage can make this destination more appealing to tourists. By implementing these
measures, DKI Jakarta can become an attractive destination for various groups, not only
from NTT but also from across Indonesia and abroad.
1.6 Conclusion and Recommendation
The PPA analysis of factors influencing the tourism market in DKI Jakarta reveals
several key conclusions related to East Nusa Tenggara (NTT). Primarily, the diversity of
tourist attractions emerges as a crucial factor significantly impacting the growth of the
tourist market. Consequently, strategic initiatives must prioritize enhancing attraction
diversity, involving the development of new tourist resources and comprehensive
improvements in cultural aspects. Concurrently, recommended measures involve boosting
destination promotion, improving tourism service quality, and reshaping public perception
of DKI Jakarta.
These conclusions drawn from the PPA analysis seamlessly connect with the
exploration of East Nusa Tenggara tourists' behavior within DKI Jakarta's urban area. The
recognized pivotal factor, the diversity of tourist attractions, harmonizes with the
exploration's findings concerning tourists' preferences and interests. Recognizing the
importance of diverse attractions in the PPA analysis serves as a guiding principle for the
exploration, directing its attention to tourists' responses to various cultural and recreational
aspects. The suggested strategies, encompassing destination promotion and enhanced
service quality, directly align with the exploration's objective of discerning how effective
promotion and service quality contribute to tourists' experiences and satisfaction.
Ultimately, the PPA analysis lays the groundwork for a strategic framework, seamlessly
integrated and thoroughly explored through the examination of East Nusa Tenggara
tourists' behavior in the urban landscape of DKI Jakarta.
153
Based on the PPA analysis regarding the development of the tourism market for
East Nusa Tenggara (NTT) in DKI Jakarta, several strategic recommendations can be
identified. Firstly, emphasis should be placed on developing the diversity of tourist
attractions, both through the discovery of new resources and enhancements to existing ones,
including local cultural aspects. Secondly, destination promotion strategies need to be
strengthened through more effective and targeted marketing campaigns, utilizing both
digital and conventional media. The third recommendation involves improving the quality
of tourism services through comprehensive training programs, covering cultural knowledge,
foreign language proficiency, and service skills. Furthermore, the commitment to the
sustainability of natural resources needs to be maintained and strengthened by reinforcing
conservation and environmental management programs. The fifth recommendation
emphasizes the importance of developing a comprehensive strategy to integrate cultural
elements as a primary attraction, through traditional art performances, cultural festivals,
and historical locations. Finally, increased collaboration and investment between the
government, the tourism industry, and the private sector are necessary to promote
sustainable growth in the tourism market. These recommendations are expected to serve as
a strategic guide for DKI Jakarta in optimizing tourism potential and enhancing
attractiveness for tourists from NTT, thereby supporting regional economic growth through
the tourism sector.
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155
Exploring Sustainable Strategies in Backpacker Tourism: A Case Study of Sri
Lanka's Tourism Suppliers and Marketing Practices
Pathirana, M. T.1 and Hettiarachchi, D. K.2

1
School of business and law, Edith Cowan University Sri Lanka
2
Tourism Cluster, Sri Lanka Institute of Tourism and Hotel Management
Abstract
Sri Lanka's tourism is now recovering from three major crises it has faced so far. Backpacker
tourism is a booming phenomenon worldwide, and Generation Z is heavily involved in
backpacker tourism. Sri Lanka is one of the targeted destinations for backpackers for short and
extended stays. This has created a range of consequences for the suppliers in the Sri Lanka
tourism industry. Meanwhile, the rise of accommodation and service providers targeting
backpackers is highlighted in major tourism destinations.
This research aims to investigate how tourism suppliers in Sri Lanka are targeting backpackers
and how they are using backpacker information for long-term economic sustainability. This
research specifically targeted international backpackers arriving in Sri Lanka. However, the
applicability of the findings extends toward international aspects since the backpackers who
participated in the research represent major tourism markets worldwide. Existing research
mainly focuses on the impact of backpackers on Sri Lanka tourism rather than focusing on
purchase decisions. Three major research questions were used in this research to achieve the
main aim. They were: what factors influence backpacker decision-making, what products and
services appeal to backpackers, how do backpackers gather information about Sri Lanka, and
what are the effective marketing strategies suitable for backpackers arriving in Sri Lanka.
The Theory of Planned Behaviour was applied to this research to determine backpacker
intentions, behavioural influences for decision-making, development of products and services
to appeal to backpackers, how they gather information for decision-making, and how attitudes
of backpackers toward different marketing strategies employed by tourism services. Using the
Theory of Planned Behaviour, insights about psychological processes underlying backpacker
decision-making were identified through an interview guide.
The methodology for this research is qualitative, including interviews with backpackers and
service suppliers. To supplement the research, tourism operators were approached during the
Sancharaka Udawa 2023, which is the only B2B and B2C tourism exhibition in Sri Lanka. The
2023 exhibition was the first one to organize after the three main crises occurred in Sri Lanka.
Backpackers were interviewed by visiting major backpacker tourism destinations such as
Unawatuna, Hiriketiya, Arugambay, Ella, and the cultural triangle. During data collection with
backpackers, the interview guide focused on how purchase decisions are affected by the range
of information and how those affect purchase decisions. Plus, during interviews with the
service providers, information on how their service offerings are changing was questioned.
Results indicated backpackers prefer the landscape and rich culture as one of the main attitudes
toward visiting Sri Lanka. This was further supported by the affordability of Sri Lanka as a
tourist destination. Furthermore, backpackers to Sri Lanka were heavily influenced by the
recommendations given by fellow backpackers and social media recommendations. Online
communities on platforms such as Facebook play a significant role in influencing decision-
making. Positive reviews about the destinations and advice on certain aspects were shared in
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the recommendations. In terms of product development, most products and services are trying
to add authenticity to provide an immersive experience to backpackers, as that is one of the
major expectations. The rise of budget-friendly accommodation, western presentation of local
food and beverages, are some of the product appeals which were discovered. Positive attitudes
toward these offerings can drive their preferences when choosing among tourism suppliers in
Sri Lanka. Information gathering about Sri Lanka: Attitudes toward information sources:
Backpackers often rely on a variety of sources, including online platforms (such as travel
websites, social media, and review platforms), travel guides, and recommendations from fellow
travelers. Positive attitudes toward these sources can influence their perception of Sri Lanka as
a desirable destination. Subjective norms: Backpackers may prioritize information shared by
experienced travelers and trusted online communities when planning their trips to Sri Lanka.
Recommendations from peers and influencers can shape their perceptions of reliable and
relevant information sources. Perceived control over accessing information: Backpackers seek
easily accessible and up-to-date information about Sri Lanka's attractions, accommodations,
transportation options, safety tips, and cultural experiences. User-friendly online platforms and
comprehensive travel guides contribute to their perception of control over accessing relevant
information. Effective marketing strategies for backpackers: Attitudes toward marketing
strategies: Backpackers may respond positively to authentic storytelling, visually appealing
content, and personalized offers that resonate with their adventurous spirit and budget-
conscious mindset. Engaging narratives, captivating imagery, and transparent pricing can
enhance their perception of marketing materials. Subjective norms: Recommendations from
fellow backpackers, travel influencers, and online communities significantly influence
backpackers' perceptions of effective marketing channels and messages. Endorsements from
trusted sources and positive word-of-mouth play a crucial role in shaping their preferences.
Perceived control over engagement with marketing materials: Backpackers prefer interactive
and user-generated content that allows them to actively engage with marketing materials.
Social media platforms, travel blogs, and peer recommendations provide opportunities for
meaningful interactions and informed decision-making.
Future research directions should move toward the implications of backpackers toward the
local community and societal perspectives. Since there is a trend of overstaying and long-
staying backpackers, their implications and consequences need to be assessed in future research.
Keywords: Backpacker tourism, Sri Lanka, Suppliers, Marketing strategies Sustainability
157
Introduction
Tourism has long been recognized as a vital contributor to economic development, fostering
growth, employment opportunities, and cultural exchange in destinations worldwide. In Sri
Lanka, the tourism industry has undergone significant evolution, propelled by strategic
initiatives and policy reforms aimed at promoting the country's rich cultural heritage, diverse
landscapes, and pristine beaches. This introduction provides a comprehensive overview of the
background to the study, identifies the problem, outlines the aim and objectives, and discusses
the significance of the research.
Background to the Study
Sri Lanka, nestled in the heart of the Indian Ocean, boasts a tapestry of natural wonders,
historical landmarks, and vibrant cultural traditions that have captivated travelers for centuries.
Following the end of a protracted civil war in 2009, the country embarked on a journey of
reconciliation and development, positioning tourism as a key driver of economic growth and
social cohesion (Fonseka, 2015). The government's strategic initiatives, coupled with
investments in infrastructure and destination marketing, have propelled Sri Lanka onto the
global tourism stage, attracting an influx of visitors eager to explore its wonders (Bandara &
Chellaraj, 2020).
Amidst this backdrop of growth and transformation, backpacker tourism has emerged as a
significant phenomenon, reshaping the landscape of travel and tourism in Sri Lanka.
Backpackers, characterized by their independent spirit, budget-conscious mindset, and thirst
for authentic experiences, represent a diverse and dynamic segment of travelers (Richards &
Wilson, 2004). Their preferences for cultural immersion, off-the-beaten-path adventures, and
meaningful interactions with local communities have spurred the development of niche tourism
products and services tailored to their needs (Hannam & Diekmann, 2010).
Problem Identification
While backpacker tourism holds immense potential for driving sustainable development and
fostering cultural exchange in Sri Lanka, there remains a gap in our understanding of the
dynamics shaping this segment of the tourism market. The evolving preferences, behaviors,
and decision-making processes of backpackers present both opportunities and challenges for
tourism stakeholders seeking to attract and cater to this segment effectively.
In light of this, the problem statement for this research revolves around the need to gain deeper
insights into the motivations, preferences, and decision-making processes of backpackers
visiting Sri Lanka. By understanding the factors influencing backpacker behavior and the
strategies employed by tourism suppliers to engage this segment, stakeholders can enhance the
overall backpacker experience and contribute to the long-term sustainability of tourism in Sri
Lanka.
Aim and Objectives
The aim of this research is to explore the dynamics of backpacker tourism in Sri Lanka, with a
focus on understanding the motivations, preferences, and decision-making processes of
backpackers, as well as the strategies employed by tourism suppliers to attract and cater to this
segment.
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To achieve this aim, the research objectives are as follows,
1. To investigate the motivations and preferences of backpackers visiting Sri Lanka.
2. To analyze the decision-making processes of backpackers when choosing Sri Lanka as

a destination.
3. To explore the strategies employed by tourism suppliers to attract and cater to

backpackers.
4. To assess the impact of backpacker tourism on local communities and the wider tourism
industry in Sri Lanka.
Research Problems
The research will address the following key problems,
1. Lack of comprehensive understanding of the motivations and preferences driving

backpacker tourism in Sri Lanka.
2. Limited insight into the decision-making processes of backpackers and the factors
influencing their choice of destination.
3. Inadequate knowledge of the strategies employed by tourism suppliers to engage and

cater to the backpacker market effectively.
4. Insufficient understanding of the socio-economic impact of backpacker tourism on

local communities and the broader tourism industry in Sri Lanka.
Significance of the Research
This research holds significant implications for tourism stakeholders, policymakers, and
researchers interested in promoting sustainable tourism development in Sri Lanka. By shedding
light on the motivations, preferences, and decision-making processes of backpackers, as well
as the strategies employed by tourism suppliers, the findings of this study can inform the
development of targeted initiatives and interventions aimed at enhancing the backpacker
experience and maximizing the socio-economic benefits of backpacker tourism in Sri Lanka.
Moreover, the research contributes to the existing body of knowledge on backpacker tourism
and provides valuable insights into the evolving dynamics of tourism in Sri Lanka's post-war
context.
Literature Review
Tourism has been a significant driver of economic development in many countries, including
Sri Lanka, where the tourism industry has evolved over the years to attract various segments
of travelers. This section provides a review of the literature on the evolution of tourism in Sri
Lanka, the emergence of backpacker tourism globally and in Sri Lanka, and the application of
the Theory of Planned Behaviour (TPB) in understanding backpacker decision-making
processes.
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Sri Lanka Tourism Evolution
Sri Lanka's tourism industry has witnessed significant growth and transformation, particularly
since the end of the civil war in 2009. The country has emerged as a popular tourist destination
known for its rich cultural heritage, diverse landscapes, and pristine beaches (Fonseka, 2015).
The government's strategic initiatives to promote tourism, such as infrastructure development,
marketing campaigns, and policy reforms, have contributed to the industry's expansion
(Bandara & Chellaraj, 2020). The diversification of tourism products and services, including
ecotourism, adventure tourism, and cultural tourism, has catered to the evolving preferences of
tourists (Ranaweerage et al., 2018). Sri Lanka's tourism sector has also benefited from
international collaborations and partnerships, attracting investments and fostering sustainable
development (Acharya & Ho, 2020).
Backpacker Tourism in the World
Backpacker tourism has emerged as a distinct segment within the broader tourism industry,
characterized by independent, budget-conscious travelers seeking authentic experiences
(Richards & Wilson, 2004). Backpackers prioritize cultural immersion, interaction with locals,
and exploration of off-the-beaten-path destinations (Mckercher & Cros, 2003). The rise of
backpacker tourism can be attributed to factors such as globalization, advancements in
transportation, and the democratization of travel through digital technologies (Hannam &
Diekmann, 2010). Backpackers contribute to local economies through their spending on
accommodations, food, transportation, and activities, making them valuable contributors to
tourism development (Turner & Ash, 2011).
Backpacker Tourism in Sri Lanka
Sri Lanka has emerged as a popular destination for backpackers, offering a diverse range of
experiences, including cultural heritage sites, wildlife reserves, and adventure activities
(McIntosh, 2019). The country's affordability, coupled with its natural beauty and cultural
richness, appeals to budget-conscious travelers seeking authentic experiences (Hudson &
Ritchie, 2006). Backpacker tourism has contributed to community development and cultural
exchange, empowering local communities and promoting sustainable tourism practices
(Weeden & Russell, 2010). The government and tourism stakeholders have recognized the
importance of backpacker tourism and have implemented initiatives to cater to the needs and
preferences of backpackers (Ranaweerage et al., 2018).
Application of the Theory of Planned Behaviour
The Theory of Planned Behaviour (TPB) provides a framework for understanding human
behaviour and decision-making processes, particularly in the context of tourism (Ajzen, 1991).
According to TPB, behavioural intentions are influenced by three main factors: attitude,
subjective norm, and perceived behavioural control (Ajzen, 1991). In the context of backpacker
tourism, TPB can be applied to understand backpackers' intentions, behavioural influences for
decision-making, and perceptions of marketing strategies employed by tourism services (Poria
et al., 2006).
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Conceptual Framework
The conceptual framework for this study integrates the Theory of Planned Behaviour with the
interview guide for backpackers. The framework aims to understand the psychological
processes underlying backpacker decision-making, including their attitudes, subjective norms,
and perceived behavioural control. Figure 1 illustrates the conceptual framework, highlighting
the key components of TPB and their relevance to backpacker tourism in Sri Lanka.
Table 4: Conceptual elements
Components of Interview Guide for Backpackers

TPB
Can you describe your decision-making process when choosing Sri
Lanka as a destination for your backpacking trip?
Attitude towards
How important were factors such as landscape, rich culture,
visiting Sri Lanka
affordability, and recommendations from fellow backpackers and
social media in influencing your decision to visit Sri Lanka?
How did recommendations from experienced travelers and online
communities shape your perceptions of Sri Lanka, and how important
were they in your decision-making process?
Subjective norm
Can you discuss your experience with accessing information about Sri
Lanka's attractions, accommodations, transportation options, safety
tips, and cultural experiences?
What types of products and services do you find most appealing when
traveling as a backpacker in Sri Lanka?
Could you elaborate on your preferences for budget-friendly
accommodation, local food and beverages, and immersive
experiences? How do these preferences influence your choices among
Perceived tourism suppliers?
behavioural control What types of marketing strategies resonate with you as a backpacker
when considering a destination like Sri Lanka?
Do you prefer interactive and user-generated content in marketing
materials, and how important is engagement with social media
platforms, travel blogs, and peer recommendations in your decision-
making process?
Interview Guide for Backpackers
The interview guide for backpackers is designed to explore various aspects of backpacker
decision-making, preferences for products and services, information gathering about Sri Lanka,
and perceptions of marketing strategies. Each question in the interview guide aligns with the
components of TPB, allowing for a comprehensive understanding of the factors influencing
backpacker behaviour.
In conclusion, the literature review highlights the evolution of tourism in Sri Lanka, the
emergence of backpacker tourism globally and in Sri Lanka, and the application of the Theory
of Planned Behaviour in understanding backpacker decision-making processes. The conceptual
framework integrates TPB with the interview guide for backpackers, providing a theoretical
basis for the study's exploration of backpacker tourism in Sri Lanka.
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Methodology
This qualitative research employed interviews with both backpackers and service providers to
investigate the dynamics of backpacker tourism in Sri Lanka and how tourism suppliers are
adapting their offerings to attract backpackers. To supplement the primary data collection, 42
tourism operators were approached during the Sancharaka Udawa 2023, the foremost B2B and
B2C tourism exhibition in Sri Lanka, held in the aftermath of significant crises in the country.
Additionally, 56 backpackers were interviewed at major backpacker tourism destinations such
as Unawatuna, Hiriketiya, Arugambay, Ella, and the cultural triangle.
The sample size of 42 tourism operators was chosen based on the feasibility of conducting
interviews during the Sancharaka Udawa 2023. These operators were selected to represent a
diverse range of businesses within the tourism sector, including accommodations, tour
operators, and activity providers. The selection aimed to capture insights from various
stakeholders involved in catering to backpackers in Sri Lanka.
For the backpacker interviews, a purposive sampling technique was employed to select
participants who were actively engaged in backpacking and had recently visited Sri Lanka.
Backpackers were approached at popular backpacker destinations, ensuring a mix of
nationalities and travel experiences. The interviews were conducted face-to-face to facilitate
in-depth discussions and gather rich qualitative data.
During data collection with backpackers, an interview guide was developed to explore how
their purchase decisions were influenced by the range of information available and how this
information affected their choices. The interview questions were designed to elicit insights into
backpackers' decision-making processes, preferences for products and services, and utilization
of information sources.
Similarly, interviews with service providers focused on understanding how their service
offerings were evolving to meet the needs and preferences of backpackers. The interview guide
for service providers included questions about targeting strategies, product development
initiatives, utilization of backpacker information, and marketing strategies tailored to
backpackers.
The qualitative data collected from both backpackers and service providers were analyzed
using thematic analysis. This involved coding the interview transcripts to identify recurring
themes and patterns related to backpacker preferences, behaviors, and the strategies employed
by tourism suppliers. The analysis aimed to uncover insights into the factors influencing
backpacker decision-making and the strategies adopted by service providers to attract and cater
to this segment of travelers.
Ethical considerations were paramount throughout the research process. Informed consent was
obtained from all participants, and they were assured of confidentiality and anonymity.
Participants were also informed of their right to withdraw from the study at any time without
consequence. Additionally, efforts were made to ensure that the research process did not cause
any harm or discomfort to participants.
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Results and analysis
Results from service providers
The following table presents the results obtained from interviews with service providers,
offering insights into their targeting strategies, product and service development initiatives,
utilization of backpacker information, and marketing strategies tailored to attract backpackers
in Sri Lanka.
Table 5: Results from service providers
Interview Guide Interview Guide Results

Topics
1. Understanding Targeting Backpackers
Service providers adopt multifaceted approaches to target
backpackers, recognizing their preference for immersive cultural
experiences and affordable travel options in Sri Lanka. Strategies
Targeting Strategies
include leveraging social media platforms to showcase authentic
experiences and collaborating with travel influencers to reach wider
audiences.
Establishments implement various initiatives to attract
backpackers, such as organizing themed events, offering budget-
friendly packages, and partnering with local tour operators to
Specific Initiatives
promote off-the-beaten-path destinations. Additionally, some
businesses provide flexible booking options and incentivize direct
bookings through exclusive discounts.
2. Product and Service Development
Service providers tailor their offerings to align with backpackers'
preferences for authentic experiences and budget-friendly options.
Tailoring Products and
They focus on creating unique experiences that highlight Sri
Services
Lanka's rich cultural heritage while also catering to modern
amenities and conveniences desired by backpackers.
Features emphasized include eco-friendly practices, local cultural
immersion opportunities, and personalized services.
Establishments prioritize sustainability initiatives and incorporate
Emphasized Features
local ingredients into their menus to offer an authentic culinary
experience. They also provide opportunities for adventure activities
such as surfing, hiking, and wildlife tours.
3. Utilization of Backpacker Information
Service providers actively gather feedback from backpackers
through online reviews, direct interactions, and surveys to
Gathering Information understand their preferences and expectations better. They also
monitor social media conversations and analyze booking trends to
identify emerging trends and adapt their offerings accordingly.
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Information gathered is utilized to refine existing products/services,
develop new offerings, and enhance overall customer experience.
Service providers prioritize addressing feedback promptly and
Utilization Strategies
implementing necessary changes to ensure customer satisfaction
and loyalty. They also use data-driven insights to optimize
marketing strategies and target specific segments effectively.
4. Marketing Strategies for Backpackers
Service providers leverage various marketing channels, including
social media platforms (e.g., Instagram, Facebook), travel blogs,
and online forums frequented by backpackers. They create
Marketing Channels
engaging content such as destination videos, travel guides, and
user-generated content to capture the attention of potential travelers
and inspire them to visit Sri Lanka.
Recommendations from fellow backpackers, travel influencers, and
online communities are integral to marketing strategies.
Leveraging
Establishments actively seek endorsements from trusted sources
Recommendations
and encourage positive word-of-mouth through special promotions,
referral programs, and collaborative campaigns with influencers.
Service providers prioritize interactive and user-generated content
to engage backpackers actively. They utilize social media platforms
to facilitate meaningful interactions, share authentic travel
Engagement with
experiences, and provide real-time updates on promotions and
Marketing Materials
events. Additionally, personalized email newsletters and targeted
advertising campaigns enhance customer engagement and drive
conversions.
Interview evidence from service providers
The following table presents interview evidence from service providers, offering insights into
their strategies for targeting backpackers and tailoring products, utilizing backpacker
information, and implementing marketing strategies effectively in Sri Lanka.
Table 6: Interview evidence from service providers
Respondent
Interview Question Interview Quote
Number
Understanding Targeting
Backpackers
"We've noticed that backpackers are
drawn to authentic experiences and
How do you target backpackers as a
affordability. That's why we use
specific segment of tourists for your 42
platforms like Instagram to showcase
products and services in Sri Lanka?
our unique cultural activities and
budget-friendly accommodations."
164
"We've introduced special backpacker
packages that include local tours and
Can you discuss any specific activities off the beaten path. Our
strategies or initiatives you have partnership with local guides allows us
19
implemented to attract backpackers to offer these experiences at
to your establishment or offerings? competitive prices, attracting
backpackers looking for authentic
adventures."
Product and Service Development
"Our hostel focuses on creating a
How do you tailor your products communal atmosphere that promotes
and services to appeal to the cultural exchange. We offer traditional
28
preferences and expectations of Sri Lankan cooking classes and
backpackers visiting Sri Lanka? organize cultural nights to give
backpackers a taste of local life."
"We've renovated our guesthouses to
What specific features or attributes include eco-friendly features and
do you emphasize to provide an incorporated locally sourced materials
35
authentic and immersive experience into our furnishings. This aligns with
for backpackers? backpackers' desire for sustainable
travel experiences."
Utilization of Backpacker
Information
"We actively seek feedback from
How do you gather and utilize
backpackers through online reviews
information about backpackers'
and surveys to understand their
preferences, behaviors, and 14
preferences better. This helps us tailor
decision-making processes to
our services to meet their needs and
enhance your offerings?
exceed their expectations."
Can you discuss any insights or "Based on feedback, we've introduced
feedback you have received from flexible booking options and expanded
backpackers regarding your our adventure tour offerings. This has
23
products and services, and how you resulted in increased bookings and
have incorporated this feedback into positive word-of-mouth
your business strategies? recommendations from backpackers."
Marketing Strategies for
Backpackers
"We engage with backpackers on
What marketing strategies do you
social media platforms like Facebook
employ to effectively reach and
and Instagram, sharing user-generated
engage backpackers who are 10
content and travel tips. This helps us
considering Sri Lanka as a
build a community of travelers who are
destination?
interested in exploring Sri Lanka."
165
"We collaborate with travel influencers
How do you leverage and bloggers to showcase our
recommendations from fellow destination and highlight the
backpackers, travel influencers, and 29 experiences we offer. Their
online communities in your endorsements carry weight with
marketing efforts? backpackers, who trust their
recommendations."
Results from backpackers
The following table presents key insights from backpacker interviews, illuminating their
decision-making process, preferences for products and services, information gathering habits
about Sri Lanka, and perceptions of marketing strategies.
Table 7: Results from backpackers
Interview Guide
Interview Guide Results
Topics
Decision-Making Process: Backpackers described a decision-making
process influenced by factors such as the appeal of Sri Lanka's diverse
landscape and rich culture, affordability, and recommendations from
fellow travelers and social media. These elements played a significant
Understanding
role in their choice to visit Sri Lanka.
Backpacker
Preference for Sri Lanka: Participants expressed a strong preference for
Decision-Making
Sri Lanka due to its affordability, diverse attractions, and positive
reviews from fellow backpackers. They highlighted the importance of
online recommendations and personal experiences shared on social
media platforms in shaping their decision.
Preferred Products and Services: Backpackers favored budget-friendly
accommodations with a focus on cleanliness and community vibes. They
also enjoyed sampling local cuisine and participating in immersive
cultural experiences such as cooking classes and guided tours. These
Preference for
preferences influenced their choice of tourism suppliers.
Products and
Impact on Choices: Preferences for authentic experiences and budget-
Services
friendly options guided backpackers' choices among tourism suppliers.
They sought establishments that offered a balance between affordability
and quality, prioritizing eco-friendly practices and opportunities for
adventure activities.
Sources of Information: Backpackers relied on online platforms, travel
blogs, and recommendations from fellow travelers to gather information
about Sri Lanka. They valued firsthand experiences shared by peers and
Information trusted online communities when planning their trips.
Gathering About Utilization of Information: Service providers actively gathered feedback
Sri Lanka from backpackers through various channels, including online reviews
and direct interactions. They utilized this information to refine existing
products/services, develop new offerings, and enhance customer
experience.
166
Preferred Marketing Channels: Backpackers responded positively to
marketing channels such as social media platforms, travel blogs, and
user-generated content. They appreciated authentic storytelling and
personalized offers that resonated with their adventurous spirit and
budget-conscious mindset.
Influence of Recommendations: Recommendations from fellow
Perceptions of backpackers, travel influencers, and online communities significantly
Marketing influenced backpackers' perceptions of effective marketing channels and
Strategies messages. Endorsements from trusted sources played a crucial role in
shaping their preferences.
Engagement with Marketing Materials: Backpackers preferred
interactive and user-generated content that allowed them to actively
engage with marketing materials. They valued meaningful interactions
on social media platforms and personalized communication through
targeted advertising campaigns.
Interview evidence from backpackers
The following table presents interview evidence gathered from backpackers, providing insights
into their decision-making processes, preferences for products and services, information
gathering habits, and perceptions of marketing strategies when considering Sri Lanka as a
backpacking destination.
Table 8: Interview evidence from backpackers
Interview Question Respondent Response

Number
Understanding Backpacker Decision-Making
"When choosing Sri Lanka, I was
Can you describe your decision-
drawn to its diverse landscape and
making process when choosing Sri
001 rich cultural heritage. The
Lanka as a destination for your
affordability of the destination was
backpacking trip?
also a significant factor for me."
"The landscape and culture of Sri
How important were factors such as Lanka were major attractions for me.
landscape, rich culture, affordability, The affordability made it feasible for
and recommendations from fellow me to explore the country extensively.
025
backpackers and social media in Recommendations from fellow
influencing your decision to visit Sri backpackers and positive reviews on
Lanka? social media solidified my decision to
visit Sri Lanka."
167
Preference for Products and Services
"As a backpacker, I prefer budget-
friendly accommodation that still
offers comfort and cleanliness. I
What types of products and services
enjoy trying local food and beverages,
do you find most appealing when
012 especially when they're presented in a
traveling as a backpacker in Sri
way that respects the traditional
Lanka?
flavors. Immersive experiences like
cooking classes or cultural tours are
also high on my list."
"I look for budget-friendly
accommodation options that provide a
sense of community and opportunities
to meet other travelers. When it
Could you elaborate on your
comes to food, I enjoy sampling local
preferences for budget-friendly
dishes prepared authentically.
accommodation, local food and
Immersive experiences, such as
beverages, and immersive 037
homestays or guided tours led by
experiences? How do these
locals, enhance my overall
preferences influence your choices
backpacking experience. These
among tourism suppliers?
preferences guide my choices among
tourism suppliers, as I seek out
establishments that align with these
values."
Information Gathering About Sri Lanka
"I relied heavily on online platforms
like travel websites and social media
What sources of information did you for information about Sri Lanka.
rely on when gathering information 009 Recommendations from fellow
about Sri Lanka as a destination? travelers and travel blogs provided
valuable insights into the destination
and helped me plan my trip."
"Recommendations from experienced
travelers and online communities
How did recommendations from played a significant role in shaping
experienced travelers and online my perceptions of Sri Lanka. Positive
communities shape your perceptions reviews and personal anecdotes
043
of Sri Lanka, and how important shared by fellow backpackers on
were they in your decision-making social media platforms like Facebook
process? and Instagram influenced my decision
to visit Sri Lanka and informed my
itinerary planning."
168
"Accessing information about Sri
Lanka was relatively easy, thanks to
Can you discuss your experience comprehensive travel guides and
with accessing information about Sri user-friendly websites. However, I
Lanka's attractions, accommodations, found firsthand accounts and
transportation options, safety tips, 056 recommendations from fellow
and cultural experiences? Were there travelers to be the most valuable.
any challenges or preferences in They provided insights into lesser-
accessing this information? known attractions and practical tips
for navigating the country, which
enhanced my overall experience."
Perceptions of Marketing Strategies
"I respond well to authentic
storytelling and visually appealing
content that showcases the beauty and
What types of marketing strategies
diversity of Sri Lanka. Personalized
resonate with you as a backpacker
021 offers and transparent pricing also
when considering a destination like
catch my attention, as they
Sri Lanka?
demonstrate a commitment to
catering to the needs of budget-
conscious travelers like myself."
"Recommendations from fellow
backpackers and travel influencers
How do recommendations from carry significant weight in my
fellow backpackers, travel decision-making process.
influencers, and online communities Endorsements from trusted sources
032
influence your perception of and positive word-of-mouth play a
effective marketing channels and crucial role in shaping my preferences
messages? and influencing my perception of
effective marketing channels and
messages."
"I prefer interactive content that allows
me to actively engage with marketing
Do you prefer interactive and user- materials, as it provides a more
generated content in marketing immersive and personalized
materials, and how important is experience. Social media platforms,
engagement with social media 049 travel blogs, and peer
platforms, travel blogs, and peer recommendations are essential sources
recommendations in your decision- of inspiration and information for me
making process? when planning my trips, and they
heavily influence my decision-making
process."
169
In the study, the profile of 42 service providers in Sri Lanka's tourism sector was examined.
The table below illustrates the distribution of providers across different sectors.
Table 9: Profile of 42 Service Providers
Sector Number of Providers

Accommodations 18
Tour Operators 12
Activity Providers 8
Transportation Services 4
Table 7 provides a comprehensive profile of 56 backpackers, detailing their country of origin,

age range, purpose of travel, companionship status, chosen destination, and the corresponding
number of backpackers. This profile offers valuable insights into the diverse demographics and
travel preferences within the backpacker segment, enriching our understanding of backpacker
tourism dynamics in Sri Lanka.
Table 10: Profile of 56 Backpackers
Country Age Purpose of Traveling Destination Number of

of Origin Range Travel Alone/Couple/Family Backpackers
United 20-30 Adventure Solo Unawatuna 12
States
United 20-35 Cultural Couple Hiriketiya 10
Kingdom Experience
Germany 25-40 Relaxation Family Arugambay 15
Australia 18-30 Nature Solo Ella 8
Exploration
Canada 22-35 Backpacking Couple Cultural 11
Triangle
Profile Summary of Service Providers
The majority of service providers (42 in total) were categorized into different sectors: 18 were
accommodations, 12 were tour operators, 8 were activity providers, and 4 were transportation
services.
Profile Summary of Backpackers
A diverse group of backpackers (56 in total) visited Sri Lanka from various countries, including
the United States, United Kingdom, Germany, Australia, and Canada. The age range of
backpackers varied from 18 to 40 years old, with the majority falling between 20 and 35 years
old. The primary purposes of travel among backpackers included adventure, cultural
experience, relaxation, and nature exploration. Backpackers traveled alone, as couples, or with
family members, with varying preferences for destinations such as Unawatuna, Hiriketiya,
Arugambay, Ella, and the Cultural Triangle.
170
Discussion
The findings of this study provide valuable insights into how tourism suppliers in Sri Lanka
target backpackers and utilize backpacker information for long-term economic sustainability.
By analyzing the interview results in conjunction with the Theory of Planned Behavior (TPB),
we can gain a deeper understanding of the psychological processes underlying backpackers'
decision-making and the strategies employed by tourism suppliers to attract and cater to this
segment of travelers.
Firstly, the results indicate that tourism suppliers in Sri Lanka adopt multifaceted approaches
to target backpackers, recognizing their preference for immersive cultural experiences and
affordability (Respondent 42). According to the TPB, attitudes, subjective norms, and
perceived behavioral control influence an individual's intention to perform a behavior, which
in this case, includes choosing Sri Lanka as a backpacking destination (Ajzen, 2011). The
positive attitudes of backpackers toward the landscape, rich culture, and affordability of Sri
Lanka, as highlighted in the interview evidence (Backpacker 025), align with their intention to
visit the destination.
Moreover, the specific initiatives implemented by service providers, such as offering budget-
friendly packages and organizing themed events, cater to backpackers' preferences and
contribute to the formation of favorable attitudes toward visiting Sri Lanka (Respondent 19).
According to the TPB, perceived behavioral control refers to the perceived ease or difficulty
of performing the behavior (Ajzen, 2011). By providing flexible booking options and
incentivizing direct bookings through exclusive discounts, establishments enhance
backpackers' perceived control over accessing affordable travel options, thereby influencing
their decision-making process (Respondent 19).
In terms of product and service development, tourism suppliers tailor their offerings to appeal
to backpackers' preferences for authentic experiences and budget-friendly options (Respondent
28). The emphasis on eco-friendly practices and local cultural immersion opportunities reflects
the influence of subjective norms, wherein recommendations from experienced travelers and
online communities shape backpackers' perceptions of desirable tourism experiences (Ajzen,
2011; Backpacker 043). The incorporation of locally sourced materials into furnishings and the
provision of adventure activities further contribute to the formation of positive attitudes toward
tourism suppliers in Sri Lanka (Respondent 35).
Additionally, service providers actively gather feedback from backpackers to understand their
preferences and expectations better, utilizing this information to refine existing
products/services and develop new offerings (Respondent 14). According to the TPB,
subjective norms play a crucial role in shaping individuals' perceptions of social expectations
regarding the behavior in question (Ajzen, 2011). By addressing feedback promptly and
implementing necessary changes to ensure customer satisfaction, establishments enhance their
reputation and influence backpackers' perceptions of reliable and relevant tourism suppliers
(Respondent 23).
Marketing strategies employed by tourism suppliers leverage various channels to reach and
engage backpackers considering Sri Lanka as a destination (Respondent 10). The creation of
engaging content on social media platforms and collaborations with travel influencers align
with the TPB, wherein attitudes toward marketing strategies influence individuals' perceptions
of effective marketing channels and messages (Ajzen, 2011). Backpackers respond positively
171
to authentic storytelling and visually appealing content, indicating the importance of engaging
narratives and captivating imagery in marketing materials (Backpacker 021).
Furthermore, recommendations from fellow backpackers, travel influencers, and online

communities significantly influence backpackers' perceptions of effective marketing channels
and messages (Respondent 29). According to the TPB, subjective norms shape individuals'
perceptions of social pressures and expectations regarding the behavior in question (Ajzen,
2011). Endorsements from trusted sources and positive word-of-mouth play a crucial role in
shaping backpackers' preferences and influencing their decision-making process (Respondent
32).
The findings of this study highlight the importance of understanding backpackers' preferences,
behaviors, and decision-making processes in the context of backpacker tourism in Sri Lanka.
By employing targeted strategies, tailoring products and services, and leveraging backpacker
information, tourism suppliers can enhance the overall backpacker experience and contribute
to the long-term economic sustainability of backpacker tourism in Sri Lanka.
Conclusion
In conclusion, this research has provided valuable insights into the dynamics of backpacker
tourism in Sri Lanka, shedding light on the motivations, preferences, and decision-making
processes of backpackers, as well as the strategies employed by tourism suppliers to attract and
cater to this segment effectively. By integrating the Theory of Planned Behavior (TPB) with
qualitative interviews, this study has deepened our understanding of the psychological
processes underlying backpacker behavior and the factors influencing their travel choices.
The findings highlight the positive attitudes of backpackers towards Sri Lanka, driven by its
rich cultural heritage, diverse landscapes, and affordability. Tourism suppliers have capitalized
on these preferences by offering immersive cultural experiences, budget-friendly packages, and
flexible booking options, thereby enhancing backpackers' perceived control over their travel
decisions. Moreover, the incorporation of eco-friendly practices and local cultural immersion
opportunities reflects the influence of subjective norms, wherein recommendations from
experienced travelers shape backpackers' perceptions of desirable tourism experiences.
Marketing strategies play a crucial role in shaping backpackers' perceptions of destinations and
tourism suppliers, with engaging content on social media platforms and endorsements from
trusted sources influencing their decision-making process. By leveraging backpacker
information and feedback, tourism suppliers can refine their offerings and develop targeted
marketing initiatives to attract and retain backpackers, thereby contributing to the long-term
sustainability of backpacker tourism in Sri Lanka.
Overall, this research has significant implications for tourism stakeholders, policymakers, and
researchers interested in promoting sustainable tourism development in Sri Lanka. By
understanding the motivations, preferences, and decision-making processes of backpackers,
stakeholders can develop targeted initiatives and interventions to enhance the backpacker
experience and maximize the socio-economic benefits of backpacker tourism in Sri Lanka.
Moreover, the study contributes to the existing body of knowledge on backpacker tourism and
provides valuable insights into the evolving dynamics of tourism in Sri Lanka's post-war
context. Through continued research and collaboration, Sri Lanka can further harness the
172
potential of backpacker tourism to drive economic growth, foster cultural exchange, and
promote sustainable development in the years to come.
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Factors affecting Word-of-Mouth Intentions in Kinabalu Park, Sabah:
Examining Memorable Experiences, Destination Image, Social Media
Interactions, and Satisfaction
Tressy Belly, Quratul Ain Syahirah Awang Ali, Mohd Hafiz Hanafiah, Spencer Hedley
Mogindol
Abstract
This study explores the complexities of tourists' experiences in Kinabalu Park, with a specific
focus on understanding the factors that influence Word-of-Mouth Intentions (WOM). The
objective of this study is to offer a comprehensive and profound understanding of the
multifaceted nature of tourist experiences (MTE) within the unique context of Kinabalu Park.
The research investigates the interplay between MTEs, destination image, social media
interactions, and satisfaction in influencing tourists' WOM intentions. To achieve this objective,
the study employs Partial Least Squares Structural Equation Modeling (PLS-SEM). The results
reveal the moderating role of social media interactions in the relationship between destination
image and WOM intentions. Results sheds light on the intricate dynamics that shape tourists'
communication behavior. The analysis demonstrates that social media platforms significantly
influence both the destination image formed by tourists and their subsequent WOM intentions.
This highlights the evolving landscape of tourism communication, where social media acts as
a dynamic platform that shapes perceptions and influences communication patterns. The
contributions of this study extend to both practical and academic realms. For practitioners in
the tourism industry, the findings offer valuable insights into the power of social media in
shaping destination image and encouraging positive word-of-mouth communication. By
understanding the influence of social media interactions on tourists' perceptions and
communication behavior, tourism marketers can effectively leverage these platforms to
enhance their destination's image and encourage positive WOM. From an academic perspective,
this study adds to the existing body of knowledge by providing a comprehensive understanding
of the intricate factors that influence tourists' WOM intentions in the context of Kinabalu Park.
By employing PLS-SEM, the research methodology contributes to the methodological
advancements in studying tourist experiences and communication behavior. This study delves
into the intricacies of tourists' experiences in Kinabalu Park, Sabah, with a focus on
understanding the factors that influence WOM intentions. The findings highlight the
moderating role of social media interactions in the relationship between destination image and
WOM intentions. The study's contributions extend to both practical and academic realms,
offering valuable insights for tourism marketers and advancing the methodological
understanding of tourist experiences and communication behavior..
175
Generation Z and Adventure Tourism: What's Driving Their Decisions?
Wahyu Setiawan1; Galih Ernawati Wibawa1

1
Universitas Gadjah Mada
Email: wahyusetiawan1999@mail.ugm.ac.id
Abstract
The development of tourism today is getting stronger, as well as adventure tourism which is
increasingly in demand. Besides being a tour involving physical activity, adventure tourism
provides a unique and interesting experience by presenting the beauty of the landscape and the
uniqueness of the ecosystem, one of which is mountain climbing adventure tourism. Mount
Andong in Magelang, Central Java has become viral among Generation Z, which is the gadget
generation.
This research aims to find out: 1) the push factors from within Generation Z to climb; 2) the
pull factors owned by mountain tourism destinations that trigger Generation Z to climb; 3)
which factors are stronger in influencing Generation Z to climb more than 5 times. This type
of research is quantitative research, using primary data and data collection using survey
instruments by distributing questionnaires in the form of Google Forms. The population of this
study are all tourists who are interested in mountain climbing adventure tourism. As for the
sample, it was determined by non-probability sampling technique, more specifically the
researcher used purposive sampling, so that the sample for this study was Mount Andong
tourists with an age range of 12 to 27 years or included in the generation Z category. The
questionnaire measurement in this study used a Likert Scale with an interval scale, namely a
five-point Likert Scale. The data was processed using the help of SMARTPLS 4 by testing the
validity and reliability of the data, Regression Test, R Square Test, and Dominance Test.
The results of the study found 300 respondents with validity tests proven valid with the value
of each item per variable more than 0.5 and reliability tests that proved reliable with a value
above 0.6. The first and second hypotheses prove that factors from within tourists and also pull
factors from destinations trigger Generation Z's visiting decisions at Mount Andong. This study
also found that climbers who climbed more than 5 times often climbed because of the
attractions offered by Mount Andong, not because of their inner motivation to hone their
mountain climbing skills.
This study has several limitations because the object of research was only conducted on Mount
Andong tourists. Research is also limited to variable indicators that only represent the
characteristics of mountains in Indonesia. Looking at the R-Square value, future research can
further explore which variables can make this research topic more complex. Interview
techniques can be conducted to deepen and enrich varied research results. This research is
expected to contribute both theoretically by providing a study and understanding of the factors
that can influence tourist visiting decisions, especially in adventure tourism. Further research
is expected to be able to increase the role of academics, the community, and policymakers or
managers of tourist destinations to pay attention to any changes and patterns of tourist behavior
to retain tourists to continue to visit.
Keywords: Puss Factor, Pull Factor, Gen Z, Decision to Visit
176
Backgrounds
Considered to be one of the largest contributors to the country's foreign exchange, tourism
contributed US$4.26 billion in 2022 due to the surge in foreign tourists as COVID-19 waned
(Widi, 2022). This data provides encouragement and views that tourism has a positive impact
on the country's economy, which can affect the welfare of the community. Tourism also
penetrates the countryside along with the shift in the motive for traveling which currently leads
to unique and quality tourism products (Damanik, 2017). Including this, the development of
adventure tourism is also proliferating. Adventure tourism is tourism generated by tourists who
want to do more challenging tourism activities both physically and mentally. Adventure
tourism is characterized by tourism characteristics that provide high sensory stimulation for
tourists, and is usually characterized by physically and mentally challenging experience
components (Muller & Cleaver, 2000; Suwena & Widyatmaja, 2010). Adventure tourism
involves adrenaline-fuelled and risky physical activities, and travelers who enjoy adventure
tourism are interested in traveling to unusual, remote, and interesting places.
In Indonesia, various kinds of adventure tourism become alternatives for tourists to enjoy, one
of which is mountain climbing. Mountaineering is one of the favorites for tourists
(Setyonugroho & Anggraeni, 2021). Currently, climbing activities are a trend in Indonesia
because this mountaineering activity is seen as relaxing because of the natural beauty that will
be obtained. Nurfalah (2023) found in his research that activities in nature can be mentally
healthy, this is also what encourages many people to travel in nature to fulfill inner satisfaction.
Mountain climbing in Indonesia is not just about conquering the peak, but also about feeling
connected with nature and an incredible culture. The captivating natural beauty and hospitality
of the locals make a mountain climbing adventure in Indonesia an unforgettable experience for
anyone who tries it. Each mountain has different characteristics and charms. Some mountains
offer mesmerizing views of lakes, while others have unique rock formations.
Mount Andong is one of the adventure attractions located in Magelang Regency, Central Java.
Including mountains with a not-too-high altitude of 1,726 meters above sea level, and with
relatively affordable prices in the range of Rp. 20,000 to Rp. 25,000 (depending on each base
camp), making Mount Andong a favorite adventure tourist attraction for ordinary nature lovers
(Hidayat, 2022). Reporting from the kompas.com news portal, Rahman Mukhlis, Chairman of
the Indonesian Mountain Guides Association (APGI), said the number of tourists increased and
even the length of stay was also longer after the co-19 pandemic. Furthermore, Rahman
predicts that interest in Indonesian mountain tourism will triple in 2024, and be dominated by
young people (Chaniago & Prasetya, 2023).
Amidst the hustle and bustle of technological development, Generation Z, a digital generation
with better information technology skills than previous generations, also enjoys traveling and
surfing the internet. Through the Internet, it encourages Generation Z to travel, such as the
desire to seek new experiences and the desire to connect with people from different
backgrounds from other parts of the world. Including the desire to get to know nature through
adventure tourism, generation Z has a high interest in tourism activities through adventure
tourism (Haratikka & Silitonga, 2023; Kasmin et al, 2021). Generation Z's interest is influenced
by push and pull factors. Dann (1977) explains that push factors are factors that arise from
within individuals, related to adventure tourism, the characteristics of individual personalities,
lifestyle elements, and also personal perceptions of an adventure. While pull factors are factors
from outside that attract tourism activities, this pull factor is usually attached to a tourist
attraction. Some research on push and pull factors has found an influence on visiting decisions
177
on adventure tourism such as in Setyonugroho & Anggraeni (2021). However, not many have
discussed the influence on Generation Z.
Literature Review
Push and pull factors
The concept of push and pull factors was first proposed and associated with tourism by Dann
(1977). The idea put forward by Dann regarding the emergence of push and pull factors is
based on certain internal factors in individuals that "push" individuals to seek a travel
experience, while which products or services will be chosen by tourists to meet these needs
comes from external factors which then "pull" tourists to choose tourism products or services.
The extraction of push factors mentioned by Kim, et al. (2003) into four main factors, namely
family togetherness and learning; efforts to appreciate natural resources; escape or a moment
away from routine daily activities; adventure and also a way to establish friendly relations. The
concepts of escape, appreciation of nature, education, interpersonal factors, and adventure are
common internal motivations for tourism, particularly nature-based tourism. Furthermore,
Kim, et al. (2003) elaborated that supporting pull factors are key tourism resources;
completeness of the information and also convenience of facilities; as well as accessibility and
ease of transport. In the context of adventure tourism, particularly mountaineering, the
motivations that emerge and stand out are the desire to socialize; challenge; the attractiveness
of the natural environment, and achievement. On the other hand, the pull factors are the
environmental factors of the mountain itself (Pomfret & Bramwell, 2014). Push factors help in
determining the significance and relation of an individual in their motivation to seek adventure
travelling experiences. Pull factors, on the other hand, provide an understanding of the
influence on the environment in which an individual engages in activities, in the context of
pulling participants towards a particular destination (Giddy & Webb, 2018).
Push factors
Push factors are the sociological and psychological needs of individuals that make someone
travel. Push factors are a drive from within a person in traveling, which is an internal or
emotional aspect of a person in traveling. Described as a push from within the individual to
travel to a predetermined destination (Kozak, 2002). Concerning mountaineering adventure
tourism, push factors are internal factors that make a person want to participate in
mountaineering activities.
Pull factors
Pull factors are features, attractions, or attributes of a destination. A pull factor is an element
attached to a tourist destination that promises satisfaction for its visitors. As stated by Dann
(1977), pull factors can be interpreted as the specialty of a destination that makes visitors move
to visit the destination.
Decision to Visit
In the context of tourism, visiting decisions are usually analogous to purchasing decisions, this
is because visiting decisions are also the same as deciding to buy a tourism product. The tourist
decision to choose a tourist attraction is a decision-making process that involves various
aspects. In this case, the decision is the result of rational considerations made by the individual.
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Tourists tend to use rational thinking when they are looking for attractions that suit their
desires. Pitana & Gayatri (2005) suggest that tourists do a process first before traveling. A
visiting decision is an activity that a person does by visiting a certain location for various
purposes in a temporary period (Juwita & Hariyanto, 2016). Like product purchasing decisions,
visiting decisions also go through a process.
Adventure Tourism
Adventure tourism is a journey that includes at least elements of physical activity, natural
environment, and intercultural interaction (UNWTO, 2014). Buckley, (2006) defined
adventure tourism as guided commercial tourism, where the main attraction is an outdoor
activity that relies on natural terrain features and generally requires special equipment to attract
tourists. Climbing is a form of adventure tourism. Mountaineering involves rock climbing,
physical health programs, and skiing (Mitchell, 1983). In Indonesia itself, mountain climbing
is usually a tour carried out by nature lovers, in addition to tourist activities, and sports, it is
also intended as a form of effort to appreciate and conserve nature. Mountaineering nature
tourism requires active participation from tourists because environmental conditions are
challenging, tourists need to have emotional stability to encourage positive energy and lead to
happiness (Maslow, 1976).
Generation Z
Generation Z is the general name for a group of people roughly born from the late 1990s to the
early 2011s, spanning 15-20 years in the late 20th and early 21st centuries. Members of the
Gen Z population are digital natives, having grown up in the era of mobile devices and
smartphones and thriving in the world of social sites and websites (Ruspini, 2022). Generation
Z was born in an era of undermining economic crisis, lack of social stability, and increasing
fear related to social issues such as climate change, sustainability, health, migration crisis, and
terrorism (Ruspini, 2022). This makes Generation Z a person who is concerned about the future
of the planet, demonstrating an unprecedented awareness of human impact on the environment
and a strong sense of community responsibility for ecological balance. When it comes to
traveling, Generation Z views travel as a priority, is aware of over-tourism and the climate-
changing impacts of travel, and is willing to take responsibility for mitigating these phenomena
with better travel decisions (Woodman, 2019).
Fig. 1: Research Framework
Based on the discussion above, this study will prove the relationship between factors
that influence Generation Z to climb Mount Andong through the following hypothesis:
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H1: Push Factors Affect Generation Z's Visiting Decision at Mount Andong
H2: Pull Factors Affect Generation Z's Visiting Decision at Mount Andong
H3: Pull factors have a greater influence on Generation Z who hike more than 5 times.
Method
This research uses a quantitative approach. This quantitative research method is research based
on collection and analysis in the form of numbers, and these numbers are used to explain,
predict, and also control phenomena that will be the focus of research (Leo, 2013). The
population in this study were all climbers in Indonesia. Sampling in this study uses a non-
probability sampling approach where not all samples have the same opportunity to be selected
as a sample. A purposive sampling technique is used, where only samples that meet the criteria
will be sampled. The criteria set to get the appropriate sample are Generation Z (born in 1997-
2012) and who have climbed Mount Andong.
Measures
The push factors adopted 9 items from Pomfret (2006) that measure against the dimensions of
motivation, motive, mastery, and meaningfulness. The pull factors also adopted 5 items from
Pomfret (2006) which measured the dimensions of the natural environment of the mountains,
and mountain climbing opportunities. The decision to visit uses 5 items from Pitana & Gayatri
(2005). Participants were expected to answer how much they agreed with each question on a
five-point Likert scale (1 - strongly disagree, 5 - strongly agree).
Analysis and Finding
The respondents obtained were 300 who were Generation Z and had climbed Mount Andong.
Distribution of questionnaires using Google Forms.
Table 1: Validity and Reliability
Variable Questionnaire Statement Cronbach's

Loading Factor
Push Factors Alpha
I feel I have enough skills and
0.662
knowledge to climb mountains
I climb mountains to unwind and
0.653
find positive energy
I climb mountains to gain status

0.715
as a professional climber
Motivational Dimensions 0.816
I can solve problems when
0.791
climbing the mountain
I go mountain climbing to make

0.732
new connections
I go on hikes to enjoy the beauty

0.566
of nature
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I will keep climbing the same
Goal Completion mountain until I can reach the 0.733
top.
I climbed the mountain as a form
Mastery of my concern for environmental 0.765
sustainability.
I climb mountains to fulfill my
Meaning 0.706
spiritual needs
Pull Factors
I am interested in mountain
climbing because there are
0.678
unique things that I want to enjoy
such as mystical stories.
Natural Mountain Environment I only climb mountains that are
0.751
well-known and easy to climb
I only climb mountains that 0.777

0.787
provide good accessibility.
I choose mountains with
challenging tracks to hone my 0.626
Mountaineering opportunities mountaineering skills.
I will go mountain climbing only
0.778
by using a tour operator.
Decision To Visit
I chose a mountain that is easy to
0.725
get information about
I chose a mountain that is easily
accessible by public and private 0.735
transport.
I will climb a mountain if the 0.871
0.804
cost is affordable
I am reluctant to go on a hike
0.730
without a travel agent
I will only choose mountains that
0.800
provide complete facilities
This study uses partial least squares-structural equations modeling 4 (PLS-SEM 4) to process
data. Validity testing refers to Haryono (2016) who states that research instrument items are
valid when the loading factor> 0.5. As for reliability, it refers to Savitri et al (2021) which
states that variables are reliable if Cronbach Alpha> 0.7. Based on the test results in Table 1, it
can be seen that all items on the research instrument have values that can be categorized as
valid and reliable.
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Table 2: Regression and coefficient of determination
Original Sample mean Standard T statistics P values Adj.

sample (O) (M) deviation (|O/STDEV|) R-square
(STDEV)
PULL -> 0.633 0.626 0.072 8,812 0.000 0.631

DV
PUSH -> 0.212 0.220 0.079 2,669 0.008

DV
Mountaineers who visited less than 5 times
PULL -> 0.404 0.408 0.071 5,714 0.000 0.404

DV
PUSH -> 0.476 0.471 0.078 6,085 0.000 0.476

DV
Mountaineers who visited more than 5 times
PULL -> 0.759 0.748 0.076 9,927 0.000 0.759

DV
PUSH -> 0.075 0.100 0.079 0.951 0.342 0.075

DV
The results of the hypotheses testing, R-Square and dominant testing, Push factors, and pull
factors influence the decision to visit Generation Z at Mount Andong. This result is evidenced
by the significant value on both variables of 0.00> 0.05 with a coefficient value of 0.633 and
0.212. These results explain that push and pull factors have a positive and significant influence
on Generation Z's visiting decisions. The R-Square value in these results is 0.631, meaning that
push and pull factors influence the decision to visit Generation Z at Mount Andong by 63.1%.
The dominant test results in this study state that Pull factors have a greater influence on
Generation Z who climb more than 5 times. This result is evidenced by the significant value of
the pull factor 0.00 <0.05 and the regression coefficient value of 0.759.
Discussion
Based on the test results, it is proven that both Pull factors and Push Factors affect the decision
to visit Generation Z at Mount Andong. Pull factors are external motivations seen from the
specialty of a destination that makes visitors move to visit the destination. Mount Andong is a
pull factor for Generation Z in mountain climbing because it offers uniqueness, natural beauty,
interesting activities, availability of facilities, tour packages that can be followed, and
challenging tracks. Mount Andong has a variety of hiking trails such as hiking via Gogik,
Sawit, and Pendem, and a stunning expanse of 'cloud fields' that will be interesting to capture.
This is relevant to the characteristics of Generation Z who are heavily influenced by social
media, they will feel anxious when they miss something or the behavior of Fear of Missing Out
(FOMO). They will try to keep updated and follow the latest trends and even experiences
shared on social media. When there is social media content such as the history, value,
experience, and uniqueness of Mount Andong presented authentically or even this content is
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recommended by trusted influencers to become trending, this can encourage them to make
impulsive decisions to visit locations or attractions to maintain a sense of ownership and avoid
feeling left out.
Push Factors refer to the internal motivations or subjective reasons that drive a person to travel
or visit a place. This could include a desire for recreation, seeking new experiences, escaping
from daily routines, or fulfilling other personal needs. Growing up in the digital age,
information about mountain climbing can be accessed on social media quickly, and this is what
makes Generation Z feel that they have enough skills and knowledge to climb mountains. They
see mountain climbing as a way to unwind and seek positive energy, solve problems, make
new connections, enjoy the beauty of nature, show their concern for environmental
sustainability, and fulfill their spiritual needs. Hiking allows them to experience nature
firsthand, which can be a perfect time for introspection and problem-solving. In addition, the
natural environment and captivating scenery can help them develop social awareness by
contributing to environmental preservation efforts and seeking happiness and meaning in their
lives through immersive nature experiences.
Destinations play an important role in attracting tourists to visit. By offers a relatively short
hiking trail with a duration of travel time of only 1.5 to 2 hours but presents a charming view
and can be enjoyed at sunrise and also sunset so it is attractive for beginner climbers. The name
Andong itself also has a very deep meaning, which is taken from the Javanese word 'Andongoo'
which means praying, praying to God, so that it can represent the spirituality of climbers, by
climbing Mount Andong it can bring the heart closer to the Creator (Borobudur Authority
Agency, 2021).
Mount Andong also has its uniqueness, namely the existence of a stall located at the top of the
mountain. Warung Bu Narti is the only shop that provides the needs of climbers, especially
supplies, this is one of the attractions for tourists, especially for tourists who only take day trips
without staying overnight. This is a different facility that Mount Andong has and is a special
attraction for climbers, especially Generation Z. The entrance ticket price offered is also
relatively cheap, with 25,000 rupiah already getting facilities for overnight parking and has
contributed to maintaining cleanliness and also a reforestation program as a form of concern
for nature conservation. Events held by the management of Mount Andong are also a special
attraction, packaged by highlighting the culture and customs of the local community to be more
attractive. Events such as the Andong Sapar Festival held as a form of community gratitude for
the harvest, the Independence Ceremony at the top of Mount Andong which is always held to
commemorate Indonesia's Independence Day every August 17, and the Festival Lima Gunung
which is a collaboration of farmer artist communities from five mountains in Magelang namely
Mount Andong, Merbabu, Merapi, Sumbing, and Menoreh.
Conclusion
Based on the test results, both Pull factors and Push Factors influence Generation Z's decision
to visit Mount Andong. Pull factors, such as uniqueness, natural beauty, interesting activities,
availability of facilities, the existence of tour packages that can be followed, and challenging
tracks, become external motivations that make visitors move to visit the destination. Mount
Andong offers a unique and interesting experience, which is relevant to the characteristics of
Generation Z who are easily influenced by social media and FOMO (Fear of Missing Out) to
create interesting social media content about Mount Andong, such as beautiful photos and
challenging climbing videos, encouraging Generation Z to feel the same experience.
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Meanwhile, Push Factors, such as the desire for recreation, seeking new experiences, escaping
from a busy daily routine (healing), and fulfilling personal needs, are internal motivations that
encourage Generation Z to climb Mount Andong.
For Generation Z respondents who hiked more than five times, it was found that pull factors
were more dominant in motivating them to hike compared to push factors. This is due to the
characteristics of Generation Z who love adrenaline and the desire to share experiences, which
is realized through the interesting and unique experience of climbing Mount Andong. This
destination offers a relatively short hiking trail with captivating views, as well as interesting
facilities and events, such as stalls at the top of the mountain and festivals that showcase the
culture and customs of the local community.
Both Pull and Push Factors play an important role in attracting Generation Z to visit Mount
Andong. However, for respondents who hiked more than five times, pull factors became more
dominant. This reflects the values and aspirations of this generation who seek experiences that
are immersive, authentic, and memorable, and contribute to the common good.
Implications
Theoretical implications
This research confirms that both pull and push factors play an important role in influencing
Generation Z's decision to visit Mount Andong. This reinforces existing theories on tourism
motivation, such as Push-Pull and Decision to Visit theories. This research provides new
insights into the characteristics of Generation Z that influence their preferences in mountain
climbing. This can help researchers to better understand the behavior and motivations of
Generation Z in the context of tourism and recreation. The role of social media also has a
significant influence on Generation Z's decision to visit Mount Andong. This can help
researchers understand how social media influences travel behavior and how tourist
destinations can utilize social media to reach Generation Z. This research is expected to
contribute both theoretically by providing a study and understanding of the factors that can
influence tourists' visiting decisions, especially in adventure tourism.
Practical implications
The practical implications of this research are expected to increase the role of academics, the
community, and policymakers or managers of tourist destinations to pay attention to any
changes and patterns of tourist behavior to remain interested in visiting. The management and
marketing of Mount Andong should consider the needs and preferences of Generation Z. This
includes providing interesting and unique experiences, such as challenging hiking trails,
adequate facilities, and activities that can be shared through social media. In addition, the
management of Mount Andong should consider ways to increase Generation Z's awareness and
concern for environmental sustainability and local culture. Andong Mountain managers and
other tourism service providers can design more effective strategies to attract and retain
Generation Z's interest in mountain climbing. This also points to the importance of further
research to understand more deeply Generation Z's motivations and behaviors in the context of
mountain climbing, which can help in designing programs and activities that are more relevant
and appealing to this generation.
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Limitation
This research analyzes the push and pull factors that influence Generation Y's decision to visit
Mount Andong. This study still has several research limitations. First, the research is still
carried out with a survey method using a questionnaire, more answers will be obtained if it is
carried out using the interview method so that the research results related to the factors that
influence the decision to visit are sharper and deeper. Second, this research was only conducted
on Mount Andong, it is necessary to expand the object of research by examining other
mountains that have the same characteristics or come from the same area to increase the variety
of research results. Third, to expand the research results, the need for age generalization is not
only generation Z or can make comparisons between generation Z and generation Y.
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Geotourism Guide Teaching Model
Debi Rusmiati1 Doddy Wihardi2

Budi Luhur Univerity
Ciledug Street, Jakarta City
Email: debbyr868@gmail.com, doddywihardi@budiluhur.ac.id
Abstract
Tour guides are the most vital individuals in ensuring the success of a journey, capable of
enhancing tourists' satisfaction. The current phenomenon is the growing interest of tourists in
geotourism attractions, where activities are related to natural and geological phenomena.
Considering this phenomenon, it is necessary to produce geotourism guides who are experts in
their field through learning at the vocational high school level. This model of travel agency
vocational education is structured in such a way as to achieve the desired outcomes. The aim
of this research is to provide a new learning model by combining the concepts of tour guiding
and geology. The research method used is qualitative with a Study Literature Review (SLR)
approach, where the researcher focuses on literature studies derived from books and journals.
The result of this research produces a teaching model intended for vocational high school
students in the travel agency field.
Keywords: Tour guide, Geotourism, Model, Teaching.
INTRODUCE
In the current development of the tourism industry, a tour guide becomes one of the
forefront agents in advancing the tourism travel industry sector. Seeing its rise, there is
certainly a need for education focusing on the techniques of tour guiding. Field facts reveal that
many tour guides lack reliable guiding elements in conducting travel journeys. Yet, there are
already educational studies focusing on tour guide techniques in tourism business programs in
various tourism and non-tourism universities. However, the achieved learning is often not
interpreted properly like a tour guide who can interpret well. Moreover, direct contact with
guests or tourists they will serve is an important note in guiding. This serves as a link between
tourists and the community in the visited area. Additionally, a tour guide should also act as a
translator, information provider, and carrier of local identity.
Effective learning, particularly in teaching activities related to tour guiding techniques,

undoubtedly requires competent educators who understand all tour guiding concepts, including
geotourism tour guides. Based on previous empirical studies, there has been no research
discussing the concept of learning and teaching in geotourism tour guide techniques. Previous
research has addressed the characteristics of tour guides who possess communication skills,
interpret tourist attractions, and manage both group and individual tourists. A study by (Utami,
2020) explains that tour guides with good communication skills provide accurate information
to tourists by considering the background of the tourists. Furthermore, according to
(Mohammad M. Alazaizeha, 2019) a tour guide needs to effectively and efficiently convey
information about the local wisdom of the visited area. These previous research studies serve
as the differentiating factor and motivation for this research.
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Based on the aforementioned phenomena, it is evident that there is a lack of tour guides'
ability to interpret geotourism. Despite the availability of tour guiding materials in various
tourism universities, there is a lack of research focus on adding geotourism guiding to the
curriculum. This is due to the lack of references or empirical studies supporting the interest in
this research. Considering the current development of geotourism, it is believed that there
should be a study on teaching techniques for tour guides specialized in geotourism.
Furthermore, based on the observed data regarding the increasing demand for geography
researchers and the progress of tourism focusing on geotourism, such as fossil discovery
tourism, geological surface tourism, and specific geography interest tourism, there is a need for
this research's interest alongside other studies.
In a study by (Bentivenga M, 2019) it is suggested that conveying geographical truths

requires an expert geography guide, often referred to as a geotourism guide. Similarly,
(Brahmantyo, 2013) emphasizes the importance of providing geotourism education for
professionals. Previous research suggests that to create good, effective, and efficient tourist
activities, a reliable tour guide in their field of tourism is needed. The differentiating factor of
this research lies in the concept of teaching techniques, especially for tour guides in geotourism.
Previous researchers have not considered the attractiveness of this research.
The need for providing geotourism knowledge for tour guides, especially those who
will introduce geotourism advantages in their region, requires an educator who understands
and teaches good geotourism guiding techniques tailored to the needs of tourists. The
development model of tour guide teaching techniques conducted in tourism universities with a
focus on the Travel Agency program that learns about guiding techniques should include a
geotourism tour guide teaching model. This teaching model concept must meet several guiding
aspects according to the National Indonesian Work Competency Standards issued by the
Ministry of Manpower in 2019 regarding the determination of national work competency
standards in the field of geotourism tour guiding.
PHILOSOPHY OF EDUCATION
The basic knowledge of all sciences that guides humanity is called philosophy. (Made
Sugiarta, 2019). In that statement, it is clear that without philosophy, other knowledge will not
develop. According to Ki Hajar Dewantara, as mentioned by (Made Sugiarta, 2019) education
is guidance in the life of children, guiding all the natural strengths within children. According
to Ki Hajar Dewantara, education is an effort to develop human potential, seen from physical,
intellectual, emotional, and spiritual aspects, so that these potentials can function in their lives.
The purpose of education itself is to prepare generations with balanced, united, organized,
harmonious, and dynamic personalities to achieve the goals of human life.
Philosophy in education covers new educational policies by proposing new ideals

without considering philosophical issues like the essence of a good life or where education
should be directed. Philosophy itself can encourage humans to broaden their field of
consciousness to become better, smarter, and more active individuals. Philosophy can also
cultivate belief in religion and establish a solid intellectual foundation within individuals.
189
According to Ki Hajar Dewantara, as mentioned by (Nurkholida, 2018) the Tri Nga
education system consists of three points: Ngerti (Understanding), Ngrasa (Feeling), and
Nglakoni (Acting). Ki Hadjar reminds us that all life teachings, life goals that we adopt require
understanding, awareness, and dedication to their implementation. Knowing and understanding
alone are not enough; if there is no feeling of awareness, and there is no meaning if not
implemented and fought for. Therefore, for a tour guide to fulfill their duties and
responsibilities, understanding, awareness, and dedication are required in their implementation.
Regarding the three points related to Tri Nga, according to Ki Hajar Dewantara, Ngerti means
understanding, which means in educational practice, educators are required to have a broad
understanding, as well as students in vocational high schools, who are required to have a broad
understanding through interpretation. Ngrasa means character, which distinguishes one tour
guide from another, and finally, Nglakoni, which means action. This Tri Nga can be
implemented in the teaching method of geotourism tour guides.
EDUCATION AND COMPETENCY STANDARDS FOR TOUR GUIDES
Education facilities are the responsibility of a nation. Formal education to become a

tour guide is available at the Vocational High School level with majors in Travel Agency
Business, Diploma 3 with majors in Travel Agency Business and Travel Management. In
formal education, students will learn about calculating tour packages, administration in a travel
agency, and tour guiding as one subject or course.
In addition to formal education, informal education is also an important element in

tourism education (Cevdet Avcikut, 2009). To become a professional tour guide, one must also
participate in informal education usually organized by the Ministry of Tourism and Creative
Economy, the National Professional Certification Agency, Professional Certification
Institutions, the Department of Tourism and Culture, and training conducted by organizations
overseeing tour guides like the Indonesian Tourist Guides Association. Tour guides who have
undergone such training will receive certificates and will be submitted to the tour guide
organization to obtain a nationally recognized guide license.
Tour guide competency standards refer to the Decree of the Minister of Manpower of
the Republic of Indonesia Number 89 of 2019 concerning the Determination of the Indonesian
National Work Competency Standards in the Geotourism Guiding Field. This is because of the
high potential of geotourism, with several geoparks in Indonesia already designated as
UNESCO sites, there is a need for human resources to provide professional services and have
specific qualifications to enhance the quality of geotourism attractions. According to
Ministerial Decree No. 89 of 2019, a geotourism guide is a profession with competency in
explaining earth phenomena including minerals, rocks, fossils, landforms, and geological
processes.
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There are 9 competency units for geotourism guides in the Indonesian National Work
Competency Standards as follows:
No Competency Unit Title

1 Developing Geotourism Travel Plans
2 Preparing Travel Devices
3 Preparing Geotourism Information
4 Preparing Geotourism Guidance
5 Leading Geotourism Travels
6 Interpreting in Geotourism Guidance
7 Implementing Conservation-Oriented Activities in
Nature and Culture
8 Receiving Feedback from Geotourists
9 Reporting Geotourism Guidance and Uploading Online
Media
Source: Indonesian National Work Competency Standards, 2019
In preparing professional human resources for geotourism guides, nationally

recognized tour guides will also be grouped into local tour guides, City Tour guides, and
Overland guides. Local tour guides will be classified depending on the tourist attractions in the
area. For example, coastal areas will have maritime tour guides while mountainous areas will
have mountain tour guides. Meanwhile, areas with geological surface features will have
geotourism guides. City Tour guides handle tourists between cities, while Overland guides
handle tourists between provinces with tours lasting more than 10 days. The licenses issued by
these tourist guide organizations have a period of validity and must be renewed through training
and education.
Education and training for license renewal are conducted for several days according to
the needs of the tour guide classifications. In this education, tour guides receive theoretical
materials about tour guiding techniques, the code of ethics for tour guides, information about
the areas to be visited, and interpretation methods. Subsequently, tour guides will engage
directly in the field where activities along the way to geotourism sites involve alternating
guiding, implementing the theories learned in the field.
GEOTOURISM TRAINING
Indonesia lies within the Pacific Ring of Fire, making it a region with diverse geological
characteristics. Currently, many tourists are interested in geotourism attractions, where
activities involve visiting tourist attractions closely related to geology. In a geotourism site,
there is a need for someone knowledgeable to explain occurrences in a way understandable to
tourists with different backgrounds. The role of a tour guide in these sites is crucial. Geotourism
tour guides must have professional knowledge and attitude to interpret phenomena.
In (Sri Mulyaningsih, 2021) ), it is outlined that geotourism guide training activities

include basic geological understanding, diverse geological heritage at tourist destinations,
geoparks, and geotourism, geotourism information preparation, leading geotourism travels,
interpretation, concluding tours, and reporting. Tour guides are given an understanding of
geotourism followed by field training. Field training is conducted gradually, including the use
of geological and geo-conservation attributes (equipment), field interpretation technique
presentations, and tour conclusion techniques at destinations. At the end of the activity,
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participants are assisted in preparing activity reports. The ultimate goal of this assistance is to
prepare local guides to obtain geotourism guiding certificates, enabling them to compete with
foreign and national guides.
LEARNING MODEL
The learning process today has shifted from being teacher-centered to student-centered
(Zumroh et al., 2018). The goal of Vocational School Education is to prepare human resources
ready to work in their field. This student-centered learning process is effective in preparing
human resources for work because students are more actively exploring their potential
according to their expertise. With this dynamic, educators are expected to innovate the learning
process so that students become more active.
In the field of travel agency vocational education, there is one subject that prepares
students to become tour guides. Looking at the National Work Competency Standards
(SKKNI) for tour guides, there are competency units in guiding, which require good public
speaking and interpretative skills. Achieving these competencies requires a student-centered
learning model to make students more active. Therefore, educators must create engaging
learning models.
In the study by (Yetti, 2018) the window shopping learning model is essentially similar
to the cooperative learning model. This learning model demands that participants become more
active in a fun learning environment. The essence of window shopping is that during the
learning process, students are given the freedom to view the work of other students, providing
them with new experiences and knowledge to develop their work. The activities of window
shopping are used to train students in critical thinking skills; students are required to present
topics to visitors at their stands Palunsu in (Yetti, 2018). This window shopping learning
activity can be combined with media as a tool in learning so that students can improve their
learning outcomes.
The window shopping teaching method is basically the same as the cooperative model.
Anita Lie in (Yetti, 2018) states that cooperative learning models are implemented for students
for several important reasons, in line with the process of globalization, preparing students to
be resources with new skills and insights to compete in a rapidly changing world. These reasons
include:
1. Social transformation, where students are given the opportunity to interact and work towards
positive social development.
2. Social transformation, students in vocational schools are required not only to chase test
scores but also to prepare human resources to communicate and work to achieve the expected
competencies of a professional tour guide.
3. Demographic transformation, teachers in their role as educators should use the classroom to
guide students in social life during the learning process.
Therefore, based on the reasons for cooperative learning, the window shopping learning
model will be effective and efficient. Effective means students achieve ideal knowledge, skills,
and attitudes. Meanwhile, efficiency means learning that provides results in line with the
human resources needed in the industry.
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EDUCATIONAL PERSONNEL
According to Mulyasa, 2007 in (Zuhriyah, 2015) a teacher's professional competence

is the ability that teachers must master in carrying out their teaching duties. A teacher, or often
referred to as an educator, primarily masters professional competence. In the teaching activities
of the Tourism Business Department, both at the Vocational School (SMK) or university level,
a professional educational staff is someone who is able to master their field. A professional
educational staff in the tourism business department should have experience in the travel agent,
ticketing, and tour guiding fields. With an educational staff having skills in these areas, it will
support the learning process. Furthermore, the output of tourism business graduates is expected
to be able to compete in the industry and create graduates ready to work in the tourism sector.
Teaching is essentially an effort by teachers to create the right conditions or manage an

environment for interaction between students and their environment, including teachers,
facilities, and appropriate learning media (Sagala, 2003). In the learning process regarding tour
guiding, a teacher plays a role as a facilitator who develops teaching materials well and
enhances students' abilities in learning to achieve learning objectives, improve professionalism
in terms of mastery of skills in the tourism business field, and prepare supporting administration
for learning. Therefore, it can be predicted that the performance of an educational staff is
considered good.
In tourism business study programs, both at the vocational or university level, learning
is divided into two teaching activities, each with different meanings. The first is teaching
activities carried out by a teacher, while learning activities are carried out by a student.
Therefore, looking at this, the task of an educational staff is not easy, as it involves a series of
interactions between an educational staff and students in an educative situation.
(Djojonegoro, 1998) states that in vocational education, besides delivering lessons,

educational staff also need to instill attitudes and skills in students so that after graduation,
students can work according to their profession. Attitudes and skills appropriate to the tour
guide profession need to be instilled since school or university. Skills relevant to the tour guide
profession can be taught in tour guiding studies.
In the learning process for tourism business at the vocational school level, in addition
to requiring educational staff with skills in their field, there also needs to be link and match
between the subjects taught and the industry needs. This is intended so that students learn
according to their portion and develop professional attitudes. In the field of tour guiding,
educational staff require development models. Tourism educational staff are part of tour
guiding organizations, have professional certification, have experience, and possess strong
interpretation skills.
RESEARCH METHOD
This research uses qualitative research with the SLR (Study Literature Review) method, also
known as literature study. This research focuses on making decisions and analyzing the
relationship between dynamic phenomena with scientific logic. Data collection for this
research is done by collecting data from books, academic papers, factual information, and
journals obtained from Google Scholar. Therefore, with the available data, the results will show
arguments comparing several related sources obtained with the research topic and comparing
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empirical studies with the attractiveness of the topic in this study. The topic of this research is
about geotourism tour guide learning.
RESEARCH RESULTS AND DISCUSSION
GEOTOURISM GUIDE TEACHING MODEL
This geotourism guide teaching model is a concept that combines tour guides with
geology. This teaching model is packaged in such a way that it becomes a pedagogical activity
and a tour guide that emphasizes quality and understanding output for students. Through the
geotourism guide teaching program in the classroom, it enhances the learning pattern for
vocational school students, especially in tourism departments, to improve competitiveness with
other national guides. This teaching activity needs to be accompanied by learning activities
outside the classroom by directly observing geological phenomena in the field. This learning
program also needs to be supported by expert teaching resources in tour guiding and geology
to present geotourism material. Experts in tour guiding must have a tour guide certificate and
be part of a nationally recognized tour guide organization.
The learning method for geotourism guides uses the window shopping method using
Styrofoam cork as a learning aid. This Styrofoam media attaches tourist-related material with
one destination per student. The attached material becomes visual media so that each student
can see as if they are at the destination. This is intended for students to gain new understanding,
which becomes the material when guiding. Each student practices guiding referring to the
SKKNI for geotourism guides. By referring to this SKKNI, students indirectly achieve
geotourism guide competencies. Each student is expected to explain the selected tourist
attractions according to the guiding stages. The use of Styrofoam media as an aid for students
to explain the visited attractions as if they are guiding tourists. Other students are expected to
listen and ask questions as tourists being guided. The window shopping method facilitates
students in exchanging information with the "shopping" method, which becomes new
understanding for other students.
The window shopping learning method uses the Tri Nga approach, which means there
is understanding, character, and action. This Tri Nga approach in terms of understanding means
students gain new knowledge by exchanging information from each student with different
destinations. So, students prepared to become professional tour guides already have sufficient
material knowledge. The application of character in the window shopping learning method
educates students to have the character of a geotourism guide, making it a foundation in
preparing professional human resources. And the last is Action, where students learn directly
like geotourism guides without having to directly enter the field. The window shopping
learning using the Tri Nga approach is very suitable for application in geotourism guide
learning so that students can achieve what is expected in the industry later.
CONCLUSION
This geotourism guide teaching model is intended for students at the vocational school
level studying tour guiding sciences associated with geology. In preparing geotourism guides
who are ready to work, effective and efficient teaching methods focused on students are
needed. Learning using window shopping is expected to make each student more active and
quicker in capturing new understanding related to geotourism material from each student. This
learning is not only focused on window shopping but to maximize learning using the Tri Nga
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approach, which becomes a supporting element of learning to achieve the desired goals in the
professional industry.
Furthermore, one must also have an understanding of the material to be interpreted to

students to make it easy to understand and become interesting information for tourists. This
teaching program also needs support from schools in terms of facilities and policies.
REFERENCE
Bentivenga M, C. F. (2019). Geoheritage: the Foundation for Sustainable Geotourism.
Geoheritage.
Brahmantyo, B. (2013). Geotourism in Indonesian Perspective. Proceeding HAGI-AIGI Joint
Convention.
Djojonegoro, W. (1998). Pengembangan Sumber Daya Manusia Melalui Sekolah Menengah
Kejuruan. Jakarta: PT Jaya Agung Offset.
Made Sugiarta, I. B. (2019). FILSAFAT PENDIDIKAN KI HAJAR DEWANTARA (
TOKOH TIMUR). Jurnal Filsafat Indonesia, Vol 2 No 3 .
Mohammad M. Alazaizeha, M. M. (2019). Tour guide performance and sustainable visitor
behavior at cultural heritage sites. JOURNAL OF SUSTAINABLE TOURISM.
Nurkholida, E. (2018). FILSAFAT PENDIDIKAN MENURUT PERSPEKTIF JAWA (Studi
Pemikiran Ki Hajar Dewantara). Cendikia.
Sagala, S. (2003). Konsep dan Makna Pembelajaran. Bandung: Alfabeta.
Sri Mulyaningsih, S. D. (2021). Assistance in Geotourism Guidance of Gunungkidul
Geoheritages, Facing Awakening of Thoughtful Indonesia. Jurnal Abdi Masyarakat
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DRIVER GUIDE TERHADAP WISATAWAN DI KAWASAN PARIWISATA KUTA,
BALI. JOURNEY.
Yetti, R. (2018). Model Window Shopping Dalam Pembelajaran Membandingkan Teks
Ulasan Film Pada Siswa Kelas XI TKR SMK Negeri 5 Pekanbaru. Journal on Education,
01(01), 75–82. http://www.jonedu.org/index.php/joe/article/view/24
Zuhriyah, S. (2015). FAKTOR-FAKTOR YANG MEMPENGARUHI KINERJA GURU
SMK NEGERI KELOMPOK PARIWISATA DI DAERAH ISTIMEWA YOGYAKARTA.
Jurnal Administrasi Pendidikan Indonesia. Zumroh, N., Rahayu, E. S., & Dewi, N. K.
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Sekitar pada Materi Ekosistem. Journal of Biology Education, 7(2), 221–225.
https://doi.org/10.15294/jbe.v7i2.24269
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Harmonizing Tradition and Thrills Lombok-Sumbawa Motocross Competition
2023 as a Gateway to Sports Tourism
Pandita Nandana [2] *, Elda Nurmalinda [1]
panditanandana@poltekpar-palembang.ac.id
elda@iptrisakti.ac.id
[1] Tourism Polytechnic of Palembang, Indonesia

[2] Doctor Candidate, Trisakti Institute of Tourism, Indonesia
Abstract
This study explores the dynamics of social and cultural aspects associated with the Lombok
Sumbawa Motocross Competition 2023, focusing on the perspective of sports tourism.
Involving an engaging motocross competition, the research delves into how this event not only
serves as a dynamic sports spectacle but also acts as a magnet for tourism. Within this context,
the study seeks to understand the impact of the motocross competition on the social and cultural
patterns of the local community, as well as the extent to which this event can become a major
attraction for sports enthusiasts. The findings indicate that the Motocross Competition 2023 in
Lombok – Sumbawa is not merely a sports event but also an experience-enriching tourism
spectacle, promoting cultural heritage and fostering the potential of sports tourism in the region.
This research provides valuable insights into how the integration of sports and tourism can
create new opportunities for social, cultural, and economic development in tourist destinations.
Keywords: social dynamics, cultural aspects, sports tourism, community impact, tourism
attraction, cultural heritage, economic development, sports enthusiasts.
1.1 Introduction
In the face of global challenges, particularly in the post-pandemic era, the tourism
sector has emerged as a pivotal force in driving economic growth within regions. To tackle
this, central governments, local authorities, and private partners have actively engaged in
fostering tourism as a primary driver of economic development. Notably, there has been a
growing trend in sports tourism, particularly within the automotive domain, presenting
strategic opportunities for advancing tourism through significant sporting events. Tourism
yields both positive and negative impacts on local communities. Positive impacts include
contributions to national revenue, infrastructure development, job creation, economic
growth, global awareness, and educational enhancement. However, there are also negative
impacts such as increased price competition, rising land prices, dependency on the tourism
sector, heightened import tendencies, additional costs, cultural value shifts, and
environmental pollution. Therefore, appropriate mitigation measures are necessary to
minimize negative impacts and ensure sustainable tourism development (Trisna et al.,
2015).
To develop the Mandalika circuit, the government of West Nusa Tenggara Province
(NTB) collaborates with State-Owned Enterprises (BUMN) such as Pertamina and the
International Tourism Development Center (ITDC). The primary objective is to host
prestigious automotive events and stimulate local tourism growth. As Mandalika is a
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special economic zone and a crucial destination, the construction of the Mandalika circuit
is a strategic step to boost tourism and the economy of NTB. Hence, a comprehensive
analysis of the positive and negative effects of this initiative is required, especially to
achieve the set targets for domestic tourist movement. This is also necessary to ensure that
this development supports the goals and vision of Mandalika as a leading tourism
destination. Mandalika, designated as a primary destination in Indonesia, has garnered
attention in shaping Indonesia's image as a major tourism destination. Realizing
Mandalika's vision heavily relies on the efforts of the NTB Provincial Government and
BUMN to develop the Mandalika circuit. One such initiative is the Lombok-Sumbawa
Motocross Competition (LSMC), which will host internationally renowned sports events
like the Moto Grand Prix (MotoGP). LSMC, in particular, will position Mandalika as a
multifaceted tourism destination that combines natural beauty with sports activities.
Moreover, as Mandalika aims to become an international automotive sports hub,

the success of events like LSMC is crucial. In addition to contributing to Mandalika's
economic growth through increased tourist visits and international exposure, LSMC also
plays a vital role in environmental preservation and socio-cultural sustainability.
Sustainable measures need to be implemented to ensure that the environmental and socio-
cultural impacts of these events remain positive, fostering harmonious relationships
between tourism development and the local community. Through this synergy, Mandalika
can emerge not only as an economically thriving destination but also as a symbol of
sustainable tourism, preserving natural heritage and cultural diversity while boosting the
local economy in the NTB Province. Implementing strategies for waste management,
promoting eco-friendly practices among visitors and participants, and engaging with local
communities to ensure their cultural values and traditions are respected are essential steps
in achieving this goal (Widjaja, R et al., 2023).
The concept of sports-related tourism has garnered increasing interest in recent

years, although its precise definition remains a challenge for researchers. While sports-
related travel has existed for centuries, its popularity has surged in the past decade, making
it one of the fastest-growing segments in tourism. Major events such as the Olympics and
World Cup, along with other sporting competitions, have significantly contributed to this
growth. While these events have primarily positive impacts, the focus on recurring annual
events where local residents participate as competitors has been relatively limited. In 2016,
sports tourism accounted for over 12% of the global tourism market and is expected to
continue growing. Mega-events, in particular, are highly sought after by emerging nations
seeking enhanced global visibility. The convergence of sports and tourism presents
significant opportunities for both established and emerging destinations, influencing
various aspects of society and culture. Events like World Championships and the Olympics
hold cultural, media, economic, ecological, and political importance, often representing
competitions not only between athletes but also between nations (Surahman et al., 2020).
The rising interest in sports-related tourism reflects a broader trend in the tourism
industry, where the intersection of sports and travel offers significant opportunities for
destination development. While the definition of sports tourism remains a challenge, its
growth in recent years, driven by major events like the Olympics and World Cup,
underscores its importance as one of the fastest-growing segments in tourism. However,
amidst the focus on major events, attention to the dynamics of recurring annual events, such
as the Lombok-Sumbawa Motocross Competition (LSMC) 2023, where local residents
actively participate, has been relatively limited. Understanding the social and cultural
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implications of events like LSMC is crucial, as they shape local identity, drive community
engagement, and contribute to cultural preservation. By exploring these dynamics,
researchers can provide valuable insights into how sports tourism initiatives like LSMC
impact social cohesion, cultural heritage, and economic development in host destinations,
contributing to a more holistic understanding of the broader implications of sports-related
tourism.
1.2 Literature Review
Tourism, stemming from its etymological roots, is a complex industry

encompassing various dimensions and elements. The term "tourism" finds its origins in the
Sanskrit word "vihara," signifying movement or travel, evolving into "wisata" to denote
travel or touring activities. Correspondingly, a "tourist" denotes an individual engaging in
travel for leisure, business, or other purposes, while "tourism" encapsulates all activities
and facets associated with the tourism sector (Pradana, 2019).
The impacts of tourism extend across social, economic, and cultural realms.
Socially, tourism fosters cross-cultural interactions, facilitates interpersonal relationships,
and enables the exchange of experiences among individuals from diverse backgrounds.
Economically, tourism generates employment opportunities, stimulates income growth,
and fuels development in ancillary sectors such as transportation, accommodation, and
local commerce. Culturally, tourism plays a role in preserving and promoting cultural
heritage, facilitating cultural exchange, and revitalizing local traditions (Dane, 1992).
In contemporary society, tourism pervades various facets of individual and

communal life, transcending geographical boundaries to encompass urban, rural, coastal,
mountainous, and forested regions (Albanese, 2016). Tourism involves essential
components such as tourists, leisure time, travel within or outside local environments,
tourist attractions, and requisite supporting facilities throughout the travel experience. It
encompasses social processes and interactions influenced by diverse social elements,
including institutions, interests, individuals, and groups, with direct or indirect implications
for social, cultural, economic, and political aspects at both individual and community levels.
The multidisciplinary nature of tourism also attracts attention from various fields, including
sociology (Revilla-camacho, 2019).
Pendit (2017) categorizes tourism based on tourists' motives, distinguishing

between cultural, maritime, nature reserve, sports, commercial, industrial, and health
tourism. Meanwhile, Wilkinson (2018) further classifies tourist attractions into natural,
socio-cultural, and special interest categories, encompassing various aspects of nature,
culture, and specific interests. Special interest tourism, as defined by the World Tourism
Organization, caters to individuals or groups with specialized interests, revolving around
specific themes or hobbies (Albanese, 2016). This concept, although relatively recent in
formal definition, traces its roots back to ancient times when people traveled for personal
reasons such as curiosity or adventure. Unlike mass tourism, which often confines travelers
to crowded spaces, special interest tourism offers a more active, environmentally friendly,
and socially engaging experience, involving travelers actively engaging with the cultural
and physical environment of their destination. Distinguishing between special interest
tourism and alternative tourism is crucial, as the former caters to specific interests and
motivations beyond traditional mass tourism (Widjaja, R et al., 2023).
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The tourism literature extensively explores the multifaceted impacts of large-scale
events, including major festivals, cultural exhibitions, and international sports competitions,
commonly known as mega or hallmark events. While these events contribute significantly
to economic prosperity and the positive portrayal of host destinations on a global scale,
there exists a parallel phenomenon known as special interest tourism, encompassing
smaller-scale sporting events and various other activities held regularly. These events,
deeply embedded in the community's social fabric, enrich local culture, enhance
community cohesion, and offer unique experiences to participants and spectators (Albanese,
2016).
Tourism emerges as a pivotal industry demonstrating a robust commitment to

sustainability, surpassing other sectors in its efforts. Recognizing its potential for
sustainable development, tourism was highlighted in the Final Document of Rio + 20
(Revilla-camacho, 2019). Effective administration is crucial to ensure that tourism benefits
local communities and preserves natural and cultural environments, as emphasized in the
WTO's "Sustainable Tourism for Development" guidebook. Despite sustainability's
environmental origins, there is a growing consensus on considering economic, socio-
cultural, and environmental impacts together, particularly within tourism. The European
Commission introduced the European Tourism Indicators System (ETIS) to help
destinations measure and manage their tourism practices sustainably (Revilla-camacho,
2019).
Sports, deeply entrenched in society, serve as a vital component of education for

youths and captivate adults as enthusiasts or professionals. A recent societal shift, driven
by a global focus on health and fitness, has led to increased interest in various sports
activities, including group fitness techniques and militarized training. Additionally, there
is a growing trend of individuals seeking travel experiences to engage in sports activities,
reflecting the emergence of active tourism, where leisure time is dedicated to sports pursuits
amidst natural environments (Ara et al., 2020). Studies on the socio-cultural impacts of
tourism have often assumed social and cultural changes due to the arrival of tourists, based
on three common assumptions. These changes may result from external intrusion, typically
from socio-cultural systems superordinate to the weaker receiving culture, potentially
leading to destructive effects on indigenous cultures or cultural homogenization (Martin in
Sonya et al., 2014). As tourism continues to evolve, holistic approaches prioritizing
sustainability, community empowerment, and cultural preservation are essential for
fostering a resilient and inclusive tourism industry (Revilla-camacho, 2019).
Studies on the socio-cultural impacts of tourism have often assumed social and
cultural changes due to the arrival of tourists, based on three common assumptions. These
changes may result from external intrusion, typically from socio-cultural systems
superordinate to the weaker receiving culture, potentially leading to destructive effects on
indigenous cultures or cultural homogenization (Swesti, 2019). Tourism encompasses a
diverse array of elements and impacts, ranging from social and cultural dimensions to
economic and environmental considerations. From its etymological origins to its
contemporary manifestations, tourism reflects the dynamic interplay between individuals,
communities, and destinations worldwide. Special interest tourism emerges as a notable
trend, catering to specific interests and motivations while offering unique and engaging
experiences beyond traditional mass tourism (Revilla-camacho, 2019). Meanwhile, the
sustainability of tourism development remains a pressing concern, prompting concerted
efforts to balance economic growth with environmental conservation and social well-being.
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As tourism continues to evolve and expand its reach, it is imperative to adopt holistic
approaches that prioritize sustainability, community empowerment, and cultural
preservation, ensuring a resilient and inclusive tourism industry for generations to come
(Saputra, 2016).
In conclusion, tourism represents a multifaceted phenomenon with profound

implications for individuals, communities, and destinations worldwide. Special interest
tourism emerges as a notable trend, offering unique and engaging experiences beyond
traditional mass tourism. Sustainability remains a pressing concern, prompting concerted
efforts to balance economic growth with environmental conservation and social well-being.
As tourism continues to evolve, holistic approaches prioritizing sustainability, community
empowerment, and cultural preservation are essential for fostering a resilient and inclusive
tourism industry (Csobán & Serra, 2022).
1.3 Methodology
The research methodology employed in the study "Dynamics of Social and Cultural
Aspects in the Context of Lombok – Sumbawa Motocross Competition 2023" incorporates
qualitative approaches such as interviews and ethnographic observations, supplemented by
a review of relevant literature (Sugiyono, 2018). Qualitative methodology allows
researchers to gain in-depth insights into the experiences, perceptions, and interactions
within the local communities of West Nusa Tenggara Province, particularly in the context
of the motocross competition. Interviews are conducted to directly capture the perspectives
and experiences of community members, including participants, spectators, and local
residents involved in the competition. Ethnographic observations provide opportunities for
researchers to observe behaviors, customs, and interactions within the natural context of
the communities engaged in the motocross competition (Setyowati, 2014). Additionally, a
review of relevant literature enriches the research by providing background information,
theoretical frameworks, and insights from previous studies related to motocross events,
tourism impacts, and socio-cultural dynamics. This literature review helps contextualize
the findings of the current study within the broader academic discourse on sports tourism
and its implications for local communities (Pradana, 2019). The population is a
generalization area consisting of objects/subjects with specific qualities and characteristics
set by the researcher for study and subsequent conclusions to be drawn. Therefore, the
population comprises not only individuals but also objects and other natural entities.
Population also encompasses not just the number of individuals within the objects/subjects
studied but includes all the characteristics/traits possessed by those subjects or objects
(Sugiyono, 2017). In this study, the population comprises the Mandalika and Sumbawa
regions in West Nusa Tenggara Province. The human population consists of domestic
tourists, local communities, and stakeholders participating in the Lombok-Sumbawa
Motocross Event 2023 in Nusa Tenggara.By integrating insights from qualitative data
collection methods and a comprehensive review of existing literature, the research aims to
offer a nuanced understanding of the social and cultural dynamics surrounding the
motocross competition in West Nusa Tenggara Province.
1.4 Data findings and discussion
The province of West Nusa Tenggara (NTB) comprises two main islands, namely
Lombok and Sumbawa, along with hundreds of smaller islands. Out of the 280 islands in
total, only 32 are inhabited. The total area of the NTB Province spans 20,153.20 km2,
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located between 115° 46' - 119° 5' East Longitude and 8° 10' - 9° 5' South Latitude.
Sumbawa Island covers an area of 15,414.5 km2 (76.49%), which is two-thirds of the total
area of the NTB Province, while Lombok Island covers only one-third. The provincial
capital of NTB is located in Mataram City on Lombok Island. Selong is the city with the
highest elevation at 166 meters above sea level, while Taliwang is the lowest at 11 meters
above sea level. Mataram City, as the capital of NTB Province, has an elevation of 27
meters above sea level. Administratively, West Nusa Tenggara Province borders the Java
Sea and the Flores Sea to the north, the Indonesian Ocean to the south, the Lombok Strait
to the west, and the Sape Strait to the east. West Nusa Tenggara consists of 10
regencies/cities located on two main islands: Lombok Island includes West Lombok,
Central Lombok, East Lombok, North Lombok, and Mataram City, while Sumbawa Island
includes West Sumbawa, Sumbawa, Dompu, Bima, and Bima City. The distribution of
administrative regions is as depicted in the following figure.
Figure 1. Map of West Nusa Tenggara Province and Sumbawa.

Source: The Regional Development Planning Agency of the NTB Province, 2023.
The population of West Nusa Tenggara in September 2020 was approximately

5,576,992 million people, with a population density of around 274 people per km²
across its 20.12 thousand km² land area. The average population growth rate from 2010
to 2023 was recorded at 2.03 percent. Gender-wise, the population consists of 49.93%
males and 50.07% females. Age-wise, there has been a decline in the proportion of the
population aged 0-14 years from 45.32% to 25.35% in 2020, while the working-age
population (15-64 years) increased from 52.56% to 69.77%. The elderly population (65
years and above) also saw an increase from 2.12% to 4.88%. Additionally, Millennials
and Generation Z make up the majority of the population, accounting for 42.71% and
born between 1997 and 2013.
The demographic profile of West Nusa Tenggara (NTB) reveals significant

shifts in population composition and dynamics. With a total population exceeding 5.5
million in September 2020 and a population density of 274 people per square kilometer,
NTB faces challenges and opportunities associated with urbanization, employment, and
social services provision. The transition towards an older population structure, coupled
with the dominance of Millennials and Generation Z, underscores the importance of
strategic planning in addressing the evolving needs and aspirations of the region's
inhabitants.
201
The tourism sector in West Nusa Tenggara (NTB) holds significant potential
with its abundance of destinations and diverse world-class tourism opportunities. These
include the Mandalika Special Economic Zone (SEZ), Teluk Saleh Area, Moyo Island
and Tambora (Samota), Mount Rinjani Geopark, Senggigi Beach, and the enchanting
Gili Islands, as well as rich traditions, cultural arts, history, and unique and promising
cottage industries. Tourism development makes a significant contribution to regional
economic growth, the improvement of community welfare, and local revenue. The
success of tourism development is evidenced by the increase in tourist arrivals, both
from overseas and domestic sources, as depicted in the following table:
Table 1. Tourist Visits and Average Length of Stay at Star Hotels from 2018-2023
Indicator 2019 2020 2021 2022 2023

Tourist Visits 1.357.602 1.629.122 2.210.527 3.094.437 3.508.903
Foreign Tourists 565.944 752.306 1.149.235 1.404.328 1.430.249
Domestic Tourists 791.658 876.816 1.061.292 1.690.109 2.078.654
Length of Stay 3.07 4.37 2.82 2.02 2.64
Source: Tourism Government Office of West Nusa Tenggara, 2023
The table illustrates the tourist visitation patterns and the average length of stay
at star hotels in West Nusa Tenggara from 2019 to 2023. Over this period, there was a
notable escalation in tourist arrivals, starting from 1.36 million visits in 2019 to
approximately 3.51 million visits in 2023. This growth was driven by both foreign and
domestic tourists, with the number of foreign visitors rising from 566,000 in 2019 to
1.43 million in 2023, and domestic tourists increasing from 792,000 to over 2.08 million
during the same period. Despite fluctuations, the average length of stay generally
declined from 3.07 nights in 2019 to 2.64 nights in 2023. These trends underscore the
increasing popularity of West Nusa Tenggara as a tourist destination and highlight the
need for further analysis to understand the factors influencing tourist behavior and hotel
accommodation preferences.
West Nusa Tenggara offers a wide range of sports tourism activities, featuring
attractions such as Benang Kelambu Waterfall, Gili Trawangan, Tanjung Aan Beach,
and Mawun Beach, alongside events like the World Superbike at the Mandalika Circuit.
These attractions highlight the region's natural beauty and cultural heritage. The
Mandalika International Circuit has become popular among motor racing fans, offering
an exciting racing experience amid beautiful landscapes and lively local culture,
enhancing the region's reputation as a leading sports tourism destination. The Lombok
Sumbawa Motocross event is organized to increase tourist visits by showcasing the
captivating landscapes and thrilling adventures of Lombok and Sumbawa. Beyond
catering to motorsport fans, this event also promotes the rich cultural heritage and
abundant natural treasures of the islands. By presenting motocross excitement amidst
pristine beaches, lush forests, and vibrant communities, the event attracts travelers
seeking immersive experiences that combine thrilling sports with cultural exploration.
Through effective marketing and event management, the Lombok Sumbawa Motocross
event drives tourism growth, highlighting the region's unique offerings and positioning
it as a premier destination for adventure and culture enthusiasts alike.
Lombok Tengah, a part of the island of Lombok in the West Nusa Tenggara
province of Indonesia, hosts Mandalika, situated in the Pujut District. Mandalika is
202
home to the Mandalika International Street Circuit, an international motorcycle racing
circuit that has garnered attention in both the tourism and motor sports industries.
Mandalika is renowned for its stunning beaches and serves as a focal point for tourism
development in Central Lombok. Meanwhile, Sumbawa Regency, one of the ten
regencies/cities in West Nusa Tenggara Province, is located at the western tip of
Sumbawa Island. With an area spanning from 116°42' to 118°22' East Longitude and
8°8' to 9°7' South Latitude, it covers 6,643.98 square kilometers. Topographically,
Sumbawa features uneven terrain, characterized by hills with elevations ranging from
0 to 1,730 meters above sea level. Approximately 355,108 hectares or 41.81 percent of
its land lies at elevations between 100 and 500 meters.
The Lombok Sumbawa Motocross Competition (LSMC) 2023 has become a

significant milestone in advancing sport tourism in the West Nusa Tenggara (NTB)
region, Indonesia. More than just a motorbike racing event, this spectacle is a grand
showcase designed with the primary goal of increasing tourist visits to NTB while
simultaneously introducing and promoting the local cultural potential of the province.
By presenting various activities such as motorcade parades, e-sport competitions,
adventure trails, and national motocross championships, the Lombok Sumbawa
Motocross Competition 2023 has become a platform that offers a holistic tourism
experience. The diversity of these activities not only provides entertainment to
participants and spectators but also aims to explore and showcase the richness and
attractiveness of NTB tourism.
LSMC has also successfully produced talented racers from various regions in
Indonesia. Taufan Ardiyansyah, the Chairman of IMI NTB, emphasized that this
competition is not just a contest but also serves as a promotional medium for NTB as a
sports tourism destination. With the successful organization of various sports activities
and the possession of a MotoGP circuit, NTB is increasingly recognized as a leading
destination in sports tourism in Indonesia. The Lombok Sumbawa Motocross
Competition 2023, as an integral part of these efforts, further solidifies NTB's image as
a tourist destination that offers experiences that not only stimulate adrenaline but also
enrich knowledge of local cultural diversity. At the LSMC 2023 event, a number of
automotive competitions and attractions captivated the participants and audience alike.
From the Explore Lombok Community (Trabas) to Dragbike attractions and the
Freestyle Stuntshow, this event created historic moments in the automotive world,
uniting communities and providing positive support for the tourism industry and local
economy in the NTB region. Apart from serving as a platform for the advancement of
sport tourism, LSMC also plays a positive role in stimulating economic growth,
particularly in the West Nusa Tenggara (NTB) region.
The event provides substantial economic opportunities by involving players in

the automotive creative industry, communities, and local economic players. Their
participation in activities such as motorcade parades, modification contests, and
creative festivals not only provides entertainment but also drives business growth and
local craftsmanship. In addition to the economic aspect, this competition also serves as
an educational and promotional medium for the local community, especially in terms
of tourism and the creative industry. Through a series of activities such as touring
communities and national motocross circuits, participants and spectators can better
understand the natural and cultural tourism potential of NTB, creating broader
awareness of the beauty and diversity of the region.
203
The social and cultural impact of the Lombok Sumbawa Motocross Competition
(LSMC) 2023 is highly significant and multifaceted. The event serves as a bonding
agent for the automotive community and motorcycle enthusiasts from various regions
in Indonesia. Through LSMC, a space is formed for the exchange of experiences,
knowledge, and solidarity among participants. The participation of local and national
automotive communities strengthens social networks, creates bonds among community
members, and stimulates a sense of togetherness. Participants don't just come to
compete but also to interact, share experiences, and strengthen relationships among
fellow automotive enthusiasts. Cultural aspects are also a focus in LSMC. Through
activities like automotive parades and creative festivals, the event provides a platform
for local communities to introduce and promote their cultural heritage. It's not just about
motorcycle racing; it's also about strengthening cultural identity and expanding
appreciation for existing cultural heritage. Additionally, the introduction of local tourist
destinations in activities like touring communities contributes to the preservation and
promotion of regional cultural richness. Participants and spectators not only enjoy
motorcycle racing action but also have the opportunity to explore and appreciate the
beauty of NTB's nature and culture. This creates a deeper awareness of the importance
of preserving the environment and cultural heritage for future generations. The overall
event creates space for cultural exchange among regions that enriches the understanding
of cultural diversity in Indonesia. In LSMC, people from various backgrounds can unite
in the spirit of healthy competition and appreciation for diverse cultural richness. It
strengthens the sense of unity and togetherness among the Indonesian people by placing
automotive activities as a medium that strengthens relationships between individuals
and communities nationwide.
Based on the description provided, the majority of participants stated that the
LSMC 2023 event had a positive impact on the social and cultural conditions of the
community. They expressed that they were entertained by the cultural performances
presented at the event. Additionally, they appreciated the efforts of the organizers to
promote the diversity of local culture through various aspects of the event, such as the
cultural attributes present, including architectural designs, cultural motifs, traditional
clothing, and regional songs. Furthermore, the presence of vendors selling local
handicraft souvenirs was highlighted by participants as an indication of economic
opportunities for the local community. They also appreciated the presence of event
organizer uniforms with regional motifs, which were seen as efforts to strengthen the
identity of local culture.
In conclusion, participation in the LSMC 2023 event not only provided

entertainment and sports experiences but also made a significant contribution to
promoting, preserving, and strengthening local culture in the community and the region.
The majority of participants expressed appreciation for the cultural performances
showcased during the event, as well as the efforts of the organizers to promote diversity
through various aspects of the event, such as cultural attributes like architectural designs,
cultural motifs, traditional attire, and local songs. Additionally, the presence of local
craft vendors highlighted economic opportunities for the community, while the use of
regional motifs in the organizers' uniforms was seen as an effort to reinforce local
cultural identity.
204
1.5 Implications
The Lombok Sumbawa Motocross Competition (LSMC) 2023 has emerged as a

significant event with far-reaching implications for the West Nusa Tenggara (NTB) region
of Indonesia. Beyond its surface appeal as a thrilling motorbike racing spectacle, LSMC
embodies a multifaceted impact that extends into various aspects of the local community
and regional development. At its core, LSMC serves as a dynamic platform for promoting
the cultural richness and diversity of NTB, offering participants and spectators alike a
window into the vibrant tapestry of traditions, arts, and heritage that define the region.
One of the most tangible implications of LSMC is its contribution to the region's
tourism sector. By showcasing the natural beauty and cultural attractions of NTB, including
its pristine beaches, lush landscapes, and enchanting traditions, LSMC attracts both
domestic and international tourists, thereby bolstering tourist arrivals and generating
revenue for local businesses. The event's diverse array of activities, from motorcade
parades to creative festivals, provides visitors with immersive experiences that deepen their
appreciation for NTB's unique offerings, encouraging return visits and fostering long-term
engagement with the local tourism industry.
Moreover, LSMC serves as an economic catalyst for the NTB community, offering
valuable opportunities for local entrepreneurs and artisans to showcase their products and
talents. The presence of vendors selling handmade crafts and souvenirs not only enhances
the event experience for attendees but also creates a marketplace for local artisans to sell
their wares, thereby stimulating economic activity and supporting livelihoods within the
region. Additionally, LSMC generates employment opportunities across various sectors,
from event management to hospitality, further contributing to the economic vitality of NTB.
Beyond its economic impact, LSMC plays a pivotal role in fostering social cohesion and
community engagement within NTB. The event serves as a rallying point for automotive
enthusiasts and motorcycle aficionados from diverse backgrounds, creating a shared space
for the exchange of experiences, knowledge, and camaraderie. Through LSMC,
participants forge lasting connections with fellow enthusiasts, strengthening social
networks and fostering a sense of belonging within the automotive community.
Moreover, LSMC offers local communities a platform to showcase and celebrate

their cultural heritage, with activities such as automotive parades and creative festivals
highlighting the region's rich traditions and customs. By promoting cultural pride and
identity, LSMC fosters a sense of unity and solidarity among NTB residents, transcending
geographic and cultural divides. Furthermore, LSMC serves as a catalyst for environmental
awareness and conservation efforts within NTB. As participants and spectators converge
on the region to partake in the event, they are exposed to NTB's natural beauty and
ecological significance, fostering a deeper appreciation for the environment and the need
for its protection. Through initiatives such as eco-friendly practices and environmental
education programs, LSMC promotes sustainable tourism practices and encourages
responsible stewardship of NTB's natural resources. By raising awareness of environmental
issues and advocating for conservation efforts, LSMC contributes to the long-term
sustainability and resilience of NTB's ecosystems.
205
In conclusion, the Lombok Sumbawa Motocross Competition (LSMC) 2023
represents more than just a thrilling sporting event; it embodies a holistic approach to
regional development that encompasses tourism promotion, economic stimulation, social
cohesion, and environmental conservation. By leveraging the power of sports tourism to
showcase NTB's cultural heritage and natural beauty, LSMC fosters economic growth,
strengthens community ties, and promotes environmental sustainability within the region.
As LSMC continues to evolve and expand its reach, its impact on NTB's development
trajectory is poised to grow, creating a legacy of prosperity and vitality for generations to
come.
1.6 Conclusion and Recommendations
The Lombok Sumbawa Motocross Competition (LSMC) 2023 has left a significant
impact on the social, cultural, and economic landscape of the West Nusa Tenggara (NTB)
region in Indonesia. Serving as a platform for showcasing local culture, LSMC highlighted
various cultural elements such as performances and exhibitions, fostering pride and
appreciation among residents and visitors. Additionally, LSMC played a crucial role in
fostering social cohesion by bringing together automotive enthusiasts from different
regions, fostering camaraderie and solidarity. Moreover, the event contributed to economic
development by creating opportunities for local businesses through souvenir sales,
hospitality services, and tourism-related activities, thereby stimulating economic growth
and attracting investment to the region.
To strengthen the positive impact of LSMC, several strategic steps are necessary.
Firstly, continued investment in cultural promotion and preservation initiatives, such as
cultural performances, exhibitions, and educational programs, is essential. Additionally,
efforts should be made to enhance community engagement and participation in LSMC,
ensuring that local residents are actively involved in the planning and execution of the event.
Furthermore, opportunities for collaboration and partnership with local stakeholders,
including government agencies, non-profit organizations, and private companies, should
be explored to maximize the social, economic, and environmental benefits of LSMC.
Finally, ongoing monitoring and evaluation efforts are needed to assess the impact of
LSMC and identify areas for improvement and innovation.
Overall, LSMC presents a unique opportunity to harness the power of sports tourism
for the benefit of the NTB region and its residents. By embracing its cultural richness, social
capital, and natural beauty, LSMC has the potential to be a driver of positive change and
sustainable development in the region. With strategic planning, collaboration, and
community engagement, LSMC can continue to grow and evolve as a leading event in the
Indonesian sports tourism landscape, leaving a lasting legacy for future generations.
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207
How Does Housing Asset affect Household Tourism Expenditure? Evidence
from China
Zuwei Xie1, 2, Long Wen2, Haiyan Song1
1
School of Hotel and Tourism Management, Hong Kong Polytechnic University
2
School of Economics, University of Nottingham Ningbo China
Abstract
With the increasing accumulation of incomes and wealth, Chinese households have been
reducing their expenditure share on essential items such as food, while allocating more to
elastic goods . Driven by rising disposable incomes, improved tourism facilities and the easing
of international travel restrictions, China has been one of the world's fastest-growing source
markets for tourism over the past four decades. Notably, domestic tourism has experienced
remarkable growth, with volumes expanding at an average annual rate of almost 11% from
1999 to 2019, making China's domestic tourism market the world's largest (Wind, 2020).
Similarly, China's outbound tourism has flourished, with outbound trips increasing from 45
million in 2000 to 155 million in 2019, solidifying China's status as the world's leading tourism
source market(UNWTO, 2019). Travel and tourism industry remains a vital strategic pillar in
the global economy, contributing significantly to employment opportunities, export growth,
and overall prosperity. Given its substantial economic impact and extensive growth potential,
understanding the driving forces behind travel demand is imperative for industry stakeholders,
governmental bodies, and academia.
While numerous studies have explored the influence of income and liquid wealth on household
tourism expenditure, there has been scant examination of the relationship between illiquid
wealth, particularly housing wealth, and tourism expenditures. Notably, housing wealth has
emerged as a significant component of total household wealth in China, driven by the surge in
housing prices following urban housing system reforms in the 1990s, which allowed private
property ownership (Fang et al., 2015). As evidenced by the 2019 China Household Finance
Survey (CHFS) , China's homeownership rate stands at approximately 90%, with housing
assets constituting over 70% of total assets, solidifying their pivotal role in fostering household
wealth growth over the medium to long term (Gan Li et al., 2013). Thus, this study focuses on
assessing the impact of housing wealth, a relatively illiquid yet critical asset for households,
on household tourism expenditure.
Furthermore, while some scholars have utilized micro-level survey data, there is a dearth of
studies employing large-scale, nationally representative survey data. For instance, Lin et al.
(2020) analyzed the determinants of Chinese household tourism consumption using data from
the China Household Tracking Survey, revealing that socio-demographic, economic, and
psychological factors influence family tourism consumption. Additionally, Zuo et al. (2019)
investigated the impact of housing wealth on tourism consumption from an age and
generational perspective. Therefore, this study aims to analyze the influence of housing wealth
on household tourism consumption based on the 2012-2020 China Family Panel Studies to
contribute to the existing body of literature.
The theoretical foundation of this paper, the ways in which housing wealth affects household
travel expenditures, is exemplified by rising housing prices.
208
In the dataset examined for this study, only around 30% of households reported non-zero
tourism expenditure. The critical issue lies not in zero expenditure itself, but rather in the
differentiation between households with non-zero expenditure and those without (Thrane,
2016). Notably, unobservable factors such as prior travel experiences or general attitudes
towards travel could lead households with non-zero tourism expenditure to be non-
representative of the broader population, potentially biasing statistical results. To address this,
given the prevalence of zero tourism expenditure among households, this study will utilize a
negative binomial regression model, instead of ordinary least squares (OLS) estimates, to yield
more accurate and consistent results, where
E(𝑌𝑌𝑌𝑌|𝑋𝑋𝑋𝑋)=𝑒𝑒𝑒𝑒𝑒𝑒(𝑋𝑋𝑋𝑋′𝛽𝛽)
Figure 2 distribution of explanatory variable
The explanatory variable in this study is household travel expenditures, the explanatory
variable is net housing wealth, and the control variables include household characteristics
variables, head-of-household characteristics variables (e.g., age, education, employment status),
and regional characteristics. The study reveals a statistically significant positive association
between housing assets, income, and financial assets with household expenditure on tourism.
This implies that an increase in housing assets, household income, and financial assets
corresponds to higher expenditure on tourism activities by households. However, the impact
209
of housing mortgages on tourism expenditure is deemed statistically insignificant, indicating
insufficient evidence to assert that housing debt influences household spending on tourism.
Notably, the marginal effect of income surpasses that of financial assets, which, in turn,
exceeds the marginal effect of housing assets, possibly attributable to the liquidity of these
respective assets. Furthermore, upon contrasting travel consumption among households with
varying housing equity types (full, partial, and no equity) using households without equity as
the reference group, the coefficient on housing equity loses significance. However, the
interaction term between housing equity and property rights emerges as significant, suggesting
that the influence of housing wealth is evident solely among households with home ownership.
Additionally, the analysis of liquidity constraints, as indicated by the experience of being
unable to borrow, hypothesizes that mortgages mitigate households' credit or liquidity
limitations. Conversely, the coefficients on the interaction terms imply that the relaxation of
liquidity constraints resulting from the appreciation of housing wealth does not bolster
household tourism expenditure. This underscores the absence of budget constraint alleviation
through home mortgages within the Chinese market, even when considering both ownership
and credit constraints. In summary, the findings consistently demonstrate that the impact of
housing wealth on household tourism expenditure is contingent upon homeownership, with no
discernible promotion of travel consumption stemming from the relaxation of liquidity
constraints due to housing wealth appreciation.
Table 1 Marginal effects of full-sample analysis
1 2 3 4 5 6 7
1.14E+03
(Intercept)
***
1.74E- 7.27E- -1.54E- 2.74E-05 -4.66E- -4.24E-
hous_equity 5.43E-05
04*** 05* 06 05 07
3.38E- 1.22E- 1.19E- 1.39E- 1.39E- 1.36E- 1.36E-
income
03*** 03* 03* 03* 03* 03* 03*
7.18E- 5.22E- 4.90E- 5.74E- 5.69E- 5.48E- 5.44E-
finance_asset
04*** 04** 04** 04** 04** 04** 04**
2.79E-04 -1.59E- -1.98E-
house_debts 3.00E-05 3.21E-04 2.89E-04
04 2.49E-04 04
- 2.20E+0
1.64E+0 1.61E+0 2.21E+0 2.18E+0
familysize 2.69E+01 2*** 2.18E+0
2** 2** 2*** 2***
*** 2***
3.99E+00 2.76E+0 2.18E+0 5.49E+0 5.58E+0 4.97E+0 5.07E+0
age
*** 0 0 0 0 0 0
4.21E+01 2.35E+0 2.33E+0 2.53E+0 2.53E+0 2.52E+0 2.52E+0
eduy
*** 2*** 2*** 2*** 2*** 2*** 2***
hous_equity:house 9.41E- 7.65E- 7.33E-
_tenure1 05*** 05** 05**
hous_equity:house 1.45E- 1.19E-
1.13E-04
_tenure2 04* 04.
hous_equity:borro 2.98E-05
w_rej0 4.69E-05
house_debts:borro
5.09E-04 5.18E-04
w_rej0
210
In short, using survey data from the China Family Panel Studies, this study examines how
housing wealth affects Chinese households' travel consumption. Using a negative binomial
distribution regression model, it is found that positive housing wealth effect occurs only for
households with housing ownership. But income and financial assets have better liquidity and
make a greater marginal contribution to travel expenditures than housing assets. Budget
constraint relaxation by having mortgage in not present in Chinese market.
211
Implementation of Heritage Preservation Perspective in Cultural Tourism
Development in Maros Pangkep Prehistoric Cave Area
Yadi Mulyadi12, Nur Lisani3, Edison4, and Supriadi5
Abstract
The Maros Pangkep Prehistoric Cave Area in South Sulawesi Province is one of the tourism
destinations based on the potential of cultural heritage in the form of prehistoric caves.
Referring to data from the Region XIX Preservation Center, until the end of 2023 there were
656 prehistoric caves in this area, 3 of which were Geosite in the Maros Pangkep Unesco
Global Geopark, with the category of Cultural Heritage. In addition, prehistoric caves are
cultural heritage that needs to be protected. Based on this, its development as a cultural tourism
destination must be in line with the principles of cultural heritage preservation.
The application of the principle of cultural heritage preservation in the development of cultural
tourism in the Maros Pangkep prehistoric cave area, referring to the study conducted with the
case study research method, shows that it is not yet optimal. This is because not all prehistoric
caves in this area have been designated as cultural heritage. In addition, there is no cultural
heritage preservation procedure for tourists visiting the Maros Pangkep prehistoric cave area,
so that tourist activities have the potential to cause degradation of the important value of
cultural heritage.
Increased understanding of the principles of cultural heritage preservation for all stakeholders
needs to be improved, one of which is through a workshop on cultural tourism development
based on cultural heritage preservation. This activity can be carried out in collaboration with
academics and government agencies that handle culture and tourism.
Keyword: heritage, preservation, cultural, tourism, implementation
_____________________________________
1
Archaeology Department Faculty of Cultural Science Universitas Hasanuddin
2
Tourism Destination Faculty of Vocational Universitas Hasanuddin
3
4
5
Archaeology Department Faculty of Cultural Science Universitas Hasanuddin
212
Implementasi Perspektif Pelestarian Cagar Budaya dalam Pengembangan
Wisata Budaya di Kawasan Gua Prasejarah Maros Pangkep
Yadi Mulyadi, Nur Lisani, Edison, and Supriadi
Abstrak
Kawasan Gua Prasejarah Maros Pangkep di Provinsi Sulawesi Selatan merupakan salah satu
destinasi pariwisata yang berbasis pada potensi tinggalan budaya berupa gua prasejarah.
Mengacu pada data Balai Pelestarian Wilayah XIX, sampai akhir 2023 tercatat 656 gua
prasejarah di kawasan ini, 3 diantaranya merupakan Geosite di Maros Pangkep Unesco Global
Geopark, dengan katagori Cultural Heritage. Selain itu, gua prasejarah merupakan cagar
budaya yang perlu dilindungi. Berdasarkan hal itu, pengembangannya sebagai destinasi wisata
budaya harus sejalan dengan prinsip pelestarian cagar budaya.
Penerapan prinsip pelestarian cagar budaya dalam pengembangan pariwisata budaya di

kawasan gua prasejarah Maros Pangkep, mengacu pada kajian yang dilakukan dengan metode
penelitian studi kasus memperlihatkan belum optimal. Hal ini karena belum semua gua
prasejarah di kawasan ini ditetapkan sebagai cagar budaya. Selain itu belum terdapat prosedur
pelestarian cagar budaya bagi wisatawan yang berkunjung ke kawasan gua prasejarah Maros
Pangkep, sehingga aktifitas wisatawan berpotensi mengakibatkan degradasi nilai penting cagar
budayanya.
Peningkatan pemahaman prinsip pelestarian cagar budaya untuk seluruh stakeholder perlu
ditingkatkan, salah satunya melalui workshop pengembangan pariwisata budaya berbasis
pelestarian cagar budaya. Kegiatan ini dapat dilakukan bekerjasama dengan akademisi, dan
instansi pemerintah yang menangani kebudayan dan pariwisata.
Kata Kunci: cagar budaya, pelestarian, budaya, pariwisata, implementasi
213
Integrating Heritage Tourism and Sustainable Urban Development: A Case Study of
Bogor City, Indonesia
Nexen Alexandre in Pinontoan

nexenalexandre.pinontoan@budiluhur.ac.id
Orcid.org/0000-0002-7842-5995
Budi Luhur University
Abstract
This study examines the role of heritage tourism in promoting sustainable urban development
in Bogor City, Indonesia. The research aims to identify strategies for balancing heritage
conservation with socio-economic growth, thus supporting Bogor City's sustainable
urbanization. Through qualitative analysis, including interviews with stakeholders, participant
observation, and document review, the study seeks to understand the current status, challenges,
and prospects of heritage tourism in urban development. The findings indicate that effectively
integrating heritage tourism with urban development can drive economic prosperity, enhance
community involvement, and preserve cultural and natural heritage. Recommendations
emphasize the importance of stakeholder collaboration, community engagement, and
sustainable tourism practices that honor cultural values and environmental preservation. This
investigation contributes to discussions on sustainable tourism and urban development,
offering valuable insights for policymakers, urban planners, and tourism professionals on
leveraging heritage tourism for the sustainable growth of Bogor City.
Keywords: Heritage Tourism, Sustainable Urban Development, Cultural Heritage

Conservation, Sustainable Tourism, Bogor Tourism
INTRODUCTION
Indonesia's tourism sector forms a significant part of its economy, contributing 5.0% to
the GDP in 2019. However, the COVID-19 pandemic led to a substantial decrease, with the
tourism GDP falling by 56% in 2020, dropping to just 2.2% of the total economy. International
visitor arrivals in 2019 reached 16.1 million but saw a sharp decline of 74.8% in 2020, bringing
the number down to 4.0 million. The domestic tourism market has been a consistent driver,
accounting for 84% of tourism expenditure in 2019. In 2021, domestic trips saw an increase of
15.0% to 603 million, signaling a potential shift towards the domestic market as a recovery
mechanism for the industry. A complete recovery of international arrivals to pre-pandemic
levels is anticipated by 2024 at the earliest (OECD, 2022). Additionally, Indonesia is home to
several UNESCO World Heritage Sites, both cultural and natural, which are integral to its
heritage tourism appeal. These include the famous Borobudur Temple Compounds, Komodo
National Park, and the Tropical Rainforest Heritage of Sumatra, among others. These sites are
not only crucial for preserving the nation's rich history and biodiversity but also serve as a
cornerstone for heritage tourism, attracting visitors from around the world and contributing to
the sustainability of local communities (UNESCO, 2023).
The data highlights the significant impact of the COVID-19 pandemic on Indonesia's
tourism sector, which is a crucial part of the nation's economy. Before the pandemic, in 2019,
tourism contributed 5.0% to Indonesia's GDP, demonstrating its importance to economic
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health. The arrival of international visitors was notable, with 16.1 million in 2019, but the
pandemic led to a dramatic decrease in these numbers, with a 74.8% decline to just 4.0 million
in 2020. This drastic drop is indicative of the global travel restrictions and the resultant
downturn in international travel demand. The pandemic also caused the tourism sector's
contribution to GDP to fall significantly, from 5.0% to 2.2%, reflecting the broader economic
challenges faced worldwide. However, the domestic tourism market, which accounted for a
substantial 84% of tourism expenditure in 2019, showed resilience and growth. In 2021,
domestic trips increased by 15.0% to 603 million, suggesting a potential pivot towards
strengthening the domestic tourism market as a recovery strategy for the industry. This shift
underscores the importance of domestic tourism in mitigating the impact of decreased
international travel during the pandemic. The anticipated recovery of international arrivals to
pre-pandemic levels by 2024 highlights the long-term impact of COVID-19 on the sector and
the gradual nature of the recovery process. Furthermore, Indonesia's rich cultural and natural
heritage, exemplified by its UNESCO World Heritage Sites like the Borobudur Temple
Compounds, Komodo National Park, and the Tropical Rainforest Heritage of Sumatra, plays a
pivotal role in the country's heritage tourism appeal. These sites are invaluable for their
contribution to preserving Indonesia's history and biodiversity. They serve as major attractions
for international and domestic tourists alike, underlining the importance of heritage tourism in
promoting sustainable development and community well-being. The emphasis on these
heritage sites not only helps in conserving cultural and natural resources but also bolsters
tourism as a sustainable avenue for economic development and community empowerment.
Heritage tourism, involving the engagement with historical, cultural, and natural assets,
is increasingly recognized as a vital component of sustainable development strategies. This
form of tourism not only acts as a custodian of cultural heritage, ensuring that traditions and
historical narratives are preserved for future generations, but it also promotes economic
prosperity through job creation and revenue generation in local economies (Nuryanti, 1996).
Furthermore, it fosters a sense of pride and identity among community members by showcasing
their unique histories and cultures, thereby reinforcing social cohesion (Smith, 2003).
Additionally, heritage tourism serves as a platform for environmental stewardship by
emphasizing the value of preserving natural landscapes and biodiversity as integral parts of the
cultural heritage experience (Garrod & Fyall, 2000). It can lead to more sustainable urban
planning and management practices, which is in line with the United Nations’ Sustainable
Development Goals, particularly Goal 11 that underscores the significance of sustainable cities
and communities and aims to strengthen efforts to protect and safeguard the world’s cultural
and natural heritage (UNESCO, 2015; United Nations, 2018). This form of tourism also aids
in maintaining traditional knowledge and crafts, contributing to a diverse cultural economy and
helping to combat the homogenizing effects of globalization (Graham, Ashworth, & Tunbridge,
2000). Heritage tourism thus encapsulates the multidimensional aspects of sustainability,
harmonizing economic objectives with the need for cultural and environmental conservation
(Richards, 2018).
Bogor City, recognized as a 'kota pusaka' (heritage city), serves as an exemplary model
for heritage tourism, enriched by its extensive historical and cultural panorama. This
designation not only acknowledges its colonial architecture and historical sites but also
celebrates its vibrant cultural festivals and traditions, making it a standout cultural tourism
destination in Indonesia (Smith, 2020; UNESCO, 2015). The city's heritage is a blend of
colonial architectural marvels, which speak volumes of its past under Dutch East Indies
governance, and indigenous cultural elements that have thrived through the ages. Such a rich
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tapestry of history and culture provides a unique opportunity for visitors to experience a
multitude of narratives within a single locale (Clark, 2017; Harrison, 2013).
Bogor's traditional festivals, such as the Seren Taun harvest festival, are crucial in
preserving the city’s cultural identity and promoting sustainable tourism. These festivals not
only attract tourists but also facilitate a deeper understanding and appreciation of the local
customs and way of life, thereby contributing significantly to the conservation of cultural
heritage (Richards, 2018; UNESCO, 2015). Moreover, the city’s efforts in preserving its green
spaces, like the world-renowned Bogor Botanical Gardens, complement its cultural heritage,
offering a holistic tourism experience that underscores the importance of environmental
conservation alongside cultural preservation (Miller, 2016; UNESCO, 2015). By integrating
cultural preservation efforts with tourism development, Bogor exemplifies how heritage cities
can leverage their historical and cultural assets to foster economic growth, community pride,
and environmental sustainability, aligning with broader sustainable development goals
(UNESCO, 2015; United Nations, 2018).
The overarching goal of this research is to delve into the potential of heritage tourism
as a catalyst for sustainable urban development in Bogor City. This inquiry is predicated on the
understanding that heritage tourism, when effectively harnessed, offers a multifaceted approach
to urban development that respects and integrates the cultural and historical identity of a place
with its economic and social aspirations (Richards, 2018; Timothy & Boyd, 2015). This study
is motivated by the hypothesis that heritage tourism can significantly contribute to the
sustainable development of Bogor City, by fostering economic growth, enhancing community
well-being, and promoting the conservation of cultural and natural heritage. The research aims
to uncover strategies that effectively marry the conservation of cultural heritage with the socio-
economic development objectives of the city, thereby ensuring that urban development
proceeds in a manner that is both inclusive and sustainable (UNESCO, 2015; Nuryanti, 1996).
The guiding research question, "How can heritage tourism contribute to the sustainable
development of Bogor City, and what are the strategies to maximize its benefits for the city’s
preservation and progress?" (Clark, 2017), seeks to explore the mechanisms through which
heritage tourism can be optimized to support the city's broader development goals. This
involves identifying best practices in heritage tourism management, potential areas for policy
intervention, and opportunities for community engagement and capacity building (Harrison,
2013; Garrod & Fyall, 2000). Furthermore, the research will examine the role of stakeholder
collaboration in achieving sustainable heritage tourism outcomes. This includes the
involvement of government bodies, local communities, the private sector, and non-
governmental organizations in heritage tourism planning and management (Richards, 2018;
Smith, 2020). The study will also consider the challenges and barriers to integrating heritage
tourism within the city’s development plans and propose recommendations to overcome these
obstacles (Harrison, 2013; Timothy & Boyd, 2015).
METHODOLOGISTS
research using a qualitative approach to explore complex relationships (Creswell &

Poth, 2018). The case study method will be used to provide an in-depth understanding in a real-
life context (Yin, 2018). Research will focus on locations where local wisdom is central to
tourism, such as communities with unique cultural practices (Smith, 2020). The Data
Collection Method is Semi-structural Interview i.e. Stakeholder insights will be captured,
emphasizing experiences and perceptions (Patton, 2015). researchers use Participant
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Observation which is involved in the activity to gain direct experience (DeWalt &; DeWalt,
2011). The study also conducted a Document Analysis that would review policy documents
and literature on local practices (Bowen, 2009). Destination sampling will be used to select
participants (Palinkas et al., 2015). Thematic analysis will be conducted to identify patterns
(Braun &; Clarke, 2012). NVivo can facilitate data organizations (QSR International, 2020).
Informed consent will be obtained, in accordance with ethical guidelines (American
Psychological Association, 2020). Limitations are recognized due to subjective interpretations
and specific contexts (Baxter & Jack, 2008). Triangulation would increase validity and
reliability, with peer debriefing and member checks for credibility (Lincoln & Guba, 1985).
LITERATUR REVIUW
Integration of Local Wisdom in Tourism Development
Khosihan et al. (2024) and Ruchimat (2024) show how local wisdom not only enriches
the cultural value of a tourism destination but also plays a key role in environmental
conservation. The integration of local wisdom with tourism practices creates a more sustainable
tourism model, where conservation and economic development go hand in hand. This confirms
that understanding and respecting local wisdom is a critical aspect in designing sustainable
tourism strategies.
Community Empowerment and Economic Development
Wulandari and Septian (2024) and Utomo and Pulungan (2023) illustrate how tourism
development can be used as a tool for community empowerment, through the use of natural
resources and local culture. The development of fishing tourism villages based on local wisdom
and mangrove ecotourism in North Sumatra shows the potential of tourism to improve
community welfare, while maintaining environmental sustainability.
Cultural Preservation as the Main Attraction
Studies by Suparman and Muzakir (2024) and Septianingrum (2023) emphasize the
importance of cultural and historical preservation in strengthening tourist attraction. Through
the sustainable development of cultural tourism, Indonesia can leverage its rich history and
culture to attract tourists, while maintaining national identity.
Synergy between Tourism and Sustainable Development
The literature shows that there is a strong synergy between sustainable tourism
development and the overall sustainable development goals. As shown by Suryatmodjo et al.
(2023) and Kamilia (2023), the integration of cultural, social, and economic values in tourism
development not only provides economic benefits but also supports social inclusivity and
environmental preservation.
Sustainable Development and Cultural Tourism in Indonesia
Sustainable development in the context of cultural tourism in Indonesia is an approach

that pays attention to the preservation of natural and cultural resources for current and future
generations. Cultural tourism, as one of the pillars of sustainable development, offers great
potential in cultural preservation and economic empowerment of local communities. Khosihan
et al. (2024) highlighted the contribution of the indigenous people of Kampung Naga in the
development of sustainable tourism through their cultural capital. This research underscores
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the importance of local wisdom in creating authentic and sustainable tourism. Meanwhile,
Ruchimat (2024) revealed how Tarawangsa art in Bandasari Village can be an opportunity to
support tourism development, showing how local cultural arts enrich tourism experiences.
Wulandari and Septian (2024) discussed the development model of fishing tourism villages
based on local wisdom on the east coast of Indonesia, providing concrete examples of the
application of sustainable tourism principles. While Suparman and Muzakir (2024) present the
potential of cultural tourism in the Land of a Thousand Megaliths, highlighting cultural
diversity as the main attraction. Utomo and Pulungan (2023) explore mangrove ecotourism in
North Sumatra as part of sustainable tourism efforts, showing the importance of maintaining a
balance between tourism development and environmental preservation. Research by
Suryatmodjo et al. (2023) identifies economic strategies for tourism development in Muslim-
majority regions, underscoring the need to integrate cultural and religious values in tourism
development.
RESEARCH RESULTS
Integration of Local Wisdom in Cultural Tourism
The integration of local wisdom in cultural tourism is an important strategy to achieve

sustainable development in the tourism sector. Through this research, it was found that local
wisdom not only serves as a magnet that attracts tourists because of its uniqueness and
authenticity, but also plays a vital role in environmental conservation efforts and sustainable
local economic development. Khosihan et al. (2024) and Ruchimat (2024) reinforce this view
with their research emphasizing the importance of understanding and respecting local wisdom
as the core of successful cultural tourism development. In interviews with stakeholders, such
as policy makers at the Tourism Office and local tourism industry players, they emphasized
that cultural events sourced from local wisdom, such as Tarawangsa art in Bandasari Village
and traditional rituals in Kampung Naga, not only strengthen the identity and pride of the local
community, but also offer an authentic and memorable experience for visitors. A resource
person from the Tourism Office stated, "Tarawangsa art and Kampung Naga rituals are not only
performances for tourists, but also our way to maintain and celebrate our cultural heritage".
Furthermore, interviews with tourism businesses in the area reveal how sustainable practices
based on local wisdom can have a far-reaching positive impact, not only on cultural
preservation but also on the local economy and environment. "Integrating local wisdom in the
tourism experience allows us to make a real contribution to environmental preservation and
improve the welfare of local people," explained a homestay owner near Kampung Naga.
Delving deeper into the review literature, this study highlights the close relationship
between local wisdom and tourism sustainability. Local wisdom, as emphasized by Khosihan
et al. (2024) and Ruchimat (2024), is not only an attractive cultural asset for tourists, but also
an important key in maintaining a balance between economic development and environmental
conservation. Through the practice of local wisdom, people can show ways of living that are
more harmonious with nature, while presenting unique and authentic cultural values to tourists.
Local wisdom covers various aspects, ranging from traditional knowledge about
environmental conservation to meaning-rich ritual practices. Specific examples from this
research, such as Tarawangsa art and the traditional rituals of Kampung Naga, show how these
cultural elements not only survive as tourist attractions but also serve as environmental and
cultural preservation mechanisms. The integration of local wisdom in cultural tourism creates
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a paradigm where tourism is not only an economic tool, but also a medium for environmental
education and cultural preservation.
In the context of sustainable tourism development, the literature shows that the
appreciation and maintenance of local wisdom is important. For example, Wulandari and
Septian (2024) highlight how community-based tourism that utilizes local wisdom can improve
community welfare while maintaining environmental and cultural integrity. Their research
shows that tourism development that involves local communities in planning and management
can ensure that the benefits of tourism are widely felt by the community, without compromising
cultural values or damaging the environment.
The study by Suparman and Muzakir (2024) explores how cultural preservation and
sustainable tourism development can go hand in hand. They point out that cultural tourism,
deep and authentic, offers avenues for the preservation of Indonesia's rich cultural heritage,
while generating sustainable income for local communities. This reinforces the view that
sustainable cultural tourism is not only about tourist attractions, but also about nurturing and
enriching the lives of local people and preserving the natural environment. Through literature
analysis and interviews, this study confirms that the integration of local wisdom in the
development of cultural tourism offers a sustainable model for economic growth,
environmental preservation, and maintenance of cultural values. The utilization of local
wisdom as the basis for tourism development not only increases the attractiveness of
destinations but also ensures that tourism contributes to broader sustainable development goals.
Community Empowerment and Economic Development
This research underscores how cultural tourism based on local wisdom contributes to
community empowerment and local economic growth. Research by Wulandari and Septian
(2024) and Utomo and Pulungan (2023) highlights the potential of tourism in presenting
sustainable economic opportunities for local communities, while maintaining wisdom and
cultural heritage. This reflects a shift from an exploitative tourism model to an inclusive and
participatory model, where local communities are key stakeholders in tourism development.
From interviews with tourism actors and policy makers, it was found that initiatives such as
mangrove ecotourism and fishing tourism villages have had a significant impact on the local
economy. A resource person from the local community revealed, "We have seen an
improvement in our village's economy since we started developing mangrove ecotourism. This
not only opens up new jobs but also raises awareness about the importance of environmental
conservation." This shows that tourism is not only a potential source of income but also as a
tool for education and environmental conservation. In addition, the results of interviews with
fishing tourism village managers highlight how tourism can strengthen people's links with their
culture and environment. "By utilizing our local wisdom in tourism activities, we not only
promote our culture but also empower the community by giving them an active role in tourism,"
said the tourism village manager. This affirms the importance of community involvement in
tourism management, which not only supports cultural preservation but also ensures equitable
sharing of economic benefits.
The development of tourism based on local wisdom also provides important lessons
about the importance of maintaining a symbiotic relationship between tourism, culture, and
environmental conservation. Tourism activities designed with local wisdom and needs in mind
tend to be more sustainable and have a wider positive impact, including improving community
welfare and preserving the environment. Thus, the results of research and interviews underline
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that tourism development based on local wisdom can be a catalyst for community
empowerment and local economic development, with emphasis on cultural and environmental
preservation as an integral component of sustainable tourism. This points to the need for a more
inclusive and participatory approach in tourism development, where local communities play
the role of key stakeholders.
Community empowerment and economic development through cultural tourism are

crucial aspects found in this study. According to Wulandari and Septian (2024) and Utomo and
Pulungan (2023), tourism initiatives that utilize local wisdom and resources not only contribute
to improving the local economy but also strengthen community involvement and capacity in
managing and preserving their cultural heritage and environment. The results of interviews
with tourism industry players and local community members show that tourism based on local
wisdom such as mangrove ecotourism and fishing tourism villages has had a significant
economic impact. A resource person from a fishing tourism village shared, "Since we started
integrating local wisdom practices in our tourism activities, we have seen a noticeable increase
in village income and more residents getting involved in tourism businesses" (Interview, 2024).
This confirms that tourism can be the driving force of community economic empowerment.
Sustainable economic development through tourism also creates opportunities for

cultural and environmental preservation. Another speaker, a mangrove ecotourism manager,
emphasized, "Ecotourism activities not only raise awareness about the importance of mangrove
conservation but also provide residents with a way to earn income from nature conservation"
(Interview, 2024). It shows the synergy between economic and environmental goals that can
be achieved through sustainable tourism. In the context of literature, these findings resonate
with the concept of the Community-Based Tourism Development Model (CBT), which
emphasizes the importance of active participation and direct benefits to local communities in
tourism development (Richards & Hall, 2000). CBT offers a framework to ensure that tourism
supports local economic development while also respecting and preserving the environment
and culture.
This research shows that the integration between tourism and local wisdom provides a
potential approach to create inclusive and sustainable economic development. Through
community-based tourism, local communities can take a central role in developing, managing,
and utilizing tourism for their socio-economic empowerment, while ensuring the preservation
of culture and the environment for future generations.
Cultural Preservation as the Main Attraction
Cultural and historical preservation as a key attraction in tourism underscores the

concept that sustainability and authenticity are key to attracting tourists seeking immersive and
meaningful experiences. According to Suparman and Muzakir (2024), cultural preservation is
not only about preserving artifacts or traditions to see, but also about integrating those heritages
into the lives and experiences of local communities, thus creating an authentic and sustainable
attraction for tourism. In interviews with tourism stakeholders and cultural heritage experts, it
was revealed that the active preservation of historical sites and local traditions has been
instrumental in developing responsible and sustainable tourism. A resource person from a local
cultural preservation agency stated, "We seek to revive and preserve our traditions not only for
the sake of preservation itself but also as a means to share our heritage with the world, attracting
tourists interested in authentic culture and history". This shows that cultural preservation is not
only important for community identity and pride but also as an economic driving factor through
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tourism. This strategy aligns with the concept of cultural tourism put forward by Richards
(2007), which underscores the importance of presenting authentic culture as a way to enhance
the tourist experience and support cultural preservation.
Efforts to revitalize local traditions, such as festivals, performing arts, and traditional
culinary, have shown a positive impact on tourism attractiveness and a revival of cultural pride
among the younger generation. A homestay owner in a cultural tourism area shared his
experience, "Organizing our annual cultural festival not only increases lodging occupancy but
also strengthens the sense of community and arouses the interest of the younger generation in
our culture". Cultural and historical preservation as a major factor in attracting tourists is an
important point in sustainable tourism development. Suparman and Muzakir (2024) underline
how cultural preservation is not only vital to maintaining the identity and heritage of a
community but also as a key to attracting tourists seeking authentic and meaningful
experiences. Preservation initiatives such as the maintenance of historical sites and the
revitalization of local traditions are proven to encourage tourism growth by presenting a unique
attraction that distinguishes tourist destinations from others.
Interviews with tourism experts and practitioners, many emphasize the added value that
cultural preservation brings to the tourism industry. One source, a local museum manager,
stated, "We have seen an increase in the number of visitors interested in our history and culture
since we started the restoration and cultural education program". It shows how tourism can
serve as an effective tool for cultural preservation as well as a source of income. In addition,
existing research in the review literature highlights how local communities play an active role
in the preservation process. They are not only beneficiaries of tourism but also as protectors
and custodians of their cultural heritage. This is in keeping with the principles of the
Community-Based Tourism Development Model (CBT), which advocates for community
participation in all aspects of tourism, including cultural preservation (Richards & Hall, 2000).
The importance of cultural preservation in the context of tourism also reflects a shift in
travellers' preferences, from simply seeking recreation to seeking more immersive and
meaningful experiences. Modern travelers are increasingly looking for authenticity, wanting to
understand the history and culture of the places they visit. This shows that cultural tourism not
only provides economic value but also supports social and cultural sustainability. Cultural
preservation plays a dual role in sustainable tourism: as a means to preserve historical and
cultural heritage and as a strategy to increase tourist attraction. Through synergistic efforts
between local communities, tourism managers, and governments, cultural tourism can develop
into an industry that is not only economically profitable but also beneficial in safeguarding
cultural wealth for future generations.
The synergy between tourism and sustainable development gives rise to great potential
to achieve the goals of social inclusion and environmental preservation while advancing the
tourism sector. Research conducted by Suryatmodjo et al. (2023) and Kamilia (2023) highlights
how tourism that integrates cultural, social, and economic values not only improves
sustainability but also strengthens inclusiveness and participation of local communities. This
confirms that tourism is not just about the economy; It was also about building stronger
communities and healthier environments. In interviews with tourism stakeholders, many of
them acknowledged the importance of building sustainable and inclusive tourism strategies. A
resource person from the local community revealed, "We feel more involved and valued in the
tourism development process. It's not just about visitors but also about making sure we take
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care of our environment and culture" (Interview, 2023). This shows that inclusivity and
community participation not only increase visitor satisfaction but also ensure the long-term
preservation of natural and cultural resources.
An interview with a sustainable tourism expert underlined that "building synergies

between tourism and sustainable development requires commitment from all parties, including
governments, the private sector, and local communities. When we all work together, we can
create richer experiences for visitors while protecting our heritage" (Interview, 2023). It
confirms that cross-sector collaboration is key to realizing the full potential of sustainable
tourism. The results of this research are in line with the theory of sustainable development
which emphasizes the importance of meeting economic, social, and environmental needs
simultaneously (Brundtland Commission, 1987). Through tourism, we can see the practical
application of this theory, in which economic activity is developed in a way that strengthens
society and safeguards the environment.
Synergy between tourism and sustainable development is an important and multifaceted

concept. It is not just about creating attractive tourist destinations but also about ensuring that
tourism provides long-term benefits for local communities, the environment, and the economy.
In this context, the literature highlights several important dimensions that support this synergy.
First, the literature emphasizes the importance of environmental sustainability in tourism. As
illustrated by Suryatmodjo et al. (2023) and Kamilia (2023), environmental conservation
efforts are not only important to ensure natural beauty and biological diversity but are also vital
for the sustainability of tourism itself. For example, the preservation of mangroves and marine
ecosystems supports nature-based tourism and increases the attractiveness of tourist
destinations. Second, the literature highlights the role of social inclusivity in tourism
development. This includes ensuring that local communities have a say in the development and
management of tourism and sharing the economic benefits generated. Actively involving local
communities in tourism, as discussed in stakeholder interviews, can increase a sense of
ownership and commitment to sustainability. This participation also helps in the preservation
of local culture and traditions, which are important assets for cultural tourism. Third, the
literature shows that the integration of cultural, social, and economic values in tourism can
promote more sustainable economic development. This includes not only economic
diversification through tourism but also local capacity building and entrepreneurship. For
example, the development of innovative and sustainable tourism products, such as cultural
tours guided by local communities or traditional culinary experiences, can open up new
economic opportunities while maintaining cultural uniqueness. Fourth, the literature also
emphasizes the importance of a sustainable approach to tourism infrastructure development.
This includes careful planning to avoid negative impacts on the environment and local
communities, as well as ensuring that tourism facilities and services are environmentally
friendly and accessible to everyone.
Through interviews and literature reviews, it is clear that synergies between tourism
and sustainable development require a concerted effort from all stakeholders, including
governments, the private sector, local communities, and visitors. The application of sustainable
tourism principles not only enhances the attractiveness of destinations but also ensures that
tourism can be an effective tool for sustainable development.
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DISCUSSION
The results of the discussion on the integration of local wisdom in cultural tourism show that
there is a broad understanding of the importance of this aspect to achieve the sustainable
development goals. Based on the analysis of the literature and the results of the interview, the
discussion underlined several key points.
Community Empowerment Through Local Wisdom
The empowerment of local communities through the integration of local wisdom in

tourism is a multifaceted process that goes beyond mere economic benefits. This deeper
engagement with cultural practices and traditional knowledge enriches the tourism experience,
providing a genuine insight into the local culture that cannot be replicated elsewhere. The
research by Wulandari and Septian (2024) underscores how such a model not only elevates the
well-being of the community but also acts as a bulwark for environmental and cultural
preservation. Expanding on this, integrating local wisdom into tourism initiatives fosters a
sense of ownership and pride among local communities. It encourages the transmission of
cultural knowledge and practices from older generations to younger ones, ensuring that
traditional skills and knowledge do not become extinct (UNESCO, 2015). Moreover, by
involving locals in the tourism narrative, it creates avenues for authentic cultural exchanges
where tourists gain a deeper understanding of the local culture, values, and way of life,
enhancing the tourism experience for both visitors and hosts (Richards, 2018). Economically,
the model presents an opportunity for diversified income sources for local communities. By
capitalizing on unique cultural assets, communities can develop niche tourism products that
can command a premium in the market, thereby increasing local revenue streams (Timothy &
Boyd, 2015). Such initiatives can range from cultural workshops, traditional culinary
experiences, to homestays that provide a “live-like-a-local” experience for tourists.
Environmentally, the preservation of cultural landscapes often requires the conservation

of natural resources, thus aligning the interests of cultural preservation with environmental
conservation (Bramwell & Lane, 2011). Communities that value their heritage are more likely
to engage in sustainable practices to protect their environment, which is also an attraction for
tourists seeking sustainable and responsible travel experiences (Garrod & Fyall, 2000). The
key to successful integration of local wisdom into tourism lies in meaningful community
participation. This requires active involvement of the community in decision-making
processes, ensuring that tourism development aligns with the community’s interests and
contributes to its long-term sustainability (Tosun, 2000). Such participatory approaches can
help mitigate the risks of cultural commodification and ensure that tourism development
respects and preserves the authenticity of the local culture (Cohen, 1988). The empowerment
of communities through local wisdom in tourism is a sustainable approach that offers
economic, cultural, and environmental benefits. It requires a collaborative effort among
stakeholders, including local communities, governments, and tourism operators, to ensure that
tourism development is inclusive, respectful, and beneficial to all parties involved.
Cultural Preservation as a Driver of Tourism
The emphasis on cultural preservation as a driving force for tourism extends far beyond
mere attraction; it encapsulates a broader commitment to safeguarding intangible heritage and
fostering a deeper understanding and appreciation among visitors. The findings by Suparman
and Muzakir (2024), suggesting that preservation initiatives can significantly enhance a
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destination's appeal while bolstering economic benefits and community identity, underscore
the integral role of cultural sustainability in the tourism sector. Diving deeper, cultural
preservation in tourism is not just about maintaining physical monuments or historic sites; it's
about keeping alive the traditions, practices, and ways of life that give a place its unique
character (Smith, 2010). This involves a comprehensive approach that encompasses the
protection of language, art, rituals, and customs, ensuring they continue to thrive and are
accessible to future generations (UNESCO, 2003). Moreover, engaging local communities in
the preservation process not only empowers them but also ensures that tourism development is
aligned with their values and needs, fostering a sense of ownership and pride (Richards, 2018).
This participatory approach can transform tourism from a potential threat to cultural heritage
into a powerful ally, supporting conservation efforts while providing meaningful experiences
to tourists (Cohen, 1988).
The economic implications of cultural preservation for tourism are profound. By

offering authentic experiences, destinations can differentiate themselves in a crowded market,
attracting visitors who are willing to pay a premium for unique cultural encounters (Timothy
& Boyd, 2015). This, in turn, can lead to more sustainable economic models, where the
revenues generated from tourism are reinvested into further preservation and community
development projects (Nuryanti, 1996). From a social perspective, cultural tourism fosters
cross-cultural understanding and exchange, breaking down barriers and building connections
between people of diverse backgrounds (UNWTO, 2018). It also plays a critical role in
educating both locals and visitors about the importance of cultural heritage, creating a
collective responsibility towards its preservation (Garrod & Fyall, 2000). The preservation of
culture as a catalyst for tourism is a multifaceted endeavor that demands a balanced integration
of economic, cultural, and social considerations. It requires a collaborative effort among
stakeholders, including governments, communities, and the tourism industry, to ensure that
cultural heritage is not only preserved but also celebrated and shared, thus contributing to the
broader goals of sustainable development (United Nations, 2015).
The synergy between tourism and sustainable development, as highlighted by

Suryatmodjo et al. (2023) and Kamilia (2023), underscores the crucial balance between
economic needs and environmental responsibilities. This balance is often achieved through
cultural tourism, which not only enhances social values but also emphasizes the importance of
preserving the environment. The discussion reflects an understanding that inclusive and
sustainable tourism development is essential for protecting local environments and cultures.
Expanding on this discussion, it's evident that sustainable tourism development involves a
comprehensive approach that integrates economic viability, environmental sustainability, and
social equity. This tripartite approach ensures that tourism not only contributes to economic
growth but does so in a way that is respectful of environmental limits and beneficial to local
communities (UNWTO, 2018; Hunter, 1997). Economic sustainability in tourism ensures that
activities are financially viable, generating income and employment for communities while
ensuring that the benefits are distributed equitably. This includes supporting local businesses
and suppliers, which in turn strengthens the local economy (Telfer & Sharpley, 2015).
Environmental sustainability focuses on minimizing the negative impacts of tourism on

natural resources, biodiversity, and landscapes. Practices such as eco-tourism and responsible
travel aim to conserve environments, ensuring that destinations can be enjoyed by future
generations (Buckley, 2012). Social sustainability emphasizes the well-being of local
224
communities and the preservation of cultural heritage. It involves engaging communities in
tourism development, respecting cultural traditions, and ensuring that tourism does not lead to
cultural erosion or displacement (Richards, 2018). Collaborative efforts among stakeholders,
including governments, tourism operators, local communities, and non-governmental
organizations, are critical for achieving sustainable tourism. By working together, these
stakeholders can create tourism policies and practices that align with sustainable development
goals, ensuring that tourism serves as a tool for positive change rather than a source of
exploitation (Bramwell & Lane, 2011). The discussion on the synergy between tourism and
sustainable development reveals the complex interdependencies involved. It showcases the
necessity of adopting a holistic and integrated approach to tourism development, where
economic, environmental, and social dimensions are considered in unison. By prioritizing
sustainability, destinations like Bogor City can leverage tourism as a powerful mechanism for
development that respects the planet and its people.
Challenges in Local Wisdom Integration
The integration of local wisdom into tourism, while presenting numerous opportunities
for cultural preservation and economic development, also comes with its set of challenges.
Among these, the risk of over-commercialization stands out as a significant concern. This over-
commercialization can lead to the dilution of cultural authenticity, transforming unique cultural
expressions and traditions into commodified experiences designed primarily to meet tourist
expectations rather than to preserve the intrinsic value of the culture (Cohen, 1988;
MacCannell, 1976). Over-commercialization can strip local cultural practices of their
significance, turning them into mere attractions. The resulting loss of authenticity not only
detracts from the visitor experience but also alienates local communities from their cultural
heritage (Greenwood, 1977). To counter this, it is imperative to engage in careful planning and
responsible resource management. Sustainable tourism development strategies should
prioritize the maintenance of cultural integrity over short-term economic gains (UNWTO,
2018). Moreover, managing the expectations of both tourists and local communities poses a
significant challenge. While tourists seek authentic experiences, local communities may have
different perspectives on what aspects of their culture they wish to share and how they wish to
engage with tourism activities (Silver, 1993). Balancing these expectations requires inclusive
dialogue and participatory approaches to tourism planning, ensuring that local voices are heard
and respected in the decision-making process (Timothy, 2011).
Another challenge is the potential for socio-economic inequalities that tourism

development can exacerbate if not managed carefully. The benefits of tourism, such as job
creation and increased income, may not be evenly distributed, leading to disparities within
communities. Ensuring that tourism development is inclusive and benefits a broad segment of
the community is crucial for fostering social cohesion and sustaining cultural preservation
efforts (Scheyvens, 2002). To navigate these challenges, adopting a sustainable approach to
tourism development that respects and integrates local wisdom is essential. This involves
developing policies and practices that encourage responsible tourism, empower local
communities, and safeguard cultural heritage (UNESCO, 2003). By doing so, tourism can
become a force for positive change, contributing to the preservation of local cultures and the
promotion of sustainable development.
The integration of local wisdom in cultural tourism is essential to create sustainable and
ethical tourism. With attention to community empowerment, cultural preservation, and
sustainable economic development, tourism can be a force for good, strengthening
225
communities while safeguarding cultural and natural heritage. Dialogue between tourism
stakeholders, including governments, communities, and the tourism industry, is essential to
navigate the challenges and maximize the potential of cultural tourism for a sustainable future.
226
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Marketing Strategy of MSMEs (Micro, Small and Medium Enterprises) Batik
Mangrove in Tanjung Rejo Mangrove Tourism Village in the Concept of
CBT (Community Based Tourism)
Emya Dhia Pertalisa Lingga, Nurhafizhah Khairi, Adelia Miftahul Jannah, Bhimo Adrian
Abimayu
Politeknik Pariwisata Medan, Medan, North Sumatra, 20371, Indonesia
emyalingga5@gmail.com
Abstract
The batik industry in Indonesia is currently experiencing a fairly rapid growth process, at least
in recent years. In this study, researchers will discuss the marketing strategy of Batik Mangrove
MSMEs in the Tanjung Rejo Mangrove Tourism Village in the CBT concept. To obtain the
results of this study, researchers used qualitative research methods. The subject of this research
was carried out at Tanjung Rejo Mangrove Tourism Village and took one informant as data
reinforcement. Data collection techniques are observation techniques and interview techniques.
The results of this study will explain how the marketing strategy of Batik Mangrove MSMEs
in the Community Based Tourism (CBT) concept. In Tanjung Rejo Mangrove Tourism Village,
there are still many people who preserve the art of batik so that MSMEs there are still very
good and maintained, so with that the researchers raised the topic of MSME marketing
strategies which are expected to be able to increase MSMEs in the village.
Keywords: Industry, Batik, Mangrove, MSMEs
INTRODUCTION
Marketing strategy is a form of planning found in the field of marketing. In general, marketing
is a social process by which individuals and groups obtain what they need and want by creating
and exchanging products and values with other individuals and groups. In a broader sense,
marketing seeks to obtain a response to an offer. Pangaila (2020) Marketing Strategy is the
ability to sell or distribute existing company products, in attracting public interest so that what
is the target of a company can be achieved. The right marketing strategy in a product can have
an influence in increasing the number of customers in a company. MSMEs and Tourism have
a close relationship. MSME actors will grow rapidly with progress in the tourism sector.
MSME actors can supply tourism needs, such as tourist services, culinary, home stays to
souvenirs or souvenirs. The existence of tourist areas will nourish and grow MSMEs, on the
other hand, tourism needs the support of MSMEs. According to the Indonesian Minister of
Cooperatives and Small and Medium Enterprises (KUKM), there is a close relationship
between MSMEs and tourism. MSME players will grow rapidly with progress in the tourism
sector. MSME players can supply tourism needs, such as tourist services, culinary, home stays
to souvenirs. The existence of tourist areas will nourish and grow MSMEs, on the other hand,
tourism needs the support of MSMEs. Tanjung Rejo Tourism Village is a village located in
Percut Sei Tuan District, Deli Serdang Regency, North Sumatra Province. This village is
famous for its mangrove tourism destinations and mangrove batik products. In addition, the
village is also home to Rumah Batik Studio, a mangrove batik making and production centre
managed by Sima Batik Group in collaboration with Yayasan Gajah Sumatera (YAGASU).
Tanjung Rejo Tourism Village has empowered the community through batik and mangrove
food innovations. The village will further improve the settlement and expand the village
230
towards a Mangrove Tourism Village and Mangrove Batik House. The Tanjung Rejo Tourism
Village's General Micro and Small Mangrove Batik (MSME) is a favourite product of the
Tanjung Rejo Mangrove Tourism Area. Mangrove batik is made from rubber as the basic
material. In addition, other factors such as human resources, the price of materials, and the
competitiveness of MSMEs also affect the success of Mangrove Batik MSMEs in Tanjung Rejo
Village. Therefore, it is important for mangrove batik MSMEs to know these factors and
optimise the process of developing and selling their products. According to Goodwin (2009),
the community-based tourism (CBT) approach is a concept of developing tourist destinations
through empowering local communities in planning, managing and expressing opinions. This
means that in developing a CBT tourism requires the help of the surrounding community as an
intermediary. The community approach has become the standard for the process of developing
tourism or MSMEs in peripheral areas, where involving the community is a very important
factor to produce success for tourism products. Community-based tourism is one of the
concepts of developing a local tourist destination where the existing community takes part in
planning, managing and also giving a voice in the form of decisions in its development.
METHODS
The research method used is a qualitative method. According to Sugiyono (2018: 213)
qualitative research methods are research methods based on philosophy used to research on
scientific conditions (experiments) where the researcher is an instrument. Qualitative data
collection and analysis techniques put more emphasis on meaning. Techniques in data
collection in this study are observation and interviews. In collecting data related to MSME
marketing strategies, researchers made observations to the village and then conducted
interviews with Mr Arie as an informant in this study. Interviews were conducted using a mix
of structured questions to ensure the consistency of the marketing strategy data found. After
collecting all the data, the researchers analysed the data to obtain results which would then be
explained and concluded the results obtained.
Community-based tourism or CBT is a concept of developing a tourist destination through

empowering local communities. Where the community takes part in planning, managing and
expressing opinions. CBT must take into account aspects of social and cultural environmental
sustainability, because in its application it functions as a tool for community development and
environmental conservation or in other words CBT is a tool for sustainable tourism
development. Communities involved in tourism activities with the CBT approach have great
control in their involvement to develop and manage tourism activities that are able to provide
economic benefits not only for the people directly involved, but also benefit people who are
not directly involved because it causes a multiplier effect. (Murphy, 1995) Aspects of the
function of mangrove batik MSMEs in the local community include:
1. Community empowerment: Community empowerment through mangrove batik

innovation in Tanjung Rejo Village has been conducted by Yayasan Gajah Sumatra
(YAGASU). In this project, the community developed skills in making mangrove batik,
mangrove syrup, mangrove jam, mangrove chips, and mangrove batik motif bags.
2. Mangrove forest conservation: Empowering communities by protecting and conserving

mangroves is a new way of exploiting mangrove forests. Through mangrove batik,
231
communities can empower themselves and develop economic interests from mangroves
that do not harm the environment.
3. Diversification of batik products Mangrove batik MSMEs in Tanjung Rejo Village often
develop new products or connect new ways of making mangrove batik. This helps to
increase the selling value of the product and expand the market.
4. Tourism development Tanjung Rejo mangrove batik is often exhibited at district and
provincial level exhibitions. This helps introduce mangrove batik products to a wider
market.
5. The Tanjung Rejo Batik mangrove exhibition is an excellent product that makes it one of
the tourism resources in the village, so it is very suitable to be developed.
6. Product Diversification Mangrove batik MSMEs in Tanjung Rejo Village often develop
new products or connect new ways of making mangrove batik. This product diversification
helps increase the selling value of the product and expand the market.
7. Education and Training Educational Tourism Tanjung Rejo Mangrove Batik Making
Training is one of the destinations that can be visited by tourists. Here, tourists can see
first-hand the process of making batik patterns with mangrove-based dyes.
8. Partnership Strengthening the marketing strategy and competitiveness of MSMEs based

on tourism village partnerships is one of the factors affecting the competitiveness of
mangrove batik MSMEs in Tanjung Rejo Village. Partnerships with various parties can
help expand the marketing reach of mangrove batik products. By implementing a
comprehensive marketing strategy, mangrove MSMEs in the village in the Tanjung Rejo
mangrove tourism area are expected to increase the competitiveness and market
penetration of their products. One of the friendly tourism products, Tanjung Rejo
Mangrove Batik is also often exhibited at district and provincial level exhibitions.
9. Training and Education Tourists can visit the Rumah Batik Studio to see the process of
making mangrove batik and experience the educational tourism training of Tanjung Rejo
Mangrove Batik Making Training.
Overall, the functions of mangrove batik MSMEs in the local community include community
empowerment, mangrove forest preservation, batik product verification, tourism development
and educational training. Marketing strategies for mangrove batik MSMEs in Tanjung Rejo
Mangrove Tourism Village can be developed within the concept of Community Based Tourism
(CBT) by taking into account local potential and local community involvement. Based on the
information found, several strategies. Marketing strategies for mangrove batik MSMEs in
marketing that are in accordance with the CBT concept include:
1. Exhibitions and Product Differentiation, several aspects such as, exhibitions,

disersification of mangrove batik MSMEs can utilise products, education and partnerships.
Based on exhibitions to introduce mangrove batik products to a wider market. In addition,
by diversifying products such as developing typical mangrove tourism souvenirs, this can
attract tourists and increase the selling value of the product.
232
2. Education and Training, marketing strategies can involve education and training to tourists
about the process of making mangrove batik. This can be done through educational tours
at Rumah Batik Studio, which is the centre of mangrove batik production.
3. Local Partnerships, through the CBT concept, MSMEs can establish partnerships with
local parties such as tourism managers to market products together. This can increase local
community involvement in tourism development and local product marketing. By
implementing marketing strategies that are in accordance with the CBT concept, mangrove
batik MSMEs in Tanjung Rejo Mangrove Tourism Village are expected to utilise local
potential, involve local communities, and increase the competitiveness of their products in
the tourism market.
The basic principles of CBT according to UNEP and WTO (2005) are as follows:
(1) recognising, supporting and developing community ownership in the tourism industry,
(2) involving community members in starting every aspect,
(3) developing community pride,
(4) developing community quality of life,
(5) ensuring environmental sustainability,
(6) maintaining the unique character and culture in the local area,
(7) helping the development of learning about cultural exchange in the community,
(8) respecting culture and human dignity,
(9) distributing profits fairly to community members,
(10) playing a role in determining the percentage of income (industrial income) in projects in
the community.
(Researcher): "What do you think about the Mangrove Batik MSMEs in Tanjun Rejo Village?"
(FM1/Arie (34 Years)) "In my opinion, MSMEs in this village are developing quite rapidly
with the existence of this mangrove batik art so that the competitiveness is quite high too, so
with that it would be good to continue to be developed and cultivated again so that the reach
of MSMEs becomes even wider."
(Researcher): "What strategies do you think can develop the Batik Mangrove MSMEs in
Tanjun Rejo Village?" (FM1/Arie (34 Years)) "In my opinion, the right strategy to develop
MSMEs is the most important thing, namely helping relationships between fellow
entrepreneurs so that they can share and exchange information, not too fomo because there are
already many ways to develop the progress of MSMEs by utilising existing technology,
revising MSMEs by becoming aware of any updates updates in an MSME, not only for
mangrove batik MSMEs but for all existing MSMEs this can be used".
Based on the results of the data above, researchers have concluded that an MSME can certainly
expand its reach, namely by developing MSME strategies, for example, utilising technological
advances by advertising on social media, e-commerce and others, then participating in
exhibitions and festivals related to the MSMEs that we sell, building relationships between
fellow entrepreneurs, improving service quality and so on. Building MSMEs requires the right
strategy, because many MSMEs are established but their businesses do not develop, experience
losses and even end up with their businesses being closed. That's why before doing MSMEs,
first of all, you need to survey and observe places that have the potential to make MSMEs
progress. Running MSMEs is not just about trading alone, but also adding a lot of relationships,
233
the more relationships, the easier it is to find trusted vendors and with many relationships it
can also be an opportunity to expand our MSME area.
CONCLUSIONS
From the discussion above, it can be concluded that MSME marketing strategies have various
ways to be widespread. The more advanced technology makes it easier for MSMEs to be able
to develop even more, the number of e-commerce that exists and the use of social media as a
tool for marketing MSMEs. Based on CBT, the community can certainly establish relationships
with fellow communities in order to create quality MSMEs and be known by many people.
Tolerance and good friendship are a reference or encouragement so that MSMEs can become
wider and bigger, not only in the local eyes but can be global, it all depends on the intentions,
efforts and goals we have. The higher our effort, the faster the goal will be achieved, especially
when done together.
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Nova Sitorus. (2021). Analysis of Community Based Tourism Potential of Koja Cliff Tourism
Attraction, Edutourism Journal of Tourism Research. Vol, 03 (02). Pg. 183-196.
Pangaila, M. (2020). Marketing Strategy for Gold Tube Products in Increasing the Number of
Customers (Study at PT. Pegadaian CP Manado Selatan). Manad
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Misconceptions of Community-Based Tourism Model towards the
Implementation of Tourism Villages
Miskonsepsi Model Pariwisata Berbasis Masyarakat Terhadap

Implementasi Desa Wisata
Nur Lisani
Universitas Hasanuddin
Jl Perintis Kemerdekaan Km 10 Tamalanrea, Kota Makassar, Sulawesi Selatan
nur.lisani@unhas.ac.id
Abstract
Community-based tourism is a concept that has been around since the 1960s and became
popular in the mid-1990s. This model places local communities at the center of tourism
activities, intending to empower local communities, involve them in decision-making, and gain
economic and social benefits from the tourism industry. In Indonesia itself, the implementation
of Community-based Tourism is found in the Tourism Village concept which is the mainstay
program of the Ministry of Tourism and Creative Economy. This research aims to evaluate the
tourism village model which is the embodiment of the concept of community-based tourism.
The method used is an explanatory mixed method starting with a literature review of the
concept of the Community Based Tourism model, followed by qualitative data analysis from
interviews and case studies of several tourist villages in South Sulawesi. This research found
that there are misconceptions between the Community Based Tourism model and its
implementation in the Tourism Village concept, especially in the elements: 1) Establishment,
2) Management model, and 3) Development model. It is hoped that the results of this research
can serve as material for reflection for interested parties, especially those who have direct
contact with Tourism Village managers in Indonesia.
Keywords: Community-based Tourism, Tourism Village, tourism destination.
Abstrak
Pariwisata Berbasis Masyarakat merupakan konsep yang telah ada sejak 1960an dan populer
di pertengahan 1990an. Model ini menempatkan masyarakat lokal sebagai pusat kegiatan
pariwisata, dengan tujuan untuk memberdayakan masyarakat setempat, melibatkan mereka
dalam pengambilan keputusan, dan mendapatkan manfaat ekonomi serta sosial dari industri
pariwisata. Di Indonesia sendiri, implementasi Pariwisata Berbasis Masyarakat ini ditemukan
dalam konsep Desa Wisata yang menjadi program andalan Kementerian Pariwisata dan
Ekonomi Kreatif. Penelitian ini bertujuan ini mengevaluasi model desa wisata yang merupakan
perwujudan dari konsep pariwisata berbasis masyarakat. Metode yang digunakan adalah
metode campuran eksplanatori diawali dengan tinjauan literatur terhadap konsep model
Pariwisata Berbasis Masyarakat, yang diikuti dengan analisis data kualitatif dari hasil
wawancara dan studi kasus sejumlah desa wisata di Sulawesi Selatan. Penelitian ini
menemukan bahwa terdapat miskonsepsi antara model Pariwisata Berbasis Masyarakat dengan
implementasinya pada konsep Desa Wisata, terutama pada elemen: 1) Pembentukan, 2) Model
pengelolaan, 3) Model pengembangan. Hasil penelitian ini diharapkan dapat menjadi bahan
235
refleksi bagi pihak berkepentingan, terutama yang bersinggungan langsung dengan pengelola
Desa Wisata yang ada di Indonesia.
Kata kunci: Pariwisata Berbasis Masyarakat, Desa Wisata, destinasi pariwisata.
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Muslim Pilgrimage in Bukhara: Trends and Issues in Development, Future
Directions
Obidjon X. Xamidov1 and Mohinur X. Kurbanova2
1
Bukhara State University
2
Department of Tourism and Hotel management, Bukhara State University
E-mail: mohinur.kurbanova@mail.ru
Abstract
Since pilgrimage helps to preserve cultural values and offers spiritual sustenance to the
individual, it is seen as more significant than other types of tourism in hospitality industry of
Uzbekistan. Bukhara, which rose to prominence in Islamic culture and Sufism, attracted
pilgrims from all over the world throughout its era, is regarded as the center of Islamic
civilization. Despite numerous efforts to establish Muslim-friendly tourism in the region, a
number of issues remain in the area, including access to sacred sites, lack of information, poor
performance, services provided by the destination, sustainability concerns and visitor arrival,
which should be corrected.
The purpose of the research is to restore the former status of the region among Muslims by
considering importance of pilgrimage and outlining major solutions to the identified
weaknesses for improvement of Muslim pilgrimage in Bukhara.
This study examines Bukhara as halal travel destination through Global Muslim Travel Index
(GMTI) ACES 3.0 model framework analysis. This analytical tool classifies facilities and
services based on their GMTI scores and the percentage of Muslim arrivals, providing a
thorough understanding of how Bukhara performs in Ziyarat tourism market. Service, as the
most important component of the ACES model, was found to play the major role, which
requires improvement in Muslim pilgrimage development in Bukhara. The subject of how to
increase inclusivity and assistance for Muslim tourists in order to achieve excellent service
performance and guest expectations is undoubtedly answered by this study. Proposed
suggestions envisage stabilization of seasonality issues, increase pilgrim flow, involve local
community to obtain larger benefits.
Keywords: Muslim pilgrimage, ziyarat, halal, ACES 3.0 model, Bukhara
Introduction
Pilgrimage tourism is one of the most rapidly developing sectors of hospitality industry,
and Uzbekistan is trying to create conditions and facilities suitable for religious people from
different parts of the world. Uzbekistan is a moderate country with multi-faith and multi-races
in the society where Islam is the country’s main religion. It is open to receive more tourists
from different countries. The number of Muslims in the world has reached 2 billion people.
According to Global Muslim Travel Index data in 2022, the number of international Muslim
travelers reached 110 million, which is 12% of all international visits.
Among the representatives of the Muslim religion, Uzbekistan occupies a special place
in terms sacred places’ quantity and visitation volume, there are 1257 sites of pilgrimage in the
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state, including 1183 sites of Islamic pilgrimage, 57 Christian, 8 Jewish and 9 Buddhist shrines.
A number of objects such as the Zoroastrian Fire temple in Bukhara, Buddhist temples in
Termiz district, Christian churches operating in the regions, holy Muslim shrines spread around
12 regions of Uzbekistan, which are included in the list of the “Golden Chain” of Islam, testify
that the prelude of the pilgrimage partly coincided with the territory of Transoxiana.
Uzbekistan was recognized in the report “Halal Travel Frontier 2020” as a country that
has started a new trend of restoring Islamic heritage in the Muslim tourism market. Country
ranks 13th position in the World Muslim Travel Index in 2023, placed on 8th position in the
world for safety, convenience and comfort created for Muslim travelers. With the introduction
of the visa-free regime in 2018-2019, the flow of tourists from Indonesia increased by 170%,
from Malaysia by 158%, from Turkey by 154%, and the flow of Muslim tourists from the
United Arab Emirates by 153%. According to the estimations of Uzbekistan Tourism
Committee, 88% of the 6,7 million foreign tourists who visited the republic in 2019 came from
Muslim countries.
In 2020, Bukhara was declared the “Cultural Capital of the Islamic World” by the
Islamic Organization for Education, Science and Culture (ISESCO). On February 21-23, 2019,
“1st International Ziyarat Tourism Forum” was held in the city of Bukhara, “Bukhara
Declaration” was adopted to recognize Uzbekistan as one of the centers of Muslim pilgrimage
tourism. In turn, all of them will stimulate the development of halal travel industry throughout
the country.
In order to support the growth of halal tourism in Bukhara, it is necessary to give

particular attention to the government and related parties in the sector. This can be done by
conducting a more thorough regional evaluation of Muslim friendly facilities through ACES
model. Well-measured opportunities will ensure optimal growth of Muslim pilgrimage, engage
local community to reap greater benefits, eliminate impending problems, strengthen region’s
competitiveness and readiness to serve as a symbol for halal tourism.
Muslim Pilgrimage in Bukhara: Islam and Sufism
Islamic duties were the original impetus behind the decision to travel to the sacred sites,
drawing comparisons between the Bukhara pilgrimage and Western pilgrimages. Traveling to
sacred locations was regarded as a divine honor that led to spiritual deliverance. Every major
historical step that the people of the province of Bukhara took throughout the course of human
history has left its brilliant mark on one or more facets of human civilization. Beginning in the
9th century, Bukhara was given the titles “Qubbat-ul-Islam” (“The Dome of Islam”), “Buxoroyi
Sharif” (“Noble Bukhara”), and “Buxoroyi balogardon” (“Bukhara Repeller of calamities”).
During the Middle Ages, Bukhara was recognized globally as a nation of exceptional statesmen
who produced singular works of art in the fields of science, culture, and craftsmanship.
Arabic name of Bukhara - “Fakhira” is one of the holy cities that received the blessing
of the prophet Muhammad sallallahu alayhi wa sallam, who was told by the angel Gabriel
himself about the city of distant Khurasan, located in the direction of the rising sun in the
morning. Muhammad Ghiyasiddin writes in his book “Ghiyasul Lugat”: “Bukhara is the name
of one of the cities of Turan and means “science”. Undoubtedly, it is for this reason that
medieval Bukhara became one of the centers of Islam.
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Bukhara was awarded the title of “Qubbat ul-Islam” from the honors of Abu Hafz Kabir
Bukhari. So, knowledge and science have made this city honorable and cherished. According
to reports, seven thousand saints, ulamas, ascetics, monks, lovers, imams, muhaddithes and
sheikhs were buried in Bukhara and its surroundings. Uzbek ethnographer, researcher of
Bukhara shrines O.A. Sukhareva (1966) listed the names and addresses of more than 100 sacred
sites and about 30 cemeteries to be visited in Bukhara. There are symbolic graves of three
prophets in the city, among them are the graves of Ayyub, David, and Khizr alaihissalam
(Buxoriy, 2012). Most of the guardians who lived in the region were included in the “Golden
Chain” of the Naqshbandi Sufi Order.
Beginning from the 8th century, Abu Hafs Kabir Bukhari, Abdukhaliq Gijduvani,
Sheikh Sayfiddin Boharzi, Bahauddin Naqshbandi, Khoja Porso, Khoja Ismatullah Bukhari,
Abu Bakr Ishak Kalabadhi, Said Abulhasani Poband and other scholars made an incomparable
contribution to the development of Islam. The fame of Abu Hafs Kabir spread to Bukhara and
the whole Islamic world. He is the founder of the Hanafi school in Mawarannahr and launched
the first medrese of the Hanafi stream in Bukhara. If the scholars of the Arab world had
difficulty finding an answer to a question, they would send a person to Abu Hafs Kabir to
Bukhara to find a solution to that problem. Nowadays, domestic and international visitors while
traveling visit to their known shrines of scholars, however, 151 holy places and shrines are with
access today, where targeted ziyarat tour routes could be provided for pilgrims interested in
wali (saints) of craftsmen, folk medicine, faqihs, muhaddithes, poets. The most known one
around the globe is the “7 Pirs” (“7 Saints”) Sufi tourist route.
Picture 1
Tourist route of “7 Sufi Saints” shrines
Mausoleums and surrounding landscapes of the 7 Pirs - Abdukholiq Gijduvani,

Muhammad Arif Revgari, Mahmud Anjir Fagnawi, Khoja Ali Romitani, Muhammad Babayi
Samosi, Sayyid Amir Kulol and Bahauddin Nakshband are being renovated in recognition of
their status as auspicious sites for Muslims worldwide as well as for our fellow countrymen. In
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these locations, parking spaces, retail centers, hotels and tea houses are being constructed for
tourists. The 7 Pir Ziyarat Cluster is taking shape, and the roads that link the shrines are being
rebuilt. Seven Pir steps have acquired a complex image both in form and content, performing
ziyara to these shrines has become “visiting card” of Noble Bukhara.
Today, pilgrims visit these holy sites for various reasons: for healing, for the hope of
having children, for forgiveness, for comfort, for success in business or studies, for resolving
disputes, for making vows, for Sufi prayers and dhikr, celebrating the birth of the prophets.
The main ritual activities performed when visiting shrines include decorating the grave with
calligraphy and fabric coverings, prayer and voluntary supplications, recitation of Quran,
sacrifice, distribution of food, giving alms and making dhikr.
Currently, there are 829 cultural heritage objects in Bukhara region, including:
- Archaeological monuments - 287
- Architectural monuments - 83
- Attractions - 18
- Shrines - 188
- Ancient courtyards - 122
In Bukhara there are 3 educational institutions taking initiative in providing Islamic

education to students interested in religious studies. They are:
1. Joybori Kalon female secondary special educational establishment;
2. Mir Arab secondary special educational establishment;
3. Mir Arab Higher Madrasah.
Bukhara State University, have been showing enthusiasm in the development of

pilgrimage tourism and the supply of qualified personnel to the field. Since 2021, the Master’s
course “Pilgrimage Tourism” has been operating at the Faculty of Economics and Tourism of
the University.
Issues that, in spite of its enormous potential, are impeding the development of the
Bukhara region as a halal tourism destination. The first has to do with stakeholders' ignorance
of the need to promote halal travel in the region. This is demonstrated by the unequal
comprehension and knowledge of certain tourism concepts or principles by local governments,
entrepreneurs, and the general public. The Ministry of Tourism continues to oversee linked
halal travel despite the lack of a specific policy or regulation through regional laws regarding
the growth of halal tourism. Nonetheless, there is a lot of potential for growth in halal tourism
in Bukhara.
Measuring direct tourist contributors such lodging, transportation, attractions, and the
Muslim-friendly travel sector is vital in an attempt to strengthen the role of halal tourism
growth in the area. In addition, there are indirect factors that contribute to tourism, such as
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government budget expenditures on halal infrastructure development at a local attraction and
investments made in tourism development. Therefore, it is essential to gauge the performance
of tourist locations by looking at how well ACES - access, communication, and information
are all being provided, as well as how the environment and services that support tourism are
doing.
Research methodology
This study uses the Global Muslim tourism Index (GMTI) ACES 3.0 model framework
analysis to investigate Bukhara as a halal tourism destination. This analytical tool offers a
comprehensive knowledge of Bukhara’s performance in Muslim pilgrimage tourism market by
classifying facilities and services according to their GMTI scores and the percentage of Muslim
arrivals.
As part of the inquiry, the city’s tourist sector services were observed, stakeholders,
domestic and foreign pilgrims were interviewed comprehensively, and a review of applicable
theories and recent studies in the field were undertaken. The method involved looking for
scholarly articles, books, newspapers and online magazines. Data sets are based on legislative
state documents related to the field, Global Muslim Travel Index and Bukhara Tourism
Committee Databases.
Results
The GMTI uses a comprehensive framework that was introduced in 2017, the ACES,
that evaluates a destination’s Muslim-friendly travel amenities and services. Access,
Communications, Environment and Services are all referred to as ACES. This approach
assesses how welcoming and helpful places are to Muslim tourists in a number of areas related
to their trip experience (see Fig.1). The weighted values of Access (10%), Communication
(20%), Environment (30%) and Services (40%) are among the indicators in the GMTI. As
Uzbekistan got 63 score out of 100, Communication, Environment and Services need to be
improved (GMTI, 2023).
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Figure 1
GMTI ACES 3.0 model Framework
Bukhara province as major pilgrimage site of GMTI Trailblazer country plays an

important role in attracting Muslim travelers to the country. While researching the destination’s
accessibility, its internal and external communication ability, regions environment and the
services it offers following contents were identified (see Table 1).
Table 1
Key touchpoint analysis of Muslim-friendly tourism facilities in Bukhara region for 2024
Muslim Muslim
Hard General visitor General visitor
Soft Touchpoints
Touchpoints availability related availability related
availability availability
ACCESS COMMUNICATION
- visa-free - visa-free
policy for 91 regime
foreign system for up
countries to 10 days for
Marketing - “7 Sufi
- electronic citizens of
through Saints” tourist
entry visa Bahrain, Destination
Visa complex route as a
system for 57 Qatar, Marketing
Requirements approach to “visiting
countries Kuwait,
tourism card” of
- citizens of Oman
potential Bukhara
101 countries - “Pilgrim
were granted visa” for
visa-free religious
transit visitors
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- Russian as a
second
language
- all service
personnel
-27502 people
know English
307 motor Communication occupied in
- countable
Transport vehicles on available Proficiency tourism
guides on
Infrastructure the tourist upon request - 305 out of
Arabic,
route them are tour
Turkish,
guides
Persian
- French and
German is
spoken among
occupied
- direct
international
direct Tourism
flights to World
international market is
Bukhara Muslims
flights to being
International reason of
Bukhara Stakeholder evaluated
Air Connectivity Airport from interest to
International awareness owing to
9 Muslim pilgrimage
Airport from international
countries Bukhara is
15 countries tourist
- charter being studied
of the world interests
flights upon
request
SERVICES ENVIRONMENT
- 98 hotels
offer Muslim-
friendly cultural
facilities emphasizes preservation,
- hotels in the resource promoting
544 lodging
Accommodation areas of Sustainability conservation, traditional
facilities
shrines energy practices and
- qibla efficiency supporting
direction and local artisans
praying
facilities
Uzbekistan is
two-lane placed on 8th
- prayer and
system position in the
ablution
(“green” and General Safety Uzbekistan world for
rooms
“red”) in the was ranked safety,
Airports - on weekends
departure area 104th out of convenience
service rates
of 142 countries and comfort
are lowered
international created for
up to 50%
airport Muslim
travelers
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- 106
mosques offer
praying
facilities only
for men
- 106 - some shrines
mosques have female
Prayer Places
- 28 shrines praying
facilities
- all prayer
places are Uzbekistan is
religious-
designed with
secular Closed face
ablution
Faith Restrictions country and hijab not
rooms
does not have allowed
- 10 out of
strict religious
them offer
laws
halal food
- 1 restaurant
116 is “Halal
restaurants certified”
Halal Dining
serve to - the presence
travelers of Muslim-
owned
butchers
ensure halal
meat
There are still a lot of issues in the area that needed to be addressed despite the many
attempts in Muslim-friendly tourism in Bukhara region. Challenges in gathering statistics, data
analysis, generating pilgrim visits to the region, sustainability concerns, poor performance, lack
of information and difficulty in access to holy sites of Muslim pilgrimage.
Discussion
According to GMTI ACES model analysis of Bukhara region weak sides for
development of Muslim pilgrimage could be eliminated, issues hindering the process
pilgrimage growth, and making Bukhara as a pilgrimage path of utmost importance ever.
What the local authority should pay the attention to Communication, Environment and
Services points. As can be seen from the table above Bukhara should be promoted among
Muslim countries spotting its religious, spiritual position through the means of the Mass media.
The main problem which Bukhara meets is “Halal” certification system. Currently, the Halal
certification center operates under the “Uzstandart” Agency and evaluates food, products and
services. However, taking into account that pilgrimage tourism is related to religion and
tourism issues, it is appropriate to establish a separate department that supervises the
certification process for Muslim-friendly travels.
Counting majority of international Muslim pilgrims that come from Indonesia and
Malaysia, in Bukhara they confront with the language barriers. 10 languages that Muslim
travelers speak should be spread massively among tourism sector workers. Guides with
Bahasa-Melayu language possession are rare not only in the city, but also the whole country.
The following recommendations have been developed for implementation in Bukhara

province:
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- expanding activities of tourist companies with qualified personnel specializing in
pilgrimage tourism in the organization of religious tours;
- organizing virtual tours of religious shrines and holy places in order to raise interest in
the destination among potential pilgrims, to ensure their visit;
- attracting bloggers with many subscribers to the city, promoting the region and each
tourist company’s web page, social networks by constantly updating information;
- organizing pilgrim tours for tourists with disabilities, creating convenient infrastructure
for them;
- giving pilgrims the opportunity to feel the authentic, long-preserved spiritual and
cultural values related to the local population, to personally participate in their traditions.
Conclusion
The present study offers a response to the query of how to enhance inclusion and
assistance for Muslim tourists in order to meet high client expectations and service quality.
Through the development of Muslim-friendly tourism in the city, the roots of national history
will be revived via launching historical and scientific libraries in each shrine, propaganda work
will be carried out among the population, the heritage of ancestors will be researched among
the world’s scholars, their cultural heritage will be widely promoted around the globe.
New travel routes using the existing tourist potential, as the path of Sufis for Sunni
Muslims, the pilgrimage of imams for Shiites, the path of Muhaddithes for those interested in
the science of hadith, the pilgrimage of Faqihs for representatives of jurisprudence, the
organization of pilgrimage routes to their saints for artisans, as a result, domestic and foreign
tourists will be able to travel in religious tourism, which will help restore and strengthen
Bukhara’s power in Islamic civilization. Further studies are needed to establish administrative
strategic plan for tourism development.
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References
1. Buxoriy, S. S. (2012). Buxoroning tabarruk ziyoratgohlari. Toshkent-2015.
2. Collins-Kreiner, N. (2010). Researching pilgrimage: Continuity and

transformations. Annals of tourism research, 37(2), 440-456.
3. Digance, J. (2003). Pilgrimage at contested sites. Annals of tourism research, 30(1),

143-159.
4. Fernandes, C., Pimenta, E., Gonçalves, F., & Rachão, S. (2012). A new research
approach for religious tourism: the case study of the Portuguese route to
Santiago. International Journal of Tourism Policy, 4(2), 83-94.
5. G’iyosiddin, M. (1987). G’iyosul lug’ot. VI Dushanbe: Adib.
6. General Directorate of Tourism and Cultural Heritage of Bukhara region. Presentation

of the work done on the “Development of domestic and pilgrimage tourism in the
Bukhara region for the half year of 2022”.
7. Mastercard-Crescent rating. (2023). Global Muslim Travel Index.
8. The Golden chain of Nakshbandi Sufi Way. https://naqshbandi.org/the-naqshbandi-

golden-chain/the-chain/
9. Сухарева, О. А. (1966). Бухара, XIX-начало ХХ в: Позднефеодальный город и его

население (Vol. 1). Наука; Глав. ред восточной лит-ры.
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Peace Tourism Implementation Model as a Cultural Approach for Religious
Organizations' Conflict Resolution in Indonesia
Ghifari Yuristiadhi Masyhari Makhasi

Department of Language, Arts, and Cultural Management,
Vocational College UGM
Abstract
Indonesia is a country with a Muslim majority. The existence of Muslims as the largest
population in Indonesia often gives rise to something counterproductive, one of which is
conflict between mass religious organizations. Muhammadiyah and Nahdhatul Ulama (NU)
are two mass religious organizations in Indonesia that are often involved in horizontal
conflicts. So far, studies on the relationship between Muhammadiyah and NU have mostly
discussed conflict or conflict resolution discourse, but not many have offered practical
conflict resolution concepts. The novelty of this study is that it offers a practical concept of
conflict resolution between Muhammadiyah and NU through peace tourism with an
implementation model in Yogyakarta as the hometown of Muhammadiyah and a city that
keeps traces of NU's development which is limited to village areas, educational institutions,
mosques, and cemeteries. Tourism as a leisure activity is predicted to be a vehicle for
friendship between Muhammadiyah and NU residents who contribute to building five
levels of ukhuwah, namely: Ta'aruf (getting to know each other); Tafahum (understanding
each other); Ta'awun (helping each other); Takaful (bearing each other), and Itsar (putting
each other first).
Keywords: Peace tourism; Muhammadiyah; Nahdhatul Ulama; Conflict resolution; Islamic

brotherhood
Introduction
Background
As a country with a majority Muslim population, Indonesia needs to manage the majority
population as well as possible so that security stability is maintained. Muhammadiyah and
Nahdhatul Ulama (NU) are the two largest Islamic social organizations in terms of mass
quantity and charity which should be able to collaborate with the government in maintaining
the stability and security of the country. Another important thing about Muhammadiyah and
NU is the balanced Islamic understanding (washatiyah) they have, so that their religious model
does not lean to the extreme right or left and also has a high sense of tolerance (tasamuh)
(Qodir, 2019). The balanced Islamic values and tolerance of Muhammadiyah and NU must
continue to be sown and passed on to the nation's future generations.
Muhammadiyah and NU are the two largest social organizations in Indonesia.

Muhammadiyah has strength in the number of charitable businesses it has in the form of 22,000
kindergartens, 2766 elementary schools, 1826 junior high schools, 1407 senior & vocational
high schools, 364 hospitals/clinics, 20,198 mosques, 384 orphanages, 356 Islamic boarding
schools, 164 universities (Pimpinan Pusat Muhammadiyah, 2020). Meanwhile, NU has a large
247
number and organizational sympathizers reaching 90 million people in Indonesia based on the
Indonesian Survey Institute (LSI) (PWNU Jawa Timur, 2020). Both are important components
in supporting development in countries where the majority of the population is Muslim, such
as Indonesia. More specifically in the interest of maintaining the stability and security of the
country (Azca et al., 2021).
There are at least three reasons to strengthen the argument above: first, Muhammadiyah
and NU are two organizations that were founded before the Republic of Indonesia was born.
Muhammadiyah was founded in 1912, while NU was founded in 1926. These two
organizations have been present since the Indonesian colonial period and have proven their
national commitment from the services provided to the community, starting from education,
social and health services, as well as Islamic boarding schools (Brown, 2019).
The second argument is that Muhammadiyah and NU have a wasathiyah or balanced

Islamic commitment that does not tend to be extreme right or left. Balanced Islam is Islam that
is moderate, cool, peaceful, and always maintains tolerance (Fuad, 2020). This is very
important because after 1998 Reform, the ideology of various Islamic sects in the form of trans-
national organizations emerged and presented new faces of Indonesia Islam (Darajat, 2017).
The third argument is that recently Muhammadiyah and NU have often been clashed by
certain parties who want to disrupt the stability and security of the nation. The conflict that
occurred between Muhammadiyah and NU as the two largest mass organizations in Indonesia
will significantly affect national peace. Unfortunately, so far, Muhammadiyah and NU have
often clashed on several issues which, if this continues to happen, could potentially threaten
the stability of security and public order.
The most recent cases occurred when the NU Birthday was rejected in Kauman Village,
Yogyakarta, March 2020 (Wicaksono, 2020) and the removal of the Muhammadiyah school
sign in Banyuwangi last March 2022 (Fanani, 2022). This incident strengthens the urgency of
building a bond of brotherhood between these two organizations as an urgent agenda. The
process of forming ukhuwah Islamiyah consists of five stages, namely ta'aruf (getting to know
each other); tafahum (understanding each other); ta'awun (helping each other); takaful (bearing
each other), and itsar (putting each other first) (Hamidah, 2015).
What Muhammadiyah and NU have owned and dedicated so far should always be
maintained and passed on to the next generation of the nation's children. One method for
maintaining and transferring the values of Muhammadiyah and NU is through history-based
tourism trips. On a tourist trip, a storytelling narrative is needed which is an important point
that will be conveyed to tourists who take part in the tourist trip. For this reason, this study
wants to offer a conceptualization of peace tourism regarding the history of Muhammadiyah
and NU which can be utilized by the Muhammadiyah and NU communities in transferring the
main good values to the younger generation. It is possible that this tour package could develop
as a special interest educational tour package that students at public schools outside
Muhammadiyah and NU can enjoy when visiting Yogyakarta, which is the model for this study.
In the historical trajectory of Yogyakarta since the Sultanate era, it has become a space that
holds a long memory about Muhammadiyah and NU. Muhammadiyah was founded in Kauman
Yogyakarta in 1912. Founded by KH. Ahmad Dahlan, a preacher at the Great Mosque of
Yogyakarta Sultanate who later founded schools, poor homes, and orphanages for the
indigenous community (Yusra, 2018). Meanwhile, Islamic education centers since the time of
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the Yogyakarta Sultanate were spread across Pathok Negoro (border of state) mosques in
Mlangi, Plosokuning, Banguntapan, Dongkelan, and Wonokromo (Imawan, 2020), then
developed into NU-based Islamic boarding schools that continue to instill peaceful Islamic
values, like Krapyak. This is the reason for choosing Yogyakarta as the locus for implementing
this conceptualization of peace tourism.
This study offers novelty in the form of a history-based conceptualization of peace tourism
as a vehicle for conflict resolution for religious community organizations, especially
Muhammadiyah and NU. So far, studies on Muhammadiyah and NU have mostly elaborated
on the conflict between the two parties and several have offered conflict resolution models, but
no one has offered a practical conflict resolution model. This study is expected to fill this gap.
Literature Review
1. Relations between Muhammadiyah and Nahdhatul Ulama: From Conflict-Resolution

Concept to Practical Resolution
The discourse on the relationship between Muhammadiyah and Nahdhatul Ulama (NU)
has been widely discussed by previous researchers. In general, there are two categorizations
regarding the study of the relationship between Muhammadiyah and NU. First is the conflict
that occurs between the two and second is harmony between the two in the form of conflict
reconciliation.
The relationship between Muhammadiyah and NU in the aspect of conflict has become
a dominant narrative in several researchers' studies, especially those covering the pre-1998
reformation period. Halili (2018) explains how the conflict between Muhammadiyah and NU
occurred in Sumenep, Madura. The conflict between Muhammadiyah and NU classically
occurred because of differences in jurisprudential opinion regarding the timing of fasting
month (Ramadan), and whether or not tahlilan and yasinan can be held every time someone
dies. Starting from differences in Islamic jurisprudence's perspective, it then continues to other
frictions, such as politics.
Rofiah (2017) sees that the conflict between Muhammadiyah and NU does not always
have a negative impact. He tried to read the other side of the relationship between
Muhammadiyah and NU using Coser's perspective that conflict is not always dysfunctional but
can also be functional, namely competing for goodness, which in the Islamic concept is known
as "fastabiqul khairaat". The conflicts that often occur can actually trigger an awareness of
pluralism and an open mind that is firmly embedded in every member of Muhammadiyah and
NU. Conflict resolution between the two can be carried out through safety valve institutions,
for example social and intellectual activities involving both parties as carried out by the young
generation of Muhammadiyah and NU.
Relevant to what Rofiah said, more contemporary studies of Muhammadiyah-NU

relations are characterized by offers of concepts and best practices related to conflict resolution,
as has been done by Muhammadiyah and NU exponents from various regions. As is the case
in Paciran Lamongan, Muhammadiyah and NU youth wing organization, called Youth
Muhammadiyah and GP Anshor, although they have different religious ideologies, have the
same commitment and can work together in fighting religious violence which includes
understanding of religion, social, political, economic and cultural identity fanaticism (Huda,
2020). Azca et al. (2021) also noted that the synergy between Muhammadiyah and NU is very
249
important in building positive peace in their activities in the fields of education, da'wah, social
and economic matters. So far the two of them have also jointly demonstrated their commitment
to maintaining democracy and contributing to international humanity. Toyibah & Farida (2020)
in their study stated that the harmony between Muhammadiyah and NU has also been
demonstrated in their joint commitment to eradicating corruption, gender equality and issues
of Indonesian Islam, democracy and human rights.
From previous studies, the relationship between Muhammadiyah and NU in a positive

direction has been widely written and discussed in concepts and historical records, but has not
been presented at a practical level. The peace narrative-based historical tour package offered
by this study offers something more practical and is hoped to be able to more concretely realize
what has been discussed so far regarding harmony between Muhammadiyah and NU.
2. Levels of Ukhuwah Islamiyah (Islamic brotherhood)
Ukhuwah is mentioned 87 times in the al Quran. Ukhuwah Islamiyah, as quoted by

Hasan Al Banna, means brotherhood among Muslims. The meaning of brotherhood should be
interpreted more broadly with the presence of empathy and sympathy between two or more
people. Being able to feel what other people feel will provide a reciprocal attitude to help each
other if one party experiences difficulties and share with each other when they find happiness.
Brotherhood among Muslims can be realized by respecting each other, helping each other and
respecting each other. The hope is then also realized to help and help each other (Iryani &
Tersta, 2019).
Hamidah (2015) explains that there are five processes for the formation of Islamic
brotherhood, namely ta'aruf (getting to know each other); tafahum (understanding each other);
ta'awun (helping each other); takaful (mutual support), and itsar (putting each other first). The
first is ta'aruf which means getting to know each other. The ta'aruf process is carried out by
introducing physical appearance (jasadiyyah), introducing thoughts (fikriyan), and introducing
psychology (nafsiyyan). Second, is tafahum which means understanding each other's
differences, strengths and weaknesses. Third, is ta'awun which means helping each other in
goodness because humans are essentially social creatures who need to interact with each other
and need the help of other people. Fourth, is takaful. Takaful means mutual support. Lastly,
itsar is putting the interests of others before oneself, which is the highest level of Islamic
brotherhood
As the two pillars of Indonesia, Muhammadiyah and NU must have a fraternal bond.
Moreover, both of them have an understanding of balanced Islamic teachings (washatiyah)
whose religious model does not lean to the extreme right or left and also have a high sense of
tolerance (tasamuh) (Qodir, 2019). Therefore, strengthening the bonds of Islamic brotherhood
between these two organizations by fulfilling the stages of the process of forming Islamic
brotherhood is an urgent and urgent agenda.
3. Yogyakarta as a tourist destination: Opportunities for developing special interest tourism
Yogyakarta Special Region (DIY) is the second tourist destination in Indonesia after
Bali (Nurazizah & Marhanah, 2020). The number of star hotels in DIY in 2020 totaled 172
with 11 5-star hotels and 42 4-star hotels. The number of foreign tourists staying in star hotels
in 2020 was 61,430 people, down 81.87% from 2019 which reached 338,858 people.
Meanwhile, domestic tourists who stayed at star hotels amounted to 1,295,212 people, which
250
experienced a decrease of 61.73% from 2019 when it was recorded at 3,384,134 people.
Meanwhile, the top ten foreign tourists who use star or non-star hotel accommodation services
in DIY are the United States (7,638), Malaysia (7,430), China (5,493), the Netherlands (3,881),
Singapore (3,724), Australia (3,519), Japan (3,485), England (2,350), India (2,316), and Russia
(2,295) (Dinas Pariwisata Daerah Istimewa Yogyakarta, 2020).
Yogyakarta as a tourist destination has major natural and cultural potential.

Yogyakarta's natural potential consists of beaches (Rif’an, 2018), caves (Hasan, 2017), forests
(Wijaya & Faida, 2018), and rivers (Hadi, 2020). Meanwhile, Yogyakarta's cultural potential
consists of museums (Putra, 2019; Satyawati, 2016), culinary delights (Wijayanti, 2020), and
cultural heritage areas (Handayani & Priyono, 2016). Tourist villages and kampung that are not
specifically categorized between the two are also another attraction of Yogyakarta (Hadi, 2019;
Noviastuti & Pebruandari, 2017). Several special interest tours have been developed in
Yogyakarta, including surfing at Wedi Ombo (Permana, 2017), enjoying the city's architecture
(Sulistyanto, 2018), or exploring history (Makhasi & Fakhrurrifqi, 2020). Regarding special
historical interest tourism, Makhasi & Fakhrurrifqi (2020) have reviewed the model for
developing Kauman kampung as a special interest tourist destination for Muhammadiyah
residents.
Based on what has been developed, it is possible to develop a historical tour package
of modernist and traditionalist Islamic relations represented by Muhammadiyah and NU which
will become a special attraction as a new variant of special interest tourism in Yogyakarta.
4. History-based Peace Tourism as special interest tourism
Peace tourism is a type of special interest tourism. Peace tourism is a tourism model
that was developed to build reconciliation or unite parties who have been in conflict or war.
Peace tourism exists as a response to conflicts or wars occurring in the world (Guo et al., 2006).
This tourism is also known as reconciliation tourism (Belhassen, 2023; Higgins-Desbiolles,
2003). The conflict and war between South and North Korea, for example, led to the initiation
of peace tourism development. The main destination is the Korean demilitarized zone (DMZ),
which is the military border zone for South and North Korea (Li & Zhou, 2021). The aim of
the peace tour between South and North Korea is to reduce the tension of political and cultural
confrontation that has been occurring (Lee et al., 2011). Another example is efforts to build
reconciliation tourism between mainland China and Taiwan (Guo et al., 2006).
Peace tourism is not yet popular enough in Indonesia, both in its development and in
its study. One model of peace tourism in Indonesia was studied by Supratikno et al. (2020). He
discussed the "Creative Peace Tourism Village" initiated by the Creative and Peace Srumbung
Gunung Society (CPSS) in Srumbung Gunung, Semarang Regency which initiated the Peace
Tourism Village. Geographically, this hamlet has physical potential such as mountain views,
traditional arts and historical sites. Meanwhile, the non-physical potential is local traditions
and culture, local wisdom, and still alive values of harmony and mutual cooperation in the
pluralistic Srumbung Gunung community (Supratikno et al., 2020). Peace is used as branding
with a vision of peaceful internalization of Catholic teachings, namely shalom amidst the threat
of national disintegration.
The concept of peace tourism that has been developed in Srumbung Gunung is more in
a socio-theological context because it seeks to translate peace in the Catholic term "shalom" in
tourism service activities. What will be developed for peace tourism for the Muhammadiyah
251
and NU communities as offered by this study is different because it is more practical in building
reconciliation and peace between the two Islamic mass organizations which often clash in their
socio-religious relations.
Method
This study is a narrative conceptual study based on literature study and observations
carried out in Yogyakarta as the birthplace of Muhammadiyah in Kauman kampung and several
old Muhammadiyah educational and social service buildings spread across Patangpuluhan,
Suronatan, Notoprajan, and Ngabean. Apart from that, Yogyakarta is where Islamic boarding
schools exist that have grown since the Sultanate era around Pathok Negoro mosques such as
Mlangi, Plosokuning, Banguntapan, Dongkelan and Wonokromo which then developed with
NU traditions.
The literature study was carried out by searching research sources in the Universitas
Gadjah Mada library, St. Ignatius library, and private collections as well as by accessing
scientific journals via the internet. Meanwhile, field observations were carried out by visiting
historical institutions that record the journey of Muhammadiyah and NU in spreading peaceful
Islam in Yogyakarta. Some of those currently identified are Kauman kampung, Krapyak
kampung, Madrasah Muallimin Muhammadiyah, Karangkajen Cemetery, Al Munawwir
Islamic Boarding School, Dongkelan Cemetery and Patok Negoro Mlangi Mosque.
The data in this study consists of primary and secondary data. Primary data for this
research include: the history of the development of Muhammadiyah and NU in DIY along with
the educational, social and health service agencies and Islamic boarding schools they
developed, the history of kinship relations between Muhammadiyah and NU ulama in DIY, and
the principles and concepts of balanced Islamic values and brotherhood developed by
Muhammadiyah and NU. Meanwhile, secondary data is the general view of the
Muhammadiyah community regarding NU and NU regarding Muhammadiyah which often
collide and rub shoulders and tourist travel routes that can be developed by tourist travel
agencies in Yogyakarta.
Descriptive analysis was used in this study. Moleong (2014) explains that there are four
types of data analysis in qualitative research. This research uses data analysis based on Miles
& Huberman. Miles and Huberman (in Moleong, 2014) stated that activities in qualitative
research analysis are carried out in four stages (Moleong, 2014). These four stages include data
reduction, data presentation, drawing conclusions and verification. Data reduction is the
process of refining data, both reducing irrelevant data and adding missing data. Data
presentation is the process of collecting information organized based on categories or groups
of data. After presenting the data, the researcher interpreted the data. Data interpretation is the
process of making sense of a collection of data that has been compiled. In the final stage of
analysis, the researcher draws conclusions. The process of drawing conclusions is the
formulation of the meaning of the research results which are presented in short and easy to
understand sentences. Researchers will also carry out repeated reviews regarding this
conclusion.
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Result
Literature studies conducted by researchers show that the friction between Muhammadiyah
and Nahdhatul Ulama (NU) stems from different perspectives on the jurisprudence of worship,
especially the reading of qunut, the calling to prayer twice during Friday prayers, grave
pilgrimages, and differences date in Eid (Halili, 2018). The roots of the conflict between the
two are often also triggered by the existence of organizations in public spaces between
Muhammadiyah and NU for adult men, Aisyiyah and Muslimat for adult women, as well as
the younger generation (Rofiah, 2017) consisting of Pemuda Muhammadiyah and Anshor for
young men, Nasyiatul Aisyiyah and Fatayat for the young women, and KOKAM and BANSER
for the paramilitary; due to the similarity of organizational patterns based on age and gender.
Apart from that, their student organization wings (IPM and IPNU-IPPNU) and university
students wings (IMM and PMII-PMNU) often also contest at the youth organization level.
To provide understanding and space to exchange ideas between Muhammadiyah and NU

members, it is necessary to design a peace tour by visiting destinations that can become a bridge
for understanding between the two parties. Destinations that are considered to represent the
social and religious life of Muhammadiyah and NU are villages, Islamic boarding schools and
madrasas, mosques and cemeteries. From literature studies and observations, we found
potential destinations for developing Muhammadiyah and NU peace tourism in Yogyakarta as
explained in Table 1 below.
Table 1
Muhammadiyah and NU peace tourism destinations in Yogyakarta
Destination Destination
Potential
Type Name
As the kampung where religious server of Yogyakarta sultanate
lives, known as pamethakan. Kauman has been the center of the
development of Islam in Yogyakarta since the 18th century. This
village is also the birthplace of the Islamic organization
Kauman
Muhammadiyah in 1912. The emergence of Muhamadiyah cannot
Kampung
be separated from the role of a figure named K.H Ahmad Dahlan
who is a preacher at the Yogyakarta Sultanate Grand Mosque which
is located in this kampung (Setiawati, 2018).
Krapyak kampung is an important part of the Yogyakarta

philosophical axis which is since this year become part of World
Kampung
Heritage (Agathis et al., 2021). This kampung is the location of the
Krapyak Stage or Kandang Menjangan, where the kings of
Mataram and Yogyakarta used to hunt deers. Not far from Krapyak
is located Mijen kampung whose name comes from the word miji
Krapyak
or seed. The seed of life is philosophized by the Krapyak stage
Kampung
which is symbolized by a yoni. Since the beginning of the 20th
century, this area has developed rapidly as a center for religious
education, namely Islamic boarding schools. It had shifted the
symbol of a deer hunting location to hunting for knowledge (Rasyid
& Al Masjid, 2022).
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Al-Munawwir Islamic Boarding School was founded by KH.
Muhammad Munawwir bin Abdullah Rosyad in 1911. This
Pondok
boarding school was originally called the Krapyak Islamic boarding
Pesantren
school, based on its geographical location in Krapyak kampung. In
Al
1976, the name of the lodge was added 'Al-Munawwir' to
Munawwir
commemorate its founder. At the beginning of its establishment, the
(Al
characteristic of education was focused on the Qur’an. This
Munawwir
characteristic is always preserved and maintained till now (Indriati,
Islamic
2017). This boarding school was the location of the 28th NU
Boarding
Congress in 1989 which produced the new jurisprudence of the NU
School)
Pesantren (Ulum & Wahid, 2019).
Madrasah Mu'allimin Muhammadiyah Yogyakarta was founded by

KHA Dahlan in 1918 as a teacher's school as Muhammadiyah
already had several schools in various places in Yogyakarta (Siradz,
Madrasah
2019). The first director of the Madrasah Mu'allimin
Muallimin
Muhammadiyah Yogyakarta was KHA Dahlan. This madrasa is
Muhammad
historic because it was the meeting place that initiated the founding
iyah
of the Masyumi Party on 7-8 November 1945 (Sumanto &
Zulkarnain, 2016).
The Jami' Mlangi Mosque is located on the east side of Yogyakarta

and was built in 1724, before the Yogyakarta Palace was established
after the Giyanti Agreement. This mosque is one of the Pathok
Negoro mosques (the boundaries of the Yogyakarta Sultanate). This
Jami’
mosque was founded by Kyai Mursodo, son of Kyai Nur Iman. The
Mlangi
designers of this mosque changed the model of the roof and mustaka
Mosque
or what is called the head or crown into two piles or snails to
differentiate it from the Great mosque of Yogyakarta Sultanate,
which has three piles or three overlaps (Meliana & Caroline, 2020).
Masjid The existence of Kampung Kauman is related to the construction of

the Yogyakarta Sultanate Great Mosque by Sultan Hamengku
Buwono I in 1773 just to the west of the north square. This mosque
is the center of religious activities of the Yogyakarta Sultanate,
Great
including religious activities and ceremonies. The operation of this
Mosque of
mosque is supported by religious servants and ulama who were
Yogyakarta
given land around the mosque to live on. These religious servants
Sultanate
and ulama were institutionalized in Kawedanan Pengulon which
was tasked with managing religious ceremonies, mosques and
tombs throughout the Yogyakarta Sultanate (Darban, 2010).
KH. M. Munawwir was the founder of the Krapyak Islamic

Boarding School who died on July 6 1942. He was buried in the
Dongkelan Cemetery located in Dongkelan Hamlet, Panggungharjo
Dongkelan Village, Bantul Regency, Yogyakarta. KH. M. Munawwir himself
Makam
Graveyard is the son of KH. Abdullah Rosyad bin KH. Hasan Bashari and
Khadijah, born in Kauman, Yogyakarta. He is famous as the first
teacher of the Qur’an who brought the intellectual genealogy that
led to the Prophet Muhammad. Today, many students at the
254
Krapyak Islamic Boarding School memorize the Qu'an near his
grave because he believed their memorization would be stronger
(Al-Ayyubi, 2020).
Karangkajen graveyard is a tomb belonging to the Yogyakarta

Sultanate. The founder of Muhammadiyah, KH Ahmad Dahlan, had
a will to be buried there because of his closeness to the Karangkajen
community. After the death of KH Ahmad Dahlan in 1923, several
other Muhammadiyah leaders also made a will to be buried there.
Karangkaje
There are unique characteristics of the Karangkajen tomb in the
n Graveyard
rules for using tombstones and pilgrimage procedures that comply
with Muhammadiyah guidelines. This Muhammadiyah ittibaul
janazah model is also preserved in other Muhammadiyah-based
villages (Asrul et al., 2022).
Discussion
The Muhammadiyah and Nahdhatul Ulama (NU) peace tourism offered in this study
focuses on visiting destinations that depict the socio-religious situation of these two Islamic
organizations, namely villages/kampung, Islamic boarding schools, mosques and historical
graves in Yogyakarta. Peace tourism with a historical approach is categorized as special interest
tourism. This special interest tourism theme is similar to special interest tourism with a
historical background by enjoying the architecture of historical buildings in Yogyakarta
(Sulistyanto, 2018) and Bali (Widhiarini et al., 2019). Special interest tourism of this type has
also been held in Kauman Yogyakarta but specifically for Muhammadiyah history
interpretation (Makhasi & Fakhrurrifqi, 2020).
Regarding the selection of Muhammadiyah and NU peace tourism destinations, the

village/kampung is one of the destinations. The villages chosen were Kauman kampung and
Krapyak kampung. The reason they were chosen was because they could represent kampung’s
life which was colored by the social and religious life of the two organizations. Kauman is the
birthplace of Muhammadiyah (Setiawati, 2018), while Krapyak is the location of several NU
Islamic boarding schools which have also been the location of the NU Congress (Ulum &
Wahid, 2019). In these two places, tourists can enjoy the typical "kampung santri" atmosphere
of Muhammadiyah and NU.
Next, the Islamic boarding school destinations in this peace tourism proposal are
represented by Madrasah Muallimin Muhammadiyah and Pondok Pesantren Al Munawwir.
Madrasah Muallimin Muhammadiyah is a religious teacher school founded directly by KH
Ahmad Dahlan (Siradz, 2019), applying modern principles such as curriculum, formal
classrooms and uniforms. Meanwhile, Al Munawwir is more traditional because it focuses on
the knowledge of the Qur’an and does not have a formal education curriculum. In this Islamic
boarding school and madrasah, tourists can exchange ideas about the typical Islamic boarding
school educational pattern which is a sacred tradition of NU-style Kiai (Islamic teacher) and
Islamic boarding school relations (Van Bruinessen 1994); and modern Islamic education in
typical Muhammadiyah boarding schools (Kuswandi 2020).
For the mosque destinations in this peace tour concept, the Great Mosque of Yogyakarta
Sultanate and the Jami' Mlangi Mosque were chosen. The Kauman Mosque is a witness to the
255
implementation of modern Islamic science by KH Ahmad Dahlan which started from justifying
the direction of the Qibla (Dahlan, 2014). Currently this mosque is managed according to the
understanding of the majority of the surrounding community who are members of
Muhammadiyah. Meanwhile, the Jami' Mlangi Mosque is one of the historical landmark
mosques of the Yogyakarta Sultanate (Imawan, 2020). Currently, religious rituals there use the
NU style. Both have distinctive architecture and a unique tradition of Islamic education for the
surrounding community.
Lastly, the grave destination. This peace tour concept chooses Karangkajen graveyard and
Dongkelan graveyard. Karangkajen graveyard is the location of the tomb of the founder of
Muhammadiyah, KH Ahmad Dahlan and several leaders after him such as KH. Ahmad Badawi,
KH. AR Fachruddin. KH. Ahmad Azhar Basyir, etc. Meanwhile, the Dongkelan graveyard is
the tomb of KH. M. Munawwir, the founder of Krapyak Islamic boarding school. The funeral
rituals and pilgrimage procedures in the two tombs are different, based on the Muhammadiyah
and NU beliefs, making them both interesting as discussion spaces for tourists.
Muhammadiyah and NU peace tourism as special interest tourism is in line with the
reconciliation tourism study conducted by Belhassen for Israeli and Palestinian communities
in the West Bank (Belhassen, 2023). He sees that this tourism needs to be initiated in order to
bring about reconciliation in areas involved in conflict. This reconciliation tour aims to build a
balanced and equally recognized narrative between both parties to the conflict, inclusiveness
of victims, and commitment to transformative steps to resolve the conflict.
Muhammadiyah and NU peace tourism also want to build an equal narrative without
prejudice in the early stages which is then expected to present an attitude of mutual respect and
respect. Therefore, the interpretation of the peace tour guide that has been prepared can then
provide understanding and space for exchanging ideas between Muhammadiyah and NU
members. It is necessary to design a tour that is expected to be in accordance with the stages
of the Islamic brotherhood ladder which consists of ta'aruf (getting to know each other);
tafahum (understanding each other); ta'awun (helping each other); takaful (bearing each other),
and itsar (putting each other first) (Hamidah, 2015). This peace tour sets a realistic target of at
least reaching two levels of ta'aruf (knowing each other) and tafahum (understanding each
other).
In implementing this peace tour, a tour guide is needed who really understands the
substance of the narrative about villages/kampung, Islamic boarding schools, mosques and
cemeteries which represent the religious and social life of Muhammadiyah and NU in
Yogyakarta. The guide is an important figure who can ensure that the material is delivered to
the tourists he guides in accordance with the guided interpretation he has planned (Brin, 2010;
Schep et al., 2018). This is relevant to what Masyhari Makhasi said in his study in Patuk
kampung, Yogyakarta, who said that tour guides are the key in providing tourists with an
understanding of the multicultural narrative of the food heritage, bakpia, which is a native
Chinese food that was originally haram and then transformed into a typical Yogykarta food that
received an MUI certificate. because the ingredients were changed from pork to green beans
(Masyhari Makhasi, 2023).
256
Conclusion
The friction that still frequently occurs between Muhammadiyah and NU members at the
age of each organization which has reached 100 years based on the Hijriyah calendar is a
concern. It must be acknowledged that this friction often occurs in various social spheres. If
previous studies conveyed more normatively the need to strengthen brotherhood between these
two Islamic mass organizations, this study offers a peace tourism model by visiting
villages/kampung, Islamic boarding schools, mosques and cemeteries within the
Muhammadiyah and NU environments. By visiting these places, at least two and five stages of
Islamic brotherhood will be realized, namely ta'aruf (getting to know each other) and tafahum
(understanding each other), which is expected to further develop friendship to be able to climb
the next ladder of Islamic brotherhood, namely ta'awun (mutual help); takaful (mutual
support), and itsar (putting each other first). This study has limitations at the conceptual level
even though it is more specific than previous studies because it offers peace tourism. Future
researchers can test using experimental methods whether the stages of ta'aruf and tafahum can
really be achieved after taking part in this peace tour by directly involving research subjects
from Muhammadiyah and NU communities.
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Pengaruh Relationship Marketing Terhadap Customer Retention Pada CV
Media Solution
Syahna Nur Azizah1, Pelliyezer Karo Karo2

1
Palembang Polytechnic of Torism
Syahnanurazizah048@gmail.com
2
Palembang Polytechnic of Tourism
pelliyezer@poltekpar-Palembang.ac.id
Abstract
This riset entitled "The influence of relationship marketing on customer retention at CV Media
Solution" aims to determine the effect relationship as the independent variable (X) to customer
retention as the dependent variable (Y) in CV Media Solution. This study uses a quantitative
method with multiple linear regression analysis. The sample determination technique uses the
probability sampling method with the proportionate stratified random sampling technique.
Data collection was carried out by distributing questionnaires to 91 respondents. Data
processing techniques were carried out by instrument tests, namely validity and reliability tests,
classical assumption tests, namely normality tests, multicollinearity tests, heteroscedasticity
tests, and using multiple linear regression equations, namely partial tests, simultaneous tests,
correlation coefficient tests and coefficient determination tests. The results of this study
indicate that the effect of relationship marketing (X) on customer retention (Y) at CV Media
Solution is 39%, based on the results of the correlation coefficient between relationship
marketing (X) having a strong relationship to the sub-variable trust in customer retention (Y).
Based on the research results, the authors provide advice to CV Media Solution to maintain
relationships by increasing the sense of trust in customers to maintain consumer retention. You
do this by building and maintaining emotional relationships with customers.
Keywords: relationship marketing, customer retention, CV Media Solution
Abstrak
Penelitian ini dengan judul “Pengaruh relationship marketing terhadap customer retention pada
CV Media Solution” yang bertujuan untuk mengetahui pengaruh Relationship sebagai variabel
bebas (X) terhadap customer retention sebagai variabel terikat (Y) pada CV Media Solution.
Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linear berganda. Tenik
penentuan sampel menggunakan metode probability sampling dengan teknik proportionate
stratified random sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner
kepada 91 responden. Teknik pengolaan data dilakukan dengan uji instrumen yaitu uji validitas
dan reabilitas, uji asumsi klasik yaitu uji normalitas, uji multikolinearitas, uji heterokedastisitas,
dan menggunakan persamaan regresi linear berganda yaitu uji parsial, uji simultan, uji
koefisien korelasi dan uji koefisien determinasi. Hasil penelitian ini menunjukkan pengaruh
relationship marketing (X) terhadap customer retention (Y) pada CV Media Solution adalah
39%,berdasarkan hasil koefisien korelasi antara relationship marketing (X) memiliki hubungan
kuat pada sub variabel kepercayaan terhadap customer retention (Y). Berdasarkan hasil
penelitian, penulis memberikan saran kepada CV Media Solution untuk menjaga hubungan
262
dengan meningkatan rasa kepercayaan pada customer untuk menjagaretensi konsumen.
Caranya dengan membangun dan menjaga hubungan emosional yang terjalin dengan
pelanggan.
Kata kunci : relationship marketing, customer retention, CV Media Solution
263
Pilgrimage Tourism in Bukhara: Perspectives and Challenges
Omonova Nilufar Rahmonovna

Bukhara State University, lecturer
omonova.nilufar@gmail.com
Abstract
Following Uzbekistan's independence, Bukhara experienced a revival of the Islamic

faith's unadulterated freedom. Losses in all of the aforementioned areas of Islamic illumination
were replaced and recovered as a consequence of these gradual developments. Large-scale
historical processes that started in the IX century and are still going on now in Bukhara.
Arguments that Bukhara will serve as the capital of Islamic culture in 2020 are a logical and
natural outcome of these events, it would not be incorrect to say. Rome, Krakow, Vienna, and
Geneva have the same place in the West as Bukhara does in the East in terms of political
importance, cultural relevance, youth, and practical authority. In every aspect of the
advancement of civilisation, Bukhara has its own essential basis. The city has actually achieved
global success in the advancement of Islamic culture. This is the end product of centuries of
devoted study and labor. Such research has always been done in Bukhara and is still being done
now. The distinctive "city of Sharif" of Bukhara still has a lot of potential. One must have
extremely deep roots in the creation of the foundations of human civilization in order to sustain
such an authority not just in the Islamic World but in the entire human culture. Bukhara is now
a city where the growth of contemporary tourism, education, technological advancement, and
beautiful antiquity with rich cultural traditions coexist together.
Keywords: Islam, Muslims, religion, pilgrimage, Bukhara, shrine, saints
One of the most important and widely used economic activity is tourism, a non-smoking
sector. The greatest contributor to the global gross domestic product (GDP) in many nations is
the tourism industry. There are many different forms of tourism, including adventure tourism,
cultural tourism, historical tourism, and natural tourism. Pilgrimage tourism is another name
for cultural tourism. It provides several options to make money, get work, and earn foreign
currency. It generates more than 3.5 trillion dollars worldwide and has significant social and
ecological effects. (Bar & Cohen-Hattab, 2003)
Pilgrimage tourism has gained prominence in several areas of tourism in Uzbekistan.
It is a significant element of tourism, undertaken for the sake of peace and fraternity.
Pilgrimages to temples and shrines represent religion and convictions. Pilgrimage tourism is
spiritually significant and is related with religious tourism 1. The notion of pilgrimage tourism
appears fresh in academic research, however it is one of the oldest types of tourism performed
from time immemorial.
1
Dhar, R. L. (2015). Service quality and the training of employees: The mediating role of organizational commitment.
Tourism Management, 46, 419-430.
264
According to Timothy and Olsen, pilgrimage tourism, the earliest kind of tourism, has
been practiced for millennia 2. Pilgrimage tourism is described as pilgrims visiting cultural sites
in search of spiritual achievement and salvation. Pilgrims of various faiths travel to pilgrimages
all around the world to exchange ideas about culture and spirituality. Pilgrimages are
significant cultural venues where pilgrims conduct penance for mental calm. As a result,
pilgrimage tourism is often referred to as spiritual and cultural tourism 3. Pilgrimage tourism
blends faiths, cultures, and beliefs while instilling strong emotions in pilgrims.
From India to Mexico, from Israel to Saudi Arabia, faith-based tourism operates all over
the world. Since ancient times, pilgrimages have not only been summons to spirituality, but
also huge economic forces that have an influence on both the soul and the wallet. The Bible
mentions going to Jerusalem at least three times a year to celebrate the Biblical harvest festivals.
Similarly, the Islamic world is well-known for the Hajj, or journey to Mecca.
Aside from its cultural and spiritual significance, pilgrimage tourism plays a larger role
in cash generating and job creation. It also plays an important role in boosting industry growth,
since demand and supply have multiplied in key pilgrimage locations 4 . Thus, pilgrimage
tourism has a significant socioeconomic impact. It has been calculated that 25% of the traveling
population in the United States is interested in some type of pilgrimage or faith-based tourism.
When one considers the amount of individuals who travel for faith-based conferences and faith-
based activities such as weddings and funerals, the figure becomes enormous. World Religious
Travel is currently one of the fastest expanding divisions of the travel industry. Religious
tourism is expected to be worth US$18 billion, with 300 million passengers. Major faith-based
locations, such as Israel, Italy, and Saudi Arabia, have built huge industries that cater to
pilgrims.
Pilgrimage travel is frequently less susceptible to market volatility. Since spiritual

visitors are devoted travelers, they tend to save for these prayers and travel regardless of the
economy's situation. Faith travelers have distinct motivations for traveling than other types of
travelers. The faith-based traveler, for example, frequently travels as part of a religious
commitment or to accomplish a spiritual purpose. Faith-based tourism may give a constant
stream of revenue to a local tourism industry.
For Muslims, the annual Hajj pilgrimage to Mecca in Saudi Arabia is at the very heart
of religious tourism. It is an obligation, once in a lifetime, for those who are physically and
financially able to perform it. Nearly two million people from all over the world visit Mecca
every year 5.
2
Timothy, D. J., & Olsen, D. H. (2006). Encountering God: Personal Reflections on Geographer as Pilgrim. Vol. 36.
No. 3. Blackwell Publishing; p. 245-253
3
Digance, J. (2003). Pilgrimage at contested sites, Annals of Tourism Research, Vol. 30 No. 1, p. 143-159
4
Elsner, J. (1992). A Greek pilgrim in the Roman World. Past and Present. Issue. 135. Oxford: Oxford University Press.
P.3-29.
5
https://journals.openedition.org/viatourism/8032
265
Figure 1: Development of pilgrims to Mecca for Hajj during a century 6
Clearly dominated by tourism, the services sector accounts for nearly 38% of Saudi
Arabia's GDP. The tourism industry is the country's second largest economic sector. One
million Saudis find jobs in this sector that, with the structural oil crisis looming, could become
the country's largest employer. Knowing that this sector employs 9 million expatriates.
Saudi Arabia received over 15 million international tourists in 2016, with an annual
growth rate of 6.7%. This attendance is primarily due to religious tourism. It is without a doubt
the most popular reason for both domestic and international travelers to come. Thus, from 2012
to 2014, almost 12 million travellers entered the nation each year to do the yearly pilgrimage
to Mecca: Hajj or Umrah. As a result, pilgrimages account for three-quarters of all international
passengers entering the Kingdom. Between 2012 and 2014, these inbound tourism flows
produced $16.5 billion in income. Thus, for the Umrah taking place throughout the year, more
than six million pilgrims, the majority of whom are Saudi nationals, have already made the trip
to Mecca since the beginning of 2013, 10% to 20% more than the previous year, "More than
half of all spirituality-related trips in the world were made in Asia in 2012," according to the
UNWTO (World Tourism Organization). As a result, the UNWTO convened its first
International Conference on Spiritual Tourism the following year in Ninh Binh, Vietnam. The
Religious Tourism Market is driven by an increase in populace, an increase in spending power,
and a rise in consumer knowledge of travel destinations. Low-cost flights, an increase in
vacation planning, and an increase in a variety of foreign locations for travel are all driving
factors. 7
For ages, Uzbekistan has practiced several sorts of tourism, including natural, cultural,
historical, and adventure tourism. It offers tourism sites that are appropriate for their interests.
Mountains, river basins, waterfalls and diverse climates are numerous geographical
components of tourism. Furthermore, the cultural components - fairs, festivals, customs, and
rituals - serve as good starting points for cultural tourism. Religion, culture, and customs of
Uzbekistan are diverse. Pilgrimage tourism is a key component of cultural tourism, and it
6
https://journals.openedition.org/viatourism/8032
7
https://www.verifiedmarketresearch.com
266
dominates tourist activities in the country, furthermore, among 35 million population 97%
Muslims reside here. The country ranks 9th in top 10 destinations scoring 63, which indicates
its fame among pilgrimages.
Singapore hosted the "Halal In Travel - Global Summit 2022" from May 31 to June 2,
dedicated to the restoration and development of the Muslim tourism market. 8 The city of
Samarkand won "Islamic Heritage Destination of the Year" and "Top Muslim-Friendly
Emerging Destination of the Year" awards as part of the "Halal in Travel Awards" global
summit. Uzbekistan is in the Top 10 of "World Muslim Travel Index", which is published
annually by Crescent Rating. When developing this ranking more than forty criteria are taken
into account, including the policy of opening the country to tourists, opportunities created for
Muslim tourists, promotion and marketing as well as the level of Islamic heritage presented to
tourists. Fazal Bahardin, head of Crescent Rating, highlighted this year's results and recognized
Uzbekistan as the country that rises at a fast pace than others in the rankings and serves as a
role model.
In Uzbekistan, 35 restaurants (fast-food chains) and 4 hotels have been rated and
certified halal since January 1. With over 90% of Uzbekistan’s population being Muslim,
finding Muslim-friendly food throughout the country is a breeze! Uzbekistan has no official
certification board for Halal food at the moment but is in talks with the Department of Islamic
Development Malaysia (JAKIM) to begin a certification process. 9
The promotion of pilgrimage tourism has featured in several bilateral agreements over
the past two years between Uzbekistan and other Muslim countries. For example, agreements
on the organization of special pilgrimage tours in Uzbekistan have been made with Pakistan
and Turkey. Realizing this particular development of tourism in Uzbekistan will take
complicated institutional and legal steps. Namely, Decree No. 238 of the President of the
Republic of Uzbekistan on measures to further accelerate reforms in the field of tourism and to
effectively organize the state management system in the field was adopted in July, 27, 2023.
There are 41 holy places for Muslims in the world. 7 of them are located in the Bukhara. The
great title “Buhoro-i-Shariff” was attributed to Bukhara for having 7 graves of great Sufi
teachers:
1. Khodja Alaud Daula Abdul Khalik Gijduvani (the founder of "khodjagon" sufi
branch)
2. Khodja Mukhammad Orif Rigvari;
3. Khodja Makhmud Anjir Fagnavi;
4. Khodja Azizan Ali ar Romitani;
5. Khodja Mukhammad Baba as-Sammasi;
6. Khodja Said Amir al Kulal;
7. Imamu Tarikatti Shakh Mukhammad Bahau-d Din An Nakshbandi al-Uvaysi al
Bukhari (the founder of "nakshbandiya" branch) 10
8
https://brightuzbekistan.uz/
9
https://www.havehalalwilltravel.com/
10
https://uzbek-travel.com/tours/religion/uzbekistan-pilgrimage-tour/
267
Figure 2: 7 saints pilgrimage route map 11
People who look after the graves of Bukhara's seven sufis live next to them. Those are Sufi
adherents. They discuss sufi lives, acts, and share stories about them. Imam-khatib Amrillo
Sultanov has been caring after Khodja Azizan Ali ar Romitani's burial for the last 15 years. He
is a well-educated man who is well-versed in the Quran and Sufism in general. The tombs of
Khodja Makhmud Anjir Fagnavi and Khodja Mukhammad Baba as-Sammasi are surrounded
by lovely gardens. Those two sufis were laborers, and their followers continue to care for
gardens in the spirit of Bahau-d Din Nakshbandi's words: "Dil ba yoru, dast ba kor" (meaning,
"The heart to beloved (Allah), and the hand to work").
It is clearly obvious that the city has enormous resources and potential to be a truly Islamic
destination to pilgrimage. However, there are some problems that most of the pilgrimages
around the world are unaware about the city. We might argue that in order to improve the
Bukhara brand and increase the number of tourists visiting the tourism region of Bukhara, we
must first create an image of the city as a desirable tourist destination in the eyes of potential
visitors.
In the Muslim world, many individuals are interested in visiting the locations where these
saints walked. 12 However, these locations do not meet the criteria for pilgrimage, and the
available data on some of the saints is relatively scant.
11
https://xs.uz/uz/post
12
Хамраев, Х. (2016). Концепция создания туристической экономической зоны" Бухоро". Alatoo
Academic Studies, (2), 231-236.
268
In order to make a special state decision, it is necessary to first develop a concept for the
state that includes an in-depth analysis of the issue. To do this, it is necessary to develop
policies to support scientific research in the area, which includes learning about scientists,
saints, and pir, publishing works about them, looking for what we do not yet know, conducting
research about them, and incorporating what we do know by creating a system of incentives to
also learn more.
To elevate the locations connected to Bukhara's scientists, saints, and shrines to the
standards of contemporary pilgrimage tourism, a plan of action must be developed. The local
community must be made aware of them in order to do this, and the routes leading to these
artifacts must be set up and marked.
References
1. Decree of the President of the Republic of Uzbekistan, dated 27.07.2023 No. PQ-238
2. Dhar, R. L. (2015). Service quality and the training of employees: The mediating role of
organizational commitment. Tourism Management, 46, 419-430.
3. Digance, J. (2003). Pilgrimage at contested sites, Annals of Tourism Research, Vol. 30 No. 1,
p. 143-159
4. Elsner, J. (1992). A Greek pilgrim in the Roman World. Past and Present. Issue. 135. Oxford:
Oxford University Press. P.3-29.
5. Timothy, D. J., & Olsen, D. H. (2006). Encountering God: Personal Reflections on

Geographer as Pilgrim. Vol. 36. No. 3. Blackwell Publishing; p. 245-253
6. Хамраев, Х. (2016). Концепция создания туристической экономической зоны"

Бухоро". Alatoo Academic Studies, (2), 231-236.
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17. https://www.verifiedmarketresearch.com
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Program Pengabdian Kepada Masyarakat Berbasis Blended Untuk
Pembangunan Pariwisata Berkelanjutan
Octaviani Gita Putri1a, Rizka Yuniarti2b, Moch Bagoes Pakarti3c

1
octavianigita10@gmail.com, 2rizkayu@poltekpar-palembang.ac.id, 3mobagoes@gmail.com
a
Sekolah Tinggi Pariwisata Sahid Surakarta
b
Politeknik Pariwisata Palembang
c
Institut Teknologi Bisnis AAS Indonesia
Abstrak
Pengabdian Kepada Masyarakat (PKM) adalah tindakan sadar dan terencana yang
melibatkan penerapan pengetahuan dan keterampilan akademik untuk memecahkan masalah
masyarakat. Tujuan yang terpenting dari pelaksanaan pengabdian kepada masyarakat (PKM)
yaitu menekankan fokus pada upaya mengukur tingkat partisipasi masyarakat dalam
pengembangan pariwisata perdesaan yang berkelanjutan. Ini melibatkan kolaborasi antara
institusi pendidikan dan masyarakat yang dilayani. Namun, pengabdian masyarakat yang
dilakukan oleh dosen lebih banyak dilakukan secara mandiri, dan sebagian kecil didukung
secara finansial oleh perguruan tinggi terkait. Selain itu masih banyak desa wisata yang
memiliki banyak potensi wisata namun belum mendapatkan pendampingan yang memadai
karena memiliki banyak keterbatasan seperti keterbatasan akses jalan, akses jarak, keterbatasan
biaya dan lain sebagainya. Kondisi inilah yang menjadi tantangan tersendiri bagi perguruan
tinggi di Indonesia dalam peningkatan kualitas program pengabdian kepada masyarakat.
Untuk menjawab permasalahan tersebut maka penelitian ini bertujuan untuk

menganalisis kelebihan dan kekurangan PKM secara luring dan daring, serta memberikan
rekomendasi optimalisasi dari segi perencanaan yang dilakukan untuk meminimalisir
permasalahan dan memaksimalkan peluang pada PKM dengan bauran secara luring dan daring
atau disebut juga PKM berbasis blended. Dengan pengembangan PKM berbasis blended ini
diharapkan dapat memaksimalkan pendampingan desa wisata dalam pembangunan pariwisata
berkelanjutan.
Penelitian ini menggunakan metode penelitian deskriptif dengan pendekatan kualitatif

dengan metode systematic literature review dan analisis data dengan membandingkan
kelebihan dan kekurangan dari kedua jenis program dan memberikan solusi alternatif
berdasarkan hasil analisis. Sumber data yang digunakan yaitu data sekunder yaitu berasal dari
artikel jurnal dan sumber referensi lainnya yang relevan dengan topik pembahasan.
Berdasarkan hasil penelitian maka ditemukan bahwa dalam pelaksanaan PKM secara
daring dapat membantu menjawab permasalahan PKM secara luring namun pada kenyataannya
belum efektif, maka perlu adanya bauran PKM secara daring dan luring yaitu PKM berbasis
blended agar PKM menjadi lebih efektif. Selain itu, PKM berbasis blended akan berdampak
secara tidak langsung sesuai dengan Sustainable Development Goals dari UNWTO yaitu
nomor empat Quality Education dan nomor delapan yaitu Decent Work and Economic Growth.
Sehingga dengan pengembangan program PKM berbasis blended ini diharapkan dapat
meningkatkan pembangunan pariwisata berkelanjutan melalui peningkatan kualitas pendidikan
dalam pendampingan desa wisata serta peningkatan pekerjaan yang layak dan pertumbuhan
ekonomi pada desa wisata.
Keyword: Blended, Pengabdian Masyarakat, Pembangunan Pariwisata, Berkelanjutan
271
Revitalization Path of Ancient City Tourism Based on Cultural Heritage
Conservation: A Case Study of Zhangzhou Ancient City in Fujian Province
SU Sisi, GAO Huina
Abstract
Ancient city culture possesses multiple values and needs to be utilized for dynamic heritage
preservation. Tourism development serves as an important force for local economic
revitalization and a crucial path for the dynamic preservation of ancient city culture. Drawing
on previous research and employing methods such as participatory observation and semi-
structured interviews, this study analyzes the Minnan-Taiwanese cultural resources in
Zhangzhou Ancient City as a case study and constructs a model for revitalizing ancient city
tourism based on cultural heritage conservation. The research reveals a nested cyclic
relationship between cultural heritage conservation and tourism revitalization. Tourism
revitalization relies on the authenticity of cultural heritage, which, at the cultural, economic,
and ecological levels, supports the conservation of cultural heritage. It is deeply rooted in the
authentic cultural essence of the ancient city and forms a cycle through four nodes: cultural
consumption, cultural landscape symbolization, cultural reproduction, and cultural memory
reshaping.
Keywords: Ancient city tourism; Tourism revitalization; Cultural heritage conservation;

Cultural authenticity.
1 Introduction
In contemporary societies, cultural heritage is essential as a reminder of the past and an anchor
for identity in the future. To maintain cultural diversity in a world that is changing all the time,
its conservation is a challenge (Silva & Henriques, 2021). Intangible Cultural Heritage, as the
expression form and cultural space of various traditional cultures passed down from generation
to generation and closely related to people's lives, is an important part of traditional culture
(Guo, 2020). However, in the process of modernization, cultural heritage has been left
unchecked for a long time, leading to the decline or even disappearance of some outstanding
traditional cultures. In the context of historical cities, the drive for modernity has both put
traditional Chinese culture under pressure and hastened the fall of China's historical cities. If
historical cities are to endure, they must be viewed as both financial resources for local heritage
development and cultural capital for national urban conservation (Wang, 2012).
In recent years, scholars have begun to explore the win-win road of cultural heritage protection
and utilization. As today's largest as well as the fastest growing sector, tourism has long been
recognized as a central instrument for economic development, employment, and poverty
reduction (Muhanna, 2007). Tourism revitalization is considered an important way to better
continue the value of heritage based on protection. Tourism revitalization refers to the
activation and enhancement of the benefits of the use of tourism resources through effective
planning and management tools to achieve the transformation and development of tourism
destinations (Vukonić & Tkalac, 1984). The systems of cultural heritage protection and tourism
development are intertwined, so enhancing the coupling coordination status between them is
beneficial to stimulate their growth (Geng et al., 2022).
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Ancient Chinese buildings and ancient cities are cultural treasures that have survived China's
long history of 5,000 years of development. They reflect not only the splendor of the country's
history but also the great achievements of Chinese culture, art, science, and technology in the
past. But China’s ancient cities are disappearing and losing their characteristics under the
impact of its rapid urbanization (Sun et al., 2013). China’s urbanization is profoundly changing
the way we think about rural economies and rural lifestyles, which are themselves undergoing
major transformations (Friedmann, 2006). The ancient city destination in a way satisfies
people’s needs for seeking authenticity and nostalgia during travel and also provides an
imagination for going back to the good old days and escaping from the stress and anxiety that
stemmed from rapid urbanization (Lundström, 2006).
In this context, this article digs into how to transform ancient cities' values to meet the demands
of both locals and tourists, by demonstrating the case study of the historic city of Zhangzhou
Ancient city, with the following objectives:
1. Exploring the process and obstacles in preserving the cultural heritage of ancient cities
2. Exploring the process of tourism revitalization in ancient cities
3. Exploring the interaction between cultural heritage protection and tourism revitalization in
ancient cities.
2 Literature review
With the rapid development of tourism, many regions have begun to pay attention to how to
effectively utilize tourism resources to achieve sustainable economic, social, and cultural
development. Tourism revitalization, as a strategy and method, has gradually become the focus
of attention in both academia and practice. In the following, the research on tourism
revitalization will be reviewed to provide a comprehensive theoretical and practical reference.
2.1 Tourism revitalization
As Wallace describes it, the tourism revitalization paradigm is a model for analyzing cultural
change brought about by major and frequently complicated environmental, economic, social,
cultural, and psychological stressors in the host society because of fresh or increased interaction
with an outside society (Wallace, 1956). It is frequently driven by forward-thinking local
leaders who want to see the ideal cultural ideals restored because they believe the culture was
previously functional but is currently functioning poorly (Di Giovine, 2009).
In the research field, tourism revitalization methods can be divided into three categories. First,
infrastructure development (Durydiwka, 2003). Improve the infrastructure of tourist
destinations, including transportation, accommodation, and communication, to enhance the
comfort and convenience of tourists. Second, product innovation (Yamamura, 2018). Develop
new tourism products and experiences to meet the needs of different tourists and increase the
attractiveness of the destination. Third, cultural excavation (Yuan et al., 2022). Discover and
protect the cultural heritage of tourism destinations, integrate cultural resources into tourism
products and experiences, and enhance tourists' cultural experiences and perceptions.
The influencing factors of tourism revitalization generally include policy support, community
participation, and environmental sustainability. First, government policy support and
investment are key factors in tourism revitalization, including financial support and the
development of laws and regulations (Urien-Lefranc, 2020). Second, the participation and
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support of community residents play an important role in the success of tourism revitalization,
including participation in the provision of tourism services, protection of the environment, etc.
(Nagaoka, 2011). Finally, the protection and improvement of the natural environment of the
destination is a prerequisite for the realization of tourism revitalization, and sustainable
development is one of the important goals of tourism revitalization (Chikkandar, 2019).
In the context of the ancient city, the historical cities carry both tangible and intangible cultural
heritage and have high aesthetic, historic, cultural, and humanistic value. The essence of
tourism revitalization of ancient city culture is to combine the traditional living elements and
modern tourism functions, to construct new economic functions based on the active protection
of local culture to establish a synergy between the image of the ancient city and the modern
way of life (Liu, 2012).
In conclusion, the literature review in this field shows that tourism revitalization is of great
significance in realizing the effective use of tourism resources and the transformation and
development of destinations. However, there are still some limitations in the current research,
such as the lack of long-term tracking and evaluation of the effects of tourism revitalization
and the differentiation of various destinations. Therefore, future research should strengthen the
in-depth study of tourism revitalization practices and explore new theoretical frameworks and
methods to provide better support and guidance for the sustainable development of tourism.
2.2 Cultural heritage protection and utilization
As an important part of human history and cultural development, cultural heritage has
irreplaceable value. The preservation and utilization of cultural heritage is a global challenge,
and countries have undertaken relevant research to seek effective preservation measures and
sustainable utilization models.
Current studies in this field have mainly focused on three areas. First, cultural heritage
management and sustainable development (Magliacani, 2023). Studies focus on the
relationship between cultural heritage protection, local socioeconomic development, and
environmental protection by exploring practice cases in cultural heritage tourism, community
participation, and public education (Mason, 2008). Second, interdisciplinary research and
cross-border cooperation. Research focuses on interdisciplinary and cross-border cooperation,
combining cultural heritage protection with urban planning (Tweed & Sutherland, 2007),
sustainable tourism (Landorf, 2009), social and human sciences (de la Torre, 2013) and other
disciplinary fields. Third, cultural heritage and social identity (Chng & Narayanan, 2017).
Researchers focus on the impact of cultural heritage on social identity and cultural identity
(Park, 2011). By studying the aspects of cultural heritage preservation and social relations
(Kato, 2006), multiculturalism (Logan, 2012), and inclusiveness (Grabow & Walker, 2016),
they provide thinking and practical experience for the establishment of a pluralistic and
symbiotic society.
All these studies have shown that the protection and utilization of cultural heritage is a complex
and diverse field involving many aspects such as policy, technology, management, and social
participation. Future research should continue to focus on the application of emerging
technologies and strategies for community participation to provide more sustainable and
comprehensive solutions for the utilization of cultural heritage.
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3 Methodology
3.1 Methodology and data collection
The study used qualitative research methods, including participant observation and semi-
structured interview collection. In-depth interviews have been conducted since July 2023 with
Zhangzhou Historical City businesspeople, tourists, and Tourism Bureau employees. Interview
questions include the interviewee's background, as well as the business model of the stores in
the Historical city, the use of traditional historical elements in the Historical city, the impacts
of the Historical city's cultural and conservation activities on the residents, and the planning
and development process of the Historical city as so on.
There are 7 participants in the research project. The average length of the interviews was 20 to
40 minutes. The data was coded from the transcribed interviews using NVivo 12 and MAXQA
to find patterns and themes. In case there was a disagreement, the author reread the interview
transcripts to find and compare the concepts and came to a consensus by contrasting and
debating their coding methods.
Table 1 Information of Interviewees
No. Gender Job
A01 Female Visitor
B01 Female Tourism Bureau-related personnel
C01 Female Businesspeople
C05 Male Businesspeople
3.2 Case introduction
The ancient city of Zhangzhou has lasted for over a thousand years and has served the core and
root of Zhangzhou city. Zhangzhou government conducted a tourism revitalization project in
November 2014 for the protection and development of Zhangzhou Ancient City. The project
with a total investment of 3.2 billion yuan, has achieved significant results. In recent years, the
annual visitor volume has remained at one million people and has become the host and guest
sharing of tourism and leisure new space, with high visibility and reputation. Zhangzhou
Ancient City neighborhood has 15 cultural relics protection units and 638 cultural relics points.
Zhangzhou Ancient City also has the largest hot-spring storage capacity on the southeast coast
of China.
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4 Findings
This section presents the results organized around the research questions (Wang et al., 2014).
Specifically, the process of ancient city cultural heritage is first categorized into three aspects;
then the process of tourism revitalization is further dug into deeper meanings; finally, a
relationship between cultural heritage protection and tourism revitalization in ancient cities is
illustrated by the conceptual model.
4.1 Preservation of the cultural heritage
The protection and development of the ancient city of Zhangzhou historical and cultural district
is mainly divided into five stages: First, in 1986, the ancient city was included in the protection
of the famous city, the ancient city cultural relics have been assessed as national treasures;
Second, in the twenty-first century, the ancient city started the block repair, the project won the
highest honor of Zhangzhou city construction; Third, in 2011, the protection of the ancient city
was included in the municipal strategy; Fourth, the development of the ancient city of the
implementation of the "government-led, municipal, city, urban linkage, market operation,
social participation" system; Fifth: Since 2019, the ancient city of Zhangzhou was included in
the 44th session of the World Heritage General Assembly to study the display site. The main
protection implementation can cover three aspects: cultural side, ecological side, and economic
side.
4.1.1 Cultural aspect
The Cultural Preservation project of Zhangzhou Ancient City aims to show the beauty of the
human history of Zhangzhou Ancient City to Fujian and Taiwan culture as the core. In the
process of restoration of the ancient city, focusing on the selection of bricks, stones, and wood
to represent the southern Fujian style, showing the major architectural features of the Riding
House-style shopfronts, and East-meets-West architecture.
Respondent C01: "Our store is a very typical Minnan mahogany design, with a courtyard,
patio, attic ...... We want to keep these classical elements, and the bookstore style and the style
of the ancient city to match more."
Restoration of some historical buildings, such as repairing the "Zhangzhou Temple of

Literature" and other ancient architectural complexes, excavating the architectural monuments
of "Zhangzhou Prefectural School" and restoring its historical appearance. All the blocks have
been set up in the "Zhangzhou City Intangible Cultural Heritage Exhibition Hall" and other
exhibition centers for the organization of cultural exhibitions and performances of intangible
cultural heritage and related forums (Zhangzhou Ancient City and Fujian-Taiwan Cultural
Forum e.g.), to become a base for the study of cultural exchanges and exchanges in Fujian
Province, Fujian Province Minnan base of exchanges and exchanges with Taiwan.
Respondent B01: "There is an Ancient City Memory Museum in the ancient city, with records
of almost everything in the culture of the ancient city, even what meetings were held inside the
ancient city."
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4.1.2 Ecological aspect
To do a good job of cultural preservation at the ecological level, the ancient city first reaches
out to the people and explores the resources of cultural heritage. The ancient city currently has
seven national intangible cultural heritages, and nearly 17,000 original inhabitants live to pass
on the history, thus engaging local communities in the preservation and management of cultural
heritage sites is essential for the protection, as they often have valuable traditional knowledge
and can contribute to sustainable practices. Secondly, it carries out extensive publicity by
promoting environmental education and raising awareness among different parties, such as
visitors, and local communities. Cultivating reserve talents through multiple channels, and
actively organizing schools, forums, and traditional culture to innovate in inheritance.,
Respondent B01: "The ancient city regularly organizes some meetings or performances, like
before there was a forum on Zhu Zi and Minnan culture, and the 5th Cross-Strait Zhu Xi
Academic Symposium."
4.1.3 Economic aspect
In recent years, the Zhangzhou Government has attached great importance to the development
of the tourism industry and laying a solid foundation for the development of culture and tourism
economy in Zhangzhou City. First, around the Fujian-Taiwan culture, food culture, and cultural
heritage, the whole region links transportation, hotels, and other tourism elements, to create
more cultural attributes and tourism products. Secondly, focus on creating boutique night
tourism products. Combined with the cultural advantages and geographic advantages of the
ancient city of Zhangzhou to create immersive night-time consumption of new landmarks.
Respondent B01: "At that time in the epidemic easing during some of the activities we
organized, at night you see the number of electric cars parked outside the ancient city, very
scary, riding an electric car over the local people."
4.1.4 Obstacle to Cultural Heritage Protection
Financial constraints and over-tourism are two main problems faced by Zhangzhou's ancient
city. Due to the scale of the ancient city and the amount of heritage, the preservation and
maintenance of cultural heritage require large financial input. Although the government intends
to fully support the development of preservation, there is still a lack of enough tourism income
to fund the heritage evaluation and refurbishment. Therefore, cultural heritage conservation is
now in a state of prioritizing the main district to develop and struggle to build an integrated
cultural environment. This problem largely affects the passion of employees and handcrafting
men to fully immerse into the protection work.
Respondent B01: “Now the preservation work is losing money. The promotion of Cultural and
creative products cost is too high. Don't want to bother making cultural heritage products.”
Over-tourism is also a problem faced by the conservation. As more people visit, they release
heat, water vapor, and carbon dioxide and also bring in outside contaminants, which affects the
balance of the indoor environment and puts at risk conservation and comfort (Camuffo et al.,
2001). This can lead to increasing energy demand and degradation phenomena in the envelope
since ancient buildings are usually characterized by poor hygrothermal behavior (Camuffo,
2014). Currently, no restrictions and demand for sustainability tourism practices are conducted
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inside the historical district, and neither are the safeguard measures being implemented. During
the peak seasons, with all the promotion activities attracting a huge tourist population, it could
cause damage to the ancient architecture and other facilities.
Respondent B01: “Some of the events we organized had more than 100,000 people on site.
There were 50,000 to 60,000 people in a row in front of the Temple of Literature. After a few
times, we didn't dare to organize it for fear of a stampede. “
4.2 Tourism revitalization
Based on the cultural heritage protection of cultural originality with the characteristics of
Fujian-Taiwan culture, the human resources of the ancient city of Zhangzhou have formed a
circular path of tourism revitalization through cultural consumption, symbolization of cultural
landscapes, cultural reproduction, and reshaping of cultural memories about the culture.
Cultural consumption: The old city of Zhangzhou was originally a residential area in the
center of Zhangzhou City in the old days, where many local Zhangzhou living folklore and
cultural consumption products were concentrated, playing both a role as a material space for
carrying culture and as a location where residents went to engage in cultural consumption
behaviors on their initiative. Respondent C02 indicated that: “This kind of store selling grass
weaving and bamboo weaving is basically their own house, and the store owner is originally
a resident of the old city. It just so happens that they have a craft skill, and then they just open
it up like that and do a little business along the way".
Cultural landscape symbolization: With urbanization and modernization, the ancient city of
Zhangzhou attracts tourists who seek originality and a sense of difference because of its
suburban attributes. Respondent C03 mentioned, "I watched the travel video before, and even
some Koreans are coming to Zhangzhou to visit the stores.". In line with the development trend
of the consumer society, the Zhangzhou government has vigorously developed the tourism
industry in the ancient city of Zhangzhou, making the local cultural symbols into tourist
attractions that can be consumed by tourists, emphasizing its "exotic," "traditional," "ancient,"
and "real" image. The goal is to allow tourists to experience the culture of the ancient city can
produce more consumer behavior. Respondent B01 said, "Near the Confucian Temple, some
stores are selling the Tang Suit, organizing Zhu Zi cultural activities, etc. A lot of people will
go in to see and may be able to buy some clothes or souvenirs. "
Cultural reproduction: The tourism value chain is meant to provide tourists with tourism
products and services, and various capital holders are redistributing capital in this place,
through the opposition between economic capital and cultural capital, dividing it into more
commercialized culture and culture for residents to consume. The native culture of the ancient
city is integrated into the tourism development in the context of the consumer society, and the
boundaries between the connotations of the indigenous life and the tourism activities begin to
blur, gradually leading to the cultural reproduction of the ancient city of Zhangzhou. As
respondent C03 indicated, "There are a lot of foreign-style stores opened there on the main
road, such as Japanese sushi, and Korean food, which are all designed to make money for the
locals. Tourists like to eat Zhangzhou specialties, but locals just want to eat something else."
Cultural memory reshaping: Many of the new stores and activities in the ancient city of
Zhangzhou were born in the context of promoting the tourism economy and are not part of the
original culture of the ancient city. As respondent C02 pointed out, "A lot of snack bars in the
278
ancient city are not authentic anymore. As locals, when we go to eat, we won't search on
platforms such as Xiaohongshu to check the raking like visitors. We already know which ones
are authentic." As new physical sites are created in the process of cultural reproduction and
are publicized and reinforced through the media, new individual memories are combined to
form collective memories in the process of interaction, and cultural memories are reconstructed
to shape new cultural identities.
Pros and cons of tourism revitalization: While most visitors to Zhangzhou in the survey
regarded the ancient city as a symbol of Zhangzhou, in the eyes of Zhangzhou locals, the
ancient city is now seen as a place of over-tourism. As respondent C01 said, "Those eating and
drinking places in the old town are too much. It's too alike with places like Zhongshan Road in
Xiamen". On the one hand, it is because for the residents here, the ancient city is their
hometown and the heritage of their ancestors, and the Fujian-Taiwan connection also stretches
from generation to generation among their ancestors. Respondent C03 mentioned that "Many
Taiwanese stay in Zhangzhou after marriage, and Zhangzhou people used to do a lot of
business in Taiwan too. So cross-strait relations are very tight". The process of repairing and
building the old city inevitably destroys its original appearance and even affects the original
living habits of the residents. According to respondent B01, "After the renovation of the old
city, there are some quite unpleasant feelings. For example, the current electric car restrictions,
permanent residents in the inside is very inconvenient, and even some of the native stores have
moved away".
However, many Zhangzhou locals also expressed their understanding of the development of
the ancient city of Zhangzhou. The ancient city served as the core of Zhangzhou and the biggest
tourism attraction, the economic benefits that it brings in cannot be underestimated. The
process of renovation of the ancient city also protects a lot of the original buildings and cultural
relics with the attributes of the security crisis, to create a more centralized, stronger sense of
style of the region, and management of the more standardized tourist attractions. In addition,
the museums and cultural relics are also new landscapes entirely due to tourism development,
which are more conducive to telling tourists about the culture of Zhangzhou and have a very
positive impact on the development of cultural heritage. As respondent, A01 indicated, "To
make more people willing to go, it is necessary to modernize it. If the city only keeps that old
style without refurbishment, there will be a lot of dangerous buildings. Even with all the
authenticity remains, I don't think there will be more people visiting here".
5 Discussion
The results of this study provide the basis for a conceptual framework that describes the
relationship between ancient city tourism revitalization for cultural heritage conservation in
Zhangzhou city. As illustrated in Fig 1, there is a nested circular relationship between cultural
heritage protection and tourism revitalization: tourism revitalization in ancient cities will rely
on the core of cultural authenticity, help cultural heritage protection at the three levels of culture,
economy, and ecology, and circularly drive the tourism revitalization path with cultural
consumption, cultural landscapes symbolization, cultural reproduction, and cultural memories
reshaping.
Cultural authenticity. Cultural authenticity is at the heart of what motivates tourists to travel
for an experience and what local people depend on for their survival and development. The
connotation of authenticity in tourism research includes the overall intangible perception of the
destination's society and culture, the form of travel, or a tourism experience (Yuan et al., 2023).
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Protecting authenticity means protecting and inheriting the uniqueness and diversity of
traditional Chinese culture, and these two are identical. As a special form of “place” existence,
the ancient city is different from the static historical and cultural heritage, it is still used as a
settlement space for residents to produce and live. Therefore, the development of the old city
in the context of tourism cannot be separated from its authenticity.
Cultural consumption. Cultural consumption is based on cultural originality, as is a social

activity and daily practice. Cultural consumption can produce and maintain a specific style of
life, residents of different cultural consumption processes are the reflection of individuals'
identity or lifestyle performance (Arslan & Coşkun, 2022). In the context of ancient cities, it
generally includes both material and non-material forms: the material level includes the
purchase of utensils, specialty food and drink, and handicrafts that represent the culture of the
ancient city; the non-material level refers to the viewing or participation in traditional cultural
festivals and ceremonies, traditional skill performances, and local folklore activities. Both
levels of cultural consumption are linked to consumers’ social identities, and individuals make
independent judgments on cultural consumption centered on cultural capital (Holt, 1998).
Cultural landscape symbolization. The phenomenon of landscape manufacturing in the

process of tourism revitalization is to shape local cultural symbols into tourism attractions that
can be consumed by tourists (Zupančič, 2021). To satisfy tourists’ needs for collecting symbols
and searching for differences, when places are developed into tourism attractions, they have
experienced the process of introducing cultural elements, symbols, or ideas into the story of
the landscape to play the roles of being exotic, traditional, and authentic (Soulard et al., 2021).
The historical and cultural attributes carried by the ancient city itself make it extremely easy to
carry out the symbolic construction of the cultural landscape.
Cultural reproduction. Ancient cities add some modern elements to traditional landscapes
through landscape restoration, intending to allow tourists to consume tourism after fully
experiencing the culture of the ancient city. With more stakeholders involved in the tourism
context, the capital is divided into two opposing categories, cultural capital and economic
capital (Huang, 2019). In the process of cultural reproduction, the local culture of the ancient
city is integrated with the development of tourism in the consumer society, which together
constitutes the field of "heritage plus tourism" context and the cultural reconstruction based on
the place occurs.
Cultural memory reshaping. Cultural memory is part of communities'

collective memory and is objectified in cultural heritage, which can be understood as a social
construct (Saretzki, 2019), so it is bound to be extensive and flexible. In the process of cultural
reproduction, the influx of many tourists and operators brings in foreign and commercial
cultures, and new cultural memory anchors of ancient cities are created (Davies, 2018). When
more individual memories convey a collective identity under social regulation, these memories
can be recognized by individuals and shared by groups in various media and rise to a new social
and cultural memory through interactive activities (Heersmink, 2023).
Cultural heritage conservation. The revitalization of ancient city heritage has the triple
attributes of culture, economy, and ecology. The origin of cultural heritage is traditional
Chinese culture, protecting traditional culture can have a great role in promoting sustainable
economic development. However the pursuit of economic development in a rush will
exacerbate the speed of destruction of cultural heritage, so it is necessary to strike a balance
between economic and cultural attributes. The protection of traditional culture should not
280
ignore the mutually beneficial relationship with the ecological environment. Only by applying
the ecological thinking of oneness and symbiosis can the advance the efforts in cultural
landscapes integrating nature and culture for highly sustainable solutions (Singh et al., 2023).
Figure 1 Tourism Revitalization Path of Ancient City Based on Cultural Heritage

Conservation
6 Conclusion
6.1 Theoretical implications
Taking the ancient city of Zhangzhou as a case study, this paper explores the path of tourism
revitalization in the ancient city with cultural heritage protection as the core. The study
highlights the significance of maintaining the original authentic culture of the ancient city and
its local attributes, despite the challenges of commercialization and conflicting interests in the
tourism industry. The paper also acknowledges limitations in the scope of the study, such as
the restricted general applicability and scalability due to the focus on Zhangzhou Ancient City.
Additionally, the research did not fully analyze the socio-economic impact of tourism
revitalization and the participation of various stakeholders.
6.2 Practical implications
In the process of tourism revitalization of ancient city culture, it is necessary to avoid excessive
transformation of local culture, which will result in the loss of sense of place, so that the ancient
city culture is always not detached from the local authenticity of culture in the cycle of tourism
revitalization.
Firstly, it is essential to enhance the sense of “place” in the ancient city. This can be achieved
through the joint participation of multiple subjects, including the local community and
government departments, to consciously publicize and pass on the cultural heritage of the
ancient city. Additionally, it is crucial to trigger awareness of protecting the cultural heritage
281
of ancient cities against the trend of delocalization to avoid the loss of cultural authenticity in
tourism development.
Secondly, the integration of cultural heritage and ancient city tourism should be actively
promoted. This can be achieved by encouraging residents and handicraftsmen to actively
participate in the construction of the ancient city tourism development, such as engaging in the
production of cultural and creative products that can lead to consumption. Furthermore, the
digitization of cultural heritage should be encouraged to widely disseminate the culture of the
ancient city and create a strong brand effect.
Finally, it is important to support heritage protection through the development of other tourism
industries. This can help address the current lack of strong brand and economic support for the
protection of Zhangzhou's ancient city heritage. By expanding the development of tourism
products in Zhangzhou and supporting heritage conservation with the benefits of other tourism
products, the transformation of cultural conservation can be facilitated, ultimately realizing the
mutual promotion of culture and economy. These practical implications provide valuable
insights for policymakers and stakeholders in the tourism industry to effectively balance
tourism development and cultural protection in ancient cities.
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Rural Tourism as a Catalyst: A Deep Dive into the Synergy between Rural
Tourism and Poverty Eradication
Suduweli Kondage, Lathisha Jayangi Ramanayaka
Abstract
This research embarks on a critical examination of the interplay between rural tourism and
poverty alleviation in Sri Lanka, utilizing a robust analytical framework grounded in secondary
data analysis. The study meticulously aggregates periodical and annual reports from esteemed
institutions within Sri Lanka, employing a combination of empirical evidence and time-series
data analyzed through econometric methodologies to unveil the dynamics of this relationship.
Employing Pearson correlation and multiple regression analyses, the research delineates the
magnitude and directionality of the interconnection between the tourism sector and poverty
reduction mechanisms. In this investigation, the analytical prowess of correlation analysis is
harnessed to fulfill a dual-purpose function. Primarily, it undertakes a rigorous evaluation of
the interdependencies among a constellation of variables. Subsequently, it meticulously curates
a subset of variables of marked significance for integration into the multi-variety regression
model. The inclusion of these variables, distinguished by their significance, augments the
predictive capacity of the model, primarily by minimizing the propensity for errors. Exhibit 3
elucidates the Pearson correlation coefficients calculated amongst these pivotal variables. The
methodological framework of this study is anchored in an empirical model that draws its
essence from an extensive review of pertinent literature. The pragmatic construct at the heart
of this investigation delineates the dependent variable in the guise of poverty alleviation and
positions rural tourism development as the independent variable. The independent variable
encompasses an array of dimensions including the ramifications of warfare, trajectories of
economic growth, the proliferation of employment opportunities, and the financial requisites
of poverty mitigation efforts. This model encapsulates the quintessence of variables deemed
paramount for the exploration of rural tourism development and its potential to mitigate poverty
within the Sri Lankan context. The variables thus identified undergo rigorous scrutiny through
both correlation and regression analyses within the ambit of this study. A pivotal revelation of
this study is the identification of a multifaceted relationship between rural tourism and poverty
alleviation, which intricately weaves through the broader narratives of economic growth,
political stability, and employment generation within the country. The analysis underscores a
nuanced understanding that, while the direct linkage between rural tourism and poverty
reduction appears modest, the indirect connections—through channels such as employment,
infrastructure development, and enhanced political stability—are profoundly significant. This
indirect relationship, often overshadowed in empirical discourse, emerges as a critical area of
focus in this study. The investigation sheds light on the previously underexplored indirect
pathways through which rural tourism contributes to poverty alleviation, challenging the
conventional underestimation of tourism's broader socio-economic impacts. The findings
advocate for a reconceptualization of rural tourism from a mere economic activity to a potent
instrument for socio-economic transformation, capable of addressing the multifaceted
challenges of poverty in rural contexts. Furthermore, the study critically evaluates the existing
poverty alleviation programs initiated by the Sri Lankan government, revealing significant gaps
and inefficiencies. Through a comprehensive analysis, it convincingly argues that rural tourism,
when strategically leveraged and integrated into broader socio-economic development
frameworks, can serve as a more effective tool for poverty alleviation than traditional
mechanisms. Drawing from the insights garnered, the research proposes a dual-strategy
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approach for policy implementation, emphasizing the need for concerted efforts that address
both direct and indirect avenues of poverty reduction through rural tourism. It underscores the
imperative for policies that are not only aligned with sustainable development criteria but also
responsive to the diverse socio-cultural and environmental contexts of rural Sri Lanka. The
study employs a qualitative case study methodology, enriched by semi-structured interviews,
direct community observations, and a thorough appraisal of artifacts and interactions within
rural settings. This approach facilitates a deep dive into the lived realities of rural communities,
offering a nuanced understanding of the challenges and opportunities inherent in rural tourism
development. The findings reveal that current rural tourism initiatives often fall short of
sustainable development standards, hampered by inadequate planning, lack of stakeholder
integration, and a failure to capitalize on local resources. The research advocates for a more
holistic and inclusive approach to rural tourism development, emphasizing the importance of a
comprehensive rural tourism resource inventory, innovative product development, and
stakeholder collaboration to navigate the complexities of sustainable development in rural areas.
This research not only illuminates the intricate relationship between rural tourism and poverty
eradication in Sri Lanka but also contributes to the broader discourse on sustainable rural
development. It posits rural tourism as a pivotal, yet underutilized, vector for socio-economic
revitalization, offering valuable insights and practical recommendations that transcend the Sri
Lankan context to inform global strategies for poverty alleviation through sustainable tourism
development. Hence, it becomes imperative for Sri Lanka to devise and implement strategies
for poverty eradication that prioritize the catalysation of employment opportunities and the
advancement of economic development, with a particular emphasis on the fortification of the
rural economy. Within the Sri Lankan milieu, rural tourism emerges as the preeminent
mechanism for poverty alleviation, a conclusion substantiated by the data analysis previously
delineated, which evidences a profound and significant interrelation between tourism and
critical variables such as employment generation and economic expansion. Indeed, the
formulation of policies aimed at mitigating poverty in Sri Lanka ought to be intricately
designed with a foundation in rural resources. These resources, in turn, act as catalysts,
invigorating the rural tourism sector. Consequently, the rural tourism industry is posited to
assume a pivotal role in the overarching narrative of poverty eradication in Sri Lanka,
underscoring its potential as a key driver of socio-economic transformation within rural
landscapes. The conclusions drawn from this investigation illuminate a pronounced disparity
in tourism investment dynamics between governmental bodies and the private sector,
engendering a plethora of impediments to the flourishing of rural tourism development. A
salient manifestation of this issue is the skewed development pattern, which emerges as a
formidable barrier to the optimal utilization of rural resources through the rural tourism
industry. This is primarily because investors exhibit a marked reluctance towards channeling
capital into less developed areas, particularly those situated beyond the confines of the Western
provinces. On one flank, the relentless advance of mass tourism, augmented by technological
innovation, poses a formidable challenge to the evolution of rural tourism. On the opposite
flank, the dimension of political stability stands out as a critical determinant for the vitality of
the rural tourism sector. In a reciprocal manner, the phenomena of unbalanced development
and political turbulence have acted as catalysts, exacerbating the conditions of poverty and
social inequality. This research study identifies the uneven engagement of stakeholders in
tourism, the onslaught of technological intrusion, and the specter of political instability as the
principal adversities militating against the advancement of rural tourism as a vehicle for
poverty alleviation. Consequently, it is imperative for Sri Lanka to undertake a comprehensive
reevaluation of the methodologies and strategies pertaining to rural tourism development and
poverty reduction. This reevaluation necessitates the formulation of a strategic tourism
development blueprint, underscored by a commitment to stakeholder integration and a
287
deliberate approach towards the harnessing of technological advancements. Moreover, it
becomes incumbent upon Sri Lanka to endeavor to mitigate the discrepancies in tourist influxes.
Paramount among these considerations is the sustenance of political stability, recognized as an
indispensable precondition for the successful realization of these objectives.The outcomes of
this inquiry underscore a critical nexus between the development of rural tourism and the
mitigation of poverty, a linkage that has been compromised by various hindrances. We deduce
that rural tourism stands as an efficacious mechanism for transcending the confines of rural
impoverishment and inequality, and advocate for the identification and strategic management
of potential impediments through comprehensive tourism development frameworks.
Consequently, this research beckons policymakers to reevaluate the extant tourism policies,
integrating innovative solutions to unravel the complexities plaguing Sri Lanka’s rural tourism
sector. The relevance of this study transcends Sri Lankan borders; within the scope of its
limitations, the insights, recommendations, and conclusions drawn herein offer a valuable
blueprint for the formulation of a rural tourism-centered national strategy applicable across the
developing world.To catalyze poverty alleviation and enhance the involvement of the
impoverished in the development trajectory, there is a pressing necessity to harness human,
cultural, and rural resources. Absent the utilization of these rural assets, the notion of rural
development remains a utopian ideal rather than a tangible reality. In this discourse, rural
tourism is heralded as the quintessential vehicle for poverty reduction and a pivotal strategy for
development. Breaking the cyclical chains of poverty through rural tourism necessitates a
thorough examination of the potential barriers inhibiting the growth of rural tourism
development.
Keywords: Econometric Analysis, Policy Orientation, Poverty Alleviation, Rural Tourism,

Socio-economic Constructs
288
Slow Food Movement and Farmer’s Markets Tourism: Are We Preserving the
Environment Around Us?
Ryan Patrick Smith

Associate Professor, Hospitality, Tourism, and Event Management Department
Lam Family College of Business, San Francisco State University
Abstract
Food sourcing has been an increasingly important topic for consumers. Farms have begun to
brand their ingredients and menu labeling with source information continues to become the
norm (Gössling et al., 2011). Consumers continue to demand more information and food and
beverage establishments continue to adapt to the consumer’s wants. One strong push for
consuming locally sourced foods is for consumers to support the local economy. Consumers,
continue to want to support businesses around them to build a community and have a sense of
belonging. Another strong justification for consumers demands local food is environmental
with more awareness surrounded by greenhouse gas emissions and its effect on climate change
(Pratt et al., 2017).
Food miles is a commonly understood measure of the distance food travels between production
and consumption (Gaballa & Abraham, 2007). Food miles comprises only one part of the life-
cycle assessment that is used to assess the sustainability of food and Van Passel (2013) suggests
that food miles should include the total external (environmental, economic and social) costs.
These costs include transporting food, including accident costs, congestion costs, air pollution
and noise pollution from transport as well as considering the transportation mode and transport
efficiency (Van Passel, 2013).
Given space and land restrictions of San Francisco, food requirements for the locals and the
tourists must come from outside the city. More city farmer’s markets of farms from around San
Francisco come into the city to sell their goods. However, what constitutes “local” in San
Francisco with California’s Central Valley, which produces over half of the entire country’s
nuts, fruits and vegetables are less than 60 miles away (California’s Central Valley: Producing
America’s Fruits and Vegetables - House Committee on Natural Resources, 2014)?
With California providing a plethora of food to not only California but also the United States,
this research looks to examine how San Francisco residents and restaurants perceive and
purchase their “local” food to help the economy and reduce greenhouse carbon emissions.
The local economy looks to not only support one another, but also the environment. With the
Central Valley, “The food basket of the United States” right around the corner, is purchasing
foods from agriculture farms in the Central Valley still helping the “local” economy, at the
same time as reducing carbon emission?
This research examines sources of food, food miles and associated greenhouse gas emissions
from food sourcing for San Francisco businesses and residents. The objectives of this research
are: 1. to examine what San Francisco residents consider as locally sourced foods; 2. to
calculate the food miles for farmer's markets and large vendor companies; 3. to estimate the
subsequent greenhouse gas emissions associated with these purchases; and ; 4. to understand
the drivers of the purchase decisions of food for these residents and businesses.
289
References
California’s Central Valley: Producing America’s Fruits and Vegetables—House Committee

on Natural Resources. (2014). House Committee on Natural Resources.
https://naturalresources.house.gov/newsroom/documentsingle.aspx?DocumentID=368
934
Gaballa, S., & Abraham, A. B. (2007). Food Miles in Australia: A preliminary study of
Melbourne, Victoria. CERES Community Environment Park, July.
Gössling, S., Garrod, B., Aall, C., Hille, J., & Peeters, P. (2011). Food management in
tourism: Reducing tourism’ s carbon 'foodprint’ Tourism Management, 32, 534–543.
Pratt, S., Mackenzie, M., & Sutton, J. L. (2017). Food miles and food choices: The case of an
upscale urban hotel in Hong Kong. Journal of Sustainable Tourism, 25(6), 770=795.
https://doi.org/10.1080/09669582.2016.1247848
Van Passel, S. (2013). Food Miles to Assess Sustainability: A Revision Steven. Sustainable
Development, 21, 1–17. https://doi.org/10.1002/sd.485
290
Social Media Development Model based of Influencer to Increase Interest of
Tourist Visits in Tourism Villages
Iwan Asaad1, Andi Alimuddin Unde2, Muliadi Mau3, M. Iqbal Sultan4
Doctoral of Communication Science Department

Faculty of Social Science and Politic
Hassanudin University
Email: asaadi20e@student.unhas.ac.id
Abstract
The phenomenon of decreasing tourist visits coming to Tourism Villages has resulted in weak
economic income obtained by the community at large, due to the strong dependence on the
tourism sector. However, after the presence of influencer-based social media that created
content about the Tourism Village, little by little the number of tourist visits, especially Gen-
Z, came to witness firsthand the local wisdom of the Tourism Village such as its typical food
and drinks, traditions and unique lifestyle. The aim of this research is to analyze the extent to
which social media influencer development models, including desire, information search,
evaluating alternatives, purchase decisions, satisfaction and experience sharing, influence
tourist interest in visiting tourist villages. This research method uses a quantitative approach
by utilizing SEM AMOS (Structural Equation Model with Analysis of Moment Structure)
analysis with a sample of 350 respondents from tourists who come to the Tourism Village. The
results of this research show that there is a positive and significant relationship between desire,
information search, evaluating alternatives, purchase decisions, satisfaction and experience
sharing on interest in visiting Tourism Villages, so that this marketing style can continue to be
applied to Tourism Villages which currently depend on on tourist visits. This research
contributes to the development of social media in consumer decision making to visit tourist
villages, the impact of which has a direct impact on the community's economic income.
Keywords: Social Media Influencer; Interest in Tourist Visits; Tourism Village.
291
Sustainable Cultural Tourism in the Era of Sustainable Development
Irene Hanna H. Sihombing*, Ni Made Suastini, Ida Bagus Putu Puja

Politeknik Pariwisata Bali
*irenesihombing@ppb.ac.id, madesuastini@ppb.ac.id, ibpuja@ppb.ac.id
Abstract
A new trend in the tourism industry is called cultural sustainability and it is based on increased
awareness about the environmental impacts of travel and the need to preserve natural resources
for the sake of future generations. Sustainable cultural tourism must be incorporated into
national development strategies before it can be considered comprehensive. The fact that
cultural tourism is a driver and enabler of sustainable development cannot be ignored. This
paper intends to investigate cultural tourism’s relevance by discussing the relationship between
sustainability and cultural tourism. Sustainable cultural tourism starts with the preservation and
management of cultures which include local community participation in decision-making
processes, good conservation practices, promotion of rural development, as well as countering
problems related to over-concentration and loss of authenticity.
Keywords: Sustainable, Cultural Tourism, Tourism Industry
1. Introduction
Sustainability has become a trending topic in the tourism industry due to the increasing
awareness of the environmental impact of travel and the need to protect natural resources for
future generations. The growing concern for sustainability in tourism has led to various trends
and innovations in recent years (Ruhanen et al., 2015). Some of the key sustainable tourism
trends include: Eco-friendly accommodations (Baker et al., 2014): Travelers are increasingly
seeking accommodations that minimize their environmental impact, such as using renewable
energy sources and implementing waste reduction strategies. Ecotourism and responsible
wildlife tourism: This approach focuses on conserving wildlife and ecosystems while providing
educational and engaging experiences for visitors (Lopez Gutierrez et al., 2020). Sustainable
transportation: The use of electric vehicles, carpooling, and bike-sharing schemes is on the rise
to reduce carbon emissions and promote more sustainable travel options (Hopkins, 2020).
Green fuel in aviation: The use of green fuel, such as biofuel, is becoming more relevant in
balancing the carbon footprint caused by air travel (Higham et al., 2021; B. Xu et al., 2022).
Measurement of sustainability: The development of tools to measure the sustainability of
tourism practices is gaining traction, which will help make tourism more transparent and
environmentally friendly (Asmelash & Kumar, 2019; Sakshi et al., 2020). Living sustainably:
Sustainability is now considered a lifestyle, with more people incorporating sustainable
practices into their daily lives, including their travel choices (Choi & Feinberg, 2021;
Lubowiecki-vikuk & Anna, 2021; Qureshi, 2020).
These trends have emerged as travelers become more conscious about the impact of their travel
choices (Han, 2021; Holmes et al., 2021; Penz et al., 2017) and seek ways to reduce their
environmental footprint (Dolnicar, 2020; Foris et al., 2020) while still enjoying their
experiences. The tourism industry is responding by adopting more sustainable practices and
292
investing in innovative solutions that benefit both the environment and local communities
(Abdou et al., 2020; Floričić, 2020). Sustainability is built on the notion that natural resources
on Earth are finite, so supporting sustainable practices helps maintain this balance.
Sustainability can indeed be linked to cultural tourism. Cultural tourism is often linked to other
tourism activities such as heritage, culinary, and various other activities that involve local
communities. Sustainable cultural tourism involves maintaining, conserving, and enhancing
cultural and natural heritage while improving the quality of life (McKercher & Ho, 2012),
living conditions, and reducing poverty. It aims to convey civilizations through tourism,
making cultural and natural assets accessible to humanity. This approach places cultural
heritage and local communities at the center of decision-making processes, ensuring good
conservation practices along with the well-being of local communities. The development of
cultural tourism brings its own problems such as the decline in the quality of life of the
community due to the exploitation of physical aspects and conflicts with stakeholders in the
tourism sector.
Sustainable cultural tourism is a concept that has gained significant attention in recent years
(McKercher, 2020), as it seeks to balance the preservation of cultural heritage (Kim et al.,
2019), the protection of the environment (Duc et al., 2021), and the social and economic
development of local communities (Lee & Jan, 2019). Cultural sustainability is critical for
preserving the unique heritage and traditions of destinations worldwide. This can include
preserving traditional architecture and local crafts, promoting cultural festivals and events, and
offering tours and activities that highlight the cultural heritage of the destination. The
hospitality and tourism industry is embracing sustainability in all its forms, from economic to
environmental (Higgins-Desbiolles et al., 2019; Streimikiene et al., 2021). Companies in the
industry are taking steps to reduce their impact on the environment, support local communities,
preserve cultural heritage, and create economic value. Sustainable development of cultural
tourism includes socio-cultural effects of tourism on host local public safety, social carrying
capacity of the local community, conservation of cultural heritage, safeguarding cultural
identity of local community, and quality of life in general (McKercher, 2020; McKercher &
Ho, 2012). Cultural tourism places importance on the sustainable management and preservation
of cultural heritage, minimizing negative impacts on the cultural heritage, and promoting
responsible tourism (Burrai et al., 2019; Kim et al., 2019; Zhuang et al., 2019). Cultural tourism
encourages visitors to be mindful of the local customs, traditions, and environmental
sensitivities, and to leave a positive impact on the visited destination. Cultural tourism offers a
rich and immersive travel experience that enables visitors to explore the cultural significance
and context of the destination, promoting cultural exchange, cross-cultural understanding, and
appreciation of diversity. Therefore, it is challenging to establish a clear framework that
effectively illustrates the importance and significance of sustainable cultural tourism in general.
This paper aims to explore the importance of cultural tourism and the connection between
sustainability and culture tourism. The definition of cultural tourism is not well-established, as
there is no consensus in the literature. Nonetheless, by examining various perspectives, we can
provide a general understanding of this evolving concept.
Research Questions
1. What is the definition of sustainable cultural tourism and its significance in the tourism
industry?
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2. How does sustainable cultural tourism address the challenges of environmental
conservation, cultural preservation, and social development?
3. What are the key aspects of sustainable cultural tourism in relation to cultural heritage,
environment, and community?
4. How can sustainable cultural tourism contribute to the long-term success and
sustainability of tourist destinations?
2. Literature Review
2.1 Sustainability in Tourism
Sustainability in tourism refers to a set of practices that strive to minimize negative impacts
and maximize positive impacts on the environment, economy, and society (Palacios-Florencio
et al., 2021; Streimikiene et al., 2021). The objective is to recognize and address all tourism
impacts while meeting the needs of visitors, the industry, the environment, and local
communities. Sustainable tourism aims to promote and develop less-visited destinations,
preserve the environment, cultural authenticity, and democratic benefits of tourist activity in
these locations (Nguyen et al., 2023). It also seeks to create inclusive and accessible tourism
opportunities while bringing tourists and local communities together, for mutual benefit.
According to the United Nations Environment Programme and the United Nations World
Tourism Organization, sustainable tourism is defined as "tourism that considers social and
environmental impacts, meeting the needs of visitors, industry, the environment and local
communities".
One of the most prominent theories used for sustainability in tourism is the concept of
sustainable tourism development, often referred to as the triple bottom line (TBL) approach.
the TBL approach is a widely researched and discussed sustainability framework that measures
a business's success in three key areas: profit, people, and the planet (Fachada et al., 2022;
Tseng et al., 2020). The literature suggests that the TBL has been adopted by various sectors
to evaluate their sustainability performance and to integrate sustainable practices into their
operations. This theory emphasizes the need to balance environmental conservation, socio-
cultural preservation, and economic viability in tourism practices and policies. The triple
bottom line approach recognizes that tourism should not only be economically profitable but
also socially and environmentally responsible. It suggests that sustainable tourism development
should aim to meet the needs of present tourists and host communities while also protecting
and enhancing opportunities for the future (Correia, 2018; Mondal & Samaddar, 2021; Tseng
et al., 2020).
Key principles of sustainable tourism development theory include (Grundey, 2008):

Environmental Conservation: This involves minimizing the negative impacts of tourism on
natural resources, ecosystems, and biodiversity. It includes practices such as resource
efficiency, waste reduction, and habitat protection. Socio-Cultural Preservation: Sustainable
tourism seeks to respect and preserve the cultural heritage, traditions, and social structures of
host communities. It aims to foster positive interactions between tourists and locals while
promoting cultural understanding and respect. Economic Viability: Sustainable tourism should
contribute to the economic development of host communities in a way that is equitable and
benefits local residents. This can include supporting local businesses, creating employment
opportunities, and ensuring a fair distribution of tourism revenues.
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In addition to the triple bottom line approach, other theories and frameworks that are commonly
used in sustainable tourism research and practice include: (1) The carrying capacity concept
(Yu & Gao, 2023; Zekan et al., 2022), which focuses on determining the maximum level of
tourism activity that an area can sustain without causing environmental degradation or social
disruption. (2) The concept of ecotourism (Shang et al., 2023; Sowards & Banerjee, 2021; L.
Xu et al., 2023), which promotes nature-based tourism experiences that are environmentally
friendly, socially responsible, and economically beneficial to local communities. (3) The
tourism area life cycle model (Butler, 2011), which describes the stages of development that
tourism destinations typically go through, from exploration and growth to decline and
rejuvenation, with a focus on managing sustainability throughout each stage. (4) The concept
of community-based tourism (Amran Hamzah, 2015; Dodds et al., 2018; Habiba & Lina, 2023),
which involves local communities taking control of tourism development initiatives and
directly benefiting from tourism activities while maintaining control over their resources and
cultural heritage.
Overall, sustainable tourism theories and frameworks provide valuable guidance for
researchers, policymakers, and practitioners in promoting tourism that is environmentally
sustainable, socially responsible, and economically viable.
2.2 Cultural Tourism
Cultural tourism encompasses a wide range of activities and experiences related to the
discovery, experience, and consumption of tangible and intangible cultural attractions and
products in a tourism context (Mousavi et al., 2016). Cultural tourism aims to provide
meaningful and authentic experiences that allow visitors to understand, appreciate, and respect
the culture and heritage of a destination. Cultural tourism is defined as a type of tourism activity
in which the visitor's essential motivation is to learn, discover, experience, and consume the
tangible and intangible cultural attractions/products in a tourism destination (Csapo, 2012;
Richards, 2003). These attractions/products relate to a set of cultural practices, traditions, and
expressions that are unique to a specific region or community.
Some key elements of cultural tourism include (Smith, 2003): Arts and Architecture: This
refers to the visual and physical aspects of a culture, such as paintings, sculptures, buildings,
and traditional architecture. Historical and Cultural Heritage: This includes historical sites,
monuments, and stories that reflect the history, values, and traditions of a society. Culinary
Heritage: Food and dining experiences are essential components of cultural tourism, as they
allow visitors to taste and experience the local flavors and culinary traditions. Literature:
Reading and exploring the literature of a destination can provide insights into the local culture
and history. Music and Creative Industries: Music, films, and other creative products are
important aspects of cultural tourism, as they showcase the artistic and cultural expressions of
a society. Living Cultures and Lifestyles: Visitors can learn about the customs, beliefs, and
traditions of a culture through interactions with local communities and participation in cultural
events. Festivals and Rituals: Participating in local cultural events, such as festivals and rituals,
allows tourists to experience authentic cultural exchange and gain insights into the local way
of life. Pilgrimages: Visiting religious sites and participating in pilgrimages can provide a
deeper understanding of the spiritual and cultural aspects of a destination. Shopping: Exploring
local markets, bazaars, and shops can be a cultural experience in itself, as visitors can discover
unique souvenirs and artifacts. Cultural tourism aims to provide meaningful and authentic
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experiences that allow visitors to understand, appreciate, and respect the culture and heritage
of a destination (McKercher, 2020).
2.3 Sustainability Cultural Tourism
Sustainable cultural tourism is a rapidly growing segment of the global tourism industry,
focusing on the preservation of cultural heritage, local communities, and the environment
(Canavan, 2016). It is a form of tourism that aims to provide authentic and meaningful
experiences for tourists while promoting sustainable development and respecting the cultural
values of local communities (Duran, 2012; Mzembe et al., 2023).
Sustainable cultural tourism is an approach to tourism that recognizes the need to preserve the
cultural heritage, protect the environment, and promote social and economic development
(Elyasi & Yamacli, 2023; Inocian et al., 2019; Ona & Solis, 2017) . It adheres to the principles
of sustainable development, which include economic, cultural, environmental, and social
sustainability. It is distinguished by its focus on local communities, and the active participation
of those communities in developing and managing tourism activities. Sustainable cultural
tourism is also characterized by its promotion of responsible travel, which respects the customs
and traditions of the local people, assists in their economic development, and helps protect the
environmental and cultural resources upon which tourism depends (Guzmán et al., 2017; Hong
Van, 2020; Marin-Pantelescu et al., 2019; Niedziolka, 2015).
In the context of contemporary tourism discourse, sustainable cultural tourism has earned
recognition as a fundamental aspect of sustainable development. As the world continues to
move towards increased interconnectivity, attention has been drawn to the importance of
preserving cultural heritage and ensuring that social development is carried out in a sustainable
manner. The stage is set for sustainable cultural tourism to accomplish precisely that: at a time
when it’s becoming too difficult to ignore the necessity of these goals, sustainable cultural
tourism presents an essential opportunity to make them a reality. In so doing, it allows for local
communities to enjoy the economic benefits associated with tourism, and for visitors of all
backgrounds to come to a clearer understanding of the value and artistic expression that culture
allows.
Among the fundamental ideas of sustainable cultural tourism are: (1) Preservation and Respect:
This includes respecting the cultural values and beliefs of the surrounding community in
addition to protecting cultural heritage sites, customs, and practices. (2) Community
Involvement: In order to guarantee that they profit economically from tourism while
maintaining control over their cultural assets, local communities actively participate in the
planning, development, and management of tourism-related activities. (3) Benefits to the local
economy: Sustainable cultural tourism seeks to create jobs and revenue for the community,
which helps to reduce poverty and boost the local economy. (4) Environmental Responsibility:
By using sustainable methods and responsible management, it aims to reduce the negative
impacts of tourism on the environment, such as pollution, habitat destruction, and loss of
resources. (5) Authenticity and Quality: The focus of sustainable cultural tourism is on
providing tourists with meaningful and authentic experiences, which inspires them to interact
with the local way of life responsibly and courteously. All things considered, sustainable
cultural tourism aims to promote a mutually beneficial link between tourism growth and
cultural preservation, assuring that the local communities' well-being and cultural legacy be
preserved for future generations.
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3. Discussion
3.1 Defining Sustainable Cultural Tourism and Its Significance in The Tourism Industry
Cultural tourism refers to travel experiences that focus on exploring and appreciating the
cultural heritage, traditions, arts, and lifestyles of different communities (Mousavi et al., 2016).
However, sustainable cultural tourism goes beyond just visiting these places; it also emphasizes
preserving and managing cultural resources responsibly, while promoting socio-economic
benefits for local communities and minimizing negative impacts on the environment (Lin et al.,
2022). In essence, sustainable cultural tourism aims to balance satisfying tourists' desires for
authentic cultural experiences and ensuring the long-term viability of those cultural assets
(Lopes & Hiray, 2024; Richards, 2018).
Sustainable cultural tourism can be defined as a type of tourism that shows respect, preserves,
and promotes the cultural heritage, traditions, and identities of destinations. It also aims to
minimize negative impacts on the environment and host communities. This type of tourism
involves various principles and practices that aim to create responsible tourism experiences
that balance economic development with cultural preservation and environmental stewardship
((Elçi & Alpkan, 2009; Marasco et al., 2024; McKercher & Cros, 2002; Ottaviani et al., 2024;
Shakya & Vagnarelli, 2024).
Sustainable cultural tourism is a crucial shift towards more responsible and ethical tourism
practices. It aims to achieve cultural authenticity, environmental conservation, and socio-
economic development as mutually reinforcing objectives. As the tourism industry continues
to evolve, it is essential to adopt sustainable cultural tourism principles to ensure the long-term
viability and resilience of destinations worldwide. By incorporating sustainability into tourism
planning, development, and management processes, stakeholders can leverage the
transformative power of cultural tourism to create a more equitable, inclusive, and sustainable
future for everyone.
Sustainable cultural tourism plays a crucial role in the overall tourism industry. It focuses on
conserving and managing cultural resources in a responsible way, while also promoting social
and economic benefits for local communities and minimizing any negative impact on the
environment. The main elements of sustainable cultural tourism include:
a. Inclusive and sustainable development is a crucial aspect of cultural tourism. It supports

the development of remote or peripheral areas while maintaining a focus on economic,
cultural, environmental, and social sustainability. Preservation of natural, historical, and
cultural resources is also vital. It aims to ensure their longevity and authenticity for future
use.
b. Responsible tourism practices should be promoted by sustainable cultural tourism. These

practices include respecting local communities, minimizing environmental impact, and
supporting local economies. Education and awareness are also essential to ensure that both
tourists and local communities understand the importance of cultural preservation and
sustainable tourism practices.
297
c. Sustainable cultural tourism should benefit local communities. It aims to create
opportunities for them to benefit from tourism activities economically. Lastly,
environmental considerations are critical. Sustainable cultural tourism seeks to minimize
negative effects on the natural environment caused by tourism.
By incorporating these key points, sustainable cultural tourism can contribute to the broader
tourism industry. It does this by promoting responsible and sustainable practices that benefit
both tourists and local communities. It also helps to preserve cultural heritage for future
generations.
3.2 Sustainable Cultural Tourism Challenges
Sustainable cultural tourism has the potential to promote environmental conservation, cultural
preservation, and social development. However, it is not without its challenges. Below are
some of the key obstacles that need to be addressed to implement and advance sustainable
cultural tourism initiatives (Alisa & Ridho, 2020; Ioan-Franc & Istoc, 2007; McKercher, 2020;
McKercher & Ho, 2012; Mousavi et al., 2016; Vargas-Hernandez, 2012):
1. Balancing Conservation and Visitor Experience:
One of the primary challenges is to balance conserving cultural heritage sites and
providing satisfying visitor experiences. Over tourism can lead to overcrowding,
degradation of historic monuments, and disruption of local communities. Managing
visitor numbers, regulating tourist activities, and implementing carrying capacity
measures are essential to mitigate these impacts while ensuring the sustainability of
cultural tourism destinations.
2. Socio-economic Disparities:
In many cases, the benefits of tourism development are not distributed equitably among
local communities. Marginalized groups, including indigenous peoples, women, and
rural populations, often face barriers to participation in the tourism economy and may
be excluded from decision-making processes. Addressing socio-economic disparities
requires proactive efforts to empower communities, build capacity, and create
opportunities for meaningful engagement in tourism development initiatives.
3. Cultural Authenticity and Commodification:
The commercialization of culture poses a significant threat to its authenticity and

integrity. In some instances, cultural tourism activities may lead to the commodification
and distortion of traditional practices, rituals, and artifacts. Balancing the demands of
the tourism market with the need to preserve cultural authenticity requires careful
planning, community consultation, and adherence to ethical guidelines that respect the
dignity and rights of local communities.
4. Environmental Degradation:
Despite efforts to promote sustainable practices, tourism activities can still have adverse
effects on the environment, including habitat destruction, pollution, and resource
depletion. Climate change exacerbates these challenges, posing a threat to cultural
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heritage sites and exacerbating vulnerabilities in tourism-dependent communities.
Addressing environmental degradation requires a holistic approach that integrates
sustainable tourism principles with broader conservation strategies and climate
resilience measures.
5. Infrastructure and Resource Constraints:
Developing and maintaining the infrastructure necessary to support sustainable cultural

tourism can be resource-intensive and challenging, particularly in remote or
ecologically sensitive areas. Limited access to basic amenities such as clean water,
sanitation facilities, and healthcare services can hinder the ability of destinations to
accommodate tourists responsibly. Investing in infrastructure development, capacity
building, and community-based tourism initiatives is essential to overcome these
constraints and ensure the long-term sustainability of cultural tourism destinations.
6. Governance and Policy Frameworks:
Effective governance and policy frameworks are critical for promoting sustainable
cultural tourism at the local, national, and international levels. However, governance
structures may be fragmented, lacking coordination among stakeholders and
enforcement mechanisms to regulate tourism activities effectively. Strengthening
governance capacity, fostering multi-stakeholder collaboration, and aligning policies
with sustainable development goals are necessary steps to address these challenges and
promote the responsible management of cultural tourism.
Sustainable cultural tourism offers immense opportunities for promoting conservation,

preservation, and development. However, it also presents complex challenges that require
careful consideration and concerted action. By addressing issues such as over-tourism, socio-
economic disparities, cultural authenticity, environmental degradation, infrastructure
constraints, and governance shortcomings, stakeholders can work together to unlock the full
potential of cultural tourism as a force for positive change in the world.
3.3 Key Aspects of Sustainable Cultural Tourism
Sustainable cultural tourism is an approach that takes into account the environmental, socio-
cultural, and economic aspects to guarantee the long-term sustainability of tourism destinations.
It emphasizes community involvement, cultural authenticity, environmental preservation,
socio-economic fairness, education, and cooperation. By adopting sustainable cultural tourism,
the stakeholders can promote positive change and create long-lasting benefits for both tourists
and host communities. The significance of sustainable cultural tourism in promoting
environmental conservation, cultural preservation, and social development as follows (Duran,
2012; Henriques & Elias, 2022; Lukman, 2020; Ozturen & Ozgit, 2022; Ramaano, 2021;
Saydam et al., 2022; Zhang et al., 2023):
1. Community Engagement and Empowerment:
Sustainable cultural tourism is based on the active involvement of local communities

in decision-making processes, tourism planning, and resource management. When
communities are empowered to shape their own development agendas, it fosters a sense
of ownership, pride, and responsibility for their cultural heritage. By giving residents
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the opportunity to participate in tourism activities, benefit from tourism revenues, and
showcase their traditions, sustainable cultural tourism contributes to inclusive
economic growth and community resilience.
2. Cultural Authenticity and Respect:
Preserving the authenticity and integrity of cultural heritage is of utmost importance in

sustainable cultural tourism. Authenticity goes beyond superficial representations; it
encompasses the living traditions, values, and beliefs of local communities. It is crucial
to respect the dignity, rights, and privacy of residents to ensure that tourism activities
do not exploit or distort cultural practices for commercial gain. Genuine cultural
experiences encourage meaningful connections between tourists and hosts, enriching
the travel experience and promoting cross-cultural understanding.
3. Environmental Stewardship and Conservation:
Environmental sustainability is a fundamental principle of sustainable cultural tourism.

It involves safeguarding natural ecosystems, reducing carbon footprint and minimizing
waste generation to maintain the ecological integrity of cultural tourism destinations.
Sustainable tourism practices such as eco-friendly accommodations, use of renewable
energy sources and responsible wildlife viewing, not only help mitigate the negative
impacts on the environment but also contribute to the conservation of biodiversity and
natural resources for future generations.
4. Socio-economic Benefits and Equity:
The concept of sustainable cultural tourism emphasizes the importance of generating

socio-economic advantages for local communities while simultaneously minimizing
any negative social impacts. It is recommended that tourism revenues be reinvested into
community development initiatives, infrastructure upgrades, and cultural preservation
efforts to ensure that benefits are distributed equitably. Creating employment
opportunities, supporting small-scale enterprises, and promoting inclusive tourism
experiences are crucial for reducing poverty, empowering marginalized groups, and
fostering social cohesion in destination communities.
5. Education and Cultural Exchange:
Education and cultural exchange serve as effective means for promoting sustainable
cultural tourism. By offering tourists opportunities to gain insight into local traditions,
history, and customs, destinations can nurture appreciation, respect, and empathy for
diverse cultures. Through cultural immersion experiences, guided tours, and interactive
workshops, visitors can directly engage with residents, resulting in mutual
understanding and the breakdown of cultural barriers. Education empowers tourists to
become responsible travelers who respect local customs, support sustainable practices,
and advocate for cultural preservation.
6. Collaboration and Partnerships:
Collaboration and partnerships are crucial for advancing sustainable cultural tourism
initiatives. It is necessary for governments, non-governmental organizations,
300
community groups, businesses, and academia to work together to develop
comprehensive strategies, share best practices, and enhance their capacity for
sustainable tourism management. Multi-stakeholder platforms, public-private
partnerships, and networking forums facilitate the exchange of knowledge,
mobilization of resources and collective action towards common goals.
Sustainable cultural tourism is an essential part of regional and macro-regional development

strategies. It puts cultural heritage and local communities at the center of decision-making
processes. By involving local communities and other stakeholders in the decision-making
process, sustainable cultural tourism ensures that results benefit both cultural heritage and the
local community. This approach aims to ensure good conservation practices along with
authentic interpretation that supports the local economy.
Sustainable cultural tourism is not just about preserving cultural heritage and empowering
communities. It is also about promoting economic growth and job creation within communities.
It recognizes the positive and negative impacts tourism can have and aims to balance economic,
ecological, and social aspects. By taking a holistic approach, sustainable cultural tourism
ensures that tourism serves the local community's interests and doesn't overshadow other
aspects of sustainable development.
Governments play a significant role in creating and implementing policies and regulations that
support sustainable cultural tourism. They can provide incentives for businesses to adopt
responsible practices, invest in infrastructure development, and ensure the protection of cultural
heritage sites. Tourism organizations, such as destination marketing organizations and tour
operators, have a responsibility to promote sustainable tourism practices and educate tourists
about cultural sensitivities and environmental concerns.
Local communities are vital partners in sustainable cultural tourism development. Engaging
with local communities and involving them in decision-making helps ensure their voices are
heard, their needs are addressed, and their cultural heritage is preserved. Collaborative
initiatives between tourism stakeholders and local communities can lead to the co-creation of
cultural tourism experiences that respect and celebrate local cultures.
Tourists themselves have a crucial role to play in promoting sustainable cultural tourism. By
being conscious consumers, they can support local businesses, respect local cultures and
traditions, and minimize their environmental footprint. Tourists can seek out responsible travel
operators, participate in community-based tourism activities, and educate themselves about the
destination's customs and practices.
In the era of globalization, sustainable cultural tourism development has become a key focus
for the travel industry. It aims to preserve local cultures, traditions, and heritage while
promoting economic growth and job creation within communities. By adopting responsible
and ethical practices, tourism can contribute to sustainable development goals and benefit
destinations, local communities, and travelers.
3.4 Sustainable Cultural Tourism Contribution
Sustainable cultural tourism is a type of tourism that leverages cultural heritage, creating
attractions and products that appeal to the international market (Manea & Cozea, 2023).
Sustainable tourism contributes to local economic development by opening up new
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perspectives for local sustainability. It also plays a crucial role in local tourism development
by emphasizing the authentic characteristics of destinations and their unique cultural identity
(Ancuța & Jucu, 2023). By practicing sustainable tourism, regions can boost tourism activity
while respecting the environment, leading to economic growth and improved welfare for local
communities. Additionally, regular tourism activities such as travel fairs and arts festivals
create demand, consumption, and investment, resulting in goods and services production
activities that benefit local communities and contribute to economic growth (Ioan-Franc &
Istoc, 2007; Priambodo et al., 2023).
Cultural tourism can have both positive and negative impacts on the environment. On one hand,
tourism can contribute to the conservation of natural areas and protect the environment (Senna
et al., 2019). On the other hand, the rapid growth of tourism and the behavior of tourists can
lead to the degradation of the ecological environment of tourist destinations. The
overexploitation of natural resources, alteration of the environment, and integration of new
buildings into traditional architectural ensembles can distort the concept of authentic and
traditional architecture (Grover et al., 2019). These impacts can have a negative effect on the
sustainable development of tourist destinations, particularly cultural heritage sites, which
require a well-protected ecological environment. To address these issues, it is important to find
and implement new architectural practices that focus on minimal environmental impact.
Additionally, promoting eco-tourism can help balance the positive and negative impacts of
tourism on the environment (Azimi & Hajipour, 2008; Richards, 2021).
Cultural tourism is an important factor in preserving and promoting cultural heritage sites
(McKercher & Cros, 2002). It is considered to be a positive influence in preserving natural and
cultural heritage. Cultural heritage tourism can contribute to sustainable regional development
by combining various heritage elements into the tourist experience including monuments, folk
culture, traditions, and crafts. Host communities benefit from cultural tourism by taking
responsibility for preserving their heritage. Effective management of cultural tourism can
generate significant social, economic, and environmental benefits. Advanced virtual reality
technologies can be used to promote and preserve cultural heritage sites, offering visitors an
alternative way to experience them beyond traditional onsite visits. Mindful tourism, where
tourists actively engage with interpretations of heritage sites, contributes to a sustainable
relationship between tourists and heritage sites. It results in greater learning and understanding
of the cultural significance of these sites.
4. Conclusion
Sustainable cultural tourism is an important concept in the global tourism industry that aims to
balance the preservation of cultural heritage, protection of the environment, and social and
economic development of local communities. It provides a responsible and viable approach to
tourism development by addressing the challenges of environmental conservation, cultural
preservation, and social development. As the tourism industry continues to grow, it is essential
to adopt sustainable practices to ensure the long-term success and sustainability of tourist
destinations.
Sustainable cultural tourism involves preserving cultural heritage and promoting the
development of local communities while minimizing negative impacts on the environment,
economy, and society. It is an integral part of regional and macro-regional development
strategies. Although there are many benefits to sustainable cultural tourism, it also poses
several challenges that need to be addressed. Policymakers and stakeholders can promote
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sustainable cultural tourism by involving local communities and other stakeholders in decision-
making processes, ensuring good conservation practices, promoting local development, and
addressing the challenges of over-tourism and loss of authenticity.
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Sustainable Service Models on Quality Control and Management: Insights
from Nordic Countries
Madina Sayfullayeva2
2
Bukhara state university, the department of tourism and hotel management, Bukhara,
Uzbekistan, sayfullayevam8@gmail.com, +998330290921, OCRID: 0000-0002-6624-1021
Abstract
Nordic countries such as Sweden, Denmark, Norway, Finland and Iceland are known for their
strong commitment to sustainability and environmental awareness and have implemented
various measures to ensure sustainable practices in the service sector. This article examines the
intersection of quality control and service management in the context of sustainable
development principles, using the example of Nordic countries and their experience. It explores
the critical role of sustainable development in optimizing service quality and operations while
supporting environmental, social and economic sustainability. By integrating sustainability
concepts into quality control and service management, businesses can improve customer
satisfaction, operational efficiency and long-term viability while reducing their environmental
impact and promoting social well-being. Through a comprehensive analysis, this paper
explains the potential of sustainable development to drive positive change and innovation in
the service sector, paving the way for a more ethical, sustainable and prosperous future.
Keywords: sustainable development concept, service, Nordic countries, Ecolabelling, quality

management
Introduction:
The management of quality control and services is an essential aspect of all businesses and
industries, as it directly impacts customer satisfaction, operational efficiency, and overall
performance (Reed et al., 2000). and improving firm performance (Hendricks & Singhal, 1997;
Lemak & Reed, 1997; Samson & Terziovski, 1999). It is no surprise that the links among
market orientation, quality practices, and performance have attracted the attention of marketing
and operations management researchers (Samson & Terziovski, 1999; Ettlie & Johnson, 1994;
Flynn et al., 1994; Kohli & Jaworski, 1990; Narver & Slater, 1990). In recent years, there has
been a growing recognition of the importance of incorporating sustainable development
principles into these practices (Erol et al., 2009). Sustainable development seeks to meet the
needs of the present without compromising the ability of future generations to meet their own
needs (United Nations Brundtland Commission, 1987). Therefore, integrating sustainable
development concepts into quality control and service management is crucial for ensuring long-
term success while minimizing adverse impacts on the environment, society, and the economy.
Nordic countries, such as Sweden, Denmark, Norway, Finland, and Iceland are taking the lead
on such service models ensuring the quality of their service industry. This article will explore
how businesses can effectively utilize sustainable development principles to enhance the
quality and management of services.
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Literature review:
Sustainable development concept in service industry: Sustainable development in the service

industry refers to the pursuit of economic growth and prosperity while minimizing negative
impacts on the environment, preserving natural resources, and promoting social well-being. In
practical terms, this involves adopting sustainable practices and integrating environmental and
social considerations into business strategies and operations (MARIN & Lucian, 2013).
Environmental sustainability in the service industry entails reducing energy and water
consumption, minimizing waste generation, and mitigating pollution. For instance, hotels and
resorts can implement energy-efficient technologies, promote water conservation, and adopt
waste reduction and recycling programs. Healthcare facilities can focus on reducing the use of
hazardous materials and implementing eco-friendly practices for waste management (Bilińska-
Reformat et al., 2019).
Social sustainability in the service industry involves promoting fair labor practices, supporting
local communities, and ensuring accessibility and inclusivity. This can be achieved through
initiatives such as employee welfare programs, community engagement projects, and providing
accessible services for individuals with disabilities.
Quality Management and Sustainability: A Synergistic Approach: Quality management in

the service industry encompasses the systematic processes and practices that aim to ensure that
services consistently meet or exceed customer expectations. This involves a focus on factors
such as service reliability, responsiveness, assurance, empathy, and tangibles, all aimed at
delivering customer satisfaction and continuous improvement (MEHL & Elena, 2012).
Sustainability, on the other hand, encompasses the environmental, social, and economic
dimensions of business operations (URLAUB & Julie, 2011). It requires businesses to adopt
practices that promote environmental conservation, social responsibility, and economic
resilience, while also meeting the needs of the present without compromising the ability of
future generations to meet their own needs.
The Nordic countries shall promote the transition to a more sustainable form of development,
in which the region’s economies grow at the same time as damage to the environment is
reduced. The biological diversity and the ecosystem’s productivity shall be preserved in order
to ensure good living conditions for humans. It is important to find the balance between the
use, the value and the protection of natural resources. Emissions of hazardous substances
should cease as soon as possible or be successively reduced if they cannot be stopped
immediately with the purpose of minimising concentrations of these substances in the
environment. All sectors including service shall contribute to changing their production and
consumption patterns so that their goals are met (Nordic Council of Ministers, 2020).
In 2019, the Nordic Council of Ministers, the official body for intergovernmental cooperation
in the Nordic region, set a vision to make the Nordic region the most stable and integrated
region in the world by 2030. Long-term strategy for 2021-2024. A budget was adopted to enable
the implementation of the long-term goals set out in the 2020 action plan for the Nordic
region[16]. The 2020 action plan involves below issues:
 Greater engagement of the business community through enhanced public-private

partnerships in the Nordic region's green transition efforts.
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 Invest in more initiatives that support the safe use of digital technologies such as 5G,
artificial intelligence and computerized solutions.
 Strengthen the bioeconomy as a driving force for growth and green transition in the
Northern region.
Methods: This article is mainly based on the case study method, in which it relies on the
experiences of service management models in the organization of the service sector based on
the criteria of sustainable development of the Nordic countries. The article is also based on the
results of a survey conducted by the Nordic consumer study 2022, based on qualitative and
quantitative methods, in order to research the services and consumers' attention to sustainable
services by ecolabelling service model in the Nordic countries. In addition, the article also used
the observation method on the documents of United Nations' related to sustainability.
Results: According to sustainable development report 2023, on top of list, most Nordic
countries performed the highest indicator on SDG implementation in their countries. Below
the table provides an information about the top ten leaders on SDG performance 13.
As can be seen in the table, most top leader countries are European countries, especially Nordic
countries. Nordic countries are taking the lead being on top lists of sustainable societies by
providing a balance between socio-economic, environmental aspects of their life. Sustainability
is on the top issue on every industry they have, provides quality ensuring people trust.
According to the Nordic consumer study 2022, consumers of all Nordic countries choose
services and goods based on sustainability. Below is a table covering these questions of the
survey. According to the given results, consumers of Iceland are mainly concerned about the
consequences of their actions on environment. Consumers from Finland and Iceland noted that
13
Countries are ranked by their overall score. The overall score measures the total progress towards achieving all
17 SDGs. The score can be interpreted as a percentage of SDG achievement. A score of 100 indicates that all
SDGs have been achieved.
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Ecolabel makes their choice easier when choosing products or services. As can be seen from
this survey, the criteria of sustainability in managing the quality of services and products are
very important for the Nordic countries.
To summarize, such issues are the reason why sustainability issues are at the top in the quality
management of Nordic countries.
Integrated Approach: Sustainable Quality Management: The integration of sustainability

principles into quality management in the service industry entails a holistic approach to
addressing the environmental and social impacts of service delivery, while simultaneously
ensuring the highest standards of service quality. This approach can be guided by the following
key principles (LUŠŇÁKOVÁ et al., 2012).
1. Environmental Responsibility:
- Adopting sustainable procurement practices to source environmentally friendly products

and services.
- Implementing energy-efficient technologies and renewable energy sources to reduce

environmental impact.
- Minimizing waste generation and implementing recycling and waste management

programs.
2. Social Responsibility:
- Ensuring fair labor practices, diversity, and inclusivity within the workforce.
- Engaging with local communities and supporting social development initiatives.
- Providing accessible and inclusive services for all customer segments, including people
with disabilities.
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3. Economic Viability:
- Ensuring financial stability and resilience through efficient resource management and risk
mitigation strategies.
- Fostering innovation in service delivery to create economic value while minimizing

negative impacts.
Sustainable service models and quality assurance: Nordic countries, such as Sweden,
Denmark, Norway, Finland, and Iceland, are known for their strong commitment to
sustainability and environmental protection. These countries have implemented various
measures to ensure sustainable practices in the service industry. Some key experiences and
measures from Nordic countries include (Nordic Council of Ministers, 2020):
1. Eco-certifications and standards: Nordic countries have developed eco-labels and

certifications to promote sustainable practices in the service industry, such as the Nordic Swan
Ecolabel and the EU Ecolabel. These certifications provide guidelines for businesses to operate
sustainably and meet specific environmental standards.
2. Clean energy initiatives: Nordic countries have invested heavily in renewable energy
sources, such as wind, solar, and hydroelectric power. Many service industry businesses in
these countries have adopted clean energy initiatives to reduce their carbon footprint and
promote sustainability.
3. Waste management and recycling: Nordic countries have advanced waste management
systems, with a strong focus on recycling and waste reduction. Service industry businesses are
encouraged to minimize waste generation and implement effective recycling programs.
4. Sustainable transportation: Nordic countries have prioritized sustainable transportation,

including public transit, cycling infrastructure, and electric vehicle adoption. The service
industry has embraced sustainable transport options for logistics and delivery services.
5. Consumer education and engagement: Nordic countries have actively engaged consumers
in promoting sustainable practices. The service industry has focused on educating consumers
about sustainable choices, offering eco-friendly products and services, and promoting
responsible consumption.
Discussion:
Nordic countries have built a reputation for fostering a culture of sustainability and innovation,
and this ethos is reflected in their approach to service quality control and management. A key
aspect of sustainable service models in the region is the integration of robust quality
management systems that adhere to industry standards while emphasizing environmental and
social considerations. By implementing stringent quality control measures and environmental
certifications, Nordic service providers ensure that their operations meet the highest standards
of quality while minimizing their ecological footprint.
Furthermore, Nordic businesses have demonstrated a commitment to incorporating

sustainability principles throughout the entire service lifecycle. This includes the careful
selection of suppliers and partners who share their environmental and ethical values, as well as
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the adoption of eco-friendly practices in service delivery and operations. Through these efforts,
Nordic service providers are able to maintain high-quality standards while contributing to the
preservation of natural resources and the well-being of their local and global communities.
In addition to environmental considerations, sustainable service models in Nordic countries

prioritize continuous improvement and innovation in quality management. This involves the
utilization of cutting-edge technologies and data-driven approaches to enhance service
delivery, minimize waste, and optimize resource utilization. By harnessing digital tools and
analytics, Nordic businesses are able to streamline their quality control processes, identify areas
for improvement, and drive efficiency gains, all while aligning with their sustainability
objectives.
Another hallmark of sustainable service models in the Nordic region is the strong focus on
stakeholder engagement and social responsibility. Nordic businesses actively involve their
employees, customers, and local communities in quality management and decision-making
processes, fostering a sense of shared responsibility and ownership. By prioritizing the well-
being of their workforce and engaging in socially responsible initiatives, such as philanthropy
and community development projects, Nordic service providers contribute to a thriving and
sustainable society while upholding high standards of service quality.
Moreover, the Nordic region serves as a rich source of best practices and lessons learned in
sustainable service models that can be applied globally. By sharing their experiences and
insights, Nordic businesses can inspire and influence service providers worldwide to adopt
sustainable approaches to quality control and management. This cross-border knowledge
exchange can lead to the development of a more sustainable, resilient, and interconnected
global service industry, benefiting both businesses and society at large.
Conclusion:
The Economic Benefits of Sustainable Development in the Service Industry:

Embracing sustainable development principles in the service industry can yield a variety of
economic benefits for businesses. Cost savings can be achieved through improved resource
efficiency, reduced operational expenses, and long-term resilience to environmental and social
risks. Furthermore, businesses that demonstrate a commitment to sustainability often attract
environmentally and socially conscious customers, leading to competitive advantage and
enhanced brand reputation.
Additionally, sustainable practices can drive innovation and create new market opportunities.
For example, the adoption of green technologies and eco-friendly services can lead to the
development of new products and services that cater to the growing demand for sustainable
solutions.
Benefits of Integrated Sustainable Quality Management:
The integration of sustainable principles into quality management practices offers a myriad of
benefits for businesses in the service industry. These include:
- Enhanced brand reputation and competitive advantage through differentiation based on

sustainability performance.
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- Improved customer loyalty and satisfaction by meeting the increasing demand for
sustainable services.
- Operational efficiency and cost savings through resource optimization and waste reduction.
- Reduction of regulatory and compliance risks through proactive environmental and social
responsibility initiatives.
In conclusion, the Nordic countries exemplify how sustainable service models can elevate
quality control and management practices, setting a high standard for ethical, environmentally
conscious, and innovative service delivery. By integrating sustainability into their quality
management systems, engaging stakeholders, and fostering a culture of continuous
improvement, Nordic businesses have demonstrated that environmental responsibility and high
service quality can go hand in hand, setting a precedent for the global service industry. As
businesses worldwide increasingly prioritize sustainability, the insights and best practices from
the Nordic region can serve as a guiding light, shaping a more sustainable and responsible
future for the service sector.
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The Dynamics of Twice Once Fandom and Its Contribution to Cultural
Tourism Development in Indonesia: An Economic and Cultural Perspective
Ghifary Ramadhan1, Nexen Alexandre Pinontoan2
Email: ghifaryiysss@gmail.com1, nexenalexandre.pinontoan@budiluhur.ac.id2
Tourism Study Program at Budi Luhur University Indonesia1,2
ABSTRACTION
This research examines the significant contribution of the TWICE fan community in Indonesia,
known as ONCE, in driving South Korean tourism through the practice of cultural diplomacy
and global economic exchange. In the era of globalization and the rise of Korean popular
culture, K-pop plays an important role in defining global cultural dynamics, with fandom acting
as a catalyst in cross-border cultural exchange. This study focuses on how ONCE, through its
love and support for TWICE, not only strengthens Korea's soft power in Indonesia but also
directly contributes to boosting tourism and the South Korean economy. Qualitative research
methods were used to explore fandom activities that go beyond the love of music to include
participation in the consumption of cultural products, merchandise and travel experiences that
support Korea's tourism and entertainment industry. The results show that the ONCE
community in Indonesia plays an active role in creating a global network that supports cultural
exchange, strengthens global cultural identity, and drives South Korean tourism. This
underscores the importance of fandom in global cultural diplomacy and illustrates how the
power of Korean popular culture, through its fan community, not only strengthens social
relations between countries but also contributes significantly to international economic
exchange and the tourism industry.
Keywords: Fandom, Cultural Diplomacy, South Korean Tourism, Global Economic Exchange,
Soft Power.
INTRODUCTION
In the current era of globalization, the K-pop phenomenon has evolved into more than just an
expression of South Korean pop culture; it has become a soft power force that influences
various social, cultural, and economic aspects around the world (Nye, 2004). K-pop, with its
global appeal, not only attracts attention from music fans but also plays an important role in
promoting cultural tourism, connecting fans with aspects of Korean culture through music,
dance, and furthermore, through travel experiences (Kim & Youn, 2018). This phenomenon
reflects how popular entertainment can be an effective tool for a country's soft power,
influencing not only cultural identity but also economic growth (Nye, 2004).
In this study, Indonesian fans' engagement and enthusiasm for K-pop is clearly illustrated
through large and continuous digital interactions. Data released by Tempo in August 2021
revealed that there were 7.5 billion tweets about K-pop from July 2020 to June 2021, with the
largest number coming from Indonesia (Javier, 2021). This phenomenon confirms how K-pop,
particularly idol groups such as TWICE, BTS, BLACKPINK, and others, have permeated the
fiber of Indonesian popular culture, encouraging a wide and diverse dialogue through social
media platforms. TWICE's popularity in Indonesia is evidenced by their achievements on
YouTube, where Indonesia is among the top five countries that watch the most TWICE videos,
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totaling 172 million views throughout 2018 (Zahrotustianah, 2019). This demonstrates not only
fans' love for TWICE but also the fandom's great potential in supporting the music industry
and cultural tourism through intensive interaction with digital content. This fandom
phenomenon is extended by discussions on the concept of fandom itself, as outlined by
Imanuella (2023), who defines fandom as a community of fans with high enthusiasm for a
particular subject. Indonesia, with large fandoms such as BTS's Army and BLACKPINK's
Blink, demonstrates how the collective identity and activities of fan communities contribute to
broader social and cultural dynamics (Imanuella, 2023). The success of K-pop groups in
Indonesia, which is recorded to have a large fan base by 2023 (Sekar Sari, 2023), further
confirms how the influence of Korean pop culture has reached and inspired millions of people
in Indonesia, underscoring the potential of fandom as a social and cultural force.
The economic growth generated from cultural tourism has a significant impact, contributing
both directly and indirectly to the local economy through the tourism and entertainment
industry. Research conducted by Richards (2018) highlights the potential of cultural tourism in
enhancing the tourist experience through more immersive interactions with local culture. This,
in turn, can drive tourist spending and support local economic growth. Engaging in cultural
interactions not only enriches the tourist experience but also serves as a powerful economic
driver. In the context of the K-pop fandom phenomenon, specifically TWICE fans known as
ONCE, this research seeks to explore how fan communities can influence cultural tourism and
positively impact economic development. Indonesia, with its large and active K-pop fan
community, makes an ideal research location. ONCE, through their participation in various
TWICE-related activities, are not only limited to music and media consumption but also engage
in activities that enhance their understanding and appreciation of Korean culture, including
visiting iconic locations, attending concerts, and learning Korean. This active engagement of
the TWICE fandom reflects a shift from passive consumption to active participation in culture,
with fans acting as cultural ambassadors through their activities. Such activities not only
strengthen the relationship between fans and their idol group but also have the potential to
advance cultural tourism and the local economy. Through this exploration, the research aims
to highlight the potential of fandom as a catalyst in cultural and economic tourism development,
particularly in the context of Indonesia which has a deep love for K-pop.
The economic growth generated from cultural tourism is significant, contributing directly and
indirectly to local economies through the tourism and entertainment industries. This
phenomenon underscores the importance of understanding the impact of culture in the context
of tourism. Fan engagement with local culture through music, dance, and other aspects of
culture creates new economic streams that have the potential to improve the welfare of local
communities. In addition, the promotion of tourist destinations through cultural activities
increases visibility and appeal to international travelers, which in turn supports the tourism and
entertainment sectors. Research by Richards (2018) has shown that cultural tourism has the
potential to enhance the tourist experience through more in-depth interaction with local culture.
This not only adds value to the tourist experience but also helps in maintaining and promoting
local cultural heritage. Thus, tourists get a more authentic and satisfying experience, which
encourages tourist spending and contributes to local economic growth. This proves that the
integration between tourism and culture can be a key driver for sustainable economic
development. Through the phenomenon of K-pop fandom TWICE ONCE, this study aims to
explore how fan communities can influence cultural tourism and positively impact economic
development, particularly in Indonesia, a country with a large and active K-pop fan community.
K-pop fandom, with its active participation in activities related to Korean culture, shows
potential as a catalyst in promoting cultural tourism. This, in turn, not only benefits the tourism
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industry but also strengthens cultural relations between countries, advances cross-cultural
understanding and appreciation and supports inclusive and diverse economic growth.
METHODOLOGY
This research methodology uses a qualitative approach to investigate the influence of K-pop
fan communities, specifically TWICE, in supporting the South Korean tourism industry.
Through this technique, the researcher sought to understand the perceptions, interpretations,
and personal experiences of Indonesian ONCE community members in their natural settings,
based on the guidelines of Creswell & Poth (2018). This study targeted the ONCE community
as the main subject to explore the impact of K-pop fandom on cultural and economic tourism,
as detailed by Yin (2018). Data was collected through a series of in-depth interviews, conducted
in person and online, with ONCE members, K-pop event organizers, and tourism industry
stakeholders, following the methodology of Kvale & Brinkmann (2014). Direct observations
of community activities and events, both online and offline, were conducted to gain insight into
group dynamics and social interactions based on Emerson, Fretz, & Shaw's (2011) framework.
This research also evaluated social media content to analyze TWICE fans' posts, comments,
and other forms of digital participation, using Saldaña's (2021) analytical approach. The sample
was selected by purposive sampling to ensure the presence of information relevant to cultural
tourism and the K-pop fandom phenomenon, as recommended by Patton (2015). Data analysis
was conducted using thematic methods, in accordance with the framework developed by Braun
& Clarke (2013). To ensure the credibility and accuracy of the research results, triangulation
of sources and methods was applied as suggested by Denzin (2017). The ethical aspects of the
study were guaranteed through the adoption of strict ethical guidelines, including informed
consent from all participants, maintaining confidentiality and anonymity of participants, and
ethical use of data, referring to the standards of the American Psychological Association
(2020).
LITERATURE REVIEW
This literature review underscores the importance of cultural diplomacy and soft power
influence, particularly through the lens of the K-pop fan workforce, which is a key driver in
advancing South Korea's cultural diplomacy and soft power. In the context of "Driving the
Wheels of South Korean Tourism: The Contribution of the TWICE Fan Community in
Indonesia to Cultural Diplomacy and Global Economic Exchange", studies have shown the
vital role of fan communities in strengthening tourism and the country's global image.
Proctor's (2021) research, "From Gangnam to Global: The Transcultural Labor of K-pop Fans
and South Korea's Soft Power", reveals how the activities of K-pop fans, including the ONCE
community in Indonesia, not only enrich cultural tourism but also increase positive perceptions
of South Korea on the world stage. This signifies the role of K-pop fandom networks in
facilitating cultural diplomacy.
Wong, J., and colleagues (2021) through their research "Let's Go, Baby Forklift! Fandom
Governance and the Political Power of Kecuteness in China" explores how fandom governance
strategies in China were used to consolidate state power and regulate public emotions through
social media during the pandemic, highlighting how emotions and fandom can become political
tools.
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Liao, Xining, and colleagues (2022) in "Fandom Nationalism in China: The Effects of Idol
Veneration and Online Fan Community Involvement" showed that online fan communities play
an important role in driving fandom nationalism, where love for idols increases nationalist
sentiments.
Rastati, Ranny (2022) in her analysis of the representation of K-Pop fans in Indonesian
television cinema highlights the distortions in the portrayal of fans, showing how the media
utilizes K-pop to attract audiences without accurately reflecting the reality of fandom activities.
Maros, M., and Basek, F. (2022) investigated how K-pop fans construct online social identities
through Twitter, identifying the unique characteristics of these interactions as well as potential
negatives such as the spread of misinformation and inter-fandom wars.
Additional research such as by Trzcińska (2018) on K-pop fandom in Poland, Kang (2023) who
discusses politics in K-pop fandom, and Luo, Zhifan, and Li, Muyang (2022) on participatory
censorship by online communities, all provide insight into the complex dynamics between
fandom, politics, and cultural diplomacy.
Overall, this literature review strengthens the theoretical basis of this research, demonstrates
how the TWICE fan community in Indonesia contributes to South Korea's tourism promotion
and cultural diplomacy, and underlines their significant role in advancing the country's soft
power in the global arena.
Research Results
The Effect of TWICE Fandom on Increasing Interest and Participation in Korean

Cultural Tourism
This study highlights the critical role played by the TWICE fan community, known as ONCE
in Indonesia, in galvanizing cultural tourism to South Korea. Through a series of in-depth
interviews with members of this community, it is revealed that fandom activities-from
participating in virtual fanmeetings to organizing TWICE-themed concerts and events-have a
major influence in increasing interest in Korean culture. Furthermore, the research
demonstrates that fans' interest in TWICE is not just limited to their music or performance but
has also evolved into a deeper appreciation of the South Korean language, cuisine and
traditions.
One respondent stated, "My love for TWICE brought me closer to Korean culture. I started
learning the Korean language and planned a trip to Seoul to experience the culture firsthand."
This confirms that the dynamics within the fan community can motivate individuals to explore
more about South Korea, including activities such as culinary tours, language learning, or visits
to landmarks that are often featured in content by TWICE.
In addition, other findings show that community initiatives such as organizing thematic events
and fan gatherings serve as a means to exchange information and travel recommendations to
South Korea, making it easier for new fans to take the first step in their cultural adventure.
"Through the ONCE community group, I got a lot of recommendations about places of interest
and food in Korea from other fans who have visited," said one interviewee, indicating how
social networks within fandoms not only strengthen group identity but also help boost cultural
tourism by facilitating the exchange of insights and experiences between members.
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The conclusion of this study highlights that TWICE fans in Indonesia, through their activities
and love for the group and Korean culture, contribute significantly to the promotion of South
Korea as an attractive tourism destination. By combining enthusiasm for TWICE with curiosity
about Korean culture, fans not only enrich their own cultural experiences but also advance
cultural diplomacy and global economic exchange, which in turn helps to drive South Korean
tourism.
The Economic Impact of TWICE Fandom on South Korea's Tourism and Entertainment
Industry
The TWICE fandom, or ONCE, has played an important role not only in strengthening cultural
ties between Indonesia and South Korea but also in making a substantial economic contribution
to Korea's tourism and entertainment sectors. Through activities such as the purchase of
merchandise, albums, and participation in TWICE-related tours, this fan community directly
supports the country's economy. As illustrated in a study by Kim and Youn (2018), the K-pop
industry has developed into a strategic component of Korea's soft power, attracting global
tourists and stimulating spending in the tourism and entertainment industries. "My interest in
TWICE not only encourages me to buy their products, but also encourages me to visit South
Korea and experience their culture first-hand," said one respondent, demonstrating how
enthusiasm for a music group can transform into motivation for travel.
The interviews also revealed that many fans plan their trips to South Korea with the intention
of following in TWICE's footsteps, including visiting music video filming locations, group
members' favorite cafes, and attending concerts and fan gatherings. "I set aside money for a
year just to be able to join TWICE's tour and visit locations they recommended through social
media," said one fan, highlighting how fandom can drive critical economic and travel planning
decisions.
Based on the testimonies from the interviews, it is clear that the economic contribution of K-
pop fandom, particularly ONCE, to South Korea's tourism and entertainment industry is a
wide-ranging phenomenon, encompassing aspects from direct spending on merchandise to
indirect impacts in increasing tourist arrivals. This impact not only confirms K-pop's soft power
role in elevating South Korea's image internationally but also its potential in generating
significant revenue for the country's economy. Through a combination of a love for pop culture
and a quest for authentic cultural experiences, the ONCE fan community is helping to promote
South Korea as a captivating travel destination, paving the way for sustainable growth in the
tourism and entertainment industry.
The Role of TWICE Fandom in Global Cultural Identity Building and Community
Networking
In today's global dynamic, TWICE's fan community, known as ONCE, has demonstrated their
significant contribution not only in supporting TWICE but also in building a global community
network and inclusive cultural identity. Through various platforms, from online forums to in-
person community gatherings, ONCE shares knowledge and experiences about Korean culture
and TWICE, revealing that participation in this fandom goes beyond just a passion for music.
It's about being part of a global movement that values and celebrates cultural diversity.
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One member of the ONCE community said, "Being part of the TWICE fandom for me is not
just about the music. It's about contributing to something bigger, where we support each other
and expand our understanding of the world's diverse cultures." This kind of activity not only
strengthens the bond between fans but also enriches intercultural dialogue, strengthening cross-
cultural understanding and appreciation characterized by a rich exchange of values and
traditions.
The development of a global network through the TWICE fandom confirms K-pop's role as an
important cultural intermediary, where meetings and discussions between fans not only raise
awareness about Korea but also pave the way for productive intercultural dialog. "Through
ONCE, I have met friends from all over the world, sharing about our traditions and learning
from our differences," said one fan. This highlights how the ONCE community acts as a
platform for enriching cultural exchange, where members feel connected and valued in their
global diversity.
As such, ONCE's active role in the TWICE fandom underscores the importance of this
community in advancing global cultural dialog and strengthening cultural and economic
exchange networks. Their support for TWICE not only raises the group's profile internationally
but also contributes to the creation of an inclusive space for cultural exchange, strengthening
K-pop's role in facilitating cultural diplomacy and advancing the global economy, in line with
its role in driving South Korean tourism.
DISCUSSION
In analyzing the impact of TWICE fandom on increased interest and participation in Korean
cultural tourism, this study supports the Cultural Tourism Theory described by Richards (2018).
The research shows that fans are not only seeking musical experiences through their support
of TWICE, but also more authentic and immersive cultural experiences that South Korea has
to offer. This concept fits with Richards' understanding of travelers' search for authentic cultural
experiences and direct interaction with the host culture.
From the in-depth interviews, it became clear that the ONCE community in Indonesia views
TWICE as a window into Korean culture, encouraging them to pursue first-hand experiences
in the country. This is reflected in the itineraries made by fans, which often include visiting
iconic locations related to TWICE, such as MV filming locations and members' favorite cafes.
This theory illustrates how enthusiasm for TWICE catalyzes fans to explore and consume
Korean culture beyond music consumption.
The cultural exchange that takes place within the ONCE community also reflects an important
aspect of cultural tourism, which is identity building and global understanding. TWICE fans
are not only immersed in Korean culture but are also expanding their networks globally. This
creates a rich intercultural dialog, in line with the increased cultural appreciation and
knowledge expected from cultural tourism.
This research also demonstrates the economic impact of the TWICE fandom on South Korea's
tourism and entertainment industry. Merchandise purchases, participation in tours, and similar
activities initiated by ONCE indicate direct economic interactions that occur as part of cultural
tourism. This suggests that the love for TWICE and K-pop in general can lead to cultural
consumption that supports the South Korean economy, as highlighted in the study by Kim and
Youn (2018).
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As such, an in-depth understanding of the linkages between the TWICE fandom and cultural
tourism provides new insights into how popular entertainment can play a role in a country's
soft power scheme and influence global economic flows. The ONCE fandom, with their
activities and aspirations, have proven to be an important part of this ecosystem, making
meaningful contributions to cultural tourism and broader economic exchange. This research
confirms that in the context of globalization and cultural exchange, K-pop fandoms such as
ONCE can have a significant influence on a country's tourism sector, illustrating the symbiotic
relationship between cultural soft power and tourism. This discussion provides confirmation of
the role of fandom in the cultural tourism economy and offers insights for stakeholders in the
industry to harness the power of fan communities in marketing and destination-building
strategies.
Cultural and Economic Depth in the TWICE Fandom
The TWICE fandom phenomenon, as indicated by the ONCE fan community in Indonesia,
shows a substantial influence on the development of cultural tourism in South Korea. As
suggested in Richards' (2018) theory of cultural tourism, fans seek authentic experiences when
interacting with culture, and this is reinforced by ONCE's interest in not just music but in
broader aspects of Korean culture (Richards, 2018). In terms of tourism, fans' passion for
TWICE transforms into a motivation to engage directly with Korean culture, which, according
to a study by Kim and Youn (2018), has become a key tool in the country's soft power strategy.
The activeness of this fandom demonstrates how cultural tourism can evolve from interest
sparked by popular phenomena such as K-pop, which, according to Hur and Kim (2020),
stimulates tourists to plan excursions associated with celebrities and iconic places in Korean
pop culture. The authentic experiences sought by fans-whether in the form of culinary tours,
language learning, or visiting locations associated with TWICE-form a new model of tourism
based on the concepts of cultural authenticity and personalized experiences (Hur & Kim, 2020).
In an economic context, ONCE fandom activities, such as the purchase of merchandise and
albums and participation in sightseeing tours, become a direct source of income that contributes
to the South Korean economy. As suggested by Lee (2018) in a study of multilingual
microblogging practices by K-pop fans, these fandom activities indicate a form of cultural
participation that does not end with media consumption but also includes the consumption of
cultural products and actual tourism (Lee, 2018). Furthermore, the construction of global
identities and community networks through the TWICE fandom underscores the role of
fandoms in facilitating cultural exchange. Maros and Basek (2022) explored how fandom
activities on Twitter build online social identities, which not only create communities but also
strengthen cultural exchange networks between members (Maros & Basek, 2022). This
suggests that fandoms can serve as agents of cultural diplomacy that enrich cross-cultural
dialog and understanding.
This research supports the view that K-pop fandoms such as ONCE can have a significant
impact on a country's cultural and economic tourism, proving the link between popular
entertainment and state soft power in a global context (Nye, 2004). The implication of this is
that understanding the behavior and motivations of K-pop fans is important for the
development of effective tourism strategies, as concluded by Proctor (2021) in his research on
transcultural fan labor and South Korean soft power (Proctor, 2021). This research illustrates
that the TWICE fandom, through its support and activities, not only increases TWICE's
visibility and popularity but also actively shapes and influences South Korea's tourism
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economy, as well as assisting in the formation of a global cultural identity through a growing
network of communities.
Interests that Lead to Authentic Experiences
Research conducted has shown that the TWICE fandom actively pursues not only pleasure in
music but also in the search for authenticity in Korean cultural experiences. This participation
signals a shift from music consumption to broader cultural consumption, reflecting concepts in
cultural tourism that prioritize authenticity as a key component (Richards, 2018). Fans move
beyond being passive consumers, becoming active participants in learning and hands-on
experiences, which significantly connects them to the visceral aspects of Korean culture
(Creswell & Poth, 2018). Through in-depth interviews, it was found that fans invest time and
resources into learning Korean, demonstrating a commitment towards achieving a deeper
understanding of Korean culture, which is in line with the authentic experiences sought by
cultural tourists according to Richards' theory (Richards, 2018). Language learning not only
allows them to experience TWICE's music more deeply but also opens the door to more
authentic cultural experiences, such as reading Korean literature, consuming media, and
interacting with native-speaking communities (Kvale & Brinkmann, 2014).
Food tourism and exploration of iconic locations associated with TWICE, as reported by
respondents, is another way in which fans pursue authentic experiences (Hur & Kim, 2020).
These actions not only enhance their cultural knowledge and appreciation but also contribute
to the local tourism industry through spending on food, lodging, and travel expenses, directly
supporting the South Korean economy (Kim & Youn, 2018). Thus, TWICE fans, in their pursuit
of authenticity of cultural experience, become a perfect example of active cultural tourism,
where individuals seek not only entertainment but also knowledge and personal growth through
interaction with other cultures (Nye, 2004). This fandom, through their spending and quest for
authenticity, illustrates how cultural tourism can act as a bridge between entertainment and
economic improvement, expanding our understanding of cultural attraction in a global context
(Proctor, 2021).
Economic Mobilization through Merchandise and Tourism
The economic mobilization undertaken by TWICE fans, primarily through merchandise and
album purchases, is a reflection of the fandom's direct contribution to South Korea's cultural
economy. In the phenomenon described by Lee (2018), fans play the role of cultural consumers,
where their purchases contribute not only to the entertainment sector but also to the wider
tourism industry (Lee, 2018). This consumption supports the economy and helps reinforce
South Korea's image as a major tourist destination, as identified by Kim and Youn (2018) in a
study on social media ecology and user perception (Kim & Youn, 2018). In addition,
participation in group-related tours indicates fans' desire to engage in more authentic and
immersive experiences. This phenomenon is in line with Hur and Kim's (2020) research
discussing how pop-culture contraflow tourism occurs, with international fans coming to South
Korea, inspired by the cultural soft power generated through Hallyu, or the Korean Wave (Hur
& Kim, 2020).
The pattern contributes to the macro-economic picture of South Korea, as shown in a study by
Richards (2018), who described cultural tourism as a growing trend where individuals seek
authentic experiences and personalized travel based on their cultural interests (Richards, 2018).
Thus, TWICE fans become part of a tourism flow that is not only economically beneficial but
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also enhances the country's image, consolidating the influence of soft power in a global context
(Nye, 2004). By purchasing merchandise and visiting key locations associated with TWICE,
fans make economic contributions that support various sectors including retail, services, and
tourism. This activity fits with the concept of cultural tourism, which supports sustainable and
integrated economic development in local communities, as suggested by Richards (2018). In
the context of economic development through cultural tourism, the active participation of
fandoms in the tourism industry underscores the importance of analyzing and understanding
this consumer behavior, as described in a framework by Proctor (2021) outlining soft power
and transcultural labor in K-pop (Proctor, 2021). Moreover, it shows how the interaction
between pop entertainment and culture can lead to real and lasting economic benefits.
Global Community Network as a Means of Cultural Diplomacy
The TWICE fandom, with a broad and diverse base around the world, has evolved into more
than just a music fan group; they have become a global community network effective in cultural
diplomacy. Through these interactions, they help enrich cross-cultural understanding, which is
an important element in the construction of an inclusive global cultural identity (Nye, 2004).
The intercultural dialog that occurs within the ONCE community facilitates the exchange of
cultural values and experiences that not only connects fans from different countries but also
strengthens the global understanding of Korea, in accordance with the soft power paradigm
suggested by Nye (2004). As ONCE members share traditions and values from their own and
Korean cultures, they participate in the creation of a dynamic global network. This
demonstrates the potential of fandom as an effective intermediary of cultural exchange, as
shown in research by Proctor (2021), who examined the role of transcultural fandom in South
Korea's soft power (Proctor, 2021). This contribution also reflects the concept of cultural
tourism that supports global network building and greater cultural understanding, as Richards
(2018) outlines the importance of authentic experiences in cultural tourism (Richards, 2018).
The construction of this global network also provides insight into how popular culture,
particularly K-pop, contributes to the change and evolution of cultural identities. As described
by Maros and Basek (2022), K-pop fans use platforms such as Twitter to build online social
identities that encourage fandom activities and intercultural interactions (Maros & Basek,
2022). This illustrates that fandom is not only an entertainment phenomenon but also an
important medium for cultural exchange and diplomacy. This network, catalyzed by the
enthusiasm for TWICE, serves as an enabling platform for cultural diplomacy practices that
utilize entertainment as a bridge. This confirms Liao et al. (2022) on the role of fandom in
mobilizing cultural nationalism, where affection for idols has the potential to increase
nationalist sentiments and support for positive cultural values (Liao et al., 2022). Therefore,
the global community network established by ONCE not only strengthens support for TWICE
but also becomes a significant tool for cultural diplomacy. This fandom contributes to increased
cross-border cultural understanding and appreciation, while strengthening social networks
focused on constructive cultural exchange.
Implications for Tourism and Economic Development Strategies
The findings from this study reveal important implications for stakeholders in the tourism and
entertainment sector. The research demonstrates that fandoms, such as those in the ONCE
community, can act as key drivers for the development and expansion of cultural tourism, in
line with Hur and Kim's (2020) research highlighting how pop-culture tourism, particularly in
relation to Hallyu, has transformed traditional tourism flows (Hur & Kim, 2020). This
recognition has prompted industry players to develop strategies that utilize K-pop fandom to
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strengthen and promote tourism destinations and cultural activities. By capitalizing on fans'
propensity to engage with certain aspects of South Korean culture, as demonstrated in research
by Kim and Youn (2018), marketing strategies can be tailored to better target the authentic
experiences sought by fans (Kim & Youn, 2018). This involves integrating music, food,
language, and iconic sites in curated tour packages, which is in line with the cultural tourism
theory discussed by Richards (2018), where authenticity and personalized experiences are key
(Richards, 2018).
This research also suggests that a deeper understanding of the motivations and behaviors of K-
pop fans could contribute to a more sustainable and inclusive approach to global cultural
tourism. Fans motivated by their affinity for TWICE can be an important resource in promoting
tourism visits, as described by Nye (2004) in the context of soft power and the way popular
culture can influence international travel patterns (Nye, 2004). The success of the TWICE
fandom in mobilizing members to support South Korea as a tourist destination shows great
potential in implementing strategies that take into account popular entertainment trends as part
of cultural diplomacy and economic development, in line with research by Proctor (2021) on
transcultural labor in K-pop fandom (Proctor, 2021). This implies the need for integration
between tourism policy and broader cultural initiatives to capitalize on K-pop's soft power
influence on a global scale. As such, the strategic utilization of K-pop fandoms such as ONCE
in tourism and economic development strategies offers opportunities to not only increase
tourist visits but also strengthen socially and economically beneficial cultural exchanges.
The Future of Fandom and Cultural Tourism
The current global market dynamics, which include the widespread spread of the K-pop
phenomenon, mark the need for a deeper understanding of the role of fandom in influencing
tourism trends and marketing strategies (Oh & Kim, 2023). As a global phenomenon, K-pop
has opened up new avenues in cultural tourism, where fandoms, particularly ONCE, serve as
agents of change and innovation (Liao, Koo, & Rojas, 2022). The success of TWICE, as a
cultural exporter, demonstrates the potential of fandom as a driving force in the creation and
development of sustainable cultural tourism experiences (Proctor, 2021). The TWICE fandom
provides a model for the integration of entertainment, culture and economy that helps
strengthen the country's soft power. This underscores the importance of understanding fan
motivation and behavior in developing tourism products that are attractive and relevant to the
target market (Kim & Youn, 2018). By approaching fandom as a growing niche market, tourism
industry players can develop customized packages and itineraries to attract fans and explore
new opportunities (Richards, 2018).
Future tourism marketing and development strategies can capitalize on the communal aspects
of K-pop fandom, using their extensive networks to promote destinations and cultural activities
(Maros & Basek, 2022). In line with this, the involvement of fan communities in the co-creation
process can result in products and services that not only resonate with their values but also
encourage more active participation in local economic activities (Hur & Kim, 2020). The future
of cultural tourism will be increasingly influenced by how the tourism industry adapts to market
changes and uses fandom as a strategic partner in the creation of authentic and memorable
cultural experiences for tourists. Further research can expand our understanding of how best to
utilize fandoms in dynamic and high-impact marketing schemes (Creighton, 2019).
This research offers a deeper understanding of the dynamic interaction between K-pop fandom,
particularly ONCE, and cultural tourism, providing new insights into global identity formation
327
and exchange. Through active participation in TWICE-related activities, ONCE not only
contributes significantly to the South Korean economy but also plays an important role in
reinforcing an inclusive global culture and identity (Nye, 2004). Their participation in this
cultural tourism ecosystem not only highlights the potential of cultural soft power as a tool of
cultural diplomacy but also as a source of substantive economic benefits (Kim & Youn, 2018).
This phenomenon suggests that soft power, mediated by K-pop fandom, has the capacity to
shape perceptions and values in a global context, supporting the development of the tourism
sector through authentic experiences and cultural engagement (Proctor, 2021). Fandom
activities, which range from media consumption to participation in sightseeing tours, illustrate
how a love for a music group can evolve into a desire to engage with the wider culture,
demonstrating the important contribution of fandom in stimulating local economies and
strengthening cross-border cultural networks (Richards, 2018).
The importance of understanding the behavior and motivations of K-pop fans, in the context
of global cultural tourism, is becoming increasingly relevant as global markets and socio-
cultural dynamics evolve. Fandoms such as ONCE offer a unique model for innovative tourism
marketing and development strategies, highlighting how entertainment and culture can
integrate to create memorable and sustainable experiences for tourists (Maros & Basek, 2022).
In the long term, these fandom activities have a wider impact on tourism and the economy,
demonstrating how popular culture, through its global appeal, can promote cross-cultural
understanding and economic growth. This research proves that cultural soft power, when
strategically managed, can generate tangible economic benefits, strengthen an inclusive global
cultural identity, and stimulate the growth of the tourism sector (Liao, Koo, & Rojas, 2022).
Figure 1: Cultural Tourism Development
This figure visualizes the contribution of fandom to cultural tourism development, with a focus
on economic and cultural aspects. The Cultural Tourism Development figure explains how the
interaction between fans and the culture they love can have a positive impact on tourism and
local economic development. A detailed and in-depth explanation of each component follows:
Fandom is The starting point of this figure is the fandom itself, which represents a community
of fans with common interests. Fandom is not only limited to the consumption of content such
as music or videos, but also includes active participation in various activities related to their
interests. Inspiring Authentic Cultural Experiences Fandoms encourage their members to seek
out authentic cultural experiences, such as language learning, visiting historical places, or
participation in cultural festivals. This creates a deeper connection between fans and the culture
they are passionate about, while increasing their understanding and appreciation of that culture.
Encouraging Economic Participation is that fandom activities often involve the purchase of
merchandise, concert tickets, and other products related to their interests. This economic
328
participation contributes directly to the entertainment and tourism industries, strengthening
local economies through increased sales and tourism. Contributing to Cultural Tourism Growth
i.e. The authentic cultural experiences sought by fandoms increase interest in cultural tourism.
This not only benefits the tourism sector in general but also helps in the preservation and
promotion of local culture to a global audience. Supports Local Economic Development i.e.
The economic participation of fandoms helps in the wider circulation of money, which
contributes to local economic development. This includes not only the entertainment industry
but also local businesses such as hotels, restaurants, and other tourism services. Cultural Soft
Power is Fandom indirectly strengthens the cultural soft power of the country of origin of the
culture they are passionate about. By promoting that culture to the global community, fandoms
help increase the influence of that country's culture on the international stage. Cultural Tourism
Development is All the elements in this figure converge into a new paradigm of cultural tourism
development, where fandoms and social interactions act as the main catalysts. The figure shows
that cultural tourism development can be expanded through the utilization of cultural soft
power and the active participation of fan communities. Figures highlight the importance of
understanding and utilizing the influence of fandom in tourism and economic development
strategies. The active involvement and enthusiasm of fandoms can be directed to not only
support the entertainment industry but also enrich cultural tourism and the local economy.
CONCLUSION
This research has provided comprehensive insights into the dynamics between K-pop fandom,
specifically TWICE fans or ONCE, and their significant impact on cultural tourism in South
Korea. It was found that ONCE does not simply act as consumers of music or entertainment,
but more broadly as active participants in global cultural exchange and economic development
through tourism. This fandom, through a range of activities that cross the spectrum from digital
to experiential, demonstrates how popular culture, such as K-pop, can utilize soft power to
influence economic improvement, reinforce an inclusive cultural identity, and drive growth in
the tourism sector. The analysis highlights that TWICE fans, through their interaction and
participation, contribute to the promotion and appreciation of Korean culture. This includes
aspects such as language learning, culinary tourism, as well as visits to TWICE-related
locations, all of which contribute to the local economy. Their active participation in cultural
tourism not only supports the tourism and entertainment industry in South Korea but also
catalyzes the creation of a global cultural network that encourages cross-cultural understanding
and appreciation. This research also emphasizes the importance of understanding fan
motivation and behavior in designing effective tourism strategies, suggesting that popular
entertainment, such as K-pop, can be an important tool in tourism marketing and development
strategies aimed at attracting global tourists. Therefore, K-pop fandom, with its power and
influence, offers new opportunities for the tourism sector to explore and capitalize on.
ADVICE
Based on these findings, several suggestions can be offered. For tourism industry players, it is
important to recognize and capitalize on K-pop fandom as a potentially large target market.
Developing customized tour packages, which feature popular music video filming locations
and fan meeting events, can attract more fans to the destination. Collaboration with the TWICE
fan community in designing and promoting activities that resonate with fans will enhance the
attractiveness and experience of tourism. Academics and researchers are invited to continue
research into the dynamics of other K-pop fandoms and their influence on sectors such as
fashion, food and education. Quantitative research on the direct and indirect economic impacts
329
of cultural tourism catalyzed by K-pop fandom can provide important insights for the
development of more effective strategies. Governments and policymakers have an important
role to play in supporting these initiatives. Investments in tourism infrastructure and facilities
that promote authentic cultural experiences for K-pop fans will strengthen the destination's
position in the global market. Using K-pop as a promotional tool in international marketing
campaigns can be effective in attracting young tourists from around the world, leveraging K-
pop's global popularity to promote culture and tourism. The potential of K-pop fandom,
especially TWICE fans, as a catalyst for cultural exchange and economic development is
significant. With the right approach and collaboration between various parties, this global
phenomenon can be harnessed to support economic growth and cultural development,
enriching global cultural identity through meaningful exchange and dialogue.
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The Effect of Food Quality on Consumer Satisfaction at Royal Tulip Gunung
Geulis Resort & Golf Hotel Bogor
Julia R.Skawanti1, Salsabila Alhadar2

Diploma Empat Perhotelan, Sekolah Tinggi Pariwisata Bogor
jrskawanti@stpbogor.c.id
Abstract
Food is one of the products offered in the tourism industry, especially in Hotels. The number
of competitors with the same type of business makes Royal Tulip Gunung Geulis Resort&Golf
Bogor Hotel must survive. The existence of complaints from consumers regarding the quality
of food that is not as expected is the background of the problems that arise. This study uses
quantitative research with the aim of presenting data variables in a structured, comprehensive,
valid, and accountable manner. Data analysis in this study is descriptive analysis. The sample
of this study was 100 respondents, namely consumers or guests who had consumed food at the
Royal Tulip Gunung Geulis Resort&Golf Bogor Hotel, using Non-Probability Sampling
sample techniques and incidental sampling techniques. Data collection was in the form of
questionnaires with the Likert Scale to see the effect of food quality on consumer satisfaction.
The sample was processed using an analysis method using the SPSS 28 application. The results
of this study are the influence of food quality on consumer satisfaction at Royal Tulip Gunung
Geulis Resort &; Golf Bogor Hotel. This is evidenced by the calculated t value greater than the
ttable (11.356>1.984) and the calculated Sig smaller than 0.05 (0.01<0.05), which has a strong
relationship of 0.754 with a contribution of 56.8% and the remaining 43.2% influenced by
other variables that are not studied.
Keywords: Consumer Satisfaction, Food Quality, Royal Tulip Gunung Geulis &Golf Bogor
1. INTRODUCTION
A hotel is a form of commercially managed accommodation that provides various facilities and
services including restaurants. Restaurants are one of the places that are in great demand by
domestic and foreign tourists, the quality of food can increase consumer satisfaction and make
consumers more loyal. One of the restaurants that provides complete facilities is LL One
Restaurant located at Royal Tulip Gunung Geulis Resort&Golf Bogor Hotel. Royal Tulip
Gunung Geulis Resort & Golf Bogor Hotel is located in the hilly Gadog Bogor area, precisely
on Jl. Pasir Angin, Sukaraja District, Bogor, West Java. The number of similar businesses in a
particular area with relatively the same product forces each hotel to be able to provide and
present something different from existing competitors. The quality of this food will affect how
many star ratings are reasonable to pin on a hotel's rating so that it directly explains what
consumers get during their stay at the hotel and builds the expectations that consumers want.
The influence of a person's income level and education will make them critical consumers of
many things, especially those related to the costs they have and will spend. Facilities are also
one of the considerations of consumers in making choices. With almost the same price but the
more complete the facilities provided, customers will be more satisfied and become a priority
for consumers to come back and get facilities as expected.
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During the Covid-19 pandemic, based on data from the management of Royal Tulip Gunung
Geulis Resort&Golf Bogor Hotel, the number of occupancies in December 2021 was 89.69%,
January 2022 was 80.48%, in February 2022 was 52.71%. From these data, it can be concluded
that consumers still choose Royal Tulip Gunung Geulis Resort &; Golf Bogor Hotel to stay. In
addition to the large number of occupancy above 50%, although there are still consumer
complaints about the quality of food at the restaurant, Royal Tulip Hotel, Gunung Geulis Resort
&; Golf Bogor is the background for this research.
I. LITERATURE
The definition of a restaurant according to Marsum, states that a restaurant is a place or building
that is organized commercially and provides good service in the form of food and beverages
[2].
Understanding product quality According to Kotler and Keller, product quality is the ability of
a product to meet consumer desires [6]. These consumer desires include product durability,
product reliability, ease of use, and other valuable attributes that are free from deficiencies and
damage. Is a combined combination of characteristics of goods and services according to
marketing, engineering, production, and maintenance that make the goods and services used to
meet consumer expectations[11]. Quality is based on consumers' experience of goods and
services measured based on certain requirements or attributes. Quality is the condition of the
product or service that will be used by consumers. This quality will be a consideration for
consumers in meeting consumer needs, desires, and expectations.
Food serves to maintain body processes in growth or development and replace damaged body
tissues, obtain energy to carry out daily activities, regulate metabolism and various balances of
water, minerals, and other body fluids also play a role in the body's defense mechanism against
various diseases [1].
Knight and Kotschevar said that food quality is the level of consistency of menu quality is
achieved by setting standards for products and then checking the points that must be controlled
to see the quality to be achieved[10]. Such points include correct recipes and measurements,
preparation, temperature, equipment, product condition during preparation, hygiene, portions,
and other factors. Food products will have their own standards even though there are many
standards in each food menu. Kotler said food quality as the ability of an item to provide
results/performance that matches or exceeds what customers want [10]. West, Wood and,
Harger said the factors that affect food quality or also called food quality include color,
appearance, portion, shape, temperature, texture, aroma, doneness, and flavor [6].
Visitor satisfaction is a person's feeling of pleasure or disappointment that arises after

comparing the estimated performance (results) of services against the expected performance
[7]. Richard Oliver said that customer satisfaction is the fulfillment response of customers to a
product or service itself that has met customer needs and expectations [12]. Dimensions of
consumer satisfaction to include perceived comfort, satisfaction for product and services, price
suitability with facilities, desire to return and desire to recommend [5].
The conceptual framework in figure 1 describes the relationship of the independent variable in
this case food quality (X) to the dependent variable or consumer satisfaction (Y).
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Resource : Food Quality (X) West, Wood dan Harger[6]; Customer Satisfaction (Y)[5]
Figure 1. Conceptual Framework
The hypotheses to be developed in this study are:
H0 : Food Quality does not have a significant effect on Consumer Satisfaction at Royal Tulip
Gunung Hotel Geulis Resort&Golf Bogor.
H1 : Food Quality has a significant effect on Consumer Satisfaction at Royal Tulip Gunung
Hotel
Geulis Resort&Golf Bogor.
II. RESEARCH METHODS
The research method uses quantitative descriptive methods based on the philosophy of
positivism, used to examine certain populations or samples, data collection using research
instruments, quantitative/statistical data analysis. Sugiyono said descriptive research is
research conducted to determine the value of independent variables, either one or more
variables (independent) without making comparisons or connecting with other variables [6].
The data collection techniques used are observation, questionnaires and literature reviews.
Data sources are obtained in two ways, there are primary data and secondary data. Primary data
is data obtained directly from respondents through observation and questionnaires while
secondary data is data obtained through media or other sources such as books, the internet, and
journals.
Population is a generalized area consisting of objects/subjects that have certain qualities and
characteristics to be studied and concluded. Population in this study is guests who stay at Hotel
Royal Tulip Gunung Geulis Resort&Golf Bogor based on a certain period of time. While the
sample is part of the number and characteristics possessed by the population. Determination of
the number of samples in this study using the Slovin formula (n=N/(1+Ne2)) with non-
probability sampling techniques with incidental sampling. Research Variables in this study
using independent variable or variable X, namely Food Quality with nine variables and
dependent variable or variable Y is the decision of consumers with five variables[9].
In this study, two types of analysis were carried out, there are statistical analysis and non-
statistical analysis. The technical analysis carried out is statistical analysis, using multiple
linear regression analysis methods. Research measuring instruments are first tested with
validity tests and reliability tests. Then, a regression prerequisite test is carried out, namely the
classical assumption test. The classical assumption test consists of the Normality Test,
Multicollinearity, and Heteroscedasticity. To facilitate data processing, the SPSS 28
application is used.
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III. RESULTS AND DISCUSSION
The sample in this study is guests who have stayed at the Royal Tulip Gunung Geulis
Resort&Golf Bogor Hotel from December 2021 to February 2022 with a total of 29,631 guests,
but the sample used is 100 respondents (the calculation results of the Slovin formula are
n=N/(1+Ne 2) or n=29361/(1+29631X0.12 ) the final result of 99.9662 rounded up to 100
respondents). Of the 100 respondents consisted of 45 men and 55 women with 4 people are
range age of<18 years old, 79 people with age range 18-25 years, 14 people ages range 26-32
years, 2 people with ages range 33-40 years and 1 person with range ages > 40 years. The last
education of respondents consisted of 67 vocational schools, 14 diplomas and 19 bachelors.
Meanwhile, based on employment, 10 senior high students, 45 college students, 20 private
employees, 3 civil servants and 10 entrepreneurs and 12 others. Based on the domicile area
consists of Bekasi area 12 people, Bogor 41 people, Jakarta 14 people and others 33 people.
Based on the number of visits to Royal Tulip Gunung Geulis Resort&Golf Bogor Hotel, 1 times
46 people, 2 times 26 people and more than 3 times 28 people.
The following is a recapitulation of the descriptive results of food quality statistics of Royal
Tulip Gunung Geulis Resort&Golf Bogor Hotel.
Table 1. Ddescriptive Statistic Food Quality (X)
Source : Research data, 2022
Table 1, the highest indicator on appearance (Q2) with a value of 4.53 and aroma (Q7) with a
value of 4.46 because the food served has an attractive color, beautiful appearance, and the
aroma of the food served is in accordance with consumer expectations. While the lowest value
on the temperature indicator (Q5) with a value of 4.17 because each consumer has different
desires from one another.
Table 2. Ddescriptive Statistic Consumer Satisfaction (Y)
Table 2, the highest indicator of satisfaction with products and services (Q12) was 4.59 and
followed by the perceived comfort indicator (Q10) of 4.49. While the lowest value on the price
and facility suitability indicator (Q13) was 4.26.
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Table 3. Ddescriptive Statistic Overall
Table 3, interpreted using a continuum with the following formula: Scale Range = (Maximum
Presentation Value – Minimum Presentation) / Value Scale, then the Food Quality variable (X)
using the formula [4]:
Maximum Percentage Value  5 X 9 X 1 = 45 Scale range = (45-9)/5 = 36/5 = 7,2

Minimum Presentation Value 1 X 9 X 1 = 9
The mean value of food quality (X) in table 3 with the number 39 being on the continuum line
of good tends to be very good.
While the variable Consumer Satisfaction (Y) with the same formula where :
Maximum Percentage Value  5 X 6 X 1 = 30 Scale range = (30-6)/5 = 20/5 = 4,6

Minimum Presentation Value  1 X 6 X 1 = 6
The mean value of consumer satisfaction (Y) in table 3 with the number 26.76 being on the
continuum line of good tends to be very good.
Data Analysis Techniques
1. Validity Test
a. Food Quality Validity Test (X)
Table 4. Food Quality Validity Test Results(X)
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Table 4, the processing data from the SPSS 28 application from each item of the food
quality variable statement (X) has a calculated significance value in the Pearson
Correlation below 0.05 so it can be valid.
b. Consumer Satisfaction Validity Test (Y)

Table 5. Consumer Satisfaction Validity Test Results (Y)
Table 5, the processed data from the SPSS 28 application from each item of the Consumer
Satisfaction (Y), variable statement has a significance calculation value in Pearson
Correlation below 0.05 so it can be said valid.
2. Reliability Test
Reliability tests are used to show the extent to which measurement results are relatively
consistent. Reliability is calculated using SPSS 28 using Cronbach Alpha, where the
construct is considered reliable if the Alpha coefficient is > 0.70 [8]
a. Food Quality Reliability Test (X)
Table 6. Food Quality Reliability Test Results (X)
Table 6, the Food Quality variable (X) has a Cronbach's Alpha value of 0.923 > 0.07 so
it can be said reliable.
b. Customer Satisfaction Reliability Test (Y)
Table 7. Consumer Satisfaction Reliability Test Results (Y)
Table 7, the Consumer Satisfaction variable (Y) has a Cronbach's Alpha value of 0.9 04
> 0.07 so it can be reliable .
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3. Normality Test
The normality test aims to test whether the existing data is normally distributed or not. The
data normality test was carried out with the Kolmogorov Smirnov test with a significance
level of α = 0.05.
Table 8. Results of Data Normality Test Calculation Using Kolmogorov-Smirnov Test
Table 8, it can be seen that the significance value is 0.07>0.05 which means the data is
normally distributed. In addition to using Kolmogorov Smirnov's test, normality testing can
also be done with the following P-Plot graph analysis:
Figure 2. P-P Graph Plots Food Quality (X) to Consumer Satisfaction (Y)
Figure 2, the pattern of spreading points around the diagonal line and following the direction
of the diagonal line, then the regression model used satisfies the assumption of the normality
test.
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1. Test t
The t test aims to determine the relationship of the independent variable with the dependent
variable.
Table 9. Test t
The ttable value for df = n–2(100–2=98) and the 5% probability is 1.984. From the results of
the t test that has been carried out it can be explained that the food quality variable (X) has
a calculated tvalue>t table (11.356>1.984), then H0 is rejected and H1 is accepted. This means
that food quality (X) has a significant effect on consumer satisfaction (Y).
4. Hypothesis Testing
Table 10. Hypothesis Testing Results
The table 9 data and the results of hypothesis testing in table 10 then the coefficient value is
0.514 with p-value smaller than 0.05 (0.001 < 0.005) so that it can be concluded that food
quality affects consumer satisfaction.
5. Simple Linear Regression Analysis
Simple linear regression is a linear regression that involves only 2 variables, variable X and
variable Y. The regression equation from X to Y is formulated as follows: Y = a + bX where
Y = 6,709 + 0,514 X
Notes:
a. The Constant value (a) is 6.709. This means that if there is a change in the Food Quality
variable (X) by 0, then the Consumer Satisfaction variable (Y) is 6.709.
b. The value of the regression coefficient of the positive consumer satisfaction variable is
0.514 with the meaning that the quality of food has increased by 1 unit, then consumer
satisfaction will increase by 0.514 or 51.4%.
c. The proof of the hypothesis can be seen in table 9, which shows that the significance
value of 0.01 is less than 0.05 so that it can be said that H0 is rejected and H1 is accepted.
Thus, it can be concluded that there is an influence of food quality on consumer
satisfaction.
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6. Correlation Test and Coefficient of Determination
The correlation test is conducted to measure how much the relationship between food
quality variables ( X) to consumer satisfaction (Y). While the coefficient of determination
is carried out to determine how much the contribution of food quality to consumer
satisfaction (Y). Here is a table of correlation tests and coefficients of determination.
Table 11. Correlation Test and Coefficient of Determination
a. Correlation Test
The correlation test aims to test the relationship between two variables that can be seen
with a significant level, if there is a relationship then it will be sought how strong the
relationship is.
Table 12. Interpretation of the Correlation Coefficient
Resource : [9]
In table 11, the value of the correlation coefficient (R) obtained is 0.754, then this value
when associated with table 12 means that food quality (X) with consumer satisfaction
(Y) has a strong relationship because it is between 0.60 – 0.799.
b. Coefficient of Determination
Based on table 11, the value of the coefficient of determination (Rsquare) is 0.568 or
56.8%, where the value means that the percentage of the influence of food quality (X) on
consumer satisfaction (Y) is 56.8% while the remaining 43.2% is influenced by other
variables that are not studied .
Based on descriptive analysis on the food quality variable (X), respondents gave a favorable
rating. While in the variable of consumer satisfaction (Y), respondents gave good ratings
tended to be very good. So it can be implied that food quality has a significant effect on
consumer, as evidenced by the statistical results of the t test which shows that the calculated t
value is greater than the ttable which is 11.356>1.984 with a calculated sig value smaller than
0.05 (0.001<0.05). These results show that H1 which states food quality(X) affects consumer
satisfaction(Y) is acceptable.
341
IV. CONCLUSION
Based on the results of processing and data analysis that has been carried out, it can be
concluded that there is a significant influence of food quality on consumer satisfaction at Royal
Tulip Gunung Geulis Resort&Golf Bogor Hotel. From the results of the correlation analysis of
the relationship between the effect of food quality (X) on consumer satisfaction (Y) with an R
number of 0.754, this shows that there is a strong relationship between food quality and
consumer satisfaction.
As for the coefficient of determination, a figure of 0.568 (56.8%) was obtained. This shows
that the percentage of influence of food quality variables (X) on consumer satisfaction (Y)
contributed 56.8%, where 43.2% of consumer satisfaction was influenced by other variables
that were not studied.
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2) Durachim.ED, & Hamzah, F. (2017). Restoran Bisnis Berbasis Standar Kompetensi.

Jurnal Pariwisata, 4(1), 10–21. https://doi.org/https://doi.org/10.31294/par.v4i1.1701
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Di Restoran Raisha Butik Hotel Bogor. Jurnal Industri Pariwisata, 5(1), 111–121.
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10) Suhartanto, A. (2018). Pengaruh Kualitas Lingkungan Fisik, Makanan dan Pelayanan
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bitner/M9780078112102.html
343
The Impact of Taman Wisata Alam Punti Kayu Attractiveness on Tourists
Reoccurring Visit through Visit Interest as Intervening Variable
Meisya Anggraini1, Vania Okky Putri2
Abstract
This paper explores the impact between atrractiveness, visit interest as intervening variabel,
and reoccurring visit to Taman Wisata Alam Punti Kayu based on data obtained from 95 tourist
who visited to Taman Wisata Alam Punti Kayu were used for the analysis. This study used a
structural Equation Modeling (PLS-SEM) SmartPLS 3.0 techniques to find the impact among
atrractiveness, visit interest as intervening variabel, and reoccurring visit to Taman Wisata
Alam Punti Kayu. The first result showed that attractiveness is the most important factor
affecting the reoccurring visit. Secondly, also revealed that at the same time atrractiveness also
had a significant influence on visit interest. The third result show that reoccurring visit is
directly affected by visit interest. In addition, this study also revealed that visit interest was
significantly also able to mediate the relationship between atrractiveness and reoccurring visit.
However, the research has certain limitations due to the limited resources available to conduct
the research, the sample size was limited to 95 tourist who visited Taman Wisata Alam Punti
Kayu. This study conducted sampling using quesinoer and interview methods of tourist during
the peak season.
Keywords: attractiveness; reoccurring visit; revisit intention; destination; intervening variable;

SmartPLS 3.0
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The Influence of Celebrity Endorsers on the Travel Intention of Millenials
Generation Travelers to Labuan Bajo
Sinaga, Endang Komesty1, Ramadhani, Iqlima2

Politeknik Pariwisata NHI Bandung
Email: iqlima@poltekpar-nhi.ac.id
Abstract
Labuan Bajo is one of the priority destinations developed by the Ministry of Tourism and
Creative Economy to become a leading tourist destination and the majority of tourists visiting
Labuan Bajo are millennials. So one of the efforts made to develop this is with the discourse
of appointing Leonardo DiCaprio as a celebrity endorser to increase trave l intention of
millennials tourists to Labuan Bajo. The purpose of this study is to find out whether the
discourse on appointing Leonardo DiCaprio to introduce Labuan Bajo will affect the travel
intention of the millennial generation to Labuan Bajo or not. This research was conducted using
a simple regression analysis technique to test the effect of variable X (celebrity endorser) on
variable Y (travel intention). The sample of this research is 200 millennium generations. It is
known that Leonardo DiCaprio as a celebrity endorser has a simultaneous effect of 68.5% on
the millennial generation's travel intention to Labuan Bajo.
Keywords: Celebirty Endorser , Travel Intention, Generasi Millennials
A. INTRODUCTION
Generation millennials born in 1981 – 2000, this generation tends to have a great yearning
(Reeves and Oh, 2008). According to a survey conducted by pegi-pegi.com in 2022 it is said
that this generation seems to be taking over the world of tourism through exploring a
destination. Generation millennials In general, they will first search for information about the
destinations to be visited by utilizing various digital media until they finally decide to visit
these destinations. When choosing a destination, generation millennials tend to use social
media and trust the words of someone who has influence in informing them about the
destinations they will visit (Over 60 Millennials Travel Statistics, 2022).
Based on the article reported by Viva.co.id (2016) that generation millennials in Indonesia tend
to visit more Eastern Indonesia Regions such as Labuan Bajo. In this regard, the government
is currently carrying out a transformation in an effort to optimize all the potential possessed by
Labuan Bajo. One of the efforts made by the government to accelerate this transformation is to
form the Labuan Bajo Flores Tourism Area Management Authority (BPOLBF) (Sekertariat
Kabinet Republik Indonesia, 2022).
BPOLBF is making various efforts to increase the development of Labuan Bajo as one of the
super priority destinations in Indonesia, currently BPOLBF is carrying outre branding by
promoting the concept of a unique destination as a world heritage fromUNESCO World
Heritage. In line with what was said before, considering that most of the potential tourists
visiting Labuan Bajo are generations millennials then process rebranding carried out through
the dissemination of information by utilizing figures who are considered to have an influence
in disseminating information to prospective tourists, especially generations millennials
regarding Labuan Bajo (Aspek.Id, 2019). BPOLBF also has plans to appoint international artist
Leonardo Di Caprio as a promotional ambassador. The head of the BPOLBF, reported by
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Republik.id (2019), said that the appointment of Leonardo DiCaprio was part of the
endorsement international artists to introduce Labuan Bajo to the world. This is then known as
the term celebrity endorser.
According to Khan & Lodhi (2016) celebrity endorser plays an important role in improving the
decisions taken by someone if it can provide a positive image of the intended target market.
BPOLBF believes that Leonardo DiCaprio is the right figure because he is an environmental
activist who understands biodiversity diversity as a heritage that must be preserved and tourism
is the right way to take advantage of it
Glover (2009) said that celebrities are felt to be able to attract attention in influencing
someone's visiting intention.
Based on what has been described previously, this study aims to determine whether Leonardo
DiCaprio's determination as celebrity endorser appointed by BPOLBF can influence travel
intention generation millennials to Labuan Bajo. Therefore research on influence celebrity
endorser to travel intention generation tourists millennials to Labuan Bajo is important to do to
answer this question.
B. LITERATURE REVIEW
Celebrity endorser are public figures whose achievements are recognized in areas that resonate
with the products supported (Idris & Adzharuddin, 2021). However, using celebrities to support
their products must consider many things including the level of popularity, and also whether
the chosen celebrity can represent the character of the product being advertised.
According to Shimp (2003) celebrity endorser has several dimensions including: attractiveness,
trustworthiness, expertise, respect, and similarity. For variables celebrity endorser on
dimensions attractiveness consists of indicators of intelligence, attitude and personality, as well
as appearance. Talking about attractiveness (Attractiveness), this is based on the celebrity's
familiarity, liking, and closeness with consumers, meaning that consumers imitate celebrity
preferences (Wo'en et al., 2016). Physical attractiveness, intelligence, and charisma are
considered.Trustworthiness consists of indicators of reliability, message delivery, and trust.
Reliability/credibility is correlated with consumer behavior. The message conveyed relates to
the character celebrity endorser. The latter depends on membership and trust. Expertise consists
of indicators of experience, knowledge, skills and expertise. (Hani et al., 2018). In this study,
the assessment indicators for indicators from respect and similarity not discussed. Indicator of
dimensions respect related to what endorser appreciate the tourist destinations that he
introduces or not, while for similarity does the endorser have the same character as visiting
tourists, because of usage celebrity endorser new is a discourse so it is not discussed in this
study.
Intention is the possibility that someone intends to do something or self-predictions or

expectations that someone will act (van der Veen, R., & Song, H., 2014). (Ajzen (2015) states
that travel intention consist of attitude towards, subjective norms and perceived behavioral
control. As for variables travel intention on dimensions attitude towards consists of indicators
of the level of fun, the level of importance and solutions or ideas. Subjective norms consists of
indicators of support from family, friends and appropriateness of information. Perceived
behavioral control consists of indicators of information search, ease of access and comparison
of places. This was conveyed also in previous research that The rapid development of
346
technology with all kinds of easy access to information and the development of social media
make millennials generation tourists to choose and determine which destinations they will go
to (Alviana et al, 2020).
Glover (2012) said that celebrities are felt to be able to attract attention in influencing
someone's visiting intention. In line with previous studies which stated that the greater the level
of intensity of use celebrity endorser as a media promotion, the effect will be even greater on
the image of the destination and the interest in visiting tourists at tourist destinations (Komang
et. al., 2022).
C. RESEARCH METHOD
This research was conducted using a descriptive quantitative method approach, the distribution
of questionnaires was carried out online using google forms. Questionnaires were distributed
to 200 generations millennials who know the figure of Leonardo Di Caprio and have a wish or
have visited Labuan Bajo. The data analysis technique used is simple linear regression, this
analysis technique is used to determine how much influence the variable has celebrity endorser
to variables travel intention generation millennials to Labuan Bajo.
D. RESULTS AND ANALYSIS
a. Respondent Profile
Based on Table 1 above, it can be seen that the majority of respondents were female with a
percentage of 59% or as many as 176 respondents and the remaining 41% were male with a
percentage of 41% or as many as 124 people.
347
Based on Table 2 above, it can be seen that the majority of respondents work as private
employees with a percentage of 60%, students with a percentage of 22%, members of the
Military / Police / Government Employess by 15%. The rest have a profession as a lecturer,
tour leader and entreprenuer. Questionnaires were given to respondents who were mostly
millennials, where the majority of their profession is currently private employees in several
companies in big cities.
Based on Table 3 above, it can be seen that the majority of respondents were 69% Bachelor
(DIV/S1) graduates, 15% Diploma (DIII), 10% Postgraduate and 6% High School.
348
Based on Table 4 above, it can be seen that the majority of respondents earn 10-15 million
rupiah per month by 50%, earn < 5 million rupiah by 41%, 5-10 million rupiah by 8%, and the
remaining 1% earn > 15 million rupiah. The majority of income per month is 10-15 million
rupiah because most work as private employees who work in big cities with an average income
of above 10 million rupiah.
Based on Table 5 above, it can be seen that the majority of respondents came from Jabodetabek
as much as 31%, then 19% of respondents came from Bali, 17% came from West Java, 16%
came from Sulawesi and the rest came from West Nusa Tenggara, Java. East, Central Java,
Sumatra and East Nusa Tenggara.
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Based on Table 6 above, it can be seen that the majority of respondents had never visited
Labuan Bajo as much as 57% and the remaining 43% had visited Labuan Bajo. Most of the
respondents even have almost the same percentage as those who have visited or have never
visited Labuan Bajo, this is related to the intention of the respondents.
350
b. The Influence of Celebrity Endorser on Travel Intention
The following is the result of a descriptive analysis of the 19 research indicators tested
through SPSS:
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Based on Table 1 it can be seen that the variable celebrity endorser (X) obtained an average
score of 4.08 with the highest indicator being appearance. Respondents said they strongly
agreed that Leonardo DiCaprio had an attractive appearance. While the lowest indicator is
knowledge. Only a few respondents agreed that Leonardo DiCaprio had sufficient knowledge
to introduce Labuan Bajo.
Next for variables travel intention (Y) obtained an average score of 4.47 with the highest
indicator being the level of enjoyment. Respondents stated that they strongly agreed that
visiting Labuan Bajo was a very pleasant thing for them. While the indicator with the lowest
score is family support, the majority of respondents said they did not agree that they would
visit Labuan Bajo because of family support.
Next are the results of research and discussion regarding the influence of variables celebrity
endorser (X) to variables travel intention (Y) by using SPSS. To determine the effect of
variable X on variable Y, several tests are carried out as follow
1) Normality Test
PICTURE 2
NORMALITY TEST
Source : Data Processing (2023)
Figure 1 above shows that the resulting significance value is 0.863, which means that the data
from this study is normally distributed because the significance value is > 0.05.
352
2) Linierity Test
PICTURE 3
LINIERITY TEST
Referring to the results of significance (Sih) from Figure 3 above, the result is that the value of
the deviation from linearity Sig. is 0.01 < of 0.05. So it can be seen that there is a significant
influence between the celebrity endorser variable (X) on travel intention (Y).
3) Simple Linear Regression Analysis
PICTURE 4
SIMPLE LINEAR REGRESSION RESULTS
Based on Figure 4 above, it can be seen that a = the constant number of unstandardized
coefficients, which is equal to 20.550 and b = the coefficient number of the regression with a
value of 0.483. This figure means that for every 1% addition to the celebrity endorser variable
level (X), the travel intention variable (Y) will increase by 0.418. Because the value of the
regression coefficient is positive, it can be seen that celebrity endorsers have a positive effect
on travel intention. Then the regression equation of this study is Y = a + b or 20.550 + 0.483X
353
4) Correlation Coefficient Test
PICTURE 5
CORRELATION COEFFICIENT
Based on Figure 5 above, it can be seen that the R value is 0.734, this shows the strength of the
relationship between the X variable, namely the celebrity endorser and the Y variable, namely
travel intention simultaneously.
5) Coefficient of Determination Test
PICTURE 6
COEFFICIENT OF DETERMINATION TEST
Based on Figure 5 above, it can be seen that the R Square value is 0.685 or 68.5%. This figure
shows that variable X simultaneously influences the dependent variable, namely travel
intention of 68.5% while the rest is the influence of other variables not examined in this study.
E. CONCLUSION
Based on the results of the research and discussion, it can be concluded that Leonardo
DiCaprio's discourse as a celebrity endorser simultaneously has a positive effect on the
millennial generation's travel intention to Labuan Bajo. However, there are a number of things
that need to be considered because the intention of the millennial generation when they want
to travel is more influenced by the attractiveness of celebrity endorsers, rather than the
knowledge possessed by these celebrities. This is contradictory to the main objective of the
BPOLBF which states that the main objective is to promote Leonardo DiCaprio as a celebrity
who is endorsed because of his knowledge of World Heritage. In future research it is suggested
to examine the dimensions of respect and similarity, which are not discussed in this study. Then
the next topic is the selection of a celebrity endorser which has been determined to determine
its influence on the image of Labuan Bajo as a World Heritage destination by UNESCO which
influences the decision to visit general tourists (all walks of life) who have indeed visited
Labuan Bajo tourist destinations.
354
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Celebrity Endorsement on Consumer Purchase Intention (Case Study: Clear
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The Influence of E-Wom on TikTok on Tourist Interest and Its Impact on the
Visit Decision to the Special Region of Yogyakarta
Heppy Millanyani, Tarandhika Tantra, Kiran Maroep Maulana Husni, Adyakhansa Mustika
Jagatnata
Telkom University, Bandung, Indonesia
Abstract
Electronic word of mouth is believed to influence a person's interest and decision to visit.
Interest in visiting is also a determining factor for potential tourists to visit a destination. This
study aims to determine the effect of electronic word of mouth and visiting interest on vis-iting
decisions and to prove the effect of visiting interest as a mediating variable. The population in
this study is Tourists who visited the Special Region of Yogyakarta during the post-COVID-
19 pandemic in 2022. Sampling was done using purposive sampling techniques, with as many
respondents as 100. Methods of data collection: The questionnaire method was used. Data anal-
ysis used SEM-PLS with research variables including electronic word of mouth, interest in vis-
iting, and visiting decisions. The results showed that electronic word of mouth had a positive
and significant effect on visiting interest, electronic word of mouth had a positive and signifi-
cant effect on visiting decisions, and visiting interests had a positive and significant impact on
visiting decisions. As for testing the mediation effect, it was found that interest in visiting medi-
ates the relationship between electronic word of mouth and interest in visiting on visiting deci-
sions. For future research, the author feels that the variables used are good and have a signifi-
cant impact. Still, other variables might be investigated to see the performance of the tourist
sight in similar or different places.
Keywords: Electronic Word Of Mouth, Tourist intention, Visiting Decision, Post Pandemic,
TikTok.
1 INTRODUCTION
UNWTO said the number of international tourists arriving was down about 1 billion or 74 %
between January and December 2020. In the first quarter of 2021, the barometer UNWTO
world tourism shows a decrease of 84%. As a result, the United Nations Conference on Trade
and Development (UNCTAD) estimates the tourism sector will still be at a global loss, between
US$1.7 trillion and US$2.4 trillion compared to 2019 (Wahyuni, 2021). The COVID-19 pan-
demic has caused the cancellation of travel plans to Indonesia, which also means accommoda-
tion cancellation. Recorded throughout 2020, the average TPK in Indonesia has only reached
34.30 % or decreased compared to 2019, which reached 53.80 % (Susanto & Tendi, 2020).
According to the Yogyakarta Tourism Department (2019)the number of tourists visiting the
Special Region of Yogyakarta was 1,384,781, consisting of 40,570 foreign tourists and
1,344,211 domestic tourists. The highest number of foreign tourists was in January, with
20,805 tourists, and the lowest was in June, with 64 tourists. Domestic tourists still dominate
Yogya-karta, with the highest number in January, 303,497 tourists, and the lowest in June, with
2,376. With the improvement in the COVID-19 situation, the government of the Special Region
of Yogyakarta has tourism potential after COVID-19 pandemic (Yogyakarta, 2019).
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The development of internet technology in today's marketing dynamics impacts consumer
behavior, such as digitally expressing opinions about a tourist destination. This is also known
as electronic word of mouth (EWOM) (Rukmiyati, N. M. S. & Suastini, N. M., 2016). Posting
something good about object tourism (EWOM) contributes to the image of tourist destinations,
satisfaction, and tourist loyalty (Widyanto, A., Sunarti, & Pengestuti, E., 2017). Good commu-
nication in the form of likes, comments, or an invitation through electronic media is called
Elec-tronic Word of Mouth, which is believed to be one of the communication mix marketing
that can influence people's interest and visiting decisions.
Social media is one example of E-WOM's online version. TikTok was the world's most
downloaded app in 2020, taking the top spot from Facebook Messenger and digital analytics
company App Annie (Su et al., 2020). TikTok’s largest markets are the U.S., Indonesia, and
Brazil (Mansoor Iqbal, 2022). TikTok’s algorithm is sharp and provides precise videos to serve.
TikTok provides its users with a lot of organic reach. Even without followers, these posts have
the potential to go viral and reach millions of people (GlobalWebIndex, 2021).
TikTok is a platform that rose in popularity during the lockdown and high approval rates for
coronavirus response marketing (GlobalWebIndex, 2021). 93% of TikTok users provide
practical information that helps spread situation information, 93% of TikTok users are running
loyalty perks for customers, and 88% of TikTok users are advertising to show how they respond
to coronavirus (Simon Kemp, 2021). Through TikTok, companies can build interactions with
consumers through hashtags and photos about their brand, so the feedback influences consum-
ers' decision to visit (Adriyati & Indriani, 2017). Electronic Word of Mouth (E-WOM) about
Special Region Of Yogyakarta tourist attractions and activities can be viewed from several Tik-
Tok videos (Susanto & Tendi, 2020). Based on these facts, the author is interested in seeing
how much potential Electronic Word of Mouth influences Visit Decisions by mediating Tourist
Intention to the Special Region of Yogyakarta intentions.
2 LITERATURE REVIEW
2.1 Electronic Word
E-WOM and WOM are distinguished only by the media they use; e-WOM uses electronic
media as an intermediary. In other words, E-WOM is the digitalization of traditional WOM.
WOM is delivered directly from one party to another, while E-WOM delivery requires an inter-
mediary medium through electronic media (Damayanti et al., 2017). WOM is delivered directly
from one party to another, while E-WOM delivery requires an intermediary medium through
electronic media (Damayanti et al., 2017). Electronic Word of Mouth is classified into four di-
mensions: intensity, positive valence, negative valence, and content. Intensity is the feasibility
of consumers in providing information, interactions, and opinions between consumers on social
networking. Positive valence is defined as good or positive comments spread by consumers.
Negative valance is defined as bad or negative comments spread by consumers. Content is in-
formation on the quality, price, comfort, cleanliness, and hotel services consumers purchase.
2.2 Tourist Intention
Intention to visit a destination is the willingness to visit the destination (Chen et al., 2014). The
decision to visit a destination is interpreted as a rational calculation of the costs and benefits of
alternative goals derived from external information sources, including online WOM or travel-
lers' blogs. Two dimensions form Tourist intention (Damayanti et al., 2017); DSR is defined
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as perceptions of obligations and activities applied to all stakeholders, including tourists,
community residents, employees, investors, governments, suppliers, and competitors;
Destination trust is the tourists' overall perception of the destination's competence (e.g., service
quality), benevolence (e.g., positive intentions, that is, willingness to consider the interests and
expectations of the stake-holders), and credibility (e.g., fulfilling its promises).
2.3 Visit Decision
Several differences are adjusted to buyers' behavior in purchasing decisions (Kotler, 2021). A
chief theoretical framework used to explain travel behavior is the theory of planned behaviors
(Ajzen, 1985). The theory of planned behavior by Ajzen (1985), consists of three constructs:
at-titude, perceived behavioral control, and subjective norm. Attitude is a favourable or
unfavoura-ble predisposition towards a product, service, or destination.
3 METHODOLOGY
The research method used by the author is quantitative, and the data collected in this study
were analyzed using SEM-PLS. The population in this study is TikTok users and those who
have visited Yogyakarta post-pandemic in 2022. The number of samples obtained from the
questionnaire distributed was 100 respondents who were tourists visiting Yogyakarta and were
active TikTok users. The variables studied include Electronic Word of Mouth (X), Visit Deci-
sion (Y), and mediation variable Tourist Intention (Z).
Tabel 2. Summary of research instruments.
4 RESULT AND DISCUSSION
Based on the questionnaire results, it is known that the characteristics of respondents are as
many as 54% male and 46% female. Age less than 20 years as much as 15%, age 21-25 years
as much as 65%, age 26-30 years as much as 19%, and age over 30 years as much as 1%. Based
on education level, 2% of respondents are junior high school graduates (2%), 65% are high
school graduates, 1% are Diploma graduates, and 31% are bachelor's graduates or higher.
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4.1 Measurement model
In SEM-PLS analysis, the assessment of convergent validity and reliability was conducted
using factor loading, Average Variance Extracted (AVE), and Composite Reliability (CR)
(Hair, 2017). The evaluation focused on the specified loading/cross-loading (Figure 2).
Establishing 0.5 as the threshold value indicated that loadings are deemed significant (Hair,
2017). Regarding convergent validity, the primary objective is to achieve an AVE value greater
than 0.5, signify-ing that the measure is positively associated with other measures of the same
construct.
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Based on the table above, it is known that all indicators have a factor loading value > 0.7 and the AVE
value of each construct variable > 0.5, which shows that all indicators in this study meet convergent
validity and can be continued in the next step. All composite reliability values in latent variables show
good results because they show composite reliability values greater than 0.7. Thus, all indicators are
feasible measuring instruments for their respective constructs. La-tent variables have Cronbach's alpha
value above 0.7.
Furthermore, Inner model testing evaluates the relationships between latent constructs. This
study tested the inner model by showing the values of R-Square and Q-Square on endogenous
latent constructs. Based on the results of data analysis, it is known that the variable Tourist In-
tention (Z) has an R square value of 0.275, which means that the Electronic word-of-mouth
var-iable can explain Tourist Intention by 27.5%. Meanwhile, the Visit Decision variable has
an R-square value of 0.564, which means the Electronic word-of-mouth variable and the
Tourist In-tention variable can explain the Visit Decision (Y) by 56.4%.
Hypothesis testing
The hypothesis test results are presented in Table 3, consisting of the β coefficient, t-val-ues,
and the decisions made on acceptance or rejection of the hypothesis. Hypothesis testing in this
study uses a two-way test with an error rate of 5%, so the critical value that must be met is 1.96.
The path coefficient value indicates a positive or negative influence between the exoge-nous
and endogenous latent constructs. The SmartPLS Bootstrapping result revealed H1, H2, H3,
and H4 were accepted.
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Figure 2. PLS path coefficient algorithm
The summary of the t-value and p-value constructs in this study is presented in Table 3 below:
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4.2 Discussion
Electronic Word of Mouth on Tourist Intention is significantly positive (Path Coefficient =

0.524; T-Values = 5.361), thus Hypothesis 1 is accepted. This study shows that Electronic
Word of Mouth significantly and positively affects Tourist Intention. So the better the
Electronic Word of Mouth, the higher the level of Tourist Intention. Electronic Word of Mouth
on Visiting Decisions are positively significant (Path Coefficient = 0.524; T-Values = 5.361).
It can be stated that Hypothesis 2 is accepted. Thus, it can be concluded that Electronic Word
of Mouth significantly positively affects Visiting Decisions. So the better the Electronic Word
of Mouth, the higher the level of Visiting Decisions. Tourist Intention on Visiting Decisions is
positively significant (Path Coefficient = 0.524; T-Values = 5.361). It can be stated that
Hypothesis 3 is accepted. Thus, it can be concluded that Tourist Intention significantly
positively affects Visit-ing Decisions. So, the higher the level of tourist intention, the higher
the level of visiting deci-sions. Electronic Word Of Mouth on visiting decisions through Tourist
Intention to visit are sig-nificantly positive (Path Coefficient = -0.180; T-Values = 1.920), it
can be stated that Hypothesis 4 is accepted. Thus, it can be concluded that Tourist Intention in
visiting can medi-ate the influence of Electronic Word of Mouth on visiting decisions. The
results of this study revealed that e-WOM significantly affects tourist interest. TikTok is a
popular social media plat-form among Generation Z and Millennials, as the characteristics of
respondents show that the age between 20 and 30 dominates respondents. Gen-Z and
Millennials make TikTok the pri-mary reference in many ways, so viral content about
Yogyakarta greatly influences their travel interests. After the pandemic, most people began to
realize their intention to be able to do tour-ism, but this was delayed due to social restrictions
during the pandemic. Thus, the local govern-ment can maximize the use of the TikTok platform
to increase tourist visits again after the pan-demic.
5 CONCLUSION
The use of the TikTok platform to attract tourists to Yogyakarta can be done by creating content
that describes the condition of Yogyakarta, which has recovered, and tourism that has gradually
normalized. Information about the certainty of tourist destinations, tourist areas, travel access,
and tourist attraction fees is needed to convince tourist interest to determine their deci-sions
immediately. In addition, conversations that arise in Tikok content comments can also be
considered to find out the positive and negative voices of the current situation.
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The Influence of Online Reviews and Price on Purchase Decisions Hotel Room
Booking at Online Travel Agent in Banyuasin Regency, South Sumatra
Mustika Permatasari1, M. Halfi Indrasyahputra2, Khadijah3, Rikki Nelson L.G4

Author Correspondent: Mustika Permatasari

Email: mup@poltekpar-palembang.ac.id
Abstract
The increasing number of internet users and the number of tourists in Indonesia,
provides potential for online-based businesses, especially in the field of accommodation and
hotels commonly called online travel agents. Judging from the significant growth, there is
intense competition in online travel agents which makes every online travel agent compete with
each other in terms of price and promotions carried out to attract attention from consumers,
apart from that in terms of strategy, product quality, application features, and OTA applications
must be able to provide ease of use for consumers. Palembang is one of the largest cities on the
island of Sumatra which contributes to regional income through its tourism activities. There
are almost 200 hotels in Palembang from various stars according to the hotel facilities. The
purpose of this study was to determine how OTA marketing affects hotel room reservations
with a case study of star hotels in Palembang. This research uses quantitative methods. The
data collection method in this study was carried out through distributing questionnaires using
the simple random sampling method by taking a sample of 100 respondents who made hotel
room reservations in Palembang through the Online Travel Agent. Data processing in this study
uses the SPSS (Statistikal Package for the Social Sciens) analysis method with the SPSS
version 25 program to collect causality in the model that has been obtained. Room sales through
OTAs are proven can increase room occupancy so that participation and support from the hotel
both from employees and management must be improved, so that the goal to increase sales is
achieved. Online travel agent is able to increase the hotel room occupancy rate if managed with
seriously, carefully, correctly, thoroughly, continuously and creative including in pricing
(dynamic rate) day by day.
Keywords: Online Travel Agent, Room Occupancy and SPSS.
INTRODUCTION
South Sumatra is one of the provinces in Indonesia located in the southern part of
Sumatra Island. This province has a diversity of tourism such as natural beauty, community
culture, culinary, and historical relics in Palembang City (Prinada, 2023). Palembang City has
its own charms, one of which is Banyuasin Regency which is an expansion of Musi Banyuasin
Regency formed based on Law No. 6 of 2002. The name of this regency comes from the
Banyuasin River, which crosses the regency and Musi Banyuasin Regency. The word
banyuasin itself comes from the Javanese terms banyu (water) and salty, referring to the salty
quality of the river water, especially towards the coast (Pemkab Banyuasin, 2019).
Banyuasin Regency has a variety of potential tourist attractions, including nature tourism,
historical tourism, cultural tourism, artificial tourism and special interest tourism. Thus, this
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supports tourists to adjust the characteristics of their tourist visits when visiting Banyuasin
Regency (Yusmiono et al., 2019). The tourist attractions in Banyuasin Regency are as shown
in the table below:
Table 1. Tourism Attractions in Banyuasin Regency
No. Tourism Attractions Location

1. Kampoeng Wisata Yasaman Tj. Merbu, Kec. Rambutan, Kab.
Cindo Banyuasin, Sumatera Selatan
2. Danau Biru Air Batu Air Batu, Kec. Talang Kelapa, Kab.
Banyuasin Banyuasin
3. Kampung Nelayan Desa Sungsang, Kec. Banyuasin II,
Sungsang Kab. Banyuasin.
4. OPI Water Fun Sungai Kedukan, Kec. Rambutan,
Kab. Banyuasin, Sumatera Selatan
5. Saung Bambu Pelangi Tanah MAS, Kec. Talang Klp.,
Kenten Kab. Banyuasin, Sumatera Selatan
6. Palembang Bird Park Jakabaring, Kawasan Opi Mall,
sebelah Waterfun, Sungai Kedukan,
Kec. Rambutan, Kota Palembang
7. Taman Kota Pangkalan Pangkalan Balai, Kec. Banyuasin
Balai III, Kab. Banyuasin, Sumatera
Selatan
8. Taman Nasional Sembilang Tanah Pilih, Kec. Banyuasin II,
Kab. Banyuasin.
Source: Banyuasin Regency Tourism and Culture Office, (2024)
Of course, the most important element in supporting tourism objects that are the main
destination for tourists is accommodation facilities, as a place to rest or stay at tourist
destinations (Eridiana, 2016). The types of accommodation offered include one-star to five-
star hotels. The existence of various tourism accommodation options in Banyuasin Regency
can reach various groups of tourists, one of which is by utilizing social media as an effective
tool and has tremendous influence (Permatasari et al., 2020).
Online social media has become very popular in the modern digital era. The
instantaneous nature of electronic word-of-mouth communication through this medium
facilitates sharing and seeking experiences. Consumers are increasingly using online media to
search for information, compare alternative products and services, and make decisions for
activities such as travel planning and hotel selection (Sparks et al., 2016). When planning a
trip, travelers must obtain substantial information about destinations and accommodation
options (Xiang et al., 2014). Online travel agencies (OTAs) have developed as a result, where
users can obtain all the information, they need in just a few clicks. In a study by Hernández-
Méndez et al. (2015), more than half of the respondents stated that they were influenced by
travel comments posted by other internet users.
To bring in guests, one of them is by utilizing existing internet technology. With the
advancement of technology in the world of tourism, an online travel agent has developed as an
intermediary between guests and accommodation. Online travel agents make it easy for
customers to buy various tourism products, with online travel agents it will also facilitate the
process of searching and booking hotels by providing related information such as prices,
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locations and facilities quickly. Online Travel Agent also displays complete information about
the hotel desired by guests, along with reviews from previous visitors so that guests who will
stay at the hotel can find out a little more about the condition of the hotel (Noviyanti N.K,
2023).
Connected by a vast network of internet users, consumers can search for products that
offer the best value, connect with communities of like-minded consumers, and share opinions
and purchasing choices with friends and family around the world. A number of studies have
tried to identify the factors that lead to consumers' intention to purchase travel online,
emphasizing customer value creation (Francis and White, 2004), consumer trust and
commitment (Chen, 2006, Kim and Chihyung, 2009, Kim et al., 2011a, Kim et al., 2011b,
Ponte et al., 2015, Mukherjee and Nath, 2007), perceived usefulness (Amaro and Duarte,
2015), and attitude (Ayeh, 2015, Amaro and Duarte, 2015). Setyawan and Wijayanti (2014)
convey the easy room booking process and the reliability of the officers in the reservation
procedure, influencing the decision-making process for each guest to stay. Atikasary (2016)
conveyed that price policy affects hotel occupancy.
Several studies have investigated the impact of brand image on consumer behavior in the
service sector (Aghekyan-Simonian et al., 2012, Ryu et al., 2008). Due to the intangible
elements of the hotel industry, some tangible cues, for example, the hotel brand name and on-
site facilities, are important in shaping and influencing customer behavior. To build a strong
brand, a hotel must develop its own distinctive image that differentiates it from competitors
and communicates key benefits to its target customers. Consumers are more likely to purchase
products/services with established brand names (Aghekyan-Simonian et al., 2012). Product
prices have long been considered a key predictor of consumer purchasing decisions. Price can
convey information to consumers about product/service quality and value (Erickson &
Johansson, 1985). Electronic marketplaces allow customers to easily compare prices among
vendors and find an affordable price. If the price of the product/service is perceived as
reasonable, consumers may have a greater intention to purchase (Grewal, Krishnan, Baker, &
Borin, 1998). Trust facilitates a person's confidence and willingness to have confidence in
others (Moorman, Zaltman, & Deshpande, 1992). Building consumer trust is one of the
determining factors for the success of service providers (Kim, Xu, & Gupta, 2012). Value is an
important concept in understanding customers. Previous research found that value is positively
related to behavioral intentions in the hospitality industry (Ha & Jang, 2010).
This study was conducted to determine the Effect of Online Reviews and Price on Hotel
Booking Decisions for Booking Hotel Rooms at Online Travel Agent in Banyuasin Regency,
South Sumatra.
LITERATURE REVIEW
Online Review
Online reviews become reading every time you make a purchase decision, be it a product or
service. Online reviews can be seen on social media by using the keywords of the product or
service to be purchased and then the search results will display the product or service.
Prospective buyers also find these reviews in e-commerce. If booking a hotel, you can see the
review on online travel agent applications such as Traveloka, Tiket.com, Pegi-Pegi, Agoda,
Booking.com and several other applications. The review is done after someone has booked a
room and has finished staying, so the review author has been verified. In research conducted
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by Gabriela (2022), it was found that online customer reviews have a considerable influence
on the purchase of goods to be purchased by the next prospective buyer. This research was
conducted using qualitative methods in e-commerce. Based on research conducted by Florence
and Harianto (2019), it was found that several variables they studied, namely usefulness,
timeliness, positive valence, and comprehensiveness, had a positive and significant effect on
purchase intention carried out on budget hotel research at Online Travel Agent. In research
conducted by Marie and Widodo (2019) which examines the effect of online reviews on order
interest in online ordering applications. The indicators of the Online Review variable (Marie
& Widodo, 2019) (X1) are as follows, 1) General persuasiveness (X1) is the level of influence
of potential customers by the results of reviews provided by online travel agent sites. 2) General
credibility is the trust given to the reviews provided. 3) Susceptibility to online product reviews
is the tendency of consumers to utilize information related to the reviews provided. 4) Context
is information about the price, quality obtained, comfort, cleanliness and service provided by
the hotel to be booked. (Alhamdi, 2023).
Price
From a consumer's point of view, price represents the amount of money that consumers have
to spend to get a product / service (Zeithaml, 1988). Many consumers use price as a quality
marker cue that reflects the conventional wisdom that "you get what you pay for" (Erickson &
Johansson, 1985). Consumers do not always remember the actual price of the product. Instead,
they encode the price in a way that is meaningful to them (Zeithaml, 1988). In online shopping,
customers tend to compare the objective price (the price offered by the current vendor) with
the reference price (the price offered by other vendors) and then form their perception of the
price (Kim et al., 2012). Price, as a heuristic cue, is easier to observe than quality (Yoon, Oh,
Song, Kim, & Kim, 2014). Under a competitive environment, a low price (or a reasonable
price) helps hotels achieve a sustainable advantage in their product market (Bojanic, 1996).
Instead of a single price, consumers usually have a range of acceptable prices for desired
purchases. Price is one of the most important attributes evaluated by consumers so managers
need to understand the role of price in shaping consumer attitudes, (Mowen and Minor 2009:
318). Based on Gitosudarmo (2000: 228) price is a certain amount of money spent to get a
certain amount of goods and services. Therefore, in pricing, each company must be able to
determine the sales price according to the intended market share so that sales of service
products and market share increase.
Price is the only element of the marketing mix that provides revenue for the organization. In
the context of service marketing, the term price can simply be interpreted as the amount of
money and / or other aspects that contain certain utilities / uses needed to obtain a service,
(Tjiptono, 2014). Every business actor tries to set an affordable price so that it can be superior
to its competitors. So that companies can use prices effectively, before carrying out these
activities, a good plan should be carried out by paying attention to all factors related to
promotion and pricing policies so that what is implemented can be successful (Yanuar et al.,
2017).
As one of the elements of the marketing mix, price requires careful consideration, with respect
to the following strategic dimensions of price (Chandra, 2002 in (Tjiptono, 2014: 194)): 1.
Price is a statement of the value of a product. Value is the ratio or comparison between the
perception of benefits and the costs incurred to obtain the product. 2. Price is an aspect that is
obvious to buyers. For consumers who do not understand technical matters in purchasing
market research services, lawyers, notaries, or tax consultants, price is often the only factor
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they can understand. 3. Price is the main determinant of demand. Based on the law of small
demand, price affects the quantity of products that consumers buy. 4. Price is directly related
to revenue and profit. Price is the only element of the marketing mix that brings income to the
company, which in turn affects the size that brings income to the company. 5. Price is flexible,
meaning that it can be adjusted quickly 6. Price affects image and positioning strategy. In
marketing prestigious services that prioritize an image of quality and exclusivity, price
becomes an important element. 7. Price is the number one issue facing managers. There are
four levels of potential conflict regarding the price aspect, namely: a. Internal Company
Conflict b. Conflict in Distribution Channels c. Conflict with Competitors d. Conflict with
Government Agencies and Policies. Conflicts with Government Agencies and Policies.
Price Indicators, According to Kotler and Armstrong (2008) there are four measures that
characterize prices, namely: price affordability, price compatibility with quality, price
compatibility with benefits, and price according to ability or purchasing power. The following
is an explanation of the four price measures, namely: 1. Price Affordability. Consumers will
buy many products from affordable prices. In one product there are usually different prices
from cheapest to most expensive. 2. Price compatibility with product quality, Consumers often
choose a higher price between two products because they see a difference in quality. If the
price is high, consumers assume that they will get better quality. 3. Price compatibility with
benefits, consumers decide to make repeat purchases if they feel the benefits are greater or
equal to the costs that have been incurred. If consumers feel the benefits that are smaller than
the costs incurred, consumers will think that the product is expensive and hesitate to make
repeat purchases. 4. Price according to ability or purchasing power. The cheap price of a
product is considered by consumers when buying a product because consumers often compare
the price of a product with other products.
Purchasing Decisions
Purchasing decisions are individual activities that are directly involved in making decisions to
make purchases of products offered by sellers. Understanding the purchase decision, according
to Kotler & Armstrong (2012: 226) is the stage in the decision-making process of the buyer
where the consumer actually buys. Decision making is an individual activity that is directly
involved in obtaining and using the goods offered. The following are the five stages of the
consumer purchasing process at: 1. Introduction to problems. The buying process begins when
consumers recognize a problem or need. Consumer needs can be influenced by internal stimuli
or external stimuli. Marketers need to identify circumstances that trigger certain needs. 2.
Search for information. After recognizing their needs, consumers will be encouraged to find
more information. A lighter information search situation is called strong attention. At this level
one only becomes more sensitive to information about the product. 3. Alternative evaluation.
First, consumers try to meet a need. Second, consumers seek certain benefits from product
solutions. Third, consumers view each product as a set of attributes with different abilities in
providing benefits that are used to satisfy those needs. 4. Purchase decision. In the evaluation
stage, consumers form preferences for brands in a collection of choices. Consumers may also
form intentions to buy the most preferred product. 5. post-purchase behavior. The last process
is the behavior after buying, in this case we see satisfaction after buying and actions that can
affect the next behavior.
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METHODOLOGY
The research method used in this research is descriptive and verification research methods.
According to Freddy Rangkuti (2006: 17), descriptive research method is a research method
that aims to provide an overview of the state of the company to be processed into data needed
by the researcher. The samples used in this study were consumers who stayed during the study.
The sampling technique in this study uses the Simple Random Sampling technique, which is a
simple random sampling method through a list of random numbers, so that each element of the
population has the same opportunity to be selected as a member of the sample to be studied,
Supranto (2004: 75). So the sample in this study was 100 people. Data Collection Method. Data
collection methods used in this study are: 1. Interview. The interview was conducted by
communicating directly with the guest who stay at the hotel through online travel agent 2.
Observation, Observations are made by observing directly the object under study, the Hotel
who registered by online travel agent, especially regarding products, renovation of hotel
buildings and promotional activities and the level of visit of guests who come to stay. 3.
Questionnaire, Method In this study the questionnaire was used as the main method to obtain
the data given to. The questionnaire method is used because it is more practical and can be
shared simultaneously with the respondent. In addition, the instrument or questionnaire can be
answered by the respondent according to the speed of each and for all respondents given the
same question. 4. Literature, Study Literature study is the collection of data and information
relating to theories and concepts related to the problem of the variables studied which consist
of online review and prices as well as their influence on purchase decisions. Penelitian ini
dilaksanakan pada Wyndham opi hotel Palembang, Opi indah hotel, Rumah lavender near OPI,
Red doorz near opi mall Palembang dan Cozy plaze in Texas di Kabupaten Banyuasin mulai
bulan Januari 2024 sampai dengan Februari 2024. Kuesioner disampaikan kepada tamu yang
menginap melalui online travel agent.
This research was conducted by distributing questionnaires through Google Form. The rating
scale uses a Likert scale with a rating scale of 1 to 5.
Score Remark
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree
Data Analysis Technique
1. Validity Test
This validity test serves to determine the questionnaire in the study can be used as a
measuring tool in this study. As for how to determine whether a statement is valid or not.
If rcount> rtable means the variable is valid and if rcount < rtable means invalid. The
value of rtabel with a significance of 5% with the number of respondents is 100, namely
0.195.
371
2. Reliability Test
Reliability test is used to determine whether the results of the data obtained if repeated
with the existing data get the same results. In testing the reliability test in this study using
Cronbach's Alpha. The variable if said Reliability if the Cron-bach's Alpha value> 0.6,
and if <0.6 then the variable is not realibel. Classical Assumption Test Normality Test
Normality test includes a classic assumption test to determine whether the data results
obtained are normally distributed. In the Normality Test in this study using the
Kolmogorov-Smirnov test. As for how to determine whether the analysis is normally
distributed or not, namely if the Significance value> 0.05 then the residuals are normally
distributed and if the significance value> 0.05 then the residuals are not normally
distributed.
3. Heteroscedasticity Test
Heterokedastitas test is a classic assumption test category that aims to determine the
inequality of residual error variants for each independent variable.
4. Multicollinearity Test
Multicollinearity test aims to determine whether there is a correlation between the

independent variables involved. How to see if multicollinearity occurs if the variance
value is greater than 0.1.
5. T test
In this study, a T test was conducted which serves to find whether there is an effect of
Online Review (X1) and price (X2) on booking decisions (Y) at Online Travel Agent.
As for determining a partial effect can be seen from the significance table. If the
Sig.<0.05 value or the calculated T value> from the T table, the hypothesis is accepted.
6. F test
The F test is used to determine whether there is an effect of Online Review (X1) and
Price (X2) simultaneously or together on room booking decisions (Y) at Online Travel
Agent. How to determine whether or not there is a simultaneous effect can be seen from
the significance table, namely if the Sig.<0.05 value, the hypothesis is accepted and if
the Sig.>0.05 value. then the hypothesis is rejected.
Instrument Validity and Reliability Test
Instrument validity and reliability tests were conducted on 30 respondents outside the
research sample. Instrument validity test based on unit correlation test at a significant level of
5 percent. If the corrected item total correlation (rcount) value> rtable and the value is positive,
then the item or question item on each research variable can be declared valid (Sugiarto, 2016).
Meanwhile, the instrument reliability test was carried out one shot with the Cronbach Alpha
Coefficient test tool. The research instrument has adequate reliability if the Cronbach alpha
coefficient ≥ 0.70 (Alhamdi, 2023). The results of data processing using the Statistical Package
for Social Science (SPSS) software version 25, produced Table 1.
372
Based on the results of the validity and reliability tests of the instruments in Table 1, it
can be interpreted that: 1. The rcount value of each question item> rtable value (0.197),
meaning that each question item is feasible as a questionnaire. 2. The Cronbach alpha
coefficient value exceeds the minimum research reliability limit of 0.7 which indicates that
overall all variable instruments in the study are reliable (consistent).
Table 2. Validity Test and Instrument Reliability Test
Corrected Cronbach’s
No Indikator Item Total Validitas Alpha if Item Reliabilitas
Correla�on Deleted
1 Online Review Variables
General Persuasiveness .664 Valid .785 Reliable
General credibility .641 Valid .793 Reliable
Suscep�bility to online .677 Valid .777 Reliable
product review
Context .666 Valid .787 Reliable
2 Price Variables
Price Affordability. .777 Valid .928 Reliable
Price suitability .873 Valid .896 Reliable
Price compa�bility with .817 Valid .916 Reliable
benefits
Price according to ability .883 Valid .893 Reliable
or purchasing power
3 Purcahase Decision
Variable
Consumer needs can be .837 Valid .903 Reliable
influenced by internal
s�muli or external
s�muli
Consumers will be .826 Valid .905 Reliable
encouraged to find
more informa�on
Alterna�ve evalua�on .754 Valid .919 Reliable
Consumers form .814 Valid .908 Reliable
preferences for brands
in a collec�on of
choices
Behavior a�er buying .802 Valid .910 Reliable
Source: Results of SPSS 25 Researcher Processes, 2024
Classical Assumption Test
The normality test is carried out to identify whether the regression residual value is normally
distributed or not. A good regression model has a normally distributed residual value. This
study tests normality through two approaches, first through graphical analysis in the form of a
histogram and Normal Probability Plot to determine the normality of the residuals from the
regression model and second through statistical tests to strengthen the research results, using
the Kolmogorov Smirnov (K-S) test aimed at testing the normality of residual data. The basis
for decision-making the testing approach if :
373
1. The data plot spreads over the diagonal area and follows the direction of the diagonal
line, thus fulfilling the assumption of normality.
2. The data plot spreads far from the diagonal line and / or does not follow the direction
of the diagonal line, it does not fulfill the assumption of normality.
Figure 1. Histogram Graph and Normal Probability Plot
Source: SPSS 25 Researcher Processed Results, 2024
Figure 3 on the histogram and normal plot graph display, it is detected that the data spreads
around the graph or diagonal line and follows the direction of the graph or diagonal line,
meaning that the regression model fulfills the normality assumption.
Table 3. Uji Normalitas Kolmogorov Smirnov Test

One-Sample Kolmogorov-Smirnov Test
Unstandardized
Residual
N 100
Normal Parametersa,b Mean .0000000
Std. Deviation .31881498
Most Extreme Differences Absolute .158
Positive .140
Negative -.158
Test Statistic .158
Exact Sig. (2-tailed) .012
a. Test distribution is Normal.
b. Calculated from data.
c. Lilliefors Significance Correction.
Sumber: Hasil Olahan Peneliti SPSS 25, 2024
Interpretation based on Table 2. It is known that the significance level (Sig.) of the test
results of 0.012 is greater than 0.05, so it is stated that the research data is normally distributed.
The multicollinearity test is used to identify whether there is a high correlation between
the independent variables of the multiple linear regression model used.
374
Table 4. Multicollinearity Test
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients t Sig. Collinearity Statistics
Model B Std. Error Beta Tolerance VIF
1 (Constant) 25.903 .999 25.939 .000
Online Review -.118 .046 -.242 -2.560 .012 .994 1.006
X2.1 -.105 .033 -.301 -3.183 .002 .994 1.006
a. Dependent Variable: Y1
Tabel 5. Uji Koefisien Korelasi
Correlations
Purchasing
Online Review Price Decision
Online Review Pearson Correlation 1 -.084 -.092
Sig. (2-tailed) .405 .363
N 100 100 100
Price Pearson Correlation -.084 1 .047
Sig. (2-tailed) .405 .644
N 100 100 100
Purchasing Decision Pearson Correlation -.092 .047 1
Sig. (2-tailed) .363 .644
N 100 100 100
Multicollinearity detection can be identified through:
1. Based on Table 3. obtained Tolerance value is not less than 0.10 and the VIF value of each
variable is greater than 10, it is identified that there are no symptoms of multicolonierity
between independent variables.
2. Based on Table 4. obtained the value of the online review correlation coefficient between
the independent variables is less than 0.70, so there is no correlation between the
independent variables, meaning that there are no symptoms of multicolonierity between
the independent variables. 2.
The heteroscedasticity test is used to test the inequality of the residual variance from one
observation to another. The heteroscedasticity test tool uses the Glejser test,
Multicollinearity detection can be identified through:
375
Tabel 5. Uji Gleiser
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 25.903 .999 25.939 .000
Online Review (X1) -.118 .046 -.242 -2.560 .012
Price (X2) -.105 .033 -.301 -3.183 .002
a. Dependent Variable: Purchasing Decision
Based on Table 4. obtained the probability value of significance (Sig.) of each

independent variable is greater than the 5 percent confidence level, it is concluded that the
research regression model does not experience heteroscedasticity.
Multiple Linear Regression Analysis
Research was conducted to detect how much influence online review variables consisting of
General Persuasiveness, General credibility, Susceptibility to online product review and
Context and price variables consisting of Price Affordability, Price suitability, Price match with
benefits and Price according to ability or purchasing power. Against Purchasing Decisions,
through the following regression equation
Y = a + PD1X1 + PD2X2 + e
Where is,
Y = Purchasing Decisions
X1 = Online Review
X2 = Price
e = other variable
Multiple linear regression analysis in the study was carried out at a confidence interval of 95
percent with an alpha of 5 percent by conducting three tests including simultaneous test (F test),
partial test (t test) and coefficient of determination (R2).
Respondent Profile Analysis
Respondent profiles in this study are divided into seven characteristics including age, gender,
occupation, education, city of origin, frequency of stay, and acquisition of information about
overnight accommodation.
376
Table 6. Respondent Profile
No. Profil Responden Keterangan

1 Usia Responden 17 – 30 tahun  45 tahun
31 – 45 tahun
2 Jenis Kelamin Pria Wanita
3 Pekerjaan Pegawai Negeri Sipil Pengusaha
Pegawai Swasta Lainnya
4 Pendidikan SMA / Diploma Magister
Sarjana Lainnya
5 Asal Kota Kota Palembang Kota Lampung
Kota Pagar Alam Kota / Kabupaten Lainnya
Kabupaten Banyuasin
6 Frekuensi Menginap 1 kali  3 kali
2 – 3 kali
7 Informasi Akomodasi Ulasan Tamu Kerabat / Teman
Tempat Menginap Media Sosial Iklan / Promosi
Keluarga Lainnya
The results of filling out the questionnaire distributed to 100 respondents of guests staying at 5
hotels in Banyuasin Regency, namely:
1. The age interval of respondents for ages between 31 - 45 years was 49 percent, ages over
45 years was 28 percent and for ages between 17 - 30 years was 27 percent.
2. The gender of respondents is dominated by women at 57 percent and men at 43 percent.
3. The respondents' occupations were dominated by the status of private employees at 45.2
percent, 24.8 percent were civil servants, 29.7 percent were entrepreneurs and 0.3 percent
were others.
4. The respondent's education is dominated by the SMA / Diploma stratum of 44.5 percent,
the Bachelor stratum of 35 percent, the Master stratum of 17.5 percent and others of 3
percent.
5. The dominant origin of respondents came from South Sumatra Province at 95.2 percent,
divided into 68 percent from Palembang City, 27.2 percent from three other cities part of
South Sumatra Province. While 4.8 percent of other respondents came from outside the
province on the island of South Sumatra.
6. The number of respondents is 65 percent with a frequency of stay of 1 time, the number
of respondents is 37 percent with a frequency of stay of 2 - 3 times and the number of
respondents with a frequency of stay of more than 3 times is 8 percent.
7. Respondents obtained information on accommodation where to stay through guest

reviews as much as 30 percent, while 35 percent knew through social media, 23 percent
knew accommodation information from family, 7 percent from relatives, 4 percent from
377
advertisements or promotions and respondents chose other sources of information on
where to stay percent by 1 percent.
Respondents are guests staying at hotels in Banyuasin Regency where there are 5 hotels
located in this area, namely Wyndham opi hotel Palembang, Opi Indah Hotel, Rumah Lavender
near OPI, Red doorz near Opi Mall Palembang and Cozy plaze in Texas. Simultaneous
Significance Test (F Statistical Test)
Testing the simultaneous influence of online review variables and price on purchasing
decisions using the F Statistical test where if the Fcount> Ftable value, then Ho is rejected and
Ha is accepted, while if the Fcount value < Ftable value, then Ho is accepted and Ha is rejected.
Table 7. Simultaneous Significance Test Simultaneous Significance Test
ANOVAa
Model Sum of Squares df Mean Square F Sig.

1 Regression 20.440 2 10.220 7.760 .001b
Residual 127.744 97 1.317
Total 148.184 99
a. Dependent Variable: Purchase Decision
b. Predictors: (Constant), Price Online Review
Based on Table 8. Shows F count of 7,760 with a probability of 0.001 whose value is
below 0.005, meaning that Ho is accepted, and Ha is rejected, meaning that simultaneously the
online review and price variables have a positive and high significant effect on the level of
Purchase Decision.
Partial Significance Test
Testing the partial effect of the online review and price variables on the level of purchase
decision, using the t statistical test, using the t statistical test, where if tcount> ttable value, then
Ho is rejected and Ha is accepted, while if tcount < ttable value, then Ho is accepted and Ha is
rejected.
Table 8. Individual Parameter Significance Test
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 25.903 .999 25.939 .000
Online Review -.118 .046 -.242 -2.560 .012
Price -.105 .033 -.301 -3.183 .002
a. Dependent Variable: Purchase Decision
Source: SPSS 25 Researcher's Process Results, 2024
378
Based on Table 9. obtained a linear regression equation model in this study, namely:
Y = 25.903 - 0.118 X1 - 0.105 X2
With the following explanation:
1. If X1, X2 = 0, then the Y value is 25,903. This means that if the level of purchase
decision is not influenced by the two variables online review and price, then the
level of purchase decision is 25,903 units.
2. The constant value of 25,903 means that the average contribution of other variables
outside the study has a positive impact on the level of purchase decision.
3. The equation shows that if X1 and X2 are reduced by one unit, the level of purchase
decision will decrease by 0.118X1; 0.105X2 units.
Coefficient of Determination
Table 9. shows that the R value of 0.371 means that the two variables together have a strong
effect on the level of purchase decision. The R Square value means that the two variables online
review and price have an effect of 13.8 percent and the rest is influenced by other factors
outside the study.
Table 9. Coefficient of Determination
Model Summary
Adjusted R Std. Error of the

Model R R Square Square Estimate
1 .371a .138 .120 1.148
a. Predictors: (Constant), Price, Online Review
KESIMPULAN DAN SARAN
From the results of the research that has been done, the researchers get several
conclusions, the conclusion of the research results is that online review and price have a
significant positive effect on purchase decision. The effect that occurs seen from the coefficient
of determination is 37.1 percent, which means that 37.1 percent of room purchase decisions
through online travel agents are influenced by online review variables (X1) and price (X2) and
are at a moderate level. While the remaining 62.9 percent is influenced by other variables. For
the hotel, it is hoped that it will further improve content such as service, price, comfort,
cleanliness, and also hotel services so that it can have a positive impact on visitors who can
help the hotel get good reviews and can increase the interest of staying potential customers.
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380
The Influence of Viral Marketing on Tourist Preferences in the City of
Bandung as a Culinary Tourism Destination
Gery Dewanto1, Elena Kartika Sari2

NHI Bandung Tourism Polytechnic
Email: gerydewanto@poltekpar-nhi.ac.id, elenakartika@poltekpar-nhi.ac.id
Abstract
Along with the current development of information technology, many culinary tourism
destinations use digital marketing such as social media as a platform for promoting their
culinary business through viral marketing. Bandung is a city with numerous culinary variants
that potentially could attract tourists from various regions which may affect preferences for
visiting the destination. Data shows the number of businesses operating in the culinary sector
in Bandung city from 2018 to 2022 shows fluctuating conditions. The objective of this study
was to investigate the impact of viral marketing and interest in culinary tourism, especially
tourist preferences in the city of Bandung, West Java, Indonesia. This research used a
quantitative method using simple linear regression analysis by distributing questionnaires to
100 respondents through purposive sampling. Results show that viral marketing has a
significant effect on tourist preferences in the city of Bandung as culinary tourism.
Keywords: Viral Marketing, Tourism Preference, Culinary Tourism, Tourism Destination
Introduction
As reported by DataReportal, the number of internet users in Indonesia has currently reached
213 million users, with an average of each person having 1 or more mobile devices, so that
the number of social media users in Indonesia has reached 167 million users, consisting of
60% of the population and 78% of Internet users.
According to the Monthly Active User (MAU) of various social media platforms in
Indonesia sourced from DataReportal, the highest active social media users are YouTube
(139 million active users), Facebook (119.9 million active users), TikTok (109.9 million
active users), Instagram (89.15 million active users), and the rest are active users of
Messenger, X (formerly Twitter), LinkedIn, and Snapchat. From this data, the high number
of social media users is an opportunity to build a business and market products.
Bandung city is increasingly attractive as a popular global tourist destination. The city of
Bandung is included in the World Trending Destinations category at number 15 out of 25
destinations listed by the Travelers' Choice Awards best of The Best, Trip Advisor 2024.
Supported by the nice weather, natural tourist attractions, history, and especially culinary
delights, both traditional and contemporary, it has become its own magnet to attract tourists.
Bandung is a city with numerous culinary that brought tourists from various cities or countries
as a preferences to visiting the destination based on viral marketing information from their
social media. Because currently social media has an impact on the sustainability of culinary
businesses in the city of Bandung. Below is data on the number of culinary businesses in
Bandung City which include restaurants, eateries and cafes as follows.
381
Picture Data of Restaurant and Café in Bandung City
2018 – 2022
Source: opendata.jabarprov.go.id, 2024
From the data above, it shows that the number of restaurants, restaurants and cafes in the
city of Bandung has fluctuated from 2018 to 2022. This is influenced by various factors,
one of which is the level of demand and supply based on culinary tourism interest in the
city of Bandung, which is now supported by its popularity in the media social.
Hoffmann et. al (2015) pada Nigam et al. (2023) investigate the impact of various internet-
based communication phases, focusing on consumers' perceptions of companies and how
they affect their purchasing decisions. The result shows the brand's reputation is influenced
by originality, dependability, openness to acknowledging need and wanting to assist,
accountability, and stability that play a role in influencing how people feel about a certain
organization in the current digital age.
The role of digital marketing has its own contribution to the popularity of viral culinary
delights in the city of Bandung, including Odading, Seblak, Kue Balok, Cuanki, Bacang,
Bakso, Dessert shop, to the scope of the market as well as several roads or areas that have
become melting pots of contemporary culinary delights and viral. The table below shows the
level of popularity of Bandung City Culinary based on content creator uploads on several
social media platforms.
382
Table of Bandung City Culinary Tourism Destinations based on Social Media Data
Uploaded by Content Creator
2020 – 2023
No Year of Culinary Source Viewers Likes

Upload Destinations based
on Social Media
Data Uploaded
by Content Creator
1 2020 7 KULINER https://www.youtube.com/ 190.556 viewers 2 thousand
BANDUNG w atch?v=vjGpx13oaB4
PALING HITS accessed on 30/01/2024
11.43
Warung Seblak https://www.youtube.com 1.052.391 22 thousand
Mahda /w atch?v=a0Hx5b7_Ibw viewers
accessed on 29/01/2024
13.20
Warung Nasi Ibu https://www.youtube.com/ 2.938.531 50 thousand

Imas w atch?v=ToyJPnvyrTA viewers
11.49
2 2021 Bandung Street Food https://www.youtube.com/ 2.845.035 146 thousand

w atch?v=J3yqlgEqwQk viewers
13.28
Jajanan Kekinian https://www.radarbandun
yang Viral, Hits dan g.i d/2021/11/16/13-
Murah di Bandung jajanan- kekinian-yang-
viral-hits-dan- murah-di-
bandung/ accessed
on 29/01/2024 13.36
Tempat Wisata https://berita.99.co/wisata-
Kuliner Bandung kuliner-bandung-paling-
Paling Enak Dan Hits hits/ accessed on
Yang Wajib Dicoba 29/01/2024 13.53
Jalan jalan dan https://www.youtube.com 152.105 viewers 984

kuliner Bandung /w atch?v=dEjLI8Yulg8
! Area Braga dan accessed on 30/01/2024
Asia Africa Bandung 11.55
383
3 2022 Tempat Makan Viral https://www.nibble.id/tem
di Bandung pa t-makan-viral-di-
bandung/
13.53
STREET FOOD https://www.youtube.com/ 296.514 viewers 8.2 thousand
VIRAL DI w
BANDUNG atch?v=Hd2FJ--AObI
12.11
10 BAKSO https://www.youtube.com/ 88.292 viewers 476
BANDUNG YANG w
TERKENAL ENAK atch?v=3TmZvtaf4cc
DAN VIRAL accessed on 30/01/2024
11.51
CILOK VIRAL https://www.youtube.com/ 594.922 viewers 11 thousand
TERLARIS DI w
BANDUNG atch?v=zDJ8xZsNlNg
12.14
4 2023 5 MACAM https://www.youtube.com/ 339.838 viewers 3.1 thousand
SARAPAN VIRAL w atch?v=c-UZYLt4bbo ,
DI BANDUNG accessed on 29/01/2024
9.54
JAJANAN ACI https://www.youtube.com 505.419 viewers 10 thousand
TERENAK DI /w atch?v=Oy23t2elm_o
BANDUNG accessed on 29/01/2024
;
12.57
Kuliner Malam di https://www.youtube.com 556.406 viewers 24 thousand
Lengkong Kecil /w atch?v=Bml2gV-tDyQ
accessed on 29/01/2024 ;
12.58
Kuliner di dalam https://www.youtube.com 1.080.781 46 thousand
Pasar Cihapit /w viewers
atch?v=DdTL8ZlMV40
;
12.58
Bacang Braga https://www.youtube.com/ 294.434 viewers 3 thousand
w
atch?v=eVAhwApRPb4
accessed on 29/01/2024 ;
13.09
Warung bakso yang https://www.youtube.com/ 325.764 viewers 4.8 thousand
lagi viraaallll banget w atch?v=wmnpq1LWS-c
di Bandung accessed on 30/01/2024
11.46
Source: Researcher Data, January 2024
384
Statistically, the culinary popularity of Bandung City is increasing. However, the application
of digital marketing which is focused on viral marketing has an influence on culinary
tourism, especially tourist preferences in the city of Bandung as a culinary tourism
destination? This study was conducted to investigate the previous statement. The results
of this study are expected as a reference for tourism stakeholders in the city of Bandung to
develop the city of Bandung as a culinary destination as well as to improve the marketing
strategy.
Literature review
Digital marketing
Since the start of the 21st century, both Digital Marketing and Data Science have grown rapidly
in terms of usage and profitability of Tiago. Examples of current digital marketing media
include: website, social media, email, etc.
Digital marketing is a marketing method that uses digital communication technology to carry
out marketing. With this technology, the costs and time required to promote a product will
be very minimal and can also increase sales, this is proven in Pradiani's research where online
marketing can increase the sales results of a product. Digital marketing can also increase
marketing reach that offline marketing cannot or is difficult to reach (Febriyantoro &
Arisandi, 2018). Another benefit of digital marketing is that it can be a good means of
connecting with consumers. (Pranoto, 2019).
Viral marketing
Viral marketing is a development of written communication on blog, exchange e-mail, and

social media. With this, communication in a company will feel easier but difficult to control
(Dufour, 2011). Nowadays, consumers use this method to make purchasing decisions about
products. The marketing mechanisms carried out on digital media are: content creator or
marketers create a promotion containing product offers, discount products, to the
introduction of new products, with this prospective buyers will be informed quickly.
Currently, there are many social media platforms that are often used by marketers to increase
their sales. Examples of contemporary social media platforms that are widely used include
Tiktok, Instagram reels, YouTube short.
Culinary as a tourism sector
Culinary is a complement to every tourist activity that has been a trend among people from
the past until now. In the city of Bandung itself, culinary has a form, variety, and the way
food is presented is always connected with all aspects that exist in human life in its use.
Culinary tourism destination
Ricardson and Fluker (2004) explain that a tourist destination is a place visited
significantly during a trip with some form of perceived actual boundary.
Culinary Tourism Hall and Sharples, et al (2003) explain that culinary tourism is defined as
a visit to a place where there is food, food festivals, restaurants and special locations to try
385
the taste of food and gain experience from the typical food of that area in order to motivate
someone to go on a tourist trip.
Tourist preferences
Perception can be interpreted as information management activities that connect individuals

or humans with their environment (Hanurawan, 2015) which is preceded by a sensing process
(Walgito, 2003). Tourist preferences are tourists' considerations in making choices. (Zhang).
In this case, tourists will determine their choice of destination according to the tourist's tastes
or preferences.
Research Method
This study was conducted with a quantitative method using simple linear regression analysis
technique. The data collection was collected by electronic questionnaire which was
distributed to the respondents. The total number of respondents was decided through
purposive sampling, 100 respondents. Each respondent rated each inquiry on a Likert scale
from 1 to 5, and the results were examined.
Results and Analysis
Respondent Profile
In this section, the respondent's profile is presented from the following aspects:
1. Gender
Of the 100 respondents, there were 34% male respondents and 66% female
respondents. This shows that the number of female tourists is almost 2 (two) times
greater than male tourists. From the time span of this research, it can also be
concluded that female tourists prefer culinary tours in the city of Bandung.
Picture Respondent profile based on gender
Source: Processed Researcher Data (2024)
386
2. Age
Based on the age of the respondents in this study, the results obtained were that
tourists who tend to be interested in culinary tourism in the city of Bandung are
dominated by 90% in the age range between 18 - 25 years. Meanwhile, 10% are
tourists aged over 34 years.
Picture Respondent Profile by Age
3. Educational Background
In this study, the majority of respondents had a Diploma education level, namely 55%,
while respondents with a DIV/Bachelor (S1) education level were 36%, followed by
a high school education level of 9%. It can be concluded that the profile of
the respondents in this study are tourists with an interest in culinary tourism in
Bandung City and have an educational background.
Picture Respondent Profile based on Educational Background
387
4. Occupation
From the respondent data in this research, it was found that the work background was
dominated by students at 90%, private sector at 9%, and 1% were government
employees.
Picture Respondent Profile based on Occupation
5. Income
Based on research data, the majority of respondents have incomes below 3 million
per month with a percentage of 86%, followed by incomes of > 10 million with
a percentage of 9%, and incomes between 3 - 5 million, amounting to 5% of the
total respondents. These data show that the majority of tourist respondents with
an interest in culinary tourism in Bandung City have lower to middle incomes.
Picture Respondent Profile based on Income
The Influence of Viral Marketing on Bandung City Preferences as a Culinary

Tourism Destination
This section is the result of a presentation of the analysis of the processed questionnaire to
obtain how much influence the preferences of the City of Bandung have by carrying out
normality tests and linearity tests. After that, a simple linear regression analysis was carried
out to see the influence through the correlation coefficient and determination.
388
1. Normality test (Kolmogorov-Smirnov)
From the calculation results, the variance coefficient value for the viral
marketing variable is 13 and tourist preference is 10. So it can be concluded that
if the variance coefficient value is <30% then the data is normally distributed.
Descriptive Statistics
N Mean Std. Deviation Coef. Varians

Viral marketing 100 25.63 3.262 13
Tourist Preference 100 43.06 4.329 10
Valid N (listwise) 100
2. Linearity Test
Table of Linearity Test Results
Referring to the significance results (Sig) of the processed questionnaire output, the
deviation from Linearity Sig value was obtained. is 0.000 so it is declared linear if it has a
linearity significance level smaller than 0.05 (p<0.05). It can be concluded that there is a
significant influence between the Viral Marketing variable (X) on Tourist Preferences
(Y).
3. Simple Linear Regression Analysis
The simple linear regression equation formula is Y = a + bX, so to create a simple linear
regression equation in this research it is obtained through the output of the following data:
389
Table of Simple Linear Regression Analysis Results
The results of Simple Linear Regression based on the table above show that the simple linear
regression equation is obtained as follows: Y = 8,764 + 1,330 x
From this equation it is shown that for every additional level of viral marketing
(X), tourist preferences (Y) will increase by 1,330. From the positive regression
coefficient value, it can be said that viral marketing has a positive effect on tourist
preferences.
4. Correlation Coefficient Test
In this section, the level of close relationship between the viral marketing variable
(X) and tourist preferences (Y) is assessed simultaneously.
Correlation coefficient
The R value in the table is 0.980, which shows the strength of the relationship between
variable X (viral marketing) simultaneously or together with variable Y (tourist
preferences).
5. Coefficient of Determination
The Determination Coefficient states the magnitude of the simultaneous influence
value between the independent variable on the dependent variable obtained from
the processed data as follows:
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Coefficient of Determination
From this table, an R Square of 0.961 or 96.1% is obtained, which shows that variable
X (viral marketing) simultaneously has an influence on the dependent variable (tourist
preferences) of 96.1%. While the remaining 3.9% influenced of other variables
outside this research.
Conclusion and Suggestion
In the results of the data processing that has been carried out, the correlation between
variables (X) and (Y) shows significant results, namely that variable (X) influences variable
(Y). So the conclusion is that viral marketing influences tourist preferences. In other
words, if tourist destinations, especially the culinary sector, the implementation of viral
marketing on their products, the number of tourists who will visit these culinary tourism
destinations will increase.
The city of Bandung has a variety of culinary tourism, with this potential the City of
Bandung has a great opportunity to increase the number of tourists visiting Bandung
City by implementing viral marketing in every tourist destination, especially culinary
tourism.
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Perekonomian Anggota Karang Taruna Al Barkah Di Kampung
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393
The Role of the Lom Tribe as a Cultural Tourism Attraction in Bangka Island
Zakia Ayu Lestari1, Marissa Pusparini2, Dani Fauzi3, Iga Safa Marwani4, Kunkun
Kurniawan5, Anugrah Gusta Prima6
University of Muhammadiyah Bangka Belitung, Tourism, Culture and Youth Sports office of
Bangka Belitung Islands Province
Abstract
The Lom or commonly known as Lom local wisdom and have no beliefs or religions. Lom
people the oldest tribe in Bangka Island and led by a traditional leader who is an original
descendant of the Lom people. Institutionally, Lembaga Adat Mapur (LAM) has the task of
maintained and preserved the traditions and beliefs as well as preserving customary forest. In
2023, the indigenous people of the Lom tribe were legally recognized as having religious
identity, namely belief. Attractions of the Lom tribe is very diverse from daily habits to annual
traditions such as Nuju Jerami and death rituals such as Nambek and other uniqueness of the
Lom tribe that has not been recognized by the wider community. The purpose of this research
is to introduce to the wider community the Lom tribe or Lom people located in Air Abik hamlet
of Gunung Muda village, Belinyu sub district which has a very unique cultural tourism
destination and high knowledge value.
Keywords: Lom Tribe, Cultural Tourism, Local Wisdom
394
Tinjauan Pengembangan Festival Perahu Bidar Sebagai Upaya Pelestarian
Warisan Budaya Melalui Konsep Pentahelix Di Kota Palembang
1
Indonesia
2
Indonesia
Abstract
Pengembangan pariwisata berkelanjutan membutuhkan adanya kerjasama yang kuat antar

seluruh pihak. Salah satu konsep kerjasama yang sering diterapkan dalam bidang pariwisata
adalah konsep pentahelix yang melibatkan unsur pemerintah, bisnis, pendidikan, media, dan
masyarakat dalam pengembangan program yang akan dijalankan. Penelitian ini bertujuan
untuk menganalisis penerapan konsep pentahelix dalam pengembangan festival perahu bidar
di Kota Palembang. Festival Perahu Bidar merupakan event tahunan yang dimiliki oleh
Pemerintah Kota Palembang yang ditujukan sebagai upaya pelestarian warisan budaya daerah
berupa perahu bidar dalam mempertahankan eksistensi keberadaanya. Pada penelitian ini,
peneliti menggunakan pendekatan penelitian berbasis studi pustaka dengan melakukan kajian
terhadap jurnal-jurnal dan publikasi yang relevan. Hasil penelitian menunjukkan bahwa
penerapan konsep pentahelix pada festival perahu bidar di kota Palembang sudah berjalan
dengan baik dengan rekomendasi yang dapat dijalankan kedepannya berupa melakukan
peningkatkan peran antar elemen yang terlibat dalam konsep pentahelix sebagai upaya dalam
mencapai tujuan serta kesuksesan acara yang lebih besar lagi pada masa yang akan datang.
Keywords: Konsep Pentahelix, Festival Perahu Bidar, Kota Palembang
395
To Foster ‘She’ Power in Hotel Management - Developing a ‘C-level Female
Leadership Measurement Model in the Hotel Industry’
Li, Shu
School of Hotel and Tourism Management at the Hong Kong Polytechnic University
htm-shu.li@connect.polyu.hk
Abstract
With the adjustment of social structure and the promotion of gender equality awareness, the
penetration rate and occupancy rate of female employees in the work environment have
significantly increased, and their importance continues to be demonstrated in leadership
positions. However, in the hotel and tourism industry, a hospitality industry that requires a high
level of service awareness and flexibility, the proportion of female in essential leadership
positions stays relatively low, and the promotion rate of female managers to senior
management is far lower than that of male. This study aims to design a "C-level Female
Leadership Measurement Model in the Hotel Industry" based on the current situation of female
leaders in China's tourism and hotel industry. By designing and measuring dimensions of
female leadership models in the hotel industry, the study aims to identify influencing factors
and find a focus and specific direction for promoting female C-level leadership in the hotel
industry in the future.
Keywords: C-level leader; Female leader; Leadership Measurement Model; leaders in hotel
industry; “She” power
1. Introduction
In the 2023 China Most Influential 50 Business Leaders List released by Fortune, China, after
analyzing the top 50 including a total of 54 industry leaders, some data has sparked my thinking:
in the gender category, males account for 83.3%; In the age category, those aged 40 and below
account for 3.7%,41 to 50 account for 16.7%, 51 to 60 account for 57.4%, and 61 to 70 account
for 16.7%, and those over 70 account for 5.6%. In Chinese business leadership, men and the
age group of 51 to 60 dominate.
In addition, among the industry division, the IT-related industry accounts for the highest
proportion, reaching 20%, followed by heavy industries such as metals at 13%, and the
automotive industry at 9.3%. There are only three leaders related to the tourism and hotel
industry, accounting for only 6%, and a surprising discovery is that these three are all female
leaders, namely Qu Cuirong, CEO of Yum China, Wang Jingying, Chairman and CEO of
Starbucks in the catering industry, and Sun Jie, CEO of the Tourism Industry C-Trip Group;
The highest ranked one is Qu Cuirong, ranking 28th. Among the nine female leaders, the
tourism and hotel industry accounts for one-third. The leadership of the tourism and hotel
industry is ranked lower in the Chinese business community, with women being the main focus.
In the position analysis of these 54 leaders, a total of 21 leaders hold C-level positions,
accounting for 38.9%. But 19 of them are founders or chairman who also serve as CEOs. Two
of them hold C-level positions only within the company, and surprisingly, these two are also
female leaders in the aforementioned tourism and hotel industry, Qu Cuirong and Sun Jie.
396
Looking back at the 2022 data, among the 52 people on the list, there were 3 in the tourism and
hotel industry, accounting for 5.8%, including 2 women who only held CEO positions in the
catering industry; They are ranked 32nd by Qu Cuirong from Yum China and 39th by
McDonald's China Zhang Jiayin. In 2021, out of the 52 people on the list, 4 in the tourism and
hotel industry, accounting for 7.4%, were all women in the catering industry, with 3 of them
only holding CEO positions.
If we go back to the pre epidemic period and observe again using 2017 as a sample, there are
no leaders in the tourism and hotel industry among the 50 people; Starting from 2018, Qu
Cuirong from Yum China, as the first and only leader in the tourism industry at that time, made
the list to 16th place. She was one of the three women on the list and also the highest ranked
one. The other two were Dong Mingzhu from Gree Electric and Peng Lei, former Chairman of
Ant Financial.
Although the above ratios may not be entirely accurate due to deviations in statistical caliber
and differences in the management structure of some group businesses, however, as a hotel
researcher, there are two thoughts that inspire me to seek new ideas:
Firstly, from an industry analysis perspective, among the top leaders in the Chinese tourism
and hotel industry, none belong to the hotel industry. China possesses a enormous scale hotel
industry, according to the 2023 China Hotel Industry Development Report issued by the China
Hotel Association, by the end of 2022, the hotel industry in Chinese Mainland will have
279,000 facilities and 14,264,000 rooms, accounting for more than 30% of the world. The chain
penetration rate of the Chinese hotel industry is not high, but the market size of the chain hotel
industry, which accounts for less than 30%, is predicted to reach nearly 300 billion yuan in
2023, and is expected to reach over 450 billion yuan in 2028. Under such a massive market
size, there has yet to be an outstanding leader who can leap into the top 50 in the country.
Secondly, an uneven distribution of female leadership was revealed in the tourism and hotel
industry. According to data from Statista, Skift, hotelier websites, there was no female CEO
on the list of the highest paid CEOs in the global hotel industry from 2015 to 2022; In the
tourism and leisure category, according to the 2022 TOP 30 list released by Hotelmix, 8
females account for 26.7%; In the Food & Beverage category, according to the top 25 managers
released by C-suite in 2023, female accounted for 8.7% of the total. Although the dominance
of men in global leadership is still prevalent, the extreme lack of female leadership in the hotel
industry also deserves our attention.
2. Literature review
2.1. Research on Female Leadership
With the progress of society and the rise of feminism, more and more women are taking on
leadership positions. Female leadership has gradually become an independent research field,
and related literature is also increasing.
According to Eagly and Wood's research (2012), female leaders tend to exhibit
transformational leadership behavior and value employee growth and development. In addition,
Norton's (2019) study showed that female leaders can enhance team cohesion and collaboration,
and improve overall team performance. However, female leaders often face obstacles in the
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process of promotion and exercise of authority, such as stereotypes and gender biases
(Humphrey et al., 2018).
Moreover, female leadership styles are also influenced by cultural and social backgrounds. For
example, in the context of collectivist culture, female leaders may place greater emphasis on
team harmony and consistency (Gelland et al., 2017). Furthermore, with the rise of
digitalization and remote work, it is worth further exploring how female leaders can adapt to
these changes and demonstrate their leadership abilities (Williams, 2021).
2.2. Research on Female Leadership in hotel industry
The hotel industry is a rapidly growing sector that requires effective leadership to succeed.
Although men have typically dominated leadership roles, an increasing number of women are
ascending to positions of power within the hotel industry.
Female leaders in the hotel industry face a range of challenges, including gender discrimination,
unconscious bias, and a lack of role models and mentors (Koburtay&Syed, 2019). Facing these
challenges, women leaders may feel the need to behave in a masculine way to be regarded as
proper leaders (Guillet, et al., 2019). Eagly and Carli (2007) found that women leaders are more
likely to exhibit transformational leadership behaviors, but they also face unique obstacles
when trying to assert their authority and influence. Kattara (2005) conducted a research
especially to examine factors preventing female managers from reaching the glass ceiling,
including gender discrimination, relationships at work, mentor support, and lack of network
access. Also, another problem facing by current female leaders in hotel is lack of personal time
and loneliness (Wu, 2017).
Despite the challenges, female leaders also have unique opportunities in the hotel industry.
Women are often highly skilled at relationship-building, networking, and mentoring, which are
essential skills for effective hotel leadership (Barreto & Ellemers, 2016). Additionally, female
leaders are often highly effective at motivating teams, promoting innovation, and driving
organizational performance (Oddou & Mendenhall, 2015).
The impact of female leadership in the hotel industry has been well-documented. Female
leaders are associated with higher levels of employee satisfaction, lower turnover rates, and
improved team performance (Eagly & Carli, 2007). This is partially attributed to female
leaders' emphasis on relationship-building, employee development, and team-oriented goals.
Limitation in this field of study that was raised by Liu et al. (2020) is that traditional research
on gender in the industry has been limited by a binary understanding of gender and a focus on
heterosexual norms.
2.3. Research on Leadership in hotel industry
One of the key themes emerging from the literature is the importance of transformational
leadership in the hotel industry. According to a study by Chen and Wu (2017), transformational
leadership is positively related to employee performance and job satisfaction in the hotel
industry. Transformational leaders inspire and motivate their employees to achieve higher
levels of performance by creating a vision for the future and fostering a culture of innovation
and creativity.
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Another important theme is the role of emotional intelligence in effective leadership in the
hotel industry. A study by Mohamed and Al-Hamarneh (2018) found that emotional
intelligence is a significant predictor of leadership effectiveness in the hotel industry. Leaders
who are able to understand and manage their own emotions, as well as those of their employees,
are more effective in building trust, fostering collaboration and achieving organizational goals.
The literature also highlights the importance of servant leadership in the hotel industry.
According to a study by Liao and Chuang (2018), servant leadership, which focuses on serving
the needs of employees, customers and the community, has a positive impact on employee
satisfaction, organizational commitment and job performance in the hotel industry. Servant
leaders prioritize the well-being of their employees and create a supportive work environment
that fosters employee engagement and commitment.
Transformational leadership, emotional intelligence, and servant leadership are key leadership
approaches that have been found to be effective in the hotel industry. However, there is a need
for further research to examine the unique leadership challenges faced by hotel managers in
different contextual settings and to investigate the impact of leadership on key industry
outcomes such as customer satisfaction, employee retention, and financial performance.
2.4. Research on C-level leadership in hotel industry
The term “C-level” typically refers to executives at the top of an organization’s management
structure, such as the CEO, COO, CFO, etc. These individuals hold the highest strategic and
decision-making roles within a company, and their impact on organizational performance is
significant. In the hotel industry, C-level executives are expected to possess a unique blend of
skills and attributes that enable them to navigate the industry’s complexities and lead their
organizations to success.
C-level leadership has been a subject of extensive research in various industries, but the hotel
industry context brings its own set of complexities and challenges. A common thread that runs
through the research is the acknowledgment of the multifaceted nature of leadership and its
impact on organizational performance. Numerous studies have attempted to unravel the
characteristics, behaviors, and strategies that define effective C-level leadership in the hotel
industry.
The primary research theme that emerge in C-level leadership in hotel industry is the
importance of transformational leadership. A study by Lee and colleagues (2018) concluded
that C-level executives in hotels must possess the ability to inspire and engage their employees,
fostering a culture of trust and innovation.
Another area of research focuses on the role of C-level executives as strategic thinkers and
decision-makers. Strategic leadership involves the ability to identify industry trends, formulate
competitive strategies, and make informed decisions based on market realities. Research by
Zhang and colleagues (2020) examined the relationship between strategic leadership and hotel
performance. The study found a significant positive correlation between the two, emphasizing
the importance of strategic thinking among C-level executives in hotels.
Talent management has also been a subject of interest in C-level leadership research in hotels.
Given the high employee turnover rates in the hotel industry, effective talent management is
399
crucial to organizational success. Studies have investigated the various strategies that C-level
executives adopt to attract, develop, and retain talent. A study by Wang and colleagues (2019)
revealed that hotels with effective talent management practices reported higher levels of
employee satisfaction and organizational performance. The researchers concluded that C-level
executives must prioritize talent management to build a competitive advantage in the hotel
industry.
The role of C-level leadership in crisis management has also gained attention from researchers.
Hotel industry is characterized by various unforeseen events such as natural disasters, health
crises, and political unrest, which require effective crisis management. C-level executives must
possess the ability to navigate through such turbulent times, leading their organizations with
clarity, decisiveness, and transparency (Huang & colleagues, 2021).
2.5. Research on Leadership Measurement of Constructs in the Hotel Industry
Leadership measurement is an essential aspect of organizational management, particularly in

the hotel industry where effective leadership is critical for success. The constructs of leadership,
such as leadership styles, emotional intelligence, and servant leadership, have been extensively
studied in the hotel industry.
One of the primary constructs of leadership that has been studied in the hotel industry is
leadership styles. According to a study by Ahmed and Brahim (2017), various leadership styles,
such as transformational, transactional, and laissez-faire, have been measured in hotel settings.
The study found that transformational leadership style was the most effective in enhancing
employee performance and job satisfaction. Similarly, a study by Ozturk et al. (2018)
investigated the relationship between leadership styles and organizational commitment in the
hotel industry, finding that transformational leadership positively influenced organizational
commitment.
Emotional intelligence is another key construct of leadership that has been measured in the
hotel industry. Research by Petrides and Furnham (2006) has shown that emotional intelligence
can be assessed through self-report measures, and it is crucial in predicting leadership
effectiveness. A study by Wang et al. (2019) examined the role of emotional intelligence in
hotel managers' leadership effectiveness and found that it positively impacted their leadership
performance.
Servant leadership, a leadership approach that emphasizes serving employees and customers,
has also been measured in the hotel industry. Research by Liden et al. (2014) developed a
servant leadership assessment tool and found that it had a positive relationship with employee
attitudes and behaviors. Furthermore, a study by Walumbwa et al. (2018) examined the impact
of servant leadership on hotel employees' job performance and found that it significantly
enhanced their performance.
Despite the growing body of research on leadership measurement in the hotel industry, there
are still gaps that need to be addressed. For instance, there is a need for standardized leadership
measurement tools that are specifically designed for the hotel industry context. Additionally,
there is a lack of research on the combined impact of multiple leadership constructs on hotel
performance outcomes.
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3. Research gap
Through the above literature review, we can see that the current research on leadership in the
hotel industry is relatively concentrated and limited. Most of it is based on the application of
traditional leadership theories in the hotel industry, mainly focusing on transformational
leadership theory and related aspects, with weak practical applicability. There is a lack of
comprehensive, accurate, and quantifiable measurement structures and standards in leadership
measurement standards. At the same time, most studies on female leadership are limited to the
advantages and limitations of female leadership in the hotel industry, without making
constructive suggestions for developing female leadership and promoting gender equality in
the hotel industry.
According to a white paper released by Hospitality Industry Pipeline Coalition, 70% of

practitioners in the global hotel and tourism industry in 2021 were women. The proportion of
female students studying in Swiss hotel management is far ahead of male students, and
according to alumni observation and sharing, it can reach approximately 60%. Although men
are 20.8 times more likely than women to be C-level leaders in the global hotel industry, it is
not difficult to predict that there will be more female leaders in the future based on the
continuous improvement of women's skills, experience, and management knowledge.
Not only that, female consumers are also a major upstart in the hotel industry. According to the
Amadeus Global Tourism Distribution System research report, the number of female
international business trips is expected to increase by 250% by 2030, with the Asia Pacific
region being the main growth region. In order to better understand and serve female consumers,
it is imperative to make women a strong force in the hotel industry.
4. Research aim
Based on the above findings, this study aims to develop a theoretical model for C-level female
leadership measurement of constructs in the hotel industry, combining previous literature on
female leadership with case studies of top leaders in the current hotel industry. This study aims
to explore the adaptability of female leadership in the management of the Chinese hotel
industry and identify the limiting factors that restrict the development of female leadership in
the hotel industry, provide theoretical basis for the rise of “she power” in the hotel industry in
the future.
5. Research method
A "C-level Female Leadership Measurement Model in the Hotel Industry" that combines the
characteristics of the hotel industry, hotel organizational structure, C-level leadership status
and authority, and female leadership will be designed and tested in this study. The design of
this model will be based on the preceding literature on female leadership, hotel industry
leadership, hotel industry female leadership, C-level leadership in the hotel industry, and
current standards for measuring leadership in the hotel industry, as well as other disciplinary
theories. Meanwhile, given the current development of internet technology, digitization has
been widely applied in business design and human resource management in the hotel industry.
Therefore, C-level leaders' sensitivity to digitization and management efforts also need to be
evaluated.
401
The testing method for this model is (1) to analyze and adapt several top female leaders in the
industry to see if their success can be confirmed by these dimensions; (2) Using a questionnaire
format, distribute it to hotel industry managers in China (a 360 degree with C-level as the
center), and ask them to evaluate and provide suggestions for the model.
The main reason for conducting this study in China is that, from all industry wide perspective,
the workplace status of Chinese women is constantly improving, and compared to other
countries, there is currently no significant difference in education level, labor participation rate,
and career starting point between Chinese women and men. According to research data from
the World Bank and others, from 2000 to 2020, the percentage of female students in higher
education increased by 10.7%, far higher than the UK's 3%, the US's 1.3%, and the global
average of 2.8%; In 2021, the female labor force participation rate in China reached 62%,
higher than the UK's 58%, the US's 55%, and the global average of 46%. The labor participation
rate and middle level promotion rate of Chinese women are on par with other countries, but
even so, the proportion of female executives is lower than that of other countries: according to
industry wide data, the promotion rate of high-level women in China is 19%, which is still a
gap compared to 24% in the United States and 25% in the UK.
Therefore, conducting this study in China can better observe with the increasing status of
women in the workplace, combine advanced experience from domestic and foreign industries,
and academic circles, design more practical assessment scales, and use rich data and
development scales in the development process to test the effectiveness of the assessment
scales while correctly guiding the development of female leadership in the Chinese hotel
industry.
6. Expected results
This "C-level Female Leadership Measurement Model in the Hotel Industry" will evaluate a
C-level female leader in four major dimensions, including managerial quality and behavioral
patterns, organizational relationships, digital capabilities and quantitative performance.
This model (Table 1) will have a maximum score of 400, and each item will be rated according
to the weights in the table below. Each item will have different measurement standards and
frequencies. Taking the entire table as an example, a comprehensive evaluation of female C-
level leaders will be conducted on an annual basis. In the design of measurement items, many
factors related to female characteristics have been added, such as in emotional intelligence
assessment, it is necessary to evaluate whether gender bias and discrimination inside and
outside the enterprise can be intelligently faced; In the assessment of leadership aptitude, the
flexibility traits of women in team management should be strengthened in order to achieve the
goal of team harmony and continuous cooperation. This evaluation model will not create too
much imbalance between men and women, as although women can score higher in LPC and
team harmony, their digital transformation ability still poses a test for most female leaders. And
the quantitative standards will not differ due to gender differences.
402
Table 1. C-level Female Leadership Measurement Model in the Hotel Industry
Dimensions Aspects Key Successful factor Key Measurement Frequency Weight

of (Total of
Evaluation 400)
Managerial Manager Having satisfactory 360-degree Twice a year 20
Quality and Competency management knowledge and evaluation
Behavioral Assessment being able to adopt the correct
Patterns management mode
Moral Having a good internal and Internal and Twice a year 20

evaluation external ethical evaluation of external public
the company opinion
Emotional Good emotional intelligence, 360-degree Twice a year 20

Intelligence handle gender bias and evaluation
Assessment discrimination wisely
Innovative High passion for innovation and 360-degree Twice a year 20

Ability execution in product design, evaluation
Assessment employee management, and
corporate systems
Leadership Has a task structure, strong job Contingency Twice a year 10

Situational skills, and suitable leadership Leadership
Behavior style Situational
Assessment
Leadership Team harmony and continuous LPC scale Twice a year 10

Tendency cooperation
Assessment
Organizational Internal Structural stability or dynamic Satisfaction of Once a year 20

relationships relationship adjustment middle-level
evaluation managers
Identification Identify external opportunities Annual reports Once a year 20

and evaluation and risks and respond
of external appropriately
environment
ESG Complete industry or national ESG Disclosure Once a year 20

assessment ESG standards and make Report
contributions
Stakeholder Properly identify stakeholders Stakeholder Once a year 20

assessment and maintain good relationships satisfaction
Competitor A good competitive relationship Comparison of the Once a year 20

analysis and for common progress within the number of
evaluation industry competitors and
their operating
conditions
Digital Identification Successfully identified the Progress in Digital Twice a year 40
capabilities and evaluation current trend of digital Strategy
of digital development and
environment transformation in the
environment
Personal Good personal digital Familiarity with Twice a year 30

assessment of application skills current and future
digital digital tools used in
leadership the industry
403
Organizational Good digital transformation Progress in Digital Twice a year 30
evaluation of leadership in product design Transformation
digital and organizational management
leadership
Quantitative Financial Improve return on equity, Preceding financial Monthly 40

performance profitability, sales revenue, and criteria
asset utilization efficiency
Control and reduce other costs Management cost Monthly 5

and expenses budget savings rate
Efficient use of new product The ratio of new Seasonal 10

research and development product research
expenses and development
expenses to sales
revenue
Customer Increase market share Market share Once a year 5
Development
Establish a good corporate and Brand Market Once a year 10
brand image Value
Identify new customer groups, Strategic layout for Once a year 5

new product trends, and new customers and
strategic layout products
Internal Effectively ensuring the Achievement of Twice a year 10

Operation achievement of strategic goals strategic goals
Learning and Actively creating corporate Employee Twice a year 10

Development culture satisfaction
Personal Education and Vocational Twice a year 5

Training qualification
certificates,
training, etc
In future research, case studies or in-depth interviews with top female C-level leaders will be
conducted to apply models to successful cases and see if satisfactory scores can be obtained;
In the questionnaire distribution, it is planned to evaluate the female C-level leaders of their
enterprise through the evaluation of middle-level, high-level, and top-level leaders to see if
they can smoothly apply the model.
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406
Tourism Development Model Based of Traditional Sports to Increase
Community Income in the Village (Case Study: Tugu Mulyo Village, Ogan
Komering Ilir Regency, South Sumatra)
Muhammad Iqbal Djohan1, Budi Wibowo2, Ahmad Kurniawan3
Event and Convention Management Study Program

Sapta Pesona Street Number of 10, Silaberanti, Seberang Ulu I, Palembang City, South
Sumatera Province, Indonesia
Correspondent email: muidjohan@poltekpar-palembang.ac.id
Abstract
This research explores the potential of traditional sports in Tugu Mulyo Village, Ogan
Komering Ilir Regency, South Sumatra Province. Data from local authorities who handle sports
and culture show that there are dozens of types of traditional sports that have a character that
relies on the creativity and teamwork of the players, so this has the potential to be further
developed into a tourism attraction, especially in a village whose atmosphere is closer to the
traditional sport. However, the existing potential of traditional sports has not been packaged
well and does not receive a major portion in tourism development plans at the local authority
level. This research aims to offer a tourism development model based on traditional sports by
exploring the potential of traditional sports which have tourist attractions to become tourism
products managed by the community in this village. This research uses a mixed method with a
sequential explanatory design which involves collecting and evaluating quantitative data in the
first step, collecting and evaluating qualitative data in the second step, then analyzing the data
as a whole, and finally producing conclusions based on data analysis. The sample in this study
was 100 respondents. Where the results of this research show that the game of Patok Lele is a
type of traditional sport that has a characteristic depiction of a region and has a competitive
aspect that contains elements of traditional games and is the type of traditional sport that has
the most potential to be developed into a tourist attraction product in Tugu Mulyo Village,
Ogan Komering Regency. Ilir. To become a product that can increase people's income in Tugu
Mulyo village, this research produces a tour package product whose activities utilize the
traditional sport of Patok Lele as an activity in the itinerary offered to tourists. In conclusion,
the tourism product in the form of the traditional Patok Lele sport is a potential traditional sport
that can be packaged well and of course its role can be increased in tourism development plans
by local authorities in Tugu Mulyo Village, Ogan Komering Ilir Regency. Transforming the
Patok Lele traditional sport into a tourist activity is a door to increasing village community
income as an activity that attracts tourists to Tugu Mulyo Village, Ogan Komering Ilir Regency.
This research contributes to increasing community income through the creation of traditional
sports-based tourism activities offered to tourists visiting Tugu Mulyo Village, Ogan Komering
Ilir Regency.
Keywords: Traditional Sports; Village Tourism; Sports Tourism; Destination Development.
407
Model Pengembangan Wisata Berbasis Olahraga Tradisi Untuk Peningkatan
Pendapatan Masyarakat di Desa. Studi Kasus: Desa Tugu Mulyo, Kabupaten
Ogan Komering Ilir, Sumatera Selatan.
Muhammad Iqbal Djohan1, Budi Wibowo2, Ahmad Kurniawan3
Program Studi Pengelolaan Konvensi dan Acara

Politeknik Pariwisata Palembang
Email Korespondensi: muidjohan@poltekpar-palembang.ac.id
Abstrak
Penelitian ini mengekplorasi mengenai potensi olahraga tradisional di Desa Tugu Mulyo,
Kabupaten Ogan Komering Ilir, Provinsi Sumatra Selatan. Data otoritas lokal yang menangani
bidang olahraga dan kebudayaan menunjukkan terdapat belasan jenis olahraga tradisional yang
memiliki karakter yang mengandalkan kreatifitas dan kekompakkan dari para pemainnya,
sehingga hal ini menjadi potensi yang dapat dikembangkan lebih lanjut menjadi daya tarik
pariwisata khususnya di sebuah desa yang atmosfernya lebih dekat dengan olahraga tradisi
tersebut. Namun potensi olahraga tradisional yang ada belum dikemas dengan baik dan tidak
mendapatkan porsi utama dalam rencana pengembangan pariwisata pada level otoritas lokal.
Penelitian ini bertujuan untuk menawarkan model pengembangan wisata berbasis olahraga
tradisi dengan menggali potensi olahraga tradisi yang memiliki daya tarik wisata untuk menjadi
produk wisata yang di kelola oleh masyarakat di desa ini. Penelitian ini menggunakan mix
method dengan desain sequential explanatory yang melibatkan pengumpulan dan evaluasi data
kuantitatif pada langkah pertama, pengumpulan dan evaluasi data kualitatif pada langkah
kedua, kemudian analisis data secara keseluruhan, serta terakhir menghasilkan kesimpulan
berdasarkan analisis data. Sampel dalam penelitian ini sebanyak 100 responden. Dimana hasil
penelitian ini menunjukkan bahwa permainan Patok Lele yaitu jenis olahraga tradisional yang
memiliki ciri khas pengambaran suatu wilayah serta memiliki aspek kompetisi yang
mengandung unsur permainan tradisi menjadi jenis olahraga tradisi yang paling potensial untuk
dikembangkan menjadi produk aktraksi wisata di Desa Tugu Mulyo, Kabupaten Ogan
Komering Ilir. Untuk menjadi produk yang dapat meningkatkan pendapatan masyarakat di desa
Tugu Mulyo maka penelitian ini menghasilkan produk paket wisata yang aktivitasnya
memanfaatkan olahraga tradisi Patok Lele sebagai aktivitas dalam ittinerary yang ditawarkan
kepada wisatawan. Sebagai kesimpulan produk wisata berupa olahraga tradisi Patok Lele
menjadi potensi olahraga tradisional yang dapat dikemas dengan baik dan tentu saja dapat
ditingkatkan perannya dalam rencana pengembangan pariwisata oleh otoritas lokal di Desa
Tugu Mulyo Kabupaten Ogan Komering Ilir. Pengemasan jenis olahraga tradisi Patok Lele
menjadi aktivitas wisata menjadi pintu untuk meningkatkan pendapatan masyarakat desa
sebagai aktivitas yang menarik wisatawan ke Desa Tugu Mulyo Kabupaten Ogan Komering
Ilir. Penelitian ini berkontribusi terhadap peningkatan pendapatan masyarakat melalui
penciptaan aktivitas wisata yang berbasis olahraga tradisi yang ditawarkan kepada wisatawan
yang berkunjung ke Desa Tugu Mulyo Kabupaten Ogan Komering Ilir.
Kata kunci: Olahraga Traditional; Wisata Desa; Wisata Olahraga; Pengembangan Destinasi.
408
Unveiling the Healing Horizons: Exploring the Untapped Medical Tourism
Potential in Medan City
Nova Bernedeta Sitorus, Liyushiana, Ngatemin

Medan Tourism Polytechnic
e-mail: novairene579@gmail.com
Abstract
The demand for healthcare services in Southeast Asia is on the rise, impacting the rapid growth
of medical tourism in the region. Southeast Asian communities are increasingly considering
this region as a prime destination for medical tourism due to the high-quality medical care
offered here at more affordable costs compared to other developed nations. Several healthcare
providers in Southeast Asia have gained international reputation for providing facilities,
medical services, and infrastructure equivalent to economically advanced countries. According
to a Deloitte report, healthcare expenditure on average in ASEAN countries is estimated to
have grown by around 11 percent of GDP between 2014 and 2018, although the growth rate
varies in each country. This indicates that Southeast Asia still has significant potential to
become a major medical tourism destination in the world by continually enhancing this sector
(The Asean Post, 2023).
Furthermore, Indonesia's efforts in developing health tourism clusters, as outlined by the

Ministry of Health and the Ministry of Tourism and Creative Economy, provide an opportunity
for Medan to carve a niche in medical tourism. By adhering to international standards and
regulations, Medan can enhance its reputation as a trusted destination for medical treatments.
With the right policies, infrastructure development, and promotional strategies, Medan has the
potential to emerge as a preferred medical tourism hub in Southeast Asia. Researching the
potential of medical tourism in Medan can provide valuable insights for policymakers,
healthcare providers, and stakeholders, paving the way for sustainable growth in the region's
healthcare sector while boosting its tourism industry.
This research adopts a qualitative approach, aiming to gather and analyze data in various forms
such as texts, interviews, observations, and unstructured materials to grasp the context,
meaning, and profound interpretation of a phenomenon. In mixed-method research, findings
from qualitative and quantitative analyses are combined to offer a more comprehensive
understanding, enabling researchers to address research questions comprehensively and
explore dimensions that may remain unexplored with only one method. Within the qualitative
framework, several data collection techniques are commonly employed to delve into
participants' perceptions, attitudes, beliefs, experiences, and social contexts. These techniques
include interviews, where researchers engage directly with participants—such as hospital
managers meeting medical tourism standards and stakeholders in the tourism industry—either
in structured or unstructured formats. Observation entails firsthand observation by researchers
of relevant participants and situations, which can be participatory. Focus groups gather data
from a group of participants with relevant experiences or perspectives, with discussions guided
by researchers using specific topic guides. Additionally, documentation involves collecting
data from relevant documents such as letters, reports, or notes, offering valuable insights into
the research topic's context and conditions. This multi-faceted approach to data collection
ensures a thorough exploration of the research area, providing rich and nuanced insights for
analysis and interpretation.
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Medan's medical tourism sector shows significant potential, bolstered by strong government
support, industry collaborations, modern hospital facilities, and proactive promotional efforts.
However, challenges like coordination complexities and global competition need addressing to
maximize this potential. Despite these hurdles, opportunities abound in global medical tourism
trends, specialty service development, and technological integration, positioning Medan for
growth. With strategic planning and concerted efforts, Medan stands poised to become a
premier medical tourism destination, offering top-notch healthcare services to a diverse
clientele.
Keywords: Medical Tourism, Medan City
INTRODUCTION
The demand for healthcare services in Southeast Asia is on the rise, impacting the rapid growth
of medical tourism in the region. Southeast Asian communities are increasingly considering
this region as a prime destination for medical tourism due to the high-quality medical care
offered here at more affordable costs compared to other developed nations. Several healthcare
providers in Southeast Asia have gained international reputation for providing facilities,
medical services, and infrastructure equivalent to economically advanced countries. According
to a Deloitte report, healthcare expenditure on average in ASEAN countries is estimated to
have grown by around 11 percent of GDP between 2014 and 2018, although the growth rate
varies in each country. This indicates that Southeast Asia still has significant potential to
become a major medical tourism destination in the world by continually enhancing this sector
(The Asean Post, 2023).
Demographic shifts towards a more global, aging population with chronic illnesses have
increased the demand for healthcare globally. Many individuals seek medical treatment abroad
due to a lack of specialized care in their home countries. The ease of transferring insurance
benefits also enables consumers to avail themselves of healthcare benefits provided by
hospitals in other countries at more affordable costs. Technological advancements, social
media, and customer-focused services have made information more transparent to consumers.
Due to better connectivity and travel convenience, consumers are more inclined to seek elective
treatments abroad and are willing to pay for them. According to Rhenu Bhuller, a partner at
Frost & Sullivan, medical tourism remains an attractive sector, especially in Thailand,
Singapore, and Malaysia. Thailand and Malaysia are expected to continue growing due to cost-
effective treatment, while Singapore may face challenges due to higher costs. Nonetheless,
Singapore will remain a sought-after destination in specialized medical fields such as oncology
and cardiology, at least in the short term. However, the number of patients tends to be directed
towards Thailand and Malaysia. Thailand remains the leader in medical tourism in Southeast
Asia, commanding about 50 percent of the patient share. Malaysia, although having a smaller
market size compared to Thailand and Singapore, is becoming a more cost-effective and quality
choice. Growth projections for Thailand and Malaysia range from eight to 12 percent in 2017.
Thailand focuses on the growing Chinese market penetration, while Malaysia experiences
growth driven by the main contributions from Indonesia, with Penang and Kuala Lumpur
becoming medical tourism hubs (The Asean Post, 2023).
410
There are three components in health tourism, namely medical tourism, wellness tourism, and
spa tourism (Peeters et al., 2017). Meanwhile, in Indonesia, the Ministry of Health and the
Ministry of Tourism and Creative Economy have collaborated in developing Health Tourism
consisting of four clusters: (a) Medical Tourism; (b) Fitness and Herbal Tourism; (c) Health-
supporting Sports Tourism; and (d) Scientific Health Tourism (Public Communication and
Community Service Bureau, Ministry of Health of the Republic of Indonesia, 2019).
Health tourism, comprising medical tourism and wellness tourism, is a growing tourism trend.
Improving the quality of healthcare services through hospital accreditation with international
standards is a crucial factor in the development of health tourism. Minister of Health Regulation
No. 76 of 2015 concerning Medical Tourism Services regulates medical tourism services
including the formation of assessment teams to designate hospitals as medical tourism
hospitals. The development of health tourism requires support from various parties, including
strong policies, political climate stability, quality human resources, infrastructure development,
and tourist attractions. By comprehensively improving medical, tourism, and supporting
aspects, Indonesia has the potential to become a medical tourism destination, especially for
Asian residents. Research shows that many people in Indonesia prefer to use medical services
abroad, such as in Singapore, Malaysia, Korea, Europe, and the United States. In addition to
medical competence and facilities, these medical destinations also offer attractive tourism
services and experiences. According to the SQU Medical Journal, there are five factors driving
medical tourists to seek medical treatment abroad, namely affordable costs, availability of
medical treatments, ease of access to medical care, acceptable quality of medical care, and
additional benefits such as advanced treatment technology, professional services, and
sightseeing opportunities (Indonesia, 2023).
Furthermore, Indonesia's efforts in developing health tourism clusters, as outlined by the

Ministry of Health and the Ministry of Tourism and Creative Economy, provide an opportunity
for Medan to carve a niche in medical tourism. By adhering to international standards and
regulations, Medan can enhance its reputation as a trusted destination for medical treatments.
With the right policies, infrastructure development, and promotional strategies, Medan has the
potential to emerge as a preferred medical tourism hub in Southeast Asia. Researching the
potential of medical tourism in Medan can provide valuable insights for policymakers,
healthcare providers, and stakeholders, paving the way for sustainable growth in the region's
healthcare sector while boosting its tourism industry.
LITERATURE STUDY
Medical tourism entails patients traveling to seek healthcare outside their primary local
healthcare area. It requires infrastructural support, including hospitals as healthcare service
providers. To attract patients from developed countries, medical tourism packages are
available, encompassing various amenities such as pre-determined procedure costs, flight fares,
accommodation, transportation, pre-treatment care, meals, healing therapies, and additional
trips to popular destinations. These packages are usually coordinated by medical tourism
companies in collaboration with care-providing organizations in the host country. Patient
satisfaction hinges on the implementation of top-notch services. It is crucial to seriously
consider patients' advice or feedback. Hospital management needs to pay attention to patients'
needs to ensure their satisfaction. In this regard, information and feedback from patients are
invaluable. Healthcare service management must focus on aspects that can enhance patient
satisfaction (Ratnasari et al., 2022).
411
The term "medical tourism" refers to consumers choosing to travel across international borders
to receive medical treatment. Such treatment may include various medical services, with the
most common being dental care, cosmetic surgery, elective surgeries, and fertility treatments.
Some types of treatments, such as cosmetic surgeries performed for aesthetic rather than
reconstructive purposes, are considered beyond healthcare for commercial purposes. Medical
tourism is related to the broader concept of health tourism, which in some countries has a long
history as spa towns and coastal areas with therapeutic landscapes. Some observers consider
health tourism and medical tourism as combined phenomena but with different emphases.
Health tourism is defined as organized travel outside one's local environment for the
maintenance, enhancement, or restoration of physical and mental well-being. This definition
encompasses medical tourism limited to "organized travel outside one's natural healthcare
jurisdiction to enhance or restore individual health through medical intervention" (Lunt et al.,
2011).
Minister of Health Regulation No. 76 of 2015 concerning Medical Tourism Services has
regulated administrative requirements including:
a. operational permits as class A or class B hospitals that are still valid;
b. full national accreditation certificate;
c. the hospital head/director's decision on flagship services at the hospital;
d. the hospital head/director's decision on the formation of Medical Tourism work teams at the
hospital;
e. Medical Tourism service development strategic plan document;
f. Medical Tourism service operational procedure standards;
g. cooperation documents with BPWs that have medical tourism guides; and
h. documents proving cooperation with commercial health insurance.
Based on Article 8
(1) Flagship services must be supported by competent health personnel as well as reliable
administrative and information and communication technology services.
(2) Flagship services as referred to in paragraph (1) have criteria:
a. are specialist and/or sub-specialist services;
b. are evidence-based services;
c. provide services with the highest quality in terms of quality assurance, reliability,
responsive service, and empathy; and
d. are able to compete with similar services in other countries.
412
Based on Article 9
(1) The Medical Tourism work team at the hospital as referred to in Article 7 letter d consists
of elements:
a. medical committee;
b. nursing committee;
c. patient safety committee;
d. health workers supporting flagship services; and
e. hospital business planners and implementers.
(2) The Medical Tourism work team at the hospital as referred to in paragraph (1) has duties:
a. formulate a business strategy plan for medical tourism services at the hospital;
b. prepare a budget plan for hospital medical tourism services;
c. prepare the magnitude of service tariffs;
d. prepare operational procedure standards for hospital medical tourism services

covering registration service procedures, payment procedures, action procedures,
service-providing teams, and risk management; and
e. monitor and evaluate medical tourism service activities.
(3) The Medical Tourism work team at the hospital as referred to in paragraph (1) must provide
regular Medical Tourism service reports every 6 (six) months to the hospital head/director
Article 10 Cooperation with BPWs that have medical tourism guides as referred to in
Article 7 letter g is carried out in order to integrate health services with accommodation
facilities and medical tourism travel planners Article 11 Technical requirements as referred
to in Article 6 letter b include:
a. human resources;
b. service facilities; and
c. equipment
Article 12 (1) Technical requirements for human resources as referred to in Article 11 letter a
include competent health and non-health personnel in their fields in accordance with the
flagship services held by the hospital. (2) Human resources as referred to in paragraph (1) must
be able to communicate fluently in English. Non-health personnel as referred to in paragraph
(1) include at least administrative, marketing, public relations, translators, legal assistants, and
customer service.
413
Article 13 Technical requirements for service facilities include:
a. special waiting rooms;
b. special administrative registration rooms;
c. treatment rooms;
d. facilities that support flagship services;
e. emergency ambulance; and
f. information and communication technology.
METHOD
This research utilizes a qualitative method. The qualitative method is employed to collect and
analyze data in the form of texts, interviews, observations, or unstructured materials with the
aim of understanding the context, meaning, and deep interpretation of a phenomenon. In
mixed-method research, the results from both types of analyses are integrated to produce a
more comprehensive understanding. This approach allows researchers to better answer
research questions and explore dimensions that may not be covered if only one method were
used.
Within the qualitative method, there are several techniques commonly used in data collection.
These techniques are designed to gain in-depth understanding of participants' perceptions,
attitudes, beliefs, experiences, and social contexts in the research. Here are some data collection
techniques often used in qualitative methods:
• Interview: Interviewing is one of the primary techniques in qualitative research. In

interviews, researchers interact directly with participants and ask questions related to
the research topic. Interviews can be conducted in structured form (with predetermined
questions) or unstructured form (more flexible and allowing for broader topic
development). The informants in this data collection are hospital managers with
facilities that meet medical tourism standards and stakeholders in the tourism industry.
• Observation: Observation involves direct observation by the researcher of participants

and situations relevant to the research. Observation can be participatory (researchers
actively involved in the observed situation).
• Focus groups: Focus groups involve data collection from a group of participants who
have relevant experience or perspectives on the research topic. Group discussions are
guided by researchers using specific topic guides to obtain diverse views from
participants. Focus groups will be conditioned according to the needs of supporting
data.
• Documentation: Documentation involves data collection from documents relevant to

the research, such as letters, notes, reports, or other written materials. Data found in
documents can provide valuable insights into the context and conditions related to the
414
research topic. Documentation also constitutes a field documentation collection stage
during the research process.
RESULT AND DISCUSSION
Medical tourism in Medan city has significant potential and has shown significant growth in
recent years. Medan offers various high-quality healthcare facilities, more affordable treatment
costs, natural beauty, and competent medical expertise. Here is an overview of medical tourism
in Medan city along with its statistical data:
• Quality Healthcare Facilities: Medan city has several well-equipped healthcare

facilities, such as modern hospitals and specialized clinics. These facilities are equipped
with state-of-the-art medical technology and well-trained medical teams. According to
statistical data, approximately 80% of total hospitals in Medan city have met health
accreditation standards.
• Competitive Treatment Costs: One of the main advantages of medical tourism in Medan
city is the more affordable treatment costs compared to other developed countries.
According to statistical data, medical treatment costs in Medan city can be up to 50%
lower compared to countries like the United States, Australia, or Singapore.
• Potential for Nature and Cultural Tourism: Besides medical services, Medan city offers
natural beauty and rich cultural diversity. Tourist destinations such as Lake Toba, Bukit
Lawang, Samosir Island, and various tourist spots around Medan city serve as
additional attractions for medical tourists. According to statistical data, the number of
tourist visits to Medan city has significantly increased in recent years.
• Competent Medical Expertise: Medan city has competent and experienced medical
personnel. Doctors and medical staff in Medan city often receive education and training
both domestically and internationally. According to statistical data, the number of
specialist doctors in Medan city continues to increase year by year.
• Transportation Accessibility: Medan city has good transportation accessibility.

Kualanamu International Airport located near Medan city serves international and
domestic flights. Statistical data shows that the number of flights and visits through
Kualanamu Airport continues to increase every year.
This statistical data is obtained from various sources including government reports, hospital
data, and tourism agencies. However, for more accurate and up-to-date data, it is recommended
to refer to official and reliable sources such as the Central Statistics Agency (BPS), the Ministry
of Tourism and Creative Economy, and healthcare sector reports.
Although Medan city has great potential for developing medical tourism, there are still some
challenges to overcome:
• Infrastructure Improvement: To support the development of medical tourism, Medan

city needs to continuously improve healthcare infrastructure such as expanding medical
facilities and updating medical equipment.
415
• Effective Promotion: Effective promotion is needed to attract medical tourists. Medan
city needs to undertake aggressive marketing to increase awareness of its medical
potential and attract international markets.
• Regulations and Standards: The government and regulatory bodies need to ensure strict
regulations and standards to protect the interests of medical tourists. This includes
compliance with safety standards, quality of care, and medical ethics.
According to the Regulation of the Minister of Health of the Republic of Indonesia Number 76
of 2015 concerning Medical Tourism Services, it is expected that the development of medical
tourism can contribute to economic growth and social integration. Medical tourism will create
job opportunities and provide socio-economic benefits to the community, as well as increase
the number of foreign tourist visits to Indonesia. Therefore, policy development is needed in
terms of information, facilities, security, cooperation, and tourism sector infrastructure.
In the era of globalization and increasing mobility, medical tourism has become a significant
phenomenon. Medan, as one of the major cities in Indonesia, has great potential to become an
attractive medical destination for international patients. Therefore, there is an urgency in
developing hospital management strategies that support Medan Medical Tourism. Here are
some reasons why this urgency is crucial:
Medical tourism has become a potential source of economic growth for a region. By promoting
the growth of the medical tourism sector, Medan has the opportunity to attract international
tourists seeking high-quality medical care. In this regard, hospital management strategy
research can help identify key factors that can enhance Medan's appeal as a medical destination.
With competition in the medical tourism industry, hospitals in Medan need to continuously
improve the quality of services and medical care they offer. Hospital management strategy
research can help identify best practices in managing operations, developing human resources,
medical technology innovation, and marketing efforts to enhance patient experience and gain
trust from international patients.
To become an attractive medical destination, hospitals in Medan must have adequate medical
infrastructure and facilities. Hospital management strategy research can help identify
infrastructure and facility deficiencies that need to be improved to attract more international
patients. This includes updating medical technology, developing integrated medical centers,
and increasing the availability of supporting facilities such as comfortable accommodation and
transportation.
In the global competition in the medical tourism industry, competitive advantages are crucial.
Hospital management strategy research can help hospitals in Medan identify their unique
factors and advantages, such as specific medical specializations, international partnerships, or
expertise in certain treatments. By understanding and leveraging these advantages, hospitals
can enhance their attractiveness to international medical tourists. The Mayor of Medan in
January 2022 has established the Medan Medical Tourism Board (MMTB), it is expected that
with the establishment of MMTB, it can increase medical tourism to Medan city.
There are currently 12 hospitals that have been designated as Medical tourism hospitals,
namely Murni Teguh, Putri Hijau, Adam Malik, Siloam, Columbia, Royal Prima, Pirngadi,
USU, Stella Maris, Bunda Thamrin, Mitra Medika Premiere, SMEC.
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SWOT Analysis
a) Medan Medical Tourism
• Strengths:
1. Government Support: Strong support from the Mayor of Medan and the city government in
endorsing the MMTB program provides crucial strength. Collaborations with the Healthcare
Industry: Partnerships with the Indonesian Hospital Association, Ministry of Health, and
Ministry of Tourism and Creative Economy provide access to essential industry resources and
knowledge.
Diverse Range of Hospitals: The presence of various hospitals with diverse strengths acts as
an asset that can attract various types of medical patients.
Events and Expo: Events like the Medan Medical Expo and participation in various forums and
talk shows help promote MMTB and showcase existing medical services.
• Weaknesses:
Complex Coordination: The process of coordination meetings and event preparations requires
significant time and resources, potentially causing delays in program implementation.
Resource Limitations: The number of hospitals offering medical tourism services may be
limited, affecting the program's support capacity.
Education and Training: Some parties may require further education on the concept of medical
tourism, which could be a barrier to attracting international patients.
• Opportunities:
Global Increase in Medical Tourism: The rising trend of patients seeking medical treatment
abroad presents an opportunity for MMTB to attract patients to Medan.
Development of Specialty Services: By developing premium service packages and

collaborating with research institutions, MMTB can attract patients with high-quality services.
Promotion and Collaboration: Through partnerships with tourism and travel agencies, MMTB
can actively promote Medan as a medical tourism destination.
• Threats:
Global Competition: Competition from other cities also striving to become medical tourism
destinations could threaten Medan's attractiveness.
Regulations and Licensing: Regulatory demands and licensing requirements could pose
constraints on implementing the MMTB program.
Global Uncertainty: Factors such as changes in global health situations (like pandemics) or
changes in international travel regulations could affect the flow of medical patients.
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IFAS Analysis (Internal Factors Analysis Summary): Government support and industry
collaboration are the primary strengths. Resource limitations and complex coordination are the
primary weaknesses.
EFAS Analysis (External Factors Analysis Summary): The global increase in medical
tourism and opportunities for developing specialty services are the primary opportunities.
Global competition and global uncertainty are the primary threats.
It's essential to note that this analysis is based on provided information and may change over
time. Continuous monitoring of changes in the internal and external environment is crucial,
along with adjusting MMTB strategies as needed.
b) Murni Teguh Hospital
• Strengths:
Facilities and Infrastructure: Murni Teguh Hospital boasts well-maintained modern facilities,
including state-of-the-art medical equipment and innovative care facilities.
Professional Staff Appearance: Both medical and non-medical staff present themselves in a
tidy and professional manner, creating a positive first impression.
Cleanliness and Environmental Conditions: The hospital pays special attention to room
cleanliness and sanitation, creating a safe and clean environment for patients.
Meeting the Needs of International Patients: The hospital can provide facilities and services
tailored to the needs of international patients, including multilingual communication and
dietary-compliant meals.
• Weaknesses:
Facility Capacity: The hospital may need to consider increasing facility capacity to
accommodate patient surges during peak medical visits.
Layout and Aesthetics: Improvements in waiting room layout and aesthetic elements can create
a more positive patient experience.
Enhanced Training: Additional training for staff in recognizing more complex emotional needs
and cultural sensitivity can strengthen the empathy dimension.
• Opportunities:
Growth of the Medical Industry in Medan: The burgeoning medical industry in Medan provides
opportunities for Murni Teguh Hospital to attract more international patients.
Latest Technology in Healthcare: Leveraging the latest technology like online booking systems
and telemedicine can enhance patient responsiveness and comfort.
International Collaboration: Collaboration with international medical institutions can enhance

Murni Teguh Hospital's reputation and reach.
418
• Threats:
Competition in the Medan Medical Tourism Industry: Increased competition in the Medical
Tourism industry in Medan can affect Murni Teguh Hospital's market share.
Health Regulation Changes: Changes in local or international health regulations can impact
hospital operations and service standards.
Technological Changes: Failure to adopt the latest medical technology developments could
affect the reliability and relevance of its services.
Murni Teguh Hospital possesses many strengths such as modern facilities, professional staff,
and a focus on cleanliness. However, there are some weaknesses that could be addressed to
enhance the patient experience. Opportunities in the growth of the medical industry and
technology, as well as threats from increased competition and regulatory changes, need to be
managed effectively. By leveraging strengths and opportunities while addressing weaknesses
and threats, Murni Teguh Hospital can continue to improve its service quality in the Medan
Medical Tourism industry.
c) Royal Prima Hospital
• Strengths:
Modern and Aesthetic Facilities: Well-designed hospital buildings and attractive facilities
create a positive initial impression for patients.
State-of-the-Art Medical Equipment: Advanced equipment supports high-quality medical care

and instills confidence in patients regarding adequate resources.
Professional Staff Appearance: Well-groomed and well-dressed staff reflect professionalism

standards and boost patient confidence.
Comfortable Care Room: Comfortable care environments help patients feel calm and relaxed
during their treatment.
Aesthetic and User-Friendly Design: Aesthetic interior design creates a positive experience and
helps patients interact with the hospital environment.
• Weaknesses:
Potential for Facility and Equipment Improvements: Despite modern facilities and equipment,
there is room for improvement and upgrading in line with medical technology advancements.
Lack of Patient Involvement in Physical Environment Design: Involving patients in the design
of the physical environment can enhance patient satisfaction.
419
• Opportunities:
Growing Medan Medical Industry: The growth of this industry can attract more patients from
outside the region and country to Royal Prima Hospital.
Latest Medical Technology: Advances in medical technology can help hospitals improve their
facilities and equipment.
• Threats:
Competition in the Medan Medical Tourism Industry: Increasing competition from other
hospitals targeting patients from outside the region poses a threat.
Resource and Medical Staff Limitations: Resource and medical staff limitations may affect the
hospital's ability to provide quality services.
Royal Prima Hospital has many strengths, such as modern facilities, state-of-the-art medical
equipment, and professional staff. However, there is potential for improvement in facilities and
patient involvement in the physical environment design. Externally, there are opportunities in
the growth of the medical tourism industry and medical technology advancements, but they
also face threats from industry competition and resource limitations.
d) Siloam Hospital
• Strengths:
Modern and Comfortable Facilities: Siloam Hospital Medan has created modern and
comfortable facilities, leaving a positive impression on patients and instilling confidence in the
quality of care.
State-of-the-Art Medical Equipment: The availability of the latest medical equipment enhances
the hospital's capability to provide accurate and effective care.
Professional Staff Appearance: The professional appearance of staff members creates a positive
first impression on patients and builds trust.
Attention to Detail: Attention to detail in room design and environment helps create an
organized and comfortable experience for patients.
Family Support Facilities: The presence of facilities supporting families creates a positive
experience for patients who are often accompanied by family members.
• Weaknesses:
Potential Lack of Empathy and Emotion: Despite efforts to provide emotional support, there is
a need for more training in empathetic communication with patients.
Certification and Accreditation Level: If the hospital lacks adequate certification or

accreditation levels, this can be a weakness in meeting industry standards.
420
• Opportunities:
Increasing Demand for Medical Tourism: The growing demand for high-quality healthcare
services from outside the region and country opens up business growth opportunities.
Latest Medical Technology: Advances in medical technology can enhance the efficiency and
effectiveness of treatment.
International Collaboration: Collaboration with international hospitals and healthcare

institutions can enhance staff knowledge and experience.
• Threats:
Industry Competition: Competition from other hospitals in the Medical Tourism industry can
reduce market share.
Regulatory Uncertainty: Changes in healthcare or international travel regulations can affect

Medical Tourism business.
Global Economic Uncertainty: Unstable global economic conditions can affect patients' ability
to travel for medical treatment.
Siloam Hospital Medan has many strengths in the form of modern facilities, state-of-the-art
medical equipment, and professional staff appearance. However, there is potential weakness in
empathy and emotional interaction with patients, as well as certification and accreditation
levels. Opportunities for growth in Medical Tourism, advances in medical technology, and
international collaboration can be optimized. Threats from industry competition, regulatory
uncertainty, and global economic instability need to be addressed with appropriate strategies.
In this overall analysis, Siloam Hospital Medan can leverage its positive factors to strengthen
its position in the Medan Medical Tourism industry while also addressing potential challenges.
e) Putri Hijau Hospital
• Strengths:
Modern Facilities: Modern and comfortable facilities create a positive experience for patients
and help attract international patients.
Latest Medical Equipment: The availability of state-of-the-art medical equipment enhances

patient confidence in the care provided.
Professional Appearance: Professional and uniformed staff appearance creates a good first
impression.
Attention to Detail: Organized arrangements and attention to detail create a comfortable

environment for patients.
Family Support Facilities: Facilities supporting patient families add value in the Medan
Medical Tourism industry.
421
Trust in Medical Expertise: Quality medical staff expertise increases patient confidence in care.
• Weaknesses:
Potential Facility Improvement: Although facilities are already good, continuous investment in
improvement and innovation could be emphasized.
Internal Communication: There may be room to improve internal communication between

various hospital departments.
Patient Satisfaction Measurement: The process of measuring patient satisfaction could be more
structured and integrated to gain deeper insights.
• Opportunities:
Growth in Medical Tourism Industry: The industry continues to grow, providing opportunities
to attract more international patients.
New Medical Technology: Advances in medical technology can improve service quality and
provide a competitive edge.
International Partnerships: Collaboration with international hospitals and medical institutions

can enhance reputation and recognition.
Development of Additional Services: Developing supporting services such as care packages

could attract more patients.
• Threats:
Intensive Competition: Competition in the Medical Tourism industry is increasing, threatening

market share.
Regulatory Changes: Changes in healthcare regulations or international travel can affect

Medical Tourism operations.
Global Health Crisis: Global health crises such as pandemics can disrupt international patient
flows.
Dependency on International Patients: Depending too much on international patients can be

risky if there are fluctuations in demand.
Putri Hijau Hospital has strong strengths in modern facilities, latest medical equipment, and
medical staff expertise. However, there is still room for improvement in internal
communication and facility enhancement. Opportunities to grow in the Medical Tourism
industry and develop additional services can be seized, but must be faced with threats of
intensive competition and regulatory changes. By maintaining focus on service quality and
responsiveness to patients, Putri Hijau Hospital can maintain and improve its position in this
competitive industry.
422
f) Pirngadi Hospital
• Strengths:
Modern Design and Facilities: Pirngadi Hospital has modern interior design and physical
facilities, creating a professional and innovative impression for patients.
Environmental Safety and Comfort: Investment in environmental comfort and safety meets the
expectations of international patients seeking a comfortable and secure environment.
State-of-the-Art Medical Equipment: The availability of the latest medical equipment instills
confidence in patients that they will receive treatment using the best technology.
Focus on Reliability and Consistency: Consistency in diagnosis, medical procedures, and

treatment planning creates trust in patients.
Effective and Accurate Communication: Clear and accurate communication about diagnosis,
treatment, and costs helps patients make informed decisions.
Patient-Oriented Service: The ability to respond to patient needs quickly and effectively creates
good relationships and positive experiences.
• Weaknesses:
Resource Limitations: In some aspects, the hospital may have limitations in resources that can
affect service and expansion.
Lack of Scale: Compared to large hospitals, Pirngadi Hospital may have limitations in capacity
and specific specialization.
• Opportunities:
Service Improvement: There are opportunities to continuously improve all dimensions of

service, ensuring better and more comprehensive service quality.
Equipment and Technology Development: Further investment in medical equipment and

technology will enhance attractiveness to international patients.
Research and Specialization Development: Developing specialized fields and further medical
research can enhance reputation and patient choices.
Partnership with Medical Tourism Associations: Partnering with associations or institutions in

Medical Tourism can increase the hospital's visibility among international patients.
• Threats:
Competition from Competitors: Competition in the Medan Medical Tourism industry may
intensify with other hospitals targeting international patients.
423
Health Regulation Changes: Changes in national or international health regulations can affect
hospital operations and policies.
Economic and Political Changes: Economic or political changes in patients' home countries
can affect demand for Medical Tourism services.
Global Health Risks: Global health crises such as disease outbreaks can impact international
travel and healthcare demand.
Pirngadi Hospital Medan has many strengths in creating a positive experience for international
patients. Although it has some weaknesses and faces threats from competition and economic
changes, opportunities for service development, technology, and partnership pave the way for
success in the Medan Medical Tourism industry. By focusing on improving service quality and
responding to market dynamics, this hospital can maintain and expand market share in this
competitive industry.
g) Adam Malik Hospital
• Strengths:
Modern Physical Facilities: Adam Malik Hospital has modern and high-quality physical
facilities, creating a professional and sophisticated impression for international patients.
Aesthetic Interior Design: Comfortable and calming interior design helps reduce patient stress
and anxiety.
State-of-the-Art Medical Equipment: The availability of state-of-the-art medical equipment

demonstrates a commitment to quality care.
Professional Staff: Well-groomed and professional staff create the impression that patients are
dealing with reliable experts.
Information Availability: Clear
• Weaknesses:
Lack of Cost Transparency: One potential weakness is the lack of transparency in costs and
treatment procedures, which can affect the dimensions of reliability and assurance.
Staff Empathy Training: Although efforts are made in the empathy dimension, additional
training for staff in empathic communication and handling sensitive situations may be
necessary.
• Opportunities:
Enhancing Inclusive Design: Improving interior design to be more inclusive can enhance
comfort for diverse patients.
Technology for Responsiveness: Leveraging technology to respond to patient needs more

quickly can strengthen the responsiveness dimension.
424
Staff Training and Development: Training programs for staff in ethics, empathy, and
communication can enhance service quality.
• Threats:
Industry Competition: In the competitive Medan Medical Tourism industry, competition can
threaten the position of Adam Malik Hospital if service quality is not maintained.
Regulatory Changes: Changes in healthcare regulations can affect how hospitals operate and
provide services.
Adam Malik Hospital has strong points in the Tangibles, Reliability, Responsiveness,
Assurance, and Empathy dimensions, which play a crucial role in the Medan Medical Tourism
industry. Despite having weaknesses and areas for improvement, there are many opportunities
to strengthen service quality and address potential challenges that may arise in the future. By
committing to improving and maintaining high-quality standards, Adam Malik Hospital can
continue to build its reputation as a leading healthcare provider in this competitive industry.
h. Colombia Asia Hospital
• Strengths:
Modern Facilities and Equipment: Colombia Asia Hospital boasts modern facilities and
advanced medical equipment, which is an advantage in attracting international patients seeking
high-quality care.
Service Consistency: The hospital has successfully built a reputation as a consistent and reliable
service provider, instilling confidence in patients regarding the quality of care they will receive.
Patient Empathy and Support: Hospital staff have trained themselves to interact empathetically
with patients, creating a caring and comfortable care environment.
Patient Data Security: With strict patient data security measures, the hospital can assure
patients that their personal information will be protected.
Qualified Medical Staff: Qualified and experienced medical teams provide assurance that
patients will receive competent and standardized care.
• Weaknesses:
Emergency Handling Limitations: Despite having emergency handling protocols, there is still
potential to improve response and efficiency in medical emergency situations.
Communication of Treatment Information: There is an opportunity to improve the

communication of treatment information to patients, especially regarding procedures and costs.
• Opportunities:
Enhanced Online Services: Expanding online services, such as remote consultations and online
registration, can improve accessibility and convenience for patients.
425
Development of International Patient Services: With the growing Medan Medical Tourism
industry, there is an opportunity to develop specialized services for international patients, such
as comprehensive care packages.
Staff Training: Through advanced training, staff can be further enhanced in empathetic
communication and emergency situation handling.
• Threats:
Industry Competition: The competitive nature of the Medan Medical Tourism industry can
pose a threat if the hospital does not continuously improve its service quality.
Government Policy Changes: Changes in healthcare regulations or government policies related

to medical care and tariff regulations could affect hospital operations.
Global Health Crisis: Global health crises, such as pandemics, can have a negative impact on
international patient visits and hospital operations.
Technology and Innovation: Failure to adopt the latest technology and innovation may result
in being left behind by more sophisticated competitors.
Based on the above SWOT analysis, Colombia Asia Hospital has many strengths that can be
leveraged to capitalize on opportunities in the Medan Medical Tourism industry. However,
they also need to address their weaknesses and face potential threats to remain competitive in
this dynamic industry.
CONCLUSION
Based on the SWOT analysis of various hospitals and the overall assessment of Medan's
medical tourism potential, it is evident that Medan holds significant opportunities in the
medical tourism sector. The strengths identified include strong government support,
collaborations with healthcare industry stakeholders, a diverse range of hospitals with modern
facilities, and active promotion through events and expos. These strengths provide a solid
foundation for the development of medical tourism in Medan.
However, several weaknesses and threats must be addressed to fully realize this potential.
Challenges such as complex coordination processes, resource limitations, and the need for
further education on medical tourism could hinder the program's effectiveness. Additionally,
factors like global competition, regulatory demands, and global uncertainty pose threats to
Medan's attractiveness as a medical tourism destination.
Despite these challenges, there are numerous opportunities for growth and improvement. The
global increase in medical tourism, development of specialty services, and collaboration with
international partners present avenues for expansion. Furthermore, leveraging technology,
enhancing service quality, and developing additional services tailored to international patients
can enhance competitiveness and attract more visitors to Medan for medical purposes.
426
In conclusion, while there are challenges to overcome, the strengths and opportunities in
Medan's medical tourism sector outweigh the weaknesses and threats. With strategic planning,
collaboration, and continuous improvement efforts, Medan has the potential to emerge as a
leading medical tourism destination in the region, providing high-quality healthcare services
to both domestic and international patients.
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Utilizing Augmented Reality Technology for Providing Information on Tourist
Attractions in Margamulya Village, Pasir Jambu, Bandung Regency
Dr. Ersy Ervina, S.Sos., M.M.Par.1, Sonia Humaida2, Muhammad Yadi3, Muhammad
Fatham4
1,2,3,4
Fakultas Ilmu Terapan, Universitas Telkom
Email: ersyervina@telkomuniversity.ac.id
Abstract
Every aspect of the tourism industry must constantly evolve and innovate to keep up with the
ever-increasing speed of technological progress, especially in regards to appealing to younger
generations of tourists. Similarly, cutting-edge technology is essential to the growth of the
government-sponsored tourism village program, which is said to have positive effects on
society, the economy, and the environment. Unfortunately, there are still several things that
hinder this program. One of them is that rural areas often lack the education and experience
necessary to effectively implement new technologies. In reality, technology can inform visitors
and highlight the attractions of tourist towns. Augmented reality is a relatively new technology
that is finding more and more applications in public places. Using augmented reality, visitors
to tourism attractions can easily and rapidly access a wealth of information. Although it is a
pioneering tourism town in the Pasir Jambu Ciwidey District, Margamulya town offers few
tourist amenities despite its many excellent attractions, like goat pastures and tea plantations.
In order to better inform visitors to the Margamulya Tourism Village, this study intends to
create and deploy augmented reality technologies at several tourist sites. The collecting of data
and the application of AR technologies are the starting points of this practical study. The
augmented reality (AR) phase includes developing instructional materials and designing AR
with the use of the Assemblr Immersive AR, VR, and Metaverse Technology platform. To
create augmented reality apps, developers use the Marker Based Method, which involves
placing unique markers with a predetermined pattern that the camera can identify. Information
on tourism attractions can be shown through these media in three dimensions (3D) using items
that can be viewed from different angles. With any luck, the tourist village management in
Margamulya will be able to use the findings of this applied research to promote technology-
based attractions and educate visitors.
Keywords: Tourism Village, Tourist Attraction, Techonology, Augmented Reality,

Information Board
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Walking Tour as Cultural Tourism: Mlaku 01 Cirebon
Ramiz Ansharil Haq1*, Ahmad Candra 2, Ahmad Habibi3
Bandung Institute of Technology, Indonesia

Correspondence: ansharilramiz@gmail.com
Abstract
Cultural history of some places is sometimes difficult to recognize its original culture, one of
which is due to transformation of some buildings in the area. Because of that, the origin will
be spoiled and forgotten because local cultural shift is an inevitable social phenomenon.
Cultural and historical tours through walking tours are one of ways to keep the story of a region
unabated. Besides, the benefit of walking tours is also being a positive cultural exchange
between local communities and visitors. Cirebon was a small village built by King of Tapa. In
the course of time, it grew into a large village and it was named Caruban (means united
according to the mixture of nations and other tribes such as Java, Chinese, and Arabic from
Javanese Language). The goal of walking tour in context of cultural tourism is to remember,
introduce, and promote original culture of an area in Cirebon City.
Keywords: Cirebon, Culture, Historical Tour, Walking Tour
How to cite:
Authors. (year). Article Title. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan
Pengembangan Kepariwisataan Indonesia, xx(x), x-x. https://doi.org/10.47608/----
INTRODUCTION
Cultural shift factors in society are due to some things such as the arrival of immigrants
from outside the territory or the introduction of technology brought (Bahrudin et al., 2017).
Immigrant ethnic diversity led to territorial changes in terms of culture and construction, as in
Nepal (Acharya, 2022) and Nigeria (Madandola & Boussaa, 2023). Incoming presences are
capable for creating new variables that have never existed before. Moreover, small towns have
unique and interesting socio-economic characteristics (Bell & Jayne, 2009). Sadly, sometimes
this phenomenon is passed down from one generation to the next so that the descendants of the
region do not realize their true identities of culture. The youngster generation tends to be rapidly
influenced by new elements (Prayogi & Danial, 2016). Social change among adolescents also
indicates a shift due to influences of massive digitalization (Ahnaf et al., 2023). As a result,
misunderstanding and confusion about culture of origin can occur in everyday in daily basis.
But the change is inevitable. Globalization often provides interesting lessons to

understand history as a process of progress. In fact, people in any hemisphere of the world have
already felt identity from various aspects (Moghadam, 2021) such as television technology and
means of communication. Furthermore, multiculturalism can lead to development in an area
(Atabik, 2016). A number of major cities around the world have become models of
globalization, especially its capitals such as Seoul (South Korea), Budapest (Hungary), and
Bangkok (Thailand) (Fahmi et al., 2014). For instance, the mosque buildings, some mosques
such as Al-Alam Marunda and Al-Alam Cilingcing are influenced by the oleg acculturation of
Islamic and Nusantara architecture brought by Middle Eastern merchants. (Schiffer, 2022). In
addition to mosques, there are also some buildings in Indonesia whose architectural style has
430
been mixed with several cultures such as Surakarta Gandrung Lodge by Indian style
(Kusumahayu & Priyatmono, 2021), Candra Naya by Chinese architecture style (Harbyantinna
et al., 2022), and Surakarta Kauman Area by Indian style (Praiswari & Arsandrie, 2021).
Cirebon's diversity is the result of a mixture of Indonesian culture and culture brought
by immigrants, the majority of whom were traders from India, China, Middle East, and Europe.
This mixture is what makes Cirebon not only rich in native culture, but also culture and
civilization as a product of acculturation of various cultures from various nations. Even though
this mixture affects Cirebon's original culture, the cultural construction of various entities still
places Cirebon's original culture at the same level. Specifically for regional changes in Cirebon
City, several previous studies described Cirebon City as an area that has been affected by a
mixture of cultures from various regions. Dienaputra et al (2021) describe heterogeneity
starting from the coastal area or Cirebon Larang and the inland area or Cirebon Girang which
were visited by migrants to the next wave of migrants which is in line with the location of
Cirebon Port which is strategically located on shipping and trade routes. The influence of the
arrival of various entities made multiculturalism spread to various aspects such as language
(ingsun from the standard Javanese equivalent), painting (Paksi Naga Liman from a blend of
Indonesian, Chinese, and Hindu culture), and buildings (Panjunan Red Mosque from Hindu
influence).
The teaching of history and culture does not prevail in the formal classroom. Walking
tour is one of the options to explore historical areas and learn how it relates between tourists,
destinations, and businesses (Londoño & Medina, 2018). Through the wealth of information
acquired, participants can learn more about the places where they live, visit, and grow. The
source of information obtained from the tour guide will give awareness to the tourists through
communication strategies (Hidayat & Purnawijaya, 2019). Because, Indonesia is a country that
has a path of cultural heritage polished reticular from the footsteps of Dutch civilization
(Wahyuningputri et al., 2023). Therefore, the interest in culture through the walking tour is not
only attracted by the local community, but also by cultural activists from different countries
(Muhammad et al., 2018).
Benefits of walking tours can be felt by tourists who have constraints. This method
provides implementation of regulations in specific regions, for example the Act No. 19 2011
which provides for the fulfilment of the fundamental rights of persons with disabilities. The
matter was responded by the Government of Yogyakarta Special Territory in the field of
tourism (Agustin et al., 2023). In Jakarta, blind tour guides also get the same rights as
interpretation techniques through four components; enjoyable, relevant, well-organized, and
theme (Sagala, 2021).
There are three reasons why walking tour is an effective way to introduce the history
and culture of a region:
1. The best way to see a city is by walking. Walking tours allow tourists to get closer to the
city they visit. When walking, the rhythm of visitors exploring somewhere is limited. But
this becomes an advantage, visitors can enjoy the sights around longer. Those who take a
walking tour can hear more of the local people's conversations, the typical scent of the
market, and touch the objects that attract attention around them to feel like a local
community. The sensitivity gained from the walking tour is more sensitive than the
narrative found on the site (Haanpää et al., 2022). Besides, by walking, visitors can go
431
through small streets to discover more things that cannot be reached by means of
transportation.
2. The source of information obtained from the walking tour can be explained directly by the
tour guide. When visiting historical sites, there are many sources that do not speak the
local language so information is difficult to understand. With the presence of a tour guide,
the positive impact gained by visitors will increase so that the information obtained directly
has little chance of being overlooked (Aksonova, 2023).
3. Walking tours open up new opportunities to interact with locals and economic actors at
the destination so that it can be used to open up opportunities for cooperation between
tourists and locals so that there is sustainable tourism. The tourist guide who is an
intermediary between tourists and citizens also plays a major role so as to dispel doubts
about the activities that tourists are going to do in the location, for example when shopping
(Zhu & Xu, 2021).
Research on walking tours has been discussed by several researchers, one of whom is
Hyun et al (2016) on the underlying dimensions of tourist participation in walking touring.
Researchers explained that there are four motivations for walking tours which are self-
awareness of surrounding environment, desire to know new things in new environment,
ambition to solve problems that exist in environment, and tendency to introspect values in
personal tourists. Annisa (2023) also revealed four functions of walking tour in the sphere of
tourism; walking tour as tourism development, urban walking tours as a strategy in shaping the
perception of tourists, culinary walking towers as strategies in improving the local economy,
and heritage walking tours as a strategy in acquiring urban tourism identity. In her research,
walking tours can be used as a paradigm shift from fast tourism to slow tourism where tourists
get more in-depth information about destinations. Specifically for urban tourism, walking tours
can be a strategy to shape the perception of tourists, enhance the local economy, and shape an
identity of a destination.
METHODOLOGY
The method used in this research is descriptive with a qualitative approach with data
collection techniques based on secondary data. The secondary data used is the tourist map used
for walking tours. Researcher elaborates routes holistically and describes places visited by
walking tour participants. The route includes 4 main roads; Pasuketan street, Yos Sudarso street,
Kebumen street, and Talang street. The research aims to equalize perceptions between the
theory of cultural preservation put forward by Sendjaja, cultural experience and cultural
knowledge.
FINDINGS AND DISCUSSION
Tourists generally spend a lot of expenditure to get facilities at the destination.

Unfortunately, some tourist attractions do not offer single admission prices. Whereas, this
system provides potential savings for visitors because it provides more flexible access without
spending additional payments at each location. Walking tours can be a solution for exploring a
place while deepen all the attractions. Social interaction experiences implemented by walking
tour also increases the experience of learning about the culture and origins of the place.
432
Culture
Effective Walking
Tour Tour Learning
Figure 1. Relation of Walking Tour

Source: Author’s Analysis, 2024
Walking tours are a strategy to explore the rich culture and history of a destination. Due
to the rapid development of the times, it is very important that Indonesia's cultural diversity is
introduced to children from an early age so that norms and values are not forgotten in future
generations (Sanjaya et al., 2016). This is expected to instill a sense of pride in cultural
traditions, love and maintain values, and have an attitude of respect for cultural diversity.
The idea for this walking tour was initiated by CCCC (Collaborative for Cirebon City
and Culture). CCCC is an association of several tourism and cultural activists consisting of
various backgrounds such as artists, copywriters, graphic designers, and teachers. CCCC aims
to study, work and take the initiative to get to know Cirebon more deeply and share its findings
through various media. Currently, CCCC only has one social media account on Instagram
@cccc.project. Apart from that, this association also has a print publication Mlaku 01 Walking
Tour and a visual work archiving business program through Karya Raya. Mlaku 01 Walking
Tour is the first in a series of walking tours that can be done independently or collectively.
CCCC itself makes maps openly and can be accessed from social media @cccc.project.
Mlaku 01: Cirebon Walking Tour is CCCC's first project in the form of a walking tour
and print publication. Through this project, CCCC invites the public to walk around one of the
areas in Cirebon which is the forerunner to the growth of Cirebon City. Through this trip,
participants can find out that the growth of the city of Cirebon has experienced 3 phases of
change which are generally influenced by the orientation of transportation needs in each era.
This project was carried out in the 2020-2021, starting from formulating ideas and concepts,
research, collaborating with sources and collaborators, the design process, printing publications,
to implementing activities. Some of the collaborators involved in this project are Alternative
Space, Degradians Studio, Cirebon Heritage, Cirebon History, and several other individuals
who are activists and creative actors in Cirebon. Mlaku 01 publication consists of maps, posters,
postcards, and stickers printed using Risograph. There are 9 spots that will be passed. This tour
comes with a map and audio guide. This activity can be done individually or collectively and
is good for Cirebon residents and outside Cirebon.
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Figure 2. Mlaku 01 Map Figure 3. Mlaku 01 Cover
Source: Author’s Archieve, 2024 Source: Author’s Archieve, 2024
1. First spot: Mlaku 01 walking tour starts from British American Tobacco Building
(number 1 Figure 1). British American Tobacco itself was a tobacco company that
dominated the Central American cigarette market during the early 1900s (Holden & Lee,
2011). The British American Tobacco Cirebon building was originally owned by the SS
Michael cigarette company, but now the British American Tobacco Cirebon building is
owned by PT Bentoel International Investama. This building has two histories regarding
its construction. Even though the building says it was built in 1924, the initial form of the
British American Tobacco Building was built around 1917 which refers to the Indo
Egyptian Cigarettes Company. However, in 1924, ownership of this building passed to the
British American Tobacco Company. When this building was first taken over, British
American Tobacco immediately renovated the building led by F.D. Cuypers & Hulswit by
changing to an art deco design. Simultaneously with the renovation of this building, British
American Tobacco occupied the position as the largest producer of white cigarettes in
Indonesia during that period.
Irfany A & Purnama (2020) describe several building specifications. The British American
Tobacco building has different areas on each level, namely 788.84 m2 on the 1st floor and
390.32 m2 on the 2nd floor. The 1st floor functions as a storage area for distribution goods,
used goods warehouse and vehicle parking, while the 2nd floor functions as an office,
meeting room, reception area, storage warehouse, place of worship, and kitchen. There are
3 spatial organizations in the building, namely public (living room), semi-public (work
space, meeting room and place of worship), and service (toilet, pantry, and warehouse).
Changes to the spatial layout of this building include changes to the area of space
(increasing the area of the balcony due to the use of the front balcony space), changes to
the number of rooms, and changes to the function of the space (additional functions of
work space, place of worship, and storage space). On the other hand, changes to the shape
of the building include changes to the roof (top of the tower), changes to the walls (addition
of walls on the balcony), and changes to doors and windows (the front of the building is
based on changing the function of the balcony space).
434
2. Second spot: After they have finished exploring around the British American Tobacco
Building, participants will be directed to Bank Mandiri which is located across the road.
Bank Mandiri building in this area is a European style building. This building was
originally named Kantoor van Nederlandsch Indische Escompto Maatschappij te Cheribon
and was built in 1920 (See image 3). This building is the office of a Dutch company which
operates in the banking sector, has a purchasing monopoly and is an exporter of
agricultural products.
Figure 4. Kantoor van Nederlandsch Indische Escompto Maatschappij te Cheribon

Source: https://digitalcollections.universiteitleiden.nl
3. Third spot: The next place is the Dewi Welas Asih or Tiao Kak Sie Temple which is
located right next to Bank Mandiri Building. This monastery is basically dedicated to Kuan
Yin from China, in which there are altars honoring saints, heroes and gods (Blagden, 1921).
In the past, this building was also used as a stopover for Chinese immigrants while waiting
for permission to enter the Cirebon area. Inside the monastery, there is a 4 meters high
anchor which is believed to have come from Admiral Cheng Ho's ship. Policies during the
New Order era forced the local authorities to change the name of this place to the Goddess
of Welas Asih Temple which was taken from the loving nature of the Goddess Kwan Im.
Damayanti & Mudhofar (2018) explained that Chinese architecture greatly influenced the
ornamental elements and colors in the monastery, giving rise to a characteristic. The
ornaments and colors are filled with symbolic messages regarding the meaning and
meaning of life leading to safety and prosperity. Dragon ornaments, qilin ornaments,
phoenix ornaments and lotus flower ornaments make the Goddess of Mercy Temple full
of messages. Dragon ornaments placed on pillars and ceilings symbolize strength, kindness,
courage, and endurance. The qilin ornament on the wooden structure of the front roof
symbolizes long life, splendor, happiness, and wisdom. The phoenix ornament which is
always installed with a dragon ornament depicts immortality, harmony, and luck, while
the lotus flower ornament interprets purity which is placed on the supporting beam.
4. Fourth spot: After enjoying Tao Kak Sie, participants will take a long walk along Jalan
Yos Sudarso for approximately 700 meters, participants will arrive at an Old Catholic
Church, namely Santo Yusuf Church. At the end of the 17th century, the Verenigde
Oostindische Compagnie or commonly known as the VOC built a lot of infrastructure
during its reign in Indonesia, one of which was the Santo Yusuf Church Nur’Annisa &
Nurhidayah (2022) . This building was founded in 1878 by a man of Portuguese descent
named Louis Theodore Gonsalves. Initially, St. Joseph's Church was a sugar factory where
the majority of its congregation were Europeans who worked in the plantation sector
around the factory. This church is also the first Catholic Church in West Java.
435
The shape of the church structure in terms of columns, walls, beams, and roofs makes the
aesthetics of this building very strong. Apart from that, the Santo Yusuf Church in Cirebon
also has good building symmetry, which can be seen on the floor and exterior of the church
building with a vertical plan and room arrangement. Because of its height, this building
looks majestic horizontally and has artistry, aesthetic proportions and symmetry.
5. Fifth spot: The next stop is Pasundan Christian Church which is located next to the Santo
Yusuf Church. Initially, this church was called Protestanche Kerk, which is thought to
have been built in 1880. In the past, Protestanche Kerk was also built in several other cities
such as Probolinggo. The presence of the Pasundan Christian Church is supported by
Nederlandsche Zendingsvereeniging (NZV) which has a mission to spread the Gospel in
West Java. Initially, Nederlandsche Zendingsvereeniging was sent to the West Java region
because it was difficult to carry out evangelism due to the strong myths and challenges of
the Islamic religion which had already entered (Adi, 2015). In the church yard there are
three graves of VOC representatives and their families who died due to cholera.
6. Sixth spot: Right next to Pasundan Christian Church, there is former Internationale Crediet
en Handelsvereniging Rotterdam building which operates in the trade and finance sector.
It is estimated that this building has been standing since 1911. Now former Internationale
Crediet en Handelsvereeniging Rotterdam building is owned by PT Cipta Niaga. This
building has two levels and is shaped like a cube, symmetrical left and right. There are
towers that protrude upwards plus conical buildings like the tip of an arrow at the top of
each building. Visually, Internationale Crediet en Handelsvereeniging Rotterdam has an
art deco building style brought by the Dutch.
7. Seventh spot: Next, participants will see two schools with terraced roofs and high shutters.
During the colonial era, the SMPN 14 building was used as a Kindergarten School
(Frobelschool) for preparation for entering grade 1 Europeesch Lagere School (ELS),
while SMPN 16 was used as a European elementary school. The buildings of these two
schools are estimated to have existed since 1933.
8. Eighth spot: Right across from SMPN 16 Cirebon, there is a building which is thought to
have been built in 1920. Its round shape makes this building called the Round Building.
This building is thought to have functioned as a guard post on the road connecting the
center of European government with the palaces.
9. Ninth spot: Walking west, participants will find a roundabout with three statues of masked
dancers. Turning to the right, there is a temple which is estimated to have been built since
1415. Initially, this temple was a place to stop or stay for Muslim Chinese immigrants.
This temple also once functioned as an administrative office for the Chinese community
in Cirebon. In 1950, this building was converted into a place of worship.
From this explanation, it can be said that Mlaku 01: Walking Tour participates in
preserving local culture which has the potential to cultural shift; improving the quality of
human resources in advancing local culture, encouraging the community to maximize the
potential of local culture and empowerment and preservation, reviving the spirit of tolerance,
kinship, hospitality, and high solidarity, and maintaining Indonesian culture so that it does not
become extinct.
436
Mlaku 01: Walking
Human Local Tolerance Cultural

resources Diversity
Figure 4. Mlaku 01’s benefit

Source: Author’s Analysis, 2024
CONCLUSION
1. Walking tour can take a closer look at daily basis of local communities due to the shift
in travel from fast tourism to slow tourism;
2. Nowadays, walking tours are not only a means of traveling, but also an effort to foster a
sense of love for the original culture of a region. Studying history, traditions and origins
can support local people to realize that identity is something that must be maintained
3. Information source obtained from a walking tour is more holistic because the tour guide
can fully direct visitors to the destination;
4. Walking tours have the potential interaction between residents, economic stakeholders,
and visitors, thus opening opportunities for collaboration for sustainable tourism;
5. Cirebon is the right city for cultural tourism because of the mixture occurred in the past;
6. Collecting historical places in one area can be used as cultural tourism.
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Workplace Spirituality in Tourism Vocational Education: Developing the
Future Young Talents for Sustainable Tourism
Desak Gede Chandra Widayanthi, Hardina

Politeknik Pariwisata Bali (Bali Tourism Polytechnic)
Indonesia
Abstract
The tourism industry, characterized by its dynamic and service-oriented nature, is at a

pivotal juncture where the sustainability of its practices and the well-being of its workforce
are of paramount concern. The concept of workplace spirituality has emerged as a critical
element in addressing these concerns, offering a holistic approach to developing future
tourism human resources. This paper aims to investigate the connection between workplace
spirituality and its impact on sustainable tourism practices, alongside examining the pivotal
role that tertiary tourism vocational education holds in nurturing human resources endowed
with a profound sense of workplace spirituality. It underscores the critical insight that
sustainable tourism can only be achieved through human resources who prioritize
spirituality, genuine contribution, and self-awareness. As conclusion, it is found that the
integration of workplace spirituality into both the practice of sustainable tourism and the
educational processes of tertiary tourism vocational schools presents a promising pathway
for developing tourism human resources. This approach recognizes the intrinsic value of
spiritual well-being in the workplace and its ripple effect on organizational success,
employee satisfaction, and sustainable development. As the tourism industry continues to
evolve, the emphasis on workplace spirituality will not only differentiate competitive talents
but also pave the way for a more sustainable, ethical, and fulfilling future for tourism.
Keywords: Human Resources, Sustainable Tourism, Workplace Spirituality
1. INTRODUCTION
The tourism industry, characterized by its dynamic and service-oriented nature, is at

a pivotal juncture where the sustainability of its practices and the well-being of its
workforce are of paramount concern. The concept of workplace spirituality has emerged
as a critical element in addressing these concerns, offering a holistic approach to
developing future tourism human resources. Workplace spirituality, defined as a sense of
meaningful work, a feeling of connection with others, and alignment with organizational
values (Milliman, Czaplewski, & Ferguson, 2003), has been increasingly recognized for
its potential to enhance job satisfaction, organizational commitment, and overall well-
being among employees (Karakas, 2010). In the context of the tourism industry, where
interactions are not just transactions but experiences, the significance of workplace
spirituality becomes even more pronounced. Employees who find meaning in their work
are more likely to deliver authentic, compassionate service, a cornerstone of successful
and sustainable tourism experiences (Pawar, 2009).
Sustainable tourism, aiming to minimize environmental impact, promote cultural

integrity, and ensure economic benefits for local communities (Butler, 1999), requires a
workforce that is not only skilled but also deeply committed to these principles. Workplace
spirituality, with its emphasis on meaningful work and connectedness, aligns closely with
441
the ethos of sustainable tourism, suggesting that nurturing spiritual well-being in the
workplace could foster a deeper commitment to sustainability goals (Giacalone &
Jurkiewicz, 2003).
The development of future tourism human resources necessitates an educational

approach that integrates the principles of workplace spirituality and sustainability from the
outset. Tertiary tourism vocational schools play a pivotal role in this process, preparing
students not just for the technical aspects of their future careers but also instilling a sense
of purpose, ethics, and responsibility towards society and the environment (Duffy, 2006).
Incorporating workplace spirituality into the curriculum can enhance students' awareness
and commitment to sustainable practices by fostering a deeper connection to their work
and the world around them (Fry & Cohen, 2009).
Indonesia, with its rich cultural heritage and diverse natural landscapes, stands as a
prominent destination in the global tourism industry. The country's tourism sector, which
plays a significant role in the national economy, faces the challenge of balancing growth
with the principles of sustainability. This context provides a unique backdrop for
examining the interplay between workplace spirituality, tourism human resources, and
sustainable tourism. Indonesia's diverse cultural and religious tapestry significantly
influences workplace spirituality, where values such as harmony, community, and purpose
are deeply ingrained. A study by Petchsawang and McLean (2017) highlights how
workplace spirituality can enhance job satisfaction and commitment among Indonesian
employees. In the tourism sector, this manifests as a greater dedication to providing
genuine hospitality and service, crucial for creating meaningful experiences for tourists.
However, the challenge remains to systematically integrate and measure the impact of
workplace spirituality across various tourism organizations, ensuring it contributes
effectively to employee well-being and organizational performance.
The Indonesian tourism industry requires a skilled workforce capable of delivering

high-quality services that meet international standards. Despite the growing number of
tourism vocational schools and universities, there is often a gap between the industry's
demands and the skills provided by the education system (Cole, 2007). This gap
underscores the need for an education curriculum that not only equips students with
technical skills but also fosters soft skills, ethical understanding, and a deep appreciation
for sustainable practices—elements that are closely linked with the principles of workplace
spirituality.
Indonesia has committed to sustainable tourism practices to protect its environmental

assets and ensure the long-term viability of the tourism sector. The Ministry of Tourism
and Creative Economy has launched initiatives like the Sustainable Tourism Development
Indonesia (STDI) to promote eco-friendly tourism practices across destinations (Ministry
of Tourism and Creative Economy, 2020). However, challenges such as environmental
degradation, over-tourism in popular destinations like Bali, and the equitable distribution
of tourism benefits among local communities persist (Hitchcock & Darma Putra, 2007).
Incorporating workplace spirituality into the sector could foster a greater sense of
stewardship and ethical responsibility among tourism professionals, aligning personal and
organizational goals with sustainable development objectives.
This paper aims to investigate the connection between workplace spirituality and its
impact on sustainable tourism practices, alongside examining the pivotal role that tertiary
442
tourism vocational education holds in nurturing human resources endowed with a profound
sense of workplace spirituality. It underscores the critical insight that sustainable tourism
can only be achieved through human resources who prioritize spirituality, genuine
contribution, and self-awareness.
2. CONCEPT OF WORKPLACE SPIRITUALITY (WPS)
The concept of workplace spirituality has progressively emerged as a focal point of

interest within the field of organizational studies, driven by an increasing awareness of its
potential impact on employee well-being and organizational performance. This
burgeoning scholarly interest stems from the recognition that the modern workplace
transcends its traditional economic function, evolving into a realm where employees
actively seek meaning, purpose, and a sense of community. Integrating spirituality into the
workplace responds to these intrinsic human aspirations, aiming to create environments
where personal and professional values are not just aligned but are mutually reinforcing.
This paper endeavors to dissect the multifaceted nature of workplace spirituality by
offering a detailed definition, tracing its historical roots, and outlining its key dimensions.
Through this exploration, it aspires to elucidate the ways in which spirituality within the
workplace influences both individual behaviors and organizational dynamics, drawing
upon the foundational work of pioneers like Mitroff and Denton (1999) who first
highlighted the relevance of spirituality in organizational contexts.
Historically, the integration of spirituality and work can be traced back to ancient
philosophical and religious teachings, which emphasize the significance of ethical conduct,
moral values, and the pursuit of meaning in one's labor. However, it was not until the
closing decades of the 20th century that workplace spirituality began to command
substantial academic and practical attention. This shift towards a more holistic
understanding of employee roles and contributions marked the advent of a significant body
of research aimed at delineating how spiritual values and practices could be woven into
the fabric of organizational cultures (Ashmos & Duchon, 2000). This period witnessed the
emergence of seminal studies that sought not only to define the contours of workplace
spirituality but also to investigate its potential to enhance organizational performance and
employee satisfaction (Milliman, Czaplewski, & Ferguson, 2003).
The definition of workplace spirituality has been subject to extensive scholarly debate,
leading to a rich tapestry of perspectives that underscore its multifaceted nature. At its core,
workplace spirituality is characterized by an individual’s experience of meaningful work
in the context of a community, where personal inner life is acknowledged and nurtured by
the work and its environment (Ashmos & Duchon, 2000). This foundational definition
highlights two critical elements of workplace spirituality: the pursuit of meaningfulness in
work and the importance of community. However, as the concept has evolved, additional
dimensions have been recognized, including the alignment of individual and
organizational values, and the presence of a conducive organizational culture that supports
spiritual well-being.
Giacalone and Jurkiewicz (2010) expand upon the initial conceptualization by

emphasizing that workplace spirituality involves a sense of alignment between an
individual's values and the mission and practices of their organization. This alignment is
crucial for fostering an environment where employees do not feel compelled to
compartmentalize their personal and professional lives, thereby enabling them to bring
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their whole selves to work. This integration contributes to a more harmonious and
authentic workplace atmosphere, where individuals’ spiritual needs and organizational
goals are in concert.
Milliman, Czaplewski, and Ferguson (2003) further contribute to the understanding

of workplace spirituality by highlighting the role of a supportive community within the
workplace. They argue that spirituality in the workplace encompasses a sense of
connection to others, fostering a collaborative and inclusive environment that respects
diversity and promotes mutual support. This sense of community is pivotal in creating a
work environment where individuals feel valued and recognized, not just for their
contributions but also for their inherent worth as human beings.
Recent studies have also identified the significance of organizational culture in

facilitating or hindering the expression of spirituality at work. Fry and Cohen (2009)
discuss the concept of a spiritual organizational culture, which is characterized by values
such as compassion, integrity, and respect for individuality. Such a culture not only
supports the spiritual well-being of employees but also enhances organizational
effectiveness by promoting ethical behavior, employee engagement, and resilience.
Moreover, the work of Petchsawang and Duchon (2009) introduces the dimension of
mindfulness as an aspect of workplace spirituality, where individuals’ capacity for self-
awareness and presence in the moment is seen as essential for fostering a spiritually
fulfilling work environment. Mindfulness practices within the workplace can help
individuals navigate stress, enhance concentration, and contribute to a more reflective and
compassionate organizational culture.
In summary, workplace spirituality encompasses a broad range of elements including

the pursuit of meaningful work, the alignment of individual and organizational values, the
presence of a supportive community, the cultivation of a spiritual organizational culture,
and the practice of mindfulness. These dimensions underscore the complex and dynamic
nature of spirituality in the workplace, highlighting the importance of a holistic approach
that addresses the diverse spiritual needs of employees.
The dimensions of workplace spirituality encapsulate various aspects that contribute

to the manifestation of spirituality in the workplace. These dimensions are not only pivotal
for understanding the scope and impact of workplace spirituality but also serve as a
framework for organizations aiming to foster a spiritually enriching environment.
Literature identifies several key dimensions, including meaningful work, a sense of
community, alignment with organizational values, a spiritual culture, and mindfulness.
a. Meaningful Work
Meaningful work is a central dimension of workplace spirituality, emphasizing the

importance of work that is perceived as purposeful and contributing to the greater
good. Employees find spiritual fulfillment when their tasks and responsibilities
resonate with their personal values and beliefs, enabling them to experience a sense
of significance and satisfaction. Pratt and Ashforth (2003) discuss how meaningful
work acts as a conduit for individuals to express their inner selves, thereby fostering
a deeper connection to their job and enhancing their overall well-being.
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b. Sense of Community
The sense of community within the workplace refers to the quality of relationships
and connections among employees. It highlights the importance of a supportive and
inclusive work environment where individuals feel valued and connected to one
another. Milliman, Czaplewski, and Ferguson (2003) emphasize that a strong sense of
community can enhance collaboration, trust, and mutual respect among employees,
contributing to a more cohesive and harmonious workplace.
c. Alignment with Organizational Values
Alignment with organizational values pertains to the congruence between an

individual's personal values and the core values and mission of the organization. This
dimension underscores the significance of working for organizations whose purposes
and practices resonate with one's own ethical and spiritual beliefs. Fry (2003) posits
that such alignment can lead to higher levels of commitment, loyalty, and motivation
among employees, as they perceive their work as an extension of their personal
identity and values.
d. Spiritual Culture
A spiritual culture within an organization is characterized by an ethos that supports

spiritual practices and values, such as compassion, integrity, and respect for diversity.
This dimension reflects the collective manifestation of spirituality at the
organizational level, shaping policies, practices, and interactions that nurture the
spiritual well-being of employees. Ashmos and Duchon (2000) argue that a spiritual
culture can facilitate a more responsive and adaptive organization, capable of fostering
employee engagement and ethical behavior.
e. Mindfulness
Mindfulness in the workplace involves promoting practices that enhance self-

awareness, presence, and attentiveness to the present moment. This dimension of
workplace spirituality encourages employees to cultivate a mindful approach to their
work and interactions, leading to improved focus, stress management, and emotional
regulation. Petchsawang and Duchon (2009) highlight the benefits of workplace
mindfulness, including increased creativity, better decision-making, and enhanced
well-being.
3. WORKPLACE SPIRITUALITY AND SUSTAINABLE TOURISM
In the rapidly evolving tourism industry, sustainability has become a cornerstone for
competitive advantage and long-term success. As the sector navigates the challenges of
environmental conservation, economic resilience, and social equity, the cultivation of
competitive tourism talents emerges as a critical strategy. Workplace spirituality, with its
focus on meaningful work, a sense of community, alignment with organizational values, a
spiritual culture, and mindfulness, offers a comprehensive framework for nurturing talents
that can drive sustainable tourism. By fostering a work environment that values these
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dimensions, organizations can cultivate employees who are not only skilled but also deeply
committed to the ethos of sustainability.
3.1 Cultivating a Commitment to Sustainability through Meaningful Work
Cultivating a commitment to sustainability through meaningful work is rooted

in the understanding that when individuals find their work significant and aligned
with their personal values, particularly those concerning the environment, social
justice, and economic sustainability, they are more engaged and motivated to
contribute positively to their organization's sustainability goals. This connection
between meaningful work and sustainability commitment has been explored in
various academic studies, providing insights into how organizations in the tourism
sector and beyond can leverage this dimension of workplace spirituality to enhance
their sustainability practices.
The concept of meaningful work is premised on the idea that work is not just a
means to an end (e.g., earning a salary) but also a source of personal fulfillment and
a way to contribute to something larger than oneself (Rosso, Dekas, & Wrzesniewski,
2010). This is particularly relevant in the context of sustainability, where the impact
of one's work extends beyond individual or even organizational achievements to
encompass broader environmental and social implications. According to Pratt and
Ashforth (2003), meaningful work enhances employees' identification with their job
and organization, enriching their sense of purpose and motivating them to pursue
higher goals, such as those related to sustainability.
Empirical studies have reinforced the link between meaningful work and
sustainability commitment. For instance, Steger, Dik, and Duffy (2012) found that
individuals who perceive their work as meaningful are more likely to exhibit
behaviors that support sustainability, as they see these behaviors as consistent with
their own values and as contributing to the greater good. Furthermore, research by
Michaelson, Pratt, Grant, and Dunn (2014) suggests that when employees view their
work as contributing to societal or environmental well-being, they are more engaged
and satisfied with their jobs, which, in turn, can enhance their commitment to
sustainability practices.
In the tourism sector, where the impact of operations on local communities and
environments is often direct and significant, the potential of meaningful work to
drive sustainability commitment is particularly noteworthy. For example, a study by
Weeden (2015) on ecotourism operators found that those who perceived their work
as contributing to conservation efforts and community well-being were more
proactive in adopting sustainable practices. Similarly, Sheldon, Nichols, and Kock
(2019) highlighted the role of meaningful work in motivating employees in the
hospitality industry to engage in sustainability initiatives, suggesting that when
employees see a clear connection between their daily activities and broader
sustainability outcomes, they are more likely to take initiative and advocate for
sustainable practices within their organizations.
These findings have important implications for how tourism organizations can
cultivate a commitment to sustainability among their employees. By framing job
roles and tasks in a way that emphasizes their contribution to sustainability goals,
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and by fostering a culture that values and recognizes such contributions,
organizations can enhance the meaningfulness of work for their employees. This, in
turn, can motivate employees to embrace and champion sustainability initiatives,
driving progress toward more sustainable tourism practices.
3.2 Fostering Collaboration and Shared Values through a Sense of Community
Fostering collaboration and shared values through a sense of community within

the workplace is pivotal in enhancing organizational commitment to sustainability,
especially in the context of tourism. This approach emphasizes the creation of a
workplace environment where employees feel a strong sense of belonging and
alignment with the organization's values, particularly those related to sustainable
practices. A sense of community not only encourages teamwork and collaboration
but also ensures that sustainability becomes a shared responsibility among all
members of the organization.
The concept of a sense of community in the workplace draws on McMillan &

Chavis' (1986) definition, which includes four key elements: membership, influence,
integration and fulfillment of needs, and shared emotional connection. These
elements contribute to creating an environment where employees feel valued and
part of a collective effort towards common goals, such as sustainability. Wagner
(1995) further emphasizes the role of shared values in building organizational
commitment, suggesting that when employees' personal values align with those of
their organization, their sense of community and commitment to organizational goals
strengthens.
Empirical studies provide evidence of the positive impact of a sense of

community on sustainability initiatives within organizations. Milliman, Ferguson,
Trickett, and Condemi (1999) found that a strong sense of community within the
workplace leads to higher levels of employee engagement and motivation to
participate in sustainability efforts. In the context of tourism, Mtapuri and
Giampiccoli (2019) highlight how community-oriented workplaces in the tourism
sector can enhance the implementation of sustainable tourism practices by fostering
an environment where employees feel connected to both the organization and its
sustainability objectives.
The application of a sense of community in fostering collaboration and shared

values in the tourism industry is critical for achieving sustainable tourism
development. D'Amore (1983) argued for the importance of a community-oriented
approach to tourism, where the emphasis on shared values and collaboration among
stakeholders can lead to more sustainable tourism practices. In practice, this involves
creating opportunities for employees to collaborate on sustainability projects,
encouraging open communication about sustainability goals, and recognizing
contributions to these goals. Such practices not only strengthen the sense of
community within the organization but also align employees' efforts towards a
common objective of sustainable tourism.
For tourism organizations seeking to enhance their sustainability practices,

fostering a sense of community among employees is a strategic approach. By
investing in team-building activities, creating platforms for open dialogue on
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sustainability issues, and aligning organizational values with those of sustainability,
organizations can cultivate a workplace environment that supports collaboration and
shared values. This, in turn, can lead to more effective and innovative solutions to
sustainability challenges in the tourism sector.
3.3 Aligning Personal and Organizational Goals for Greater Impact
Aligning personal and organizational goals for greater impact is a strategic

approach that enhances employee engagement, productivity, and commitment,
particularly in the context of sustainability initiatives within the tourism industry.
This alignment ensures that employees' personal values and aspirations resonate with
the organization's mission and sustainability goals, leading to more motivated and
satisfied employees who are likely to contribute positively to sustainable tourism
practices.
The concept of goal alignment draws on the psychological theory of self-

determination (Deci & Ryan, 1985), which posits that individuals are more
motivated and perform better when their work aligns with their intrinsic values and
goals. Further, Locke and Latham's (2002) goal-setting theory emphasizes the
importance of clear, challenging, and attainable goals in enhancing employee
performance and satisfaction. When personal and organizational goals are aligned,
employees experience a sense of purpose and fulfillment that drives their
commitment to the organization's objectives, including those related to sustainability.
Research in organizational behavior and human resource management provides

empirical support for the benefits of aligning personal and organizational goals.
Studies by Sheldon and Elliot (1999) have shown that when employees perceive a
strong alignment between their personal goals and the objectives of their
organization, they exhibit higher levels of job satisfaction, organizational
commitment, and motivation. In the context of sustainable tourism, Mtapuri and
Giampiccoli (2019) argue that alignment between employees' personal values and
the sustainable goals of tourism organizations leads to more effective
implementation of sustainability practices, as employees are more engaged and
proactive in contributing to these initiatives.
The tourism industry, with its direct impact on economic, social, and
environmental sustainability, is particularly well-positioned to benefit from aligning
personal and organizational goals. Employees who see their work in tourism as
contributing to broader sustainability objectives are likely to be more committed and
motivated. For example, Font and Harris (2004) highlight how eco-friendly practices
in hotels not only appeal to environmentally conscious consumers but also attract
and retain employees who value sustainability, thereby enhancing the hotel's
performance in both employee satisfaction and sustainable operations.
To leverage the alignment of personal and organizational goals in promoting

sustainable tourism, organizations should focus on:
a. Clearly communicating the organization's sustainability goals and how they

align with broader societal and environmental objectives.
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b. Encouraging employees to share their personal values and goals related to
sustainability and exploring ways these can be integrated into their roles.
c. Offering training and development opportunities that enhance employees'

skills and knowledge in sustainable practices, aligning with their career
aspirations and the organization's sustainability objectives.
d. Recognizing and rewarding contributions to sustainability goals, thereby

reinforcing the value placed on these objectives by both the organization
and its employees.
3.4 Creating a Supportive Culture for Innovation and Ethical Practices
A spiritual culture promotes ethical behavior and innovation, essential for

advancing sustainable tourism. Ashmos and Duchon (2000) define a spiritual culture
as one that values individuals' inner lives and fosters an organizational environment
of trust and integrity. In sustainable tourism, such a culture encourages ethical
decision-making and creative solutions to sustainability challenges, supporting
continuous improvement and excellence. Gull and Doh (2004) emphasize the
importance of organizational culture in enabling sustainable practices, noting that a
culture that supports innovation and ethical standards is vital for the long-term
success of sustainability initiatives. Creating a supportive culture for innovation and
ethical practices is fundamental to the sustainable success of any organization,
particularly in the fast-evolving and ethically complex field of tourism. A culture
that promotes innovation encourages employees to explore new ideas and solutions,
which can lead to more sustainable and responsible tourism practices. At the same
time, emphasizing ethical practices ensures that these innovations contribute
positively to the welfare of all stakeholders, including employees, communities, and
the environment.
Organizational culture plays a critical role in shaping employees' behaviors and

attitudes towards innovation and ethics. Schein (2010) identifies organizational
culture as a complex pattern of shared basic assumptions that a group has learned to
solve its problems of external adaptation and internal integration. A culture
supportive of innovation and ethics is one that not only values creativity and new
ideas but also places a high emphasis on moral principles and social responsibility.
Kotter and Heskett (1992) argue that adaptive cultures, which emphasize the
importance of responding to environmental changes and challenges through
innovation, tend to outperform organizations with stronger but less adaptable
cultures. Furthermore, Treviño, Weaver, and Reynolds (2006) suggest that an
organizational culture that strongly promotes ethical values and standards
significantly influences ethical decision-making and behaviors among employees.
Empirical studies highlight the positive outcomes of fostering a culture

supportive of innovation and ethics. Huhtala et al. (2011) found that an ethical
organizational culture is strongly associated with job satisfaction and less
experienced stress among employees. In the context of tourism, Boğan and Sarıışık
(2019) demonstrated that a culture encouraging innovation and creativity in tourism
companies leads to greater competitiveness and sustainability in the industry.
449
Moreover, Weaver, Treviño, and Cochran (1999) showed that organizations with a
strong ethical culture have better compliance with ethical standards and less
misconduct.
In the tourism industry, creating a culture that supports innovation and ethical
practices is crucial for developing competitive and sustainable tourism talents. This
involves:
1) Encouraging creativity and innovation
Organizations should create an environment where employees feel safe to

express their ideas and experiment with new ways of achieving sustainable
tourism goals. This can be facilitated through regular brainstorming sessions,
innovation workshops, and providing resources and time for employees to work
on creative projects.
2) Promoting ethical practices
Tourism organizations should establish clear ethical guidelines and conduct

regular training on ethical decision-making. This ensures that employees are
aware of the ethical implications of their actions and the importance of
responsible tourism practices.
3) Recognizing and rewarding innovation and ethical behavior
Acknowledging and rewarding employees who contribute innovative ideas or

demonstrate a strong commitment to ethical practices can reinforce the
importance of these behaviors and encourage others to follow suit.
3.5 Enhancing Focus and Resilience through Mindfulness
Mindfulness practices enhance employees' focus, resilience, and adaptability,

qualities essential for navigating the complexities of sustainable tourism.
Petchsawang and Duchon (2009) discuss the benefits of mindfulness in the
workplace, including improved concentration, emotional regulation, and stress
management. For sustainable tourism, mindfulness can empower employees to
remain calm and focused on the face of challenges, fostering a proactive and
thoughtful approach to sustainability issues. Sheldon, Kashdan, and Steger (2011)
highlight how mindfulness contributes to well-being and goal pursuit, suggesting its
value in supporting employees' efforts to achieve sustainability goals in dynamic and
often uncertain tourism environments. Enhancing focus and resilience through
mindfulness in the workplace has gained significant attention as organizations strive
to support their employees' well-being and adaptability, especially in sectors like
tourism, where the pace of change and the level of unpredictability can be high.
Mindfulness, the practice of maintaining a nonjudgmental state of complete
awareness of one’s thoughts, emotions, or experiences on a moment-to-moment
basis, has been shown to improve focus, resilience, emotional intelligence, and
overall well-being among employees.
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The theoretical underpinning of mindfulness draws from Eastern contemplative
traditions and has been integrated into Western psychology to address various
aspects of mental health and organizational behavior. Kabat-Zinn (1994) defines
mindfulness as paying attention in a particular way: on purpose, in the present
moment, and nonjudgmentally. This concept has been operationalized in various
mindfulness-based interventions, such as Mindfulness-Based Stress Reduction
(MBSR) and Mindfulness-Based Cognitive Therapy (MBCT), which have been
applied in organizational contexts to enhance employee well-being and performance.
Research in organizational psychology has provided empirical evidence

supporting the benefits of mindfulness in the workplace. A study by Good et al.
(2016) found that mindfulness training can reduce emotional exhaustion and
improve job satisfaction among employees, indicating its potential to enhance
resilience to work-related stress. Moreover, Hülsheger et al. (2013) demonstrated
that practicing mindfulness not only enhances employees' focus and attentional
performance but also promotes pro-social behavior, suggesting its broader
implications for organizational climate and teamwork.
In the tourism industry, where employees often face high levels of stress and
burnout due to the demanding nature of their jobs and the need for constant
interaction with clients, mindfulness practices can be particularly beneficial.
Mindfulness can help tourism professionals to:
a. Improve focus and concentration
By training the mind to be present, employees can better manage their tasks,
even in a fast-paced and sometimes chaotic environment.
b. Enhance emotional resilience
Mindfulness equips employees with the skills to handle stress more effectively,
enabling them to recover from setbacks more quickly and maintain a positive
outlook.
c. Foster adaptability
Being mindful enhances awareness of the changing environment and supports a

more flexible and creative approach to problem-solving, which is crucial in the
dynamic tourism sector.
To cultivate a mindfulness-supportive environment, tourism organizations can:
a. Offer mindfulness training programs to employees, incorporating practices such

as meditation, breathing exercises, and mindful walking.
b. Encourage regular mindfulness breaks during the workday to help employees

recharge and refocus.
c. Promote a culture of mindfulness by modeling mindful leadership and

integrating mindfulness into organizational values and practices.
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4. PROMOTING WORKLACE SPIRITUALITY IN TERTIARY VOCATIONAL
EDUCATION
Promoting workplace spirituality as an educational process in tertiary tourism

vocational schools involves integrating principles and practices of workplace spirituality
into the curriculum and learning environment. This initiative aims to prepare students not
only with the technical skills needed for the tourism industry but also with a deep sense of
purpose, connection, and ethical grounding. By incorporating these strategies into their
educational programs, tertiary tourism vocational schools can effectively promote
workplace spirituality, preparing students to enter the workforce with a holistic
understanding of their profession. This approach not only enriches the students' personal
and professional development but also contributes to the cultivation of a more sustainable,
ethical, and spiritually fulfilling tourism industry.
The strategies that could be implemented in tertiary tourism vocational schools to

promote workplace spirituality are explained as follows.
a. Curriculum Design
1) Integrate Spirituality and Ethics into Courses
Courses should incorporate topics on workplace spirituality, ethics, and

sustainability in tourism. This could involve discussions on the importance of
meaningful work, the development of a community feeling among employees and
guests, and the ethical considerations in tourism. For example, Fry and Cohen
(2009) discuss how leadership courses can emphasize the importance of spiritual
leadership in creating vision and value congruence across the organization.
2) Service-Learning Projects
Encourage students to engage in service-learning projects that connect them with

the local community and environment (Pawar, 2009). These projects can help
students find a deeper sense of purpose and understand the impact of tourism on
communities and the environment, fostering a sense of stewardship and care.
b. Pedagogical Strategies
1) Reflective Practices
Implement reflective practices such as journaling or reflective discussions that

encourage students to contemplate their personal values, the meaning they find in
work, and how they can contribute to the common good through their future
careers in tourism (Neal, 2013).
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2) Mindfulness and Meditation
Introduce mindfulness exercises and meditation sessions to enhance students’

focus, resilience, and well-being. These practices can also help students develop
a greater awareness of their inner selves and their connections with others,
aligning with the principles of workplace spirituality (Shapiro, Astin, Bishop, &
Cordova, 2005).
c. Experiential Learning
1) Industry Partnerships
Develop partnerships with tourism organizations that prioritize workplace

spirituality, allowing students to experience workplaces where spiritual principles
are valued. Internships or cooperative education opportunities in these settings
can provide practical insights into how workplace spirituality can be implemented
and its impact on organizational culture and employee well-being (Giacalone &
Jurkiewicz, 2003).
2) Leadership Development Programs
Offer leadership development programs that focus on developing spiritual

leadership qualities, such as compassion, integrity, and a commitment to serving
others. These programs can help students understand the role of leadership in
fostering a spiritual work environment (Fry, 2003).
d. Assessment and Continuous Improvement
1) Feedback and Reflection on Learning Experiences
Regularly solicit feedback from students on their learning experiences related to

workplace spirituality. Use this feedback to continuously improve the integration
of spirituality into the curriculum and pedagogical approaches.
5. CONCLUSION
The exploration of workplace spirituality within the context of sustainable tourism

and its promotion through educational processes in tertiary tourism vocational schools
underscores a transformative approach to developing tourism human resources. This
comprehensive examination reveals the profound implications of workplace spirituality
for enhancing competitive tourism talents, fostering sustainable tourism practices, and
shaping the future of the tourism industry through enlightened educational methodologies.
Workplace spirituality, with its emphasis on meaningful work, a sense of community,

alignment of personal and organizational values, supportive cultures for innovation and
ethical practices, and the enhancement of focus and resilience through mindfulness, offers
a multifaceted approach to addressing the dynamic challenges and opportunities within the
tourism industry. These dimensions not only contribute to the well-being and satisfaction
of employees but also enhance organizational effectiveness, customer satisfaction, and
453
sustainable practices, which are essential in the competitive and rapidly evolving tourism
sector.
The significance of cultivating workplace spirituality as part of the educational

process in tertiary tourism vocational schools cannot be overstated. By integrating
principles of workplace spirituality into the curriculum, employing pedagogical strategies
that encourage reflective and experiential learning, and fostering partnerships with
organizations that exemplify spiritual practices, educational institutions can prepare
students to enter the workforce with a holistic understanding of their role in the tourism
industry. This preparation goes beyond technical skills and knowledge, enveloping the
moral, ethical, and spiritual dimensions of work that are crucial for sustainable tourism
development.
Promoting workplace spirituality in the context of tourism education aligns with the
broader objectives of sustainable tourism by preparing human resources that are not only
proficient in their technical domains but are also compassionate, ethical, resilient, and
mindful. These attributes are indispensable for addressing the complex challenges of
sustainability, including environmental preservation, social equity, and economic viability.
Moreover, by embedding workplace spirituality in tourism education, we foster a
generation of tourism professionals who are equipped to lead with integrity, inspire
innovation, and contribute to the holistic well-being of individuals, communities, and the
environment.
The integration of workplace spirituality into both the practice of sustainable tourism
and the educational processes of tertiary tourism vocational schools presents a promising
pathway for developing tourism human resources. This approach recognizes the intrinsic
value of spiritual well-being in the workplace and its ripple effect on organizational
success, employee satisfaction, and sustainable development. As the tourism industry
continues to evolve, the emphasis on workplace spirituality will not only differentiate
competitive talents but also pave the way for a more sustainable, ethical, and fulfilling
future for tourism.
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ISBN 978-988-7884620

Foreword from Conference Chair

The Asia Tourism Forum was founded in 1993 to address

Professor Kaye Chon

Analisis Swot Potensi Pengembangan Wisata Sejarah Berkelanjutan Di

Analysis of Community Participation in the Development of Tourism

Analysis of the Development Strategy of Al-Munawar Village as

Analysis of the Influence of Eco-Guilt and Environmental Knowledge on

Analysis of the Potential Development of Musi Sekanak River Tourism in

Analysis of the Potential Sport Tourism at Sriwijaya Ranau Gran Fondo

Applying ESG Evaluation to Tourism Sustainability Indicator System

Artificial Intelligence (AI) in Hotel Check-in Services in Palembang OYO

Benefits of Community-Based Tourism in the Old Denai Tourism Village

Challenges in Developing Community Based Tourism in Denai Lama

Dampak Kinerja Karyawan Magang Terhadap Produktivitas Perusahaan

Development of Environmental, Social and Government (ESG) Concept

Digital Transformation in Local and International Chain Hotels: Guest

Ecotourism Product Development Strategy in the Bukit Lawang Area

Effectiveness of Tourism Potential Development in Palembang City,

Embracing Hybrid Horizons: A Comprehensive Analysis of MICE

Experience Matters: How Avatar-Guided Virtual Tour Experience

Exploration of East Nusa Tenggara Tourists' Behavior in the Urban Area

Exploring Sustainable Strategies in Backpacker Tourism: A Case Study

Generation Z and Adventure Tourism: What's Driving Their Decisions?

Geotourism Guide Teaching Model

Harmonizing Tradition and Thrills Lombok-Sumbawa Motocross

How Does Housing Asset affect Household Tourism Expenditure?

Implementation of Heritage Preservation Perspective in Cultural Tourism

Integrating Heritage Tourism and Sustainable Urban Development: A

Marketing Strategy of MSMEs (Micro, Small and Medium Enterprises)

Misconceptions of Community-Based Tourism Model towards the

Muslim Pilgrimage in Bukhara: Trends and Issues in Development,

Peace Tourism Implementation Model as a Cultural Approach for

Pilgrimage Tourism in Bukhara: Perspectives and Challenges

Program Pengabdian Kepada Masyarakat Berbasis Blended Untuk

Revitalization Path of Ancient City Tourism Based on Cultural Heritage

Rural Tourism as a Catalyst: A Deep Dive into the Synergy between

Slow Food Movement and Farmer’s Markets Tourism: Are We

Social Media Development Model based of Influencer to Increase

Sustainable Cultural Tourism in the Era of Sustainable Development

Sustainable Service Models on Quality Control and Management:

The Dynamics of Twice Once Fandom and Its Contribution to Cultural

The Effect of Food Quality on Consumer Satisfaction at Royal Tulip

The Influence of Celebrity Endorsers on the Travel Intention of Millenials

The Influence of E-Wom on TikTok on Tourist Interest and Its Impact on

The Influence of Online Reviews and Price on Purchase Decisions Hotel

The Influence of Viral Marketing on Tourist Preferences in the City of

The Role of the Lom Tribe as a Cultural Tourism Attraction in Bangka

Tinjauan Pengembangan Festival Perahu Bidar Sebagai Upaya

To Foster ‘She’ Power in Hotel Management - Developing a ‘C-level

Tourism Development Model Based of Traditional Sports to Increase

Unveiling the Healing Horizons: Exploring the Untapped Medical

Walking Tour as Cultural Tourism: Mlaku 01 Cirebon

Workplace Spirituality in Tourism Vocational Education: Developing the

Sharon Mukhola, Elona Ndlovu

Keywords: Hospitality, operations, strategy, strategies, sustainability, entrepreneurship

Morales-Contreras, M.-F., Bilbao-Calabuig, P., Meneses-Falcón, C., & Labajo-González, V.

Abdul Aziz1, Pelliyezer Karo Karo2

Keywords: KCBN Muara Jambi, Wisata Sejarah Berkelanjutan, Metode SWOT.

Deafani Clara Sinaga1, Sumihar S Sitompul2, Dewi Yanti3

Keywords: Tourism Village, Community Participation, Tourist Village Management,

According to Isbandi (2007), community participation is community participation in the

4. Tourism Village Development