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E-Journal of Cultural Studies Feb 2020 Vol. 13, Number 1, Page 36-47
DOAJ Indexed (Since 14 Sep 2015)
ISSN 2338-2449 https://ojs.unud.ac.id/index.php/ecs/

THE STRUGGLE OF SYMBOLIC CAPITAL IN RUSSIAN TOURIST

MARKET OF BALI TOURISM

Gede Ginaya1, A.A. Ngurah Anom Kumbara2, I Nyoman Darma Putra3,
I Nyoman Sukiada4

1Tourism Department Politeknik Negeri Bali,2,3,4Cultural Studies Study Program, Faculty of
Arts, Udayana University

email: ginaya@pnb.ac.id, 2anom_kumbara@unud.ac.id,3idarmaputra@yahoo.com,

4nyomansukiada@yahoo.com

Received Date : 19-12-2019
Accepted Date : 25-01-2019
Published Date : 29-02-2020

ABSTRACT

A professional tour guide is regarded as a front-liner of the tourism and the ambassador of
his/her country. Therefore, the performace of a tour guide is very important as a quality
assurance of services in order to fulfill the tourists’ satisfaction. One of the important things
to satisfy the tourists is through mastering the language, because if the tour guide speaks the
language fluently and accurately, the commucation will be well maintained and all information
can be successfully delivered. In this case, mastering Russian language, which is categorized
into one of the latest foreign languages in the tourism business of Bali, is deemly needed by
the Russian tourists in order to get sufficient information about the culture of the indigenous
community. This study aimes at investigating the mastery level of the tour guide’s Russian
language related to the struggle of symbolic capital between foreign representatives and local
tour guides. By applying a descriptive qualitative research, the data was collected through
observation, interview, and document review. The theory used to undertake this study is
Bourdieu’s social practice theory which involves capital, habitus, and field. The data that has
been classified is analyzed by qualitative descriptive method with an inductive-metodological
paradigm which is seting up the discussion from particular principles to the general in order
to obtain a conclusion. The result of data analys is presented by formal and informal method.
The study reveals that the mastery of Russian language for a professional tour guide has
been proven to compete with foreign tour guides in preserving the Balinese culture and
empowering local community in tourism participation.

Keywords: Russian language, professional tour guide, capital symbolic.

INTRODUCTION

Tourism in Indonesia has now increased from year to year in line with the government's

commitment, especially the Ministry of Tourism to promote Indonesia, which consists of

thousands of islands, so that there are several well-known and newly introduced tourist

E-Journal of Cultural Studies Feb 2020 Vol. 13, Number 1, Page 36-47
DOAJ Indexed (Since 14 Sep 2015)
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destinations. Some of these tourist destinations are spread from the western to eastern parts

of Indonesia, such as North Sumatra with Lake Toba attractions and Samosir island, Bangka

Belitung (Babel) as new tourist destinations, Kalimantan Island with its mascot of orangutans

and Dayak culture, Bali and beyond (Bali) such as NTB, NTT, Maluku, and Papua, which are

incorporated in Corridor VI for Eastern Indonesia. Especially for Bali, which already has a

name as the best tourist destination in the world, it is expected to help promote other tourist

destinations, as this goal of tourism development was exibited at the Bali and Beyond Travel

Fair (BBTF) 26-29 June 2018. The annual event took place in Bali Nusa Dua Convention

Center (BNDCC) cooperated with other tourist destinations in Indonesia including 10 newly-

developed destinations.

Bali is famous as a tourist destination, because it has a variety of tourism potential such

as natural beauty, cultural uniqueness, and the social life of the majority of the Hindu

community. Balinese culture as an asset or attraction has made Bali a lot of foreign tourists

visiting from Asia, Australia, Africa and Europe. Today lots of tourists from Eastern Europe,

especially Russia, also come to Bali. Russia's new tourist visit is relatively new after the

collapse of the Communists from the Soviet Union in the era of the 90s (Fadillah, 2006: 1)

which made the Russian country open to its citizens to travel abroad and this proves the

existence of a global cultural flow, especially the ethnoscape proposed by Appadurai.

Compared with other tourists, especially from Western European countries, America and

Japan, Russian tourists are classified as new tourists visiting Bali. Additionally, the arrival of

Russian tourists to Bali is a breath of fresh air amidst the saturated market share of Western

and Japanese tourists. The community enthusiastically studied Russian at foreign language

course institutions so that they could handle Russian tourists at a travel agency that handles

Russian tourists. Not only limited to guides who have experience learning Russian, young

people who do not have a license guide also learn Russian. After they master the Russian

language and take part in a training guide at a travel agency, they attend a tour guide training

organized by the Provincial Tourism Office to obtain a tour guide identification card or license.

Mastery of Russian language (Bagarić and Djigunović 2007: 95) by the tour guides is very

influential on the assessment of Russian tourists as service users who make visits to a tourist

destination and ultimately encourage maintaining the company’s image and even increase

the number of tourist visits. One important factor in maintaining the company's reputation is

the quality of service. Service is an action taken to fulfill the customer desire for a product or

service they need, this action is done to give satisfaction to customers to fulfill what they need.

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DOAJ Indexed (Since 14 Sep 2015)
ISSN 2338-2449 https://ojs.unud.ac.id/index.php/ecs/

The purpose of each service company is to provide what customers or consumers consider

quality feelings. 'Feelings' means that the quality expected is already in the minds of

consumers (Prihatno, 2010). Businesses in the service sector that want to be able to compete

based on service quality must feel they have better service than their competitors. Business

profits are usually due to the relatively better quality of the product or service. The satisfaction

of Russian tourists is determined by some of the quality of services received by these tourists.

The quality of service received by Russian tourists can be provided by airlines that transport

tourists, travel agents through office staff, guides, tourist transport and drivers, hotels where

tourists stay, restaurants, objects and tourist attractions when tourists do tour activities. In this

case, the tour guide’s delivering speech in Russian language is a very important factor to

provide the counter from negative stigma made by foreign tour guides as Russian native

speakers that the local tour guides are lack of mastering Russian language. As a matter of

fact, there is an imbalance of the management of the Russian tourist market in Bali tourism,

as it is according to Bourdieu (2012) social domination occurs. A communication that takes

place between the local community and foreign investors originating from Russia in the

development of Bali's tourism can just happen symbolically with a party that is consciously or

unconsciously dominated. Likewise with those who dominate, of course, have several factors

or strong reasons so that the process of domination occurs. In interacting or communicating,

there is usually a party that engages in an attitude of dominance with the aim that the party

that is dominated obeys to the dominant. This attitude of domination can be the basis of an

act of social violence that results in injustice towards the dominated party.

Haryatmoko (2010: 3) said that the covert attitude of domination produces obedience,

critical attitude, skepticism, which covers or justifies injustice. If domination continues, it will

result in discrimination, violence, and injustice. Covert domination that occurs in social

interaction can not just happen. There is a reason why an attitude of domination can occur

from those who dominate against those who are dominated. The background of the dominant

party can be the reason because in the life of the community since the past until the present

there is already a name strata or levels of society.

There are differences in the elements of society from the highest to the lowest, that the

highest elements of society such as the owners of travel businesses and tourist

accommodation will symbolically have the highest authority as well. These reasons can be

strong why the attitude of dominance can occur in the management of the Russian tourist

market in travel agencies and tourist accommodation. This is in accordance with the opinion

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DOAJ Indexed (Since 14 Sep 2015)
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of Haryatmoko (2010: 17) that all people are always in control and controlled. This dominance

takes place in the situation, resources (capital), and the actor's strategy. Mapping the relations

of power and capital composition. Therefore, the key concept of Pierre Bourdieu's thought

about symbolic domination is divided into four parts namely, capital, class, habitus, and

symbolic power or violence (Alfianto, 2017).

From the description of the background above, in order to be able to examine more deeply

the mastery of Russian language from the point of view of service quality and tourist

satisfaction, a study was conducted to investigate the improvement of the tourguide Russian

language mastery as a quality service that gives satisfaction to tourists.

Research Metodology

Research on improving Russian language mastery and tourist satisfaction is qualitative

descriptive. The data used are primary and secondary data. Primary data is data that is

directly obtained based on observations when guides explain some of the tourist objects in

Bali, and direct interviews with 25 Russian-language guides as respondents of this study

determined based on snowball sampling techniques. Snowball sampling technique is one of

the non-probability sampling techniques in qualitative research by looking for key informants

in field research that helps researchers find other key informants or open access to

respondents to be studied (Bungin, 2001). In making observations, in addition to observing

guides in explaining tourism objects, it is also possible to observe competent involvement

techniques (Muhammad: 207), namely researchers involved in the discussion and observing

the use of the language of the speakers. Whereas secondary data is data obtained from the

search results of questionnaires in several travel agents that handle Russian tourists in Bali.

This questionnaire is usually filled by Russian tourists before leaving for their country.

Subsequent data were analyzed with qualitative descriptive methods based on an

inductive methodological paradigm. That is, a paradigm that departs from something specific

to something common (Ginaya, 2018). With descriptive analysis method, the data that has

been collected in the form of an increase in mastery of Russian language and tourist

satisfaction is described in full so that finally obtained a conclusion regarding the increase in

mastery of Russian language by guides and factors that influence the increase in mastery of

Russian language including service dimension factors against Russian tourists in determining

tourist satisfaction. The results of the study are presented with formal and informal methods.

According to Sudaryanto (1993: 145) informal presentation methods are presenting the

E-Journal of Cultural Studies Feb 2020 Vol. 13, Number 1, Page 36-47
DOAJ Indexed (Since 14 Sep 2015)
ISSN 2338-2449 https://ojs.unud.ac.id/index.php/ecs/

results of analysis with descriptions or ordinary words, while the formal presentation method

is the formulation with signs and symbols According to Muhammad (Ginaya, 2018) symbols

or signs are used for present or formulate the results of the analysis so that the meaning of

the method, the relationship between the methods, and the characteristics of the method can

be known and understood.

Results and Discussion

Russian tourists who visit Bali as an international tourist destination have hopes of

experience about natural charm and especially cultural uniqueness. As a customer or

customer service tourism industry in general, the hope of Russian tourists is a motivation to

satisfy the needs of tourists themselves. In this case Russian tourists who come to Bali have

traveled very far so that they have high expectations of quality of service in order to get

satisfaction. The expectations of tourists can be illustrated as the motivation to purchase a

product and service related to basic human needs and desires, as stated by Maslow in his

motivation theory. This section will describe the results of the study obtained through direct

observation and interviews of guides in handling Russian tourists in Bali and the results of

document studies. The results of the study were described in a descriptive qualitative manner

by describing the mastery of pramuwista Russian language which increased along with the

dynamics of the confusion of Russian tourists over the years and the factors influencing the

increase in Russian language instruction by guides in relation to the dimensions of service

for tourist satisfaction.

1. Russian Language Mastery of the Tour Guide

The satisfaction of Russian tourists towards the services provided by guides is directly

related to the performance of guides themselves, especially from aspects of language

acquisition. If the level of mastery of Russian is low, then the performance of guides is below

expectations and tourists are not satisfied. Conversely, if the level of mastery of Russian is

high, then the performance of guide guides meets expectations and satisfied tourists. The

arrival of Russian tourists to Bali about 20 years ago with the dynamics of his visit on the

island of the gods requires guides with Russian language specialization to handle them. The

role of the Russian-language tour guide is very important whose job is to provide information

E-Journal of Cultural Studies Feb 2020 Vol. 13, Number 1, Page 36-47
DOAJ Indexed (Since 14 Sep 2015)
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services to tourists where their Russian language mastery has experienced dynamic

development if traced from the beginning of its arrival to the present.

At the beginning of the arrival of Russian tourists in Bali mastery of their Russian language

is so minimal, but tourists still understand it and try to do a communication in the context of

survival where guides try hard to make tourists understand the information conveyed, on the

other hand tourists also try to capture the idea delivered with language media that is still

minimal. Apart from the perfection of a language communication tourists have been well

served. This is evidenced by the increasing enthusiasm of tourists to buy optional tours and

visit various attractions with guides. Complaints in the form of language acquisition delivered

by Russian tourists at the beginning of his arrival in Bali were the lack of mastery of Russian

language guides. This is considered normal considering that Russian language is a foreign

language that is classified as very new among tourism actors in Bali. But over time these

assumptions are refuted because guides have learned a lot to improve their Russian

language skills through intensive practice with tourists and the help of digital technology to

access material in Russian and with Google translate is easy in vocabulary mastery. Even

through social media they can interact with tourists or fellow guides with Russian-language

text literacy. This is a very positive development in mastering Russian language.

To determine the level of satisfaction of Russian tourists on the quality of tour guides

through mastering Russian language in Bali, it was analyzed descriptively from the results of

field observations and direct interviews with guides who handled Russian tourists as primary

data sources. The results of this observation and interview were also supported by the results

of the document study as secondary data in the form of questionnaire forms completed by

Russian tourists before they departed to their countries. Every travel agency that handles

Russian tourists in Bali must provide the questionnaire form and give it to guides who pick up

Russian tourists for transfer-out.

Based on the results of observations and direct interviews with 25 Russian-language

guides as respondents to this study, it was found that the guide had mastered Russian at the

intermediate level (advanced) to advanced level. This was demonstrated through the results

of their performance when explaining information on tourist attractions such as the Batuan

temple, Goa Gajah, Tirta Empul, Besakih, Tanah Lot, Taman Ayun, Uluwatu, and natural

attractions such as the Batur geo-park site, frequent terrace cultural heritage Jatiluwih, Ubud

monkey forest, Bedugul botanical garden. The tourist attraction has been worldwide and

requires an explanation of the philosophical, religious, historical aspects that relate to

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Balinese culture and cannot be separated from the beliefs held by the Balinese people,

namely Hinduism.

Explanations provided by guides are carried out in Russian fluently and complete

information. They explained the various functions and grammar of Russian language. This is

the focus of this research considering that Russian language has 6 types of case forms,

namely nominative (N), accusative (A), datif (D), genitive (G), instrumental (I), and

prepositional (P). The use of the case form in a sentence context will show how varied

Russian-language guides are in terms of accuracy. Therefore, the expression of sentences

that are expressed will experience a change in the context that is subject to a case form both

in the noun and adjective. The imposition of this case will be more complex because the

Russian language noun is classified in masculine, feminine, neutral form and each gender

noun is divided into singular and plural. In addition, the verb undergoes conjugation depends

on the subject and changes occur in accordance with the form of the times and aspects of

both the perfective and imperative aspects. Table 1 below shows changes in noun forms in 6

types of case forms.

Tabel 1. The form of noun in Russian cases

Case

Noun
Masculine feminin Neutral

singular Plural singular plural singular plural
N Билет

/bilyet/
слoвaрь
/slowar/
мyзeй
/muzei/

Билеты
/bilyetiy/
слoвaри
/slawari/
Мyзeй
/muzei/

гaзетa
/gazeta/
нeдeля
/nidyelya/
плошaдь
/ploshad/

гaзеты
/gazeti/
нeдeли
nidyeli/
плошaди
/ploshadi/

делo
/dila/
yпрaжнeниe
/uprazheneniye/
имия
/imiya/

делa
/dila/
yпрaжнeния
/uprazhneniya/
имeнa
/imena/

A Билет
/bilyet/
слoвaр
/slovar/
мyзeй
/muzei/

Билеты
/bilyetiy/
слoвaри
/slavari/
мyзeй
/muzei/

гaзетy
/gazetu/
нeдeлю
/nyedelyu/
плошaдь
/ploshady/

гaзеты
gazetiy/
нeдeли
/nyedeli/
плошaди
/ploshadi/

делo
/dyela/
yпрaжнeния
/uprazheniya/
имия
/imiya/

делa
/dyela/
yпрaжнeний
/uprazhenii/
имeнa
/imena/

G Билета
/bilyeta/
слoвaря
/slavarya/
мyзeя
/muzeya/

Билетoв
/bilyetov/
слoвaрeй
/slavarei/
мyзeйя
/muzeiya/

гaзеты
/gazetiy/
нeдeл
/nyidel/
плошaдь
/ploshady/

гaзет
/gazet/
нeдeли
/nydeli/
плошaди
/ploshadi/

делa
/dyela/
yпрaжнeния
/uprazhneniya
имeни
/imeni/

дел
/dyel/
yпрaжнeний
имeн
/imen/

D Билету
/bilyetu/
Слoвaрю
/slawaryu/

Билетaм
/bilyetam/
слoвaрям
/slavaryam/

гaзетe
/gazetye/
нeдeлe
/nidelye/

гaзетaм
/gazetam/
нeдeлям
/nidelyam/

делy
/dyelu/
yпрaжнeнию
/uprazhniniyu/

делaм
/delam/
yпрaжнeниям
/uprazhninyam/

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Tabel 2 below shows the resembled meaning for the variant of nominative case.

Tabel 2. The resembled meaning of noun in nominative case
Masculin Feminin Neutral

Singular plural

Meaning singular plural meaning singular plural meaning

Билет
/bilyet/
слoвaр
/slowar/
мyзeй
/muzei/

Билеты
/bilyetiy/
слoвaри
/slawari/
Мyзeй
/muzei/

Tiket

kamus

museum

гaзетa
/gazeta/
нeдeля
/nidelya/
плошaдь
/ploshad/

гaзеты
/gazeti/
нeдeли
/nidyeli/
плошaди
/ploshadi/

koran

minggu

lapangan

делo
/dila/
yпрaж-
нeниe
/uprazh-
neniye/
имия
/imiya/

делa
/dila/
yпрaж-
нeния
/uprazh-
neniya/
имeнa
/imena/

bisnis

latihan

nama

The use of the noun variant in the context of sentences in different cases (6 cases) is

as follows.
1. N : skolka bilyet stoit dlya tanets kecak?
How much does the ticket cost for the Kecak dance?
2. A : Viy mozhetye kupit bilyetiy zdyes.
Can you buy the tickets here?
3. G : Miy khotim kupit pyaty bilyetov dlya tanets Kecak. Skolka oni stoit vmyestye?
We want to buy 5 tickets for Kecak Dance. How much are they altogether?
4. D : Daitye mnye etu bilyetu. Ya budu smotrety eta tanets.
Give me the ticket I want to see the dance.
5. I : Davaitye payekhat v Uluwatu se etom bilyetom. Miy budyem smotrem tanets Kecak

tam.
Let’s go to Uluwatu with this tcket. We can see Kecak dance there.
6. P : Skazhitye mnye pozhaluista dyebushka. Mnye nuzhno podpisith v etom bilyetye?
Excuse me, Lady. Do I need to sign on this ticket?

Improved mastery of Russian language by guides is also found in written litrations

when guides interact with social media such as the WhatsApp (WA) application. The progress

мyзeю
/muzeyu/

мyзeям
/muzeyam/

плошaди
/ploshadi/

плошaдям
/ploshadyam/

имeни
/imeni/

имeнaм
/imenam/

I Билетом
/bilyetom/
слoвaрeм
/slavarem/
мyзeeм
/muzeyem/

Билетaми
/bilyetami/
слoвaрaми
/slavarami/
мyзeями
/muzeyami/

гaзетoй
/gazetoi/
нeдeлeй
/nidelyeii/
плошaдью
/ploshadyu/

гaзетaми
/gazetami/
нeдeлями
/nidelyami/
плошaдями
/ploshadyami/

делoми
/dyelom/
yпрaжнeинeм
/uprazhneinem/
имeнeм
/imenem/

делaми
/delyami/
yпрaжнeинями
/uprazhneinyami/
имeнaми
/imenami/

P Билетe
/bilyete/
слoвaрe
/slavare/
мyзee
/muzye/

Билетаx
/bilyetakh/
слoвaряax
/slavaryakh/
мyзeяax
/muzeyakh/

гaзетe
/gazetye/
нeдeлe
/nidelye/
плошaди
/ploshadi/

гaзетax
/gazetakh/
нeдeлиxи
/nidelikh/
плошaдяx
/ploshadyakh/

делe
/delye/
yпрaжнeним
/upradnenim/
имeни
/imeni/

делax
/delakh/
yпрaжнeнияx
/uprazhneniyakh/
имeнax
/imenakh/

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of the level of mastery of Russian language by guides significantly influences the quality of

service to satisfy Russian tourists as shown in a questionnaire where Russian tourists on

average give a range of values 1 - 2 about mastering Russian language guides which means

excellent for value 1 and good for value 2. The value given by Russian tourists is certainly

very beneficial for all parties not only to tour guides but also companies or travel agents that

employ guides, so that the sustainability of visiting Russian tourists is guaranteed.

2. Russian-Speaking Tour Guide and Service Dimension

Factors that influence the level of mastery of Russian language tour guides can be

stated that besides Russian tourists who have the motivation to get satisfaction from the

quality of services provided by guides on the other hand tour guides have the motivation to

improve their Russian language mastery to provide quality service which is prime to tourists

and makes them still exist from the tight competition in dealing with Russian tourists. The

competition does not only occur among guides themselves as healthy competition, but also

from the large number of foreign representatives from Russia, Ukraine, Uzbekistan who take

part in handling Russian tourists in Bali. This competition with foreign representatives

becomes unhealthy, besides the foreign representatives as native speakers are also exhaled

by the issue that mastering Russian language guides is minimal. This competition is what

triggers guides to strive to improve the mastery of Russian language in order to dismiss these

unfounded issues otherwise they only become spectators in their own country.

Increased mastery of Russian language guide as a quality of service that gives

satisfaction to Russian tourists is inseparable from the dimensions of service to tourists who

have their respective influences in determining tourist satisfaction on service quality, namely

tangibility, reliability, responsiveness, assurance, and empathy. Tangibility factor is shown

through the physical appearance of guides who characterize professional people and imbued

with the local cultural work ethic, namely guides wearing traditional Balinese clothing. This

appearance is certainly a positive impression for Russian tourists who have come to Bali to

gain experience about local culture. Reliability factors are determined by providing information

according to needs, timely service, and avoiding errors when providing services.

Communication errors will not occur along with the increasing level of mastery of Russian

language guides. The responsiveness factor is done by appreciating tourists, professionals

in providing services, helping tourists with deftness, and attitude when serving. Guides should

be more appreciative of tourists in providing services especially for Russian tourists who have

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different characteristics from tourists from Australia, America, and other Western European

countries.

The assurance factor can be done through the use of clear and easy-to-understand

Russian language, knowledge of guides about extensive tourism products and culture,

security of Russian tourists during the handling of guides, as well as being honest and clean

in serving. Communication is important in handling Russian tourists, because the use of

Russian language is good and right coupled with knowledge about tourism products and

culture can increase tourist confidence in guides, especially in the purchase of optional tours

and can provide accurate and accurate information to tourists. In terms of emphaty factors,

namely respecting Russian tourists with the use of language that is polite, friendly, and always

smiling in serving, and paying attention to tourists' requests.

CONCLUSION

Mastery of Russian language tour guides have experienced a very significant increase

along with the increasingly intensive interaction between guides and Russian tourists in

addition they have also utilized the development of information and communication

technology. In addition, competition with foreign representatives who also handle Russian

tourists in Bali has spurred guides to improve Russian language mastery. Increased mastery

of Russian language by guides has a positive impact on the quality of service that gives

satisfaction to Russian tourists. The service quality includes five service dimension factors,

namely tangibility such as the physical appearance of guides who impress Russian tourists,

reliability with the communicative competence of guides can improve services to tourists,

responsiveness by understanding the characteristics of Russian tourists can satisfy tourists,

assurance with knowledge of tourism products and culture can increase Russian tourists' trust

in guides, and empathy with the use of polite language, friendly attitude, and respect for

tourists provides a special satisfaction for Russian tourists.

It can be suggested to guides to keep maintaining the mastery of the Russian

language that has been achieved so far and even improved to provide excellent service

quality to the satisfaction of Russian tourists and cling to honesty as the most important aspect

of the service dimension, thus building a positive image among guides as the spearhead

(front-line) tourism and ambassadors (ambassadors) of countries and nations in the tourism

sector.

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